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How to Use Content Pillars for Social Media: The Essential Guide

Saritel Abbaszade
Saritel Abbaszade Author
How to Use Content Pillars for Social Media: The Essential Guide
Social Networks Feb 25, 2022

There are a lot of discussions these days about content pillars for social media. What are they? How do you use them? And why should you even bother? This essential guide will answer all of those questions and more. We'll start by explaining what content pillars are and then show you how to use them to create a social media strategy that works for your business. By the end of this guide, you'll be armed with the knowledge you need to create a social media plan that will help you achieve your marketing goals!

social media strategy

What are content pillars, and why do they matter for social media marketing?

Content pillars are the themes that you use to organize your content. They are like a blueprint for all of your social media posts, and they help ensure that every piece of content you publish is aligned with what matters most to your business goals. If it's been a while since someone has asked, "what's in it for me?" then maybe now is the time to think about how you can use content pillars on social media. Content pillars for Facebook help ensure that every piece of content you publish has a purpose and aligns with your business goals. For example, if one of your company's values is customer service excellence, all posts should reflect this value by being helpful and informative for customers.

How can you use content pillars to create a social media strategy?

Now that you understand what content pillars are and why they matter, it's time to learn how to use them to create a social media strategy. Here are a few tips:
Choose the proper channels: Not all channels are created equal, and not every pillar should be promoted on every channel. You need to choose the most relevant channels to your business and target audience and focus your pillar content specifically on those channels.
Create a content mix: Not all pillar content needs to be serious and professional. You can use a variety of formats (articles, videos, infographics, etc.) to mix things up and keep your audience engaged.
Align with other marketing initiatives: Your social media pillar content should align with your other marketing efforts, such as website copy, email campaigns, and paid advertising. This will help create a unified brand experience for your customers.
Measure success: As with any other type of marketing campaign, you should measure the success of your content pillars for LinkedIn by tracking how much engagement each piece gets and what types of actions people take after seeing it.

What are the advantages of using content pillars?

Content pillars can have many positive effects on your social media accounts, such as:
It makes your work easier: Creating a pillar for every topic you want to cover on social media can save time because it's easier than coming up with new ideas every day.
It keeps your content focused: One of the most important benefits of using a pillar is that it helps keep all content on topic and focused around one theme or idea. This makes it easy for customers to find what they're looking for and consistent with your brand message.
It builds trust: When all content is aligned with company values, it helps to build trust between the customer and the business. This type of trust can lead to long-term relationships and more customers in the future.

How can you create your content pillars to improve your social media strategy?

Now that you've learned about content pillars for Facebook and Instagram and how they can help improve your social media strategy, it's time to create some for yourself! Here are a few tips on what to do next:
Think about your goals: Before creating any marketing material, it's crucial to think about what you want the result to be. What are your business goals for social media? What do you want people to do after seeing your content?
Brainstorm pillar ideas: Once you know what you want to achieve, it's time to come up with some ideas for content pillars. Start by brainstorming a list of topics that are important to your brand and that reflect your company values.
Create a plan of action: Once you have some pillar ideas, it's time to put together a strategy for how each piece will be created and distributed across channels. Your strategy should include the type of content (articles, videos), frequency (daily vs. weekly), and target audience(s).

What are some common pitfalls to avoid when using content pillars for social media marketing?

There are a few common pitfalls to avoid when using content pillars for social media marketing:
Not tailoring pillar content to specific channels: If you want your pillar content to be successful, it's essential to tailor it specifically for the channels you're promoting it on. This includes making sure the tone and format of the content are appropriate for each channel's audience.
Focusing too much on one channel: While it might seem logical to focus all your efforts on just one social media channel, doing so could lead people away from other platforms that are important for promoting your brand and building relationships with customers. This can cause them to miss out on valuable interactions or sales opportunities by limiting their exposure to different aspects of your business.

How can you measure the success of your content pillar strategy and make necessary adjustments?

There are a few different ways to measure the success of your content pillar strategy and make necessary adjustments:
Engagement metrics: By tracking the level of engagement (likes, shares, comments) that your pillar content receives, you can get an idea of how well it's resonating with your audience. This information can help you determine which topics are most popular with customers and whether or not your content pillars have the desired effect.
Sales/conversion metrics: If you have a specific goal in mind for your content pillars for Instagram, or such as increasing sales or getting more people to sign up for a mailing list, then tracking conversion rates is essential. This data can help you determine which pillars are having the most significant impact on your business and make necessary adjustments to improve results.
Audience demographics: Another important thing to track is audience demographics. By knowing who's interacting with your pillar content, you can better understand who your target customers are and create more content that appeals to them.


As you can see, using content pillars for Facebook as the foundation for your social media marketing strategy is a great way to ensure that all of your efforts are focused on a single goal. By creating valuable and engaging content that speaks to your target audience, you can make a successful social media presence that drives traffic back to your website. Are you ready to start putting these tips into action? Be sure to follow our blog for more helpful marketing guides.

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