Everything you need to know about Content Pillars
How to Choose the Right Content Pillars for Your Instagram Content Strategy
Are you overwhelmed by constantly having to come up with content to post on Instagram for your small business? Do you have an idea of the kind of content you want to create or do you randomly come up with posts and hope that they work?
If you are looking for some structure in your content creation journey, Social Media Content Pillars are your answer.
What are Content Pillars?
If your content strategy is a huge structure, then your content pillars are literally the pillars or the backbone, upholding the structure. They are the key themes that all your Instagram content will revolve around.
Why are Content Pillars essential?
Narrowing down on your 3–6 content pillars has both short-term and long-term benefits. Here’s how it will help you in your Instagram journey:
- Brand Cohesion
Only the tone of your copy and the visual design doesn’t reflect your brand’s personality on Instagram, it’s also what kind of posts you share. Content Pillars will ensure your posts are aligned with the identity and voice of your brand.
- Alignment with Business Goals
What is the outcome you expect from your content strategy on Instagram? Is it increased engagement, more sales, creating love for your brand, or lead generation? Your content pillars will keep your focus on your ultimate business objectives.
- Provide Value to Your Target Audience
Instead of just following every trend on Instagram, and getting on the moment marketing bandwagon, you will actually be helping your audience with a cohesive content plan. It will help you create a loyal audience on Instagram, which will stay and engage with you for the value you provide.
- Consistency
Content Pillars will help you create and stick to a content plan. It will ensure you are not scrambling for what you should post today, as you will have the pillars as your guide, ensuring a steady flow of relevant and timely content.
- Build Authority
Content Pillars can help you position your brand as an expert in your industry and help build trust with your audience. You can showcase your knowledge and prove how much you understand your audience through solid content pillars.
Content Pillars for Instagram:
- Educational:
Objective — Educational or informational content establishes your brand as the thought leader in your industry. If your audience thinks you know what you’re talking about, they trust you more.
Ideas — Tutorial reels, infographic posts, how-tos, did-you-knows, checklists, facts, quick hacks, explaining carousels, industry updates
2. Entertaining:
Objective — Entertaining content establishes a connection with your audience through humorous and relatable content. It makes the audience feel you understand them, which builds loyalty.
Ideas — Memes, relatable posts, trending audio reels, GIFs
3. Promotional:
Objective — Promotional content pushes your product/service. The goal is to capture and nurture leads or make sales. It shouldn’t be more than 20% of your content so that your feed doesn’t seem sale-sy.
Ideas — Testimonials, benefits, case studies, product demo posts, sales, giveaways, comparisons, client success stories
4. Inspirational:
Objective — Inspirational content motivates and uplifts the audience, fostering a sense of community and togetherness.
Ideas — Motivational quotes, user-generated content, influencer content
5. Engaging:
Objective — Engaging content aims to initiate conversations with your audience. Having a meaningful interaction with your audience helps you understand them better.
Ideas — Polls, quizzes, stories, Q&As
6. Connecting:
Objective — Connecting content helps you in community building by humanising your brand. It solidifies your brand’s relationship with your customers.
Ideas — Your story, behind-the-scenes, introducing your team
7. Topical and Moment:
Objective — Topical Content helps you to stay relevant and relatable. It mostly acts as filler content.
Ideas — Trending audio reels, cultural days posts, latest news
How can you determine the Content Pillars for your Small Business?
Now that you understand what content pillars are and why you need them, you need to narrow down to your brand’s Content Pillars. Here are 6 ways you can determine the Content Pillars for your Small Business:
- What do you have to offer?
Know what value you can create on your Instagram account for your audience, be it in terms of your products, your skills, or your expertise.
- Who are you?
Be clear on your band positioning and values, and how you want to be viewed by your potential customers.
- What is your goal?
Keep in mind what you want to achieve through your strategy on Instagram. Your business goals are the foundation of all your marketing efforts.
- Who is the content for?
Research your target audience. What kind of content do they follow? What are their pain points? Why would they follow you? Why are they on Instagram?
- What are our competitors doing?
Dive deep into your competitors’ content. Analyse what is working and not working for them.
- What’s been working so far?
If you have been posting on Instagram for a while, Instagram Insights will let you know what kind of posts have got you the best engagement, lead or sales. That will be a good starting point for determining your content pillars.
I hope this helps you decide on the content pillars that will work for your brand on Instagram. By rotating those in your posting schedule, you will have a solid, well-thought-out content calendar.
All the best for your Instagram journey. Do leave a clap if this article was helpful for you!
