What are content pillars?

What are content pillars?

Do you want to make the most of your content marketing? Do you struggle with planning for your content marketing? If you do, then using the content pillars is a great solution to take your content marketing to the next level. So, what are content pillars? Find out all you need to know about content pillars and how you can use them by reading this article. Let’s dive in!

Whether your brand is focused on B2B or B2C, finding the right content marketing is a real challenge. Considering all the benefits that come with great content - you just don’t want to miss out.

On the other hand, with so many opportunities for generating the content, it can be quite overwhelming and you can struggle with the right content planning for your business.

There might be other times when you don’t know what to post - so it is an excellent idea to take a step back and look at the bigger picture for good content planning. By using the content pillars, you address the very identity of your brand to build your content strategy.

You may have heard of content categories

content categories

If you never heard about content pillars before, maybe you heard about content categories. Content pillars represent themes or categories that your marketing content is broken into.

In other words, it is a system that allows you to plan around categories that are tailored for your brand identity and values. To be more specific, instead of sharing big pieces of content, you split them into smaller pieces that will be focused on a certain theme.

What makes content pillars so efficient?

content pilars

What makes the content pillars so efficient is that you can adapt them according to your needs. Based on what product/service you aim to promote, your brand’s identity, and your target audience, you can identify pillars that are very specific and very accurate for your business. No two brands are the same, so within the same industry, each brand can have unique content pillars.

If you already like the sound of using content pillars, here is what makes it even better! This system can improve communication with your stakeholders. Because each piece of your content will be more focused on one theme, the communication is rather straightforward and easier to remember.

Moreover, because you can reach new and existing customers with your content marketing, your content is part of the buyer’s journey, so by improving your communication you can impact your sales.

How can you use content pillars?

content planning

As we established above, content pillars are based on your brand’s identity. So, how can you use content pillars? Let’s find out!

First, you need to identify your content pillars. Think about your brand’s identity, consider who is your target audience and based on all that, create your content pillars. Make the most of this part of the process by using a creative and analytical approach to identify the pillars that are fit for your business.

You might wonder now, how many pillars do you need. Would 4 content pillars be enough, or do you need more? Well, the number of your content pillars will depend on your brand’s identity but also on the rhythm of sharing content.

It is useful to have as many pillars as the number of days in the week when you want to share content - remember, content pillars need to adapt your business, not the other way around.

Once you establish your content pillars, you can now come up with ideas for each category. You need to keep in mind what communication channels you will use, and you will be all set for planning your content.

Here is a great tip:  associate a pillar with a certain day of the week because that way your stakeholders are more likely to know what kind of content to expect from you - in other words, they get to know your brand even faster.

Be creative! Content pillars will split your content into smaller themes, but that does not limit you. Now that you are focused on one category at a time, you have more opportunities to generate content. You can easily play with the content pillars by using different tones, various types of media, memes, images - the sky is the limit!

Get in touch with GoGo Marketing & Advertising today, and let’s take your content marketing to the next level by using content pillars for your brand.