Thread by @breakglowpri

1/16 How to create content pillars for your brand [a thread]
#30daysofthreads

So if you don't know what a content pillar (or bucket) is here's a quick definition─ basically they're topics & themes (typically 3-5) that your brand consistently discusses + educate & build convo on

2/16 Content pillars not only help you stay on brand with your niche but also give your audience clear indications of what they can expect when they enter your world. Sticking to them matters.

The concept itself might sound restrictive but it's not and I'll explain this in a sec

3/16 Cool so now how do we create these pillars? There are a few ways but here's an easy place to start.

Two words─ content audit.

Run through ALL of your content & start to look for overarching themes. It may be parenting or business advice or fashion. List the main themes.

4/16 Put the list to the side real quick & write down the purpose of your business. For instance─ educate new moms on the best ways to homeschool their children.

You'll want to do this first b/c it's going to help you choose the pillars that align w/ your brand goals and values

5/16 From those main themes, identify the ones YOU like to talk about & the ones your AUDIENCE likes to hear.

Find the balance b/c you don't want to get stuck catering to subjects that you hate speaking on. Remember, these concepts & convos will be foundational for your brand.

6/16 Okkk now we have the main pillars chosen and you're ready to go! K bye 👋

JK

If you're looking to be KNOWN in your niche you might want to get a little more specific than that. Here's the fun part (well for me at least 🙂)

This part will require you to know your audience.

7/16 Think about the exact person(s) you want to serve. What are their specific struggles? What components of your unique solution help them?

Are we specialists or are we specialists??

So you're a coach in the parenting niche, for instance. And you focus on educating moms.

8/16 Your pillars are:

- education
- fun & play
- motivation

These are good but pillars help you create targeted content for your audience & your brand so getting more specific is the goal. This way you'll know exactly what to talk about to stay on brand when you go to create

9/16 Let's say you want to focus on SAHM that homeschooling their children. But you have a soft spot for moms w/ special needs children.

Ok now we're getting there. So you'll start adding some targeting to your content pillars (or "buckets") for better positioning.

10/16 Your specific pillars could be:

- homeschool teaching techniques for special needs
- educational fun & games for toddlers
- motivational tips for overwhelmed homeschooling moms

These seem super specific but that will help in the long run to really connect w/ your audience

11/16 Other ways to help you get around to specifying your content pillars are:

-Checking analytics
-Asking your audience
-Reviewing brand identity
-Hiring a strategist (issa 🔌)

Use these pillars as containers for your content creation strategies. The go-to when you're stuck

12/16 on what you should be saying to your audience to get them to feel seen, heard and connected to your brand. It'll also help with excessive overthinking when it comes to creating content 👀.

And going back to why this concept may seem restrictive but actually isn't...

13/16 Just b/c you have certain pillars does not mean you can't post content that isn't exactly in those pillars. You can mix and match things to create new sub pillar additions or just for one-off posts but still be on brand.

For instance, (using our parenting example)...

14/16 Say you want to talk fashion. Cool how about tie it into one of your pillars. Make a post about quick but fashionable outfits for overwhelmed homeschooling moms who don't get out the house much.

Use indirect attachments so you don't lose your audience. And these are fine

15/16 to sprinkle in. But if it's something you know you want to speak about consistently then add it as a pillar.

Your brand. Your rules.

Just try not to lose and confuse your audience.

16/16 DM me if you need help setting up content pillars that position you as a specialist and make your content strategy & creation 100x easier.

Also join the email list for more content marketing + branding talk 🖖:

digitallyaged.ck.page/twitter