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PILLARS // Building Strong Social Media Strategies with Content Pillars



Hey there, fellow small business owners! Grab your coffee mug, Stanley cup, cuppa tea (or whatever you're drinking, and let's talk about the foundation of a strong social media strategy: content pillars. If you're a small business owner trying to navigate the ever-changing world of social media, then this article is for you!


What are Content Pillars?

Content pillars are the core themes or topics that your business focuses on in its social media content. Think of them as the building blocks of your social media strategy. Just like a building needs a strong foundation, your social media strategy needs content pillars to stand on.


Why Are Content Pillars Important?

First and foremost, content pillars help you maintain a consistent and recognizable brand identity. By sticking to a set of themes that align with your brand values and resonate with your target audience, you can ensure that your content remains relevant and engaging. Plus, having a clear set of content pillars makes it easier to plan and organize your content in advance.


How to Identify Your Content Pillars

Coming up with content pillars may seem like a daunting task, but don't worry, I've got you covered. Start by asking yourself a few questions:

  • What sets your business apart from the competition?

  • What do you want to be known for?

  • What are your customers interested in?

The answers to these questions can help you identify your content pillars.


Flexible but Structured

Once you've established your content pillars, it's time to start brainstorming content ideas that align with each theme. Keep in mind that your content pillars should be flexible enough to allow for creativity and spontaneity, but still provide structure for your social media strategy.


Tools and Resources to Help

As a small business owner, you may feel overwhelmed by the thought of managing your social media content. But fear not! There are plenty of tools and resources out there to help you streamline the process. Scheduling tools like Facebook Business META, Hootsuite, and Buffer can save you time and energy, while content creation apps like Canva and Adobe Spark can help you create eye-catching visuals.


So, here's the real tea. Do you need content pillars? How many do you need?

Content pillars are essential to building a strong social media strategy. By establishing a set of themes to guide your content, you can ensure that your social media presence remains consistent, on-brand, and engaging for your audience. So go ahead, grab another cup of coffee, and start building those content pillars!


If you're still wondering whether or not content pillars are necessary for your social media strategy, the answer is a resounding YES!

Without content pillars, your social media content may lack focus and consistency, which can lead to a disengaged audience.


When it comes to choosing your content pillars, start by thinking about your brand values and your target audience. What are the key themes or topics that align with your business? What are your customers interested in? Consider conducting market research to gain a better understanding of your audience's needs and preferences.


It's also important to be flexible and adaptable when it comes to your content pillars. As your business evolves and your audience's interests shift, your content pillars may need to be adjusted or refined. Don't be afraid to experiment and try out new ideas to see what resonates with your audience.


Generally, three to five content pillars are a good starting point. This allows for enough variety and flexibility in your content, while still providing a clear focus and direction for your social media strategy.


Here are some examples of content pillars that a new business owner might consider:

  • Industry News and Trends: Share news and trends related to your industry to establish your business as an authority in your field.

  • Behind-the-Scenes: Give your audience a peek behind the curtain and share what goes on behind the scenes of your business to build a connection and humanize your brand.

  • Product/Service Highlights: Highlight your products or services and showcase their unique features and benefits to educate your audience and drive sales.

  • Customer Stories/Testimonials: Share stories and testimonials from your satisfied customers to build social proof and establish trust with your audience.

  • Educational Content: Create educational content related to your industry or niche to position your business as a valuable resource for your audience.

Remember, these are just a few examples of content pillars - the key is to choose themes that align with your brand values and resonate with your target audience.


In summary, content pillars are crucial for building a strong social media strategy. By identifying the core themes or topics that align with your brand and your audience, you can create engaging, relevant, and consistent content that helps your business stand out in a crowded social media landscape.

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