How to never run out of content for social media by using content pillars

Two of the most common challenges I hear from small business owners are how to widen my reach and be seen more and how to post regularly on social media and elsewhere and not run out of things to talk about! Both come back to having a consistent and compelling content strategy. But how to achieve this? A genius way is using content pillars: a secret weapon that will transform your online presence, help you stand out, and ensure you never run out of ideas again for your social media platforms.

What are content pillars?

Content pillars or, as I like to call them, 'content buckets' are, broadly speaking, overarching themes or topics around which your content revolves. These content pillars are unique to you and your brand and reflect your purpose, values, expertise or areas of interest.

They help you grow faster because your audience or potential audience is clear about what they are getting from you. As a result, you stand out and consistently deliver value instead of losing followers every time you post! Content pillars also make planning what to post so much easier, as you'll have a clear framework to guide your content creation every month.

Don't think of them as being rigid. Instead, they give you clarity and direction for your content while allowing flexibility and creativity. They essentially are your compass, guiding your content decisions and helping you create a cohesive and engaging social media presence.

Choosing your content pillars

Sound good? Your next step is to pick the content pillars for your brand. Here's how to go about it...

1. Consider what is important to you and your business

Have a brain dump of everything your business stands for, including your brand values, anything you are passionate about, your expertise, unique selling points and what makes your brand stand out.

2. Think about your audience

The brands that grow the fastest on social media are the ones that provide value to their audience. What topics could do this for you? What are your customer's pain points, interests and needs?

3. Condense down into your content pillars

Aim for around three to five content pillars, six at an absolute maximum, but the more focussed you can be, the better. These should be broad topics that encompass different aspects of your brand. They definitely don't need to all be promotional. Consider adding value through something educational, personal, entertaining or community focussed.

Here are some examples:

A maternity clothes brand's content pillars could be; fashion inspiration, maternity wellness, body positivity and community support.

A children's toy brand could be; playtime ideas, toy reviews and parenting tips.

An environmentally friendly tea brand could be; tea health benefits, tea blending, sustainable sourcing, life as a B Corp and how to live an eco-friendly lifestyle.

You get the idea!

Generating a list of possible content in each pillar

This is where it gets fun! You have your content buckets, and now it's time to fill them with an abundance of ideas! Having lots of suggestions in each bucket means you will always have things to post about. Think of it as your content bank, and it's something you can add to all the time. This will be a total game-changer for you.

Start with things you might already post about, and then from this, brainstorm new ideas. Think about sub-topics or angles within each content pillar. Remember to include different content formats, from videos to carousel posts to blogs, infographics, tutorials and more.

Look at your analytics and see what content is already performing well. What do people engage with, save or share, and can you identify from this what you could do more of?

Another good idea is to ask your own audience. Do a Q&A and ask them directly what they are struggling with or what would be helpful for them. Often the best ideas come from your community!

And now you should have a brilliant list, one that will grow over time, filled with content you can pull on. The next step is to turn it into a content calendar.

Creating a content calendar

If you run a business, I always advise that you plan ahead with your content. Trying to work out what to post each day is stressful and such a waste of your time when you have so much else to do! Creating a monthly content or marketing plan will transform your life.

In my business, we have important dates and notable days popped in, then from that content in different formats from macro content such as blog posts and newsletters that take longer to create to mico content like social posts that should be quicker to do.

Think about how often you want to post on each channel and the formats of each post, then drop in some ideas from your content pillars, spreading out each pillar. This ensures variety and prevents content fatigue. For example, if one of your pillars is 'parenting tips, ' you can do this once a week and even at the same time every week so your audience know when it is coming.

You should now have a full plan for the month ahead that you can regularly review and add to. You can be more strategic with your content strategy, grow your brand visibility, and save time! Let me know in the comments if you are going to try this, or indeed you already do.

And if you'd like some help with your content pillars and calendar, I've developed a new Content Planning Tool. Book an hour mentoring slot with me, and we can work through it together for your brand! I have a few spaces left in June, and then I am taking some time off over the summer.

In the meantime, happy content planning!