How to create your content pillars
April 1, 2022
As a marketer, do you experience difficulty in thinking of the correct “pillars” for your content strategy? If you do, don’t fret. That’s normal. Even if it may seem easy, choosing the correct pillars for your brand may actually be a tad difficult.
First and foremost, what are content pillars?
Content pillars are the topics that your brand wants to be known for, and will create content for. Content pillars are sometimes called content buckets or content categories.
From these content pillars, smaller pieces of content can be derived and made into other content to promote to your target audience such as blogs, social media posts, emails, among others. In the long term, content pillars help build exposure and authority for your brand.
Sometimes, it can be a struggle to zero in on the pillars that will make up your content strategy, content creation, content distribution and content marketing.
A simple way to help you figure it out is by simply thinking of the common ground between what your BRAND cares about and what your AUDIENCE wants.
Coming up with content pillars is more than just finding topics relevant to your brand. You should be clear about what content topics will showcase the unique points of your brand and will send a strong message that will resonate with your target customers.
Your content pillars can be formulated from the intersection of these two key considerations:.
What does your brand care about?
This is what your brand wants to be known for, the things that your brand is concerned about, and are the reasons for its existence. These are industry topics, and what people discuss about your brand. These will define your brand’s topics and subtopics.
For example, a beauty salon’s content pillars may be:
new haircut styles,
new hair color hues
nail art design tips
DIY pedicures advice
Here are 3 guide questions to help you find insights on what your brand cares about:
1. What does your brand want to be known for?
2. Which topics will make you rank well in the SERPs?
3. Do you want to own specific keywords? What are they?
What does your audience want?
These are the things that the audience has a passion for. You need to consider what value your content will deliver to your audience.
Here are some key questions to focus on what your audience needs and are passionate about:
1. Why do customers prefer to purchase from you?
2. What topics do they ask about when they contact you?
3. Are there any challenges that your customers wish to find solutions to?
4. What solutions are these?
The intersection of brand and audience
Gather all the answers from the two sets of questions above and list the potential topics.
The answers to these two sets of questions may overlap, or may have unique content opportunities. From these answers, look for those that are common.
The point where these two converge, is what can make up your content pillars.
Think of all the general interests your audience may have. This may not necessarily mean that all that the audience cares about is relevant to your brand. Like they may be interested in the World Cup, or Netflix, but it doesn’t mean you have to tweak your product into having a World Cup theme.
The important thing is to identify the common ground between what the audience wants and what the brand cares about. Identify where they intersect and then focus on that.
From all this, your core content pillars must be those that you want your brand to be known for, matching with what your audience wants the most.
Try this with your team and tabulate all the answers in an illustrated venn diagram. See how you can easily come up with content pillars for your brand.
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