The 4 content pillars for social media explained
Creating content for social media platforms is not easy.
As social media marketers, we must be up to date with different design and writing trends for posting engaging and valuable content for the public, which also matches the brand, product, or services for which it is being created.
There are five content pillars for social media to be able to classify the type of content that is published. This leads us to organize the feed better, develop content ideas that do not bore the public, and avoid repetitive messages that tire them or make them feel like they are reading or watching more of the same.
What are content pillars?
Content pillars for social media are a classification of topics to create content and organize them according to the purpose of your post. Thus, each post the brand publishes is carefully designed to fulfill the necessary functions.
For example, suppose the brand will launch an upcoming project on the market and needs to start advertising on networks. In that case, you need to know these 5 pillars in depth to avoid blockages when creating content and better organize. So let’s get down to business and briefly explain what pillar means.
Promotional
Promotional content is based on the presentation of a specific product or service. However, they shouldn’t always be straightforward because they may seem pushy and forced.
A more viable way to do this is to turn the situation around and talk about the outstanding features of that product or what they can expect when purchasing the service you are offering through networks.
Educational
Educational or informative content seeks to illustrate and teach the public about topics related to your brand or niche. In addition to being a great way to engage your target audience, it will make your community see you as a trusted brand.
Also, the more educational content you post, the greater your chance of getting brand awareness. Consistency is vital; by posting informative pieces about your area or products, the audience will begin to see them more, and your brand will be the one that comes to mind.
Community
What we call community content is what we colloquially know as testimonials, which are essential to give credibility to the brand and a sense of belonging to the public.
Many brands have sections for testimonials or reviews on their social networks so that potential customers see that an audience supports and enjoys the product the brand offers, making everything look like a small family.
Entertainment
Entertainment is a vital part of our network experience today; we consume content more dynamically and practically through social media. Taking a break from all the seriousness and formality is crucial to generate more affinity with the brand.
The current audience prefers short video formats recorded vertically. Starting with TikTok, Instagram adapted it to its reels and gave content creators an organic growth tool to connect with the public.
Many brands, whether professional or personal, use humor to sell themselves. Thus, they create a more sympathetic and approachable image of themselves that could make them interact with the public.
Why should we apply it in our content strategy?
These pillars encompass all the types of content we consume daily on social networks, and knowing and being clear about them when creating content can help us develop a social media strategy more efficiently and effectively because:
- Improves the organization of the feed since you can divide the different types of content in a balanced way
- Helps to have a clearer vision of what you will write without mixing objectives and confusing the public with the purpose of the post.
- Balanced content is created based on the needs and characteristics of our target audience.
- You will be able to divide the content into different areas, so it will be more accessible when devising relevant content.
- You start to create more meaningful content instead of just cute and flashy posts.
In addition, as consumers and part of the public, when we come across a social media post, Instagram story, or any other publication, we can identify under which pillar they’re writing to understand and interpret its purpose and how to react or interact with it.
Need help with creating content?
Creating relevant content is essential pieces for achieving engagement and brand awareness.
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