Define Your Content Pillars

Are you struggling to constantly create amazing content for your audience?

When I decided to consistently create content, I found myself struggling. I did not know how to plan my content and create what seemed so much of it. I realized that defining my content pillars was essential, and honestly the first step in the content creation process.

Once I defined my content pillars, the content creation process was faster and also more enjoyable. I realized that my content pillars are the foundation of my communication strategy and brand awareness.

A big reason why you too might be struggling to create content is not having your content pillars defined.

Ask yourself, “ What are the 5 main things my brand is known for?”.

If you can’t answer that confidently & quickly, this post is definitely for you.

In this blog post, you will learn how to define your content pillars which will allow you to create and share amazing content, strategically and intentionally.

What are content pillars?

Content is the information and experiences shared with an audience. It comes in different forms such as text, images, audio, video, etc.

In reality, content is everything your audience comes in contact with from your brand. This goes from your logo to the photo you posted yesterday on Instagram.

Everything you share is content and it allows your brand to communicate with your audience.

Essentially content pillars are the main topics or themes your brand is known for.

Your content pillars reflect the value you share with your audience.

Plus, content pillars are the foundation of your content strategy.

Why are content pillars important?

CONTENT is arguably the most important part of your digital marketing strategy.  

Defining your content pillars is the first step in communicating intentionally and strategically to your audience. 

When you post with a strategy in mind your marketing efforts are more successful. 

Plus, creating content will become more rewarding. 

Benefits of having clearly defined content pillars:

• Plan and create relevant content for your audience. 
• Position yourself as an authority in your industry. 
• Consistent messaging. 
• Increase brand awareness
• Create content faster

Step 1. Brainstorm

Brainstorms are the best place to start because they give you an overall picture of what is going on in your mind & business. 

I know you have an idea of the type of content you want to share but, doing this brainstorm exercise will help you have a clearer picture and even give you more content ideas.

This brainstorm exercise is guided by a set of questions crafted for personal brands.

In this brainstorm you will dive deep into knowing yourself and your business.

Remember to answer the questions truthfully and write down absolutely everything that comes to your mind.

Grab a piece of paper or open your notes app and let’s get started!

Question 1. What are you passionate about? 

Question 2. What are your interests and hobbies? 

Question 3. What topics are you educated on?

Question 4. What is your story (key achievements/transformations)?

Question 5. What are you specialized in? 

Question 6. What are your values?

Question 7. What do you want to be known for?

The purpose of answering these questions is to get specific on who you are and what you can offer to your audience. 

Step 2. Define Your Main Content Pillars

After doing the brainstorm exercise you can clearly see all the topics that you are interested in and are relevant to your brand. 

Looking at the list, which topics light you up? Those are the ones you are passionate about. 

When defining your content pillars there needs to be an intersection between three things. These are: what you are passionate about, what you are good at, and what you can get paid for.

Look at everything you wrote and select 3 – 5 main content topics or themes. 

My brand is focused on Social Media Marketing & Influencer Marketing, here is an example of my main content pillars: 

1. Personal 
2. Social Media Tips 
3. Influencer Tips 
4. Monetizing 
5. Female Entrepreneurship

These are topics that I am passionate about, good at, and I can get paid for.

ALWAYS remember those three elements!

Step 3. Define Your Sub-Content Pillars

Each of your main content pillars has sub-categories. The sub-categories are the smaller topics of your main ones.

Defining your sub-content pillars will allow you to see the whole umbrella of possible content for your brand.

A way to figure out your sub-categories is to think about the entire process (A-Z) of each main category.

For example, in my case, Social Media is a main content pillar. What is the A-Z in Social Media Marketing?

There’s engagement, followers, content marketing, ads, etc. All those topics are my sub-content pillars.

Here is an example of my sub-content pillars:

1. Personal ( about me, my workflow, etc.)
2. Social Media Tips ( engagement, growth, hashtags, etc.)
3. Influencer Tips ( micro-influencers, brand collabs, etc.)
4. Monetizing (Reaching out to brands, getting clients, etc.)
5. Female Entrepreneurship (Motivation, ideas, etc.)

Step 4. Know Your Niche

Now that you have defined your main content pillars & sub-content pillars, you must get to know your audience.

Knowing your ideal audience is crucial in social media/content marketing.

Why? Because your audience consumes your content and they determine your engagement rates so, GET TO KNOW THEM.

Research who is your audience, what things do they like, what are their pain points, what are their habits, how much time do they spend on social, etc.

Your content strategy goes hand in hand with your audience.

Read this blog post to find your niche 5 Steps to Find Your Niche & Grow Your Ideal Audience

All In All,

In this blog post, you learned how to define your content pillars which will allow you to create and share amazing content, strategically and intentionally for your audience.

Follow me on Instagram @lauraarancibiamarketing for more tips on social media marketing!