Content Pillars Are Essential for Social Media
Like everything in communication, social media requires a strategy. Organizations should be intentional with the types of content they communicate instead of posting at random. Social media content pillars, or “content buckets,” help organizations focus on sharing key messages and stories that align with their goals.
These pillars are the core themes that guide a brand’s message. For example, Coca-Cola’s content pillars include emotional storytelling, which is seen in the “Share a Coke” campaign; nostalgia, represented by its iconic red-and-white glass bottle; and user-generated content, such as personalized bottles with individual names.
Each content pillar is typically designed to speak to a specific target audience. For instance, emotional storytelling and nostalgic posts resonate deeply with longtime Coca-Cola fans who understand the brand’s heritage. User-generated content can engage newer and younger consumers by inviting them to participate and share their own relatable moments with Coca-Cola.
Managing social media without a clear strategy can quickly become disorganized and ineffective. Content pillars provide much-needed structure to an organization’s strategy by outlining the types of content to consistently post. The audience then knows what to expect from the brand, which creates a distinct voice. Consistent content keeps the organization top of mind and drives more interactions.
The pillars should directly reflect an organization’s core values, goals and tone of voice. For a business like Krakoff Communications, potential pillars might include thought leadership, industry trends and behind-the-scenes content of agency culture. Organizations can consistently reinforce their messaging across all platforms by focusing on key themes of the brand.
Unfortunately, it’s common for organizations to create content haphazardly, rather than working under pillars that generate new ideas and save time. Content planning can be overwhelming and often becomes an afterthought for many businesses. It’s important that when working on any social media platform, the content is intentionally using content pillars that help the brainstorming process be more thought-out and streamlined.
Arranging posts by content pillars allows an organization to track post analytics more effectively. A company can see which themes are resonating with its audience and which ones need further refinement. This data allows the organization to make more strategic content decisions that better convey the company’s story.
Consistency in content creation is essential in today’s crowded social media landscape. Content pillars organize messages to share an organization’s story and can build a more engaging brand.
