Written by: Tori Jakpa
A content pillar can be broken down into many different sections and materials. It can be used to describe a specific topic or theme. It’s a large piece of content that can be turned into various smaller pieces to fuel all the multiple channels you currently struggle to fill. As a business owner or blogger, creating engaging content can be very challenging due to the insane amount of content you have to create; sometimes, you may feel like you’ve used up all your good ideas from your creative bank. If you’ve felt this way before, then content pillars are the right tools for you. Content pillars provide many benefits, such as producing efficient content, helping you understand your audience, and giving you a foundation for your content. Your content pillars can include posts, videos, images with infographics, or even tweets that may appeal to your audience(a key strategy big businesses use on their Instagram accounts).
You need content pillars for your brand for many reasons. Apart from making the ideation process easier, another primary reason is that it organizes your content creation process. Instead of thinking about content ideas on the go, a content pillar is like a calendar of ideas that covers necessary topics applicable to your audience. It also allows you to have a bank of evergreen content that can be used at any time since the ideas placed there are for future purposes. Furthermore, content pillars create quality content. Since the process takes a lot of time, research, and background knowledge, ideas will be rich in knowledge and well thought out. The creation of content pillars is not something you just slap together; it takes effort, which will eventually produce valuable and engaging content for your target audience.
Moreover, the content pillar approach is essential to use because it brings in results. It’s an approach that is growth-driven because it always needs to be improved upon and updated with new ideas. By putting in more work, you’re increasing the value of your content which in turn brings more engagement to your site or platforms. In addition, improving your content pillars allows you to know your target audience better from the results you get from your previous content pillars. You have a better understanding of what type of content appeals more to your audience. For example, your audience on Instagram might react more to reels of you showing the services that you provide than a post where you write short paragraphs describing what your business does. Finally, it brings consistency to your content. It allows you to familiarize yourself with the same tone and voice that you’ve used with your previous work and increases the likelihood of your pieces aligning with each other.