A content pillar is a complete article or series of articles that are used as a basis for other, smaller, easier to digest content. Content pillars can also be referred to as content cornerstones. Marketers use content pillars to create authority on the page for specific topics. The pillars of content are 3 to 5 topics that your brand will constantly discuss, amplify and create content on social networks.
As social media strategist Christina Galbato explains: “You might hear them called content categories or content cubes. They all mean the same thing. In the context of social media marketing, content pillars are a set of topics or themes that your brand can use to create publications. The pillars, which are often referred to as content groups or content groups, consist of the topics most relevant to your industry and your target audience.
Content pillars can also be comprised of different types of content, such as blog posts or visual content, such as videos or infographics, that your audience may find of interest. In general terms, most brands select between three and five pillars of content to create content in a coherent way and amplify it on social networks. A content pillar is a key topic that will dictate many of the articles, videos, e-books, infographics and blog posts that are published below. In general, a content pillar is consolidated with one or more contents that are particularly solid and profound.
These are generally referred to as “bedrock content”. This creates a web of related and relevant content. When you designate content pillars for the topics most relevant to your audience, you stay focused on your specialties. Therefore, the content pillars of a Fort Lauderdale marketing agency will look very different from that of a local doctor's office.
That's why having a definitive content delivery plan should be a vital part of your content marketing strategy. Finally, the pillars of content can help your brand achieve that important tone of coherence on your social media channels. Interconnecting the content of the cluster with the home page is an essential part of the information architecture. Instead of writing a 3,000-word content pillar and a dozen or more 750-word blogs, subpillars can help organize and interconnect.
For example, if your brand focuses on affordable sofas, a content pillar dedicated to luxury sofas with astronomical prices may risk driving your audience away. The content pillars you choose should encompass and be consistent with the purpose, values, tone of voice, positioning and overall aesthetic appearance of your brand on social networks. In a short time, your content goes from cohesive to chaotic and readers will notice it and the content will lose its value. Each subtopic is organized by a linked table of contents on the left side of the main content that covers each piece in greater detail.
Like a physical foundation, pillars are necessary to support the overall objectives of a content strategy. On the other hand, if you don't have existing content to back up a main page, you may need to reverse engineer this process. You'll be able to see exactly what your posts look like before you publish them and get a holistic view of whether you're achieving the right balance between your content pillars. Once you understand how topic groups influence social media marketing, you're probably eager to create your own content pillars.
Content pillar strategy ideas can come from examining what your company sells and produces, or who your target audience is. .