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Establishing content pillars

As a business owner or social media marketer, the to-do list can quickly become overwhelming. The workload can turn even the most organised professional into a chaotic marketer, from generating content ideas to executing them across various platforms.

Consequently, when time becomes scarce and creative inspiration dwindles, maintaining consistency and structure within your social media strategy might seem like an uphill battle. In such moments, two words hold the key: content pillars.

What are content pillars in digital marketing?

A well-defined content strategy is at the core of every successful digital marketing campaign. Content pillars are the fundamental building blocks shaping a brand’s online narrative. These pillars act as guidelines, outlining the key themes and topics that resonate with your target audience. By aligning content creation with these pillars, your business can maintain consistency, build a loyal customer base, and foster a strong brand identity.

Example content pillars could include:

Educational content

Empower your audience with valuable and insightful information, enriching their knowledge base and nurturing a sense of continuous learning. Take Zen Orthodontics, for example; they share educational posts each month covering a range of topics, including braces, Invisalign, dental hygiene, orthodontics for both kids and adults, and information on teeth whitening products.

Zen Orthodontics

Service/product showcase

Present your products or services in an engaging and visually appealing manner, enticing potential customers and showcasing the value your brand offers. Take inspiration from BPerfect Cosmetics, renowned for their gorgeous presentation of each product, accompanied by compelling User-Generated Content (UGC) across all platforms.

Check out their engaging showcase: BPerfect Cosmetics Showcase.

Bperfect product

Additionally, consider crafting a dynamic showreel, which is particularly beneficial for B2B services. Pale Blue Dot exemplifies this approach with their exemplary showcase of work for client ‘Bored of Lunch’. The personalised touch, evident through Nathan’s direct engagement with the video, further enhances the customer experience.

Bored of Lunch

Customer reviews

Highlight customer experiences and testimonials, showcasing your brand’s commitment to excellent service and building trust within your community. Here we have another example from Zen Orthodontics, showcasing a review they received, a patient happy with their smile and the service they received from the team. 

Zen Orthodontics

Meet the team

Share stories and insights about your team members, fostering a sense of connection and transparency that humanises your brand. A current trend on TikTok shows this perfectly, as seen with a rendition inspired by the popular movie Saltburn. An Indian restaurant in Bristol creatively adapted the song ‘Murder on the Dance Floor’, crafting a humorous video that captured the essence of their team. The result? A staggering 648.3k likes, 10k comments, and over 5.2 million views showcase the power of storytelling and relatability in engaging your audience.

TikTok Trend

Sophie, from Pretty Little Marketer’s Instagram page, recently shared her insight on the evolving landscape of B2B and B2C spaces. According to her, in 2024, employees will emerge as influential figures in both realms. She states, “As consumers and social media users look for more human relationships with the brands they follow, I’m labelling 2024 as the year of using employees as community connectors.” And we couldn’t agree more!! Utilising employees as influencers undoubtedly stands out as an effective approach to narrating your brand’s story.

Zen Orthodontics Team

Staff recruitment

Showcase your company’s culture and values to attract potential talents, demonstrating why your organisation is an ideal place to work and grow. This aligns seamlessly with Sophie’s emphasis on employee influencers. Your workforce plays a pivotal role in fostering business growth and expanding your team.

A noteworthy example is Rise at Seven’s social media approach—they excel in providing a glimpse behind the scenes, effectively amplifying their staff recruitment efforts. By showcasing the unique aspects of their workplace, they make it enticing for potential applicants. Take their TikTok video, where they playfully explain their office setup as a marketing agency – who wouldn’t be tempted by prosecco on tap? By authentically sharing your culture, you attract like-minded individuals who thrive in your environment.

Blog promotion

Drive traffic to your blog by sharing teasers, snippets, and engaging visuals that compel your audience to explore your insightful and informative content. At Digital 24, we use the blog content we post on our website and recreate it into a carousel post. This approach not only provides our followers with an insight into the blog but also allows them to find out more from our website. A great way to also get more traffic to your site! A win-win!

Digital 24 Blog

Interactive content

Encourage audience participation through polls, quizzes, and contests, fostering a vibrant and engaging online community. A standout example comes from our client, Dale Farm, who encourages followers to share their #MyDaleFarm recipes for a chance to win a £50 Dale Farm voucher. This establishes a sense of community within social media platforms and involves the audience in an interactive way. To amplify the connection, Dale Farm generously showcases all the shared recipes on their stories, turning this initiative into a remarkable community-building strategy that resonates with their audience.

Dale Farm Competition

Another great example of interactive content involves encouraging your followers to engage by commenting. We encourage you to craft questions that spark controversy or invite discussion, tapping into topics where people are eager to share their thoughts and participate in conversations. For instance, Shnuggle recently posed the question, ‘What was your little one’s first word?’ This prompted followers to share their experiences and tag others who might also want to join the discussion.


Shnuggle Interactive Social Media Post Behind-the-scenes content

Offer an exclusive glimpse into your business’s inner workings, giving your audience an authentic and personal look at your company’s day-to-day operations and culture. At Digital 24, we particularly enjoy crafting ‘A Day in the Life’ videos and shadowing the team to showcase their routines. This highlights the diversity of roles within our company and underscores the varying dynamics between teams like performance marketing and content creation.

Day in the life at Digital 24 video

Another engaging example is a ‘Pack with Me’ video, which offers a comprehensive behind-the-scenes look at our business operations, from order processing to packaging and shipping. This type of video also taps into the ASMR trend, adding an extra layer of sensory appeal for viewers.

Pack with me TikTok Video

User-generated content

Foster a sense of community by encouraging customers to share their experiences and stories, amplifying their voices and creating a solid bond with your brand. In this instance, you could create a campaign where followers could tag or post about your product or service and each week; someone would get that product or service for free. This really encourages people to share and ultimately reach a wider audience. 

Social media Trends for 2024 Instagram post

Industry insights

Position your brand as an authority in your industry by sharing pertinent news, trends, and analyses. Offer your audience valuable insights and stay ahead of the curve. At Digital 24, we always try to share industry news updates and trends within our industry, nearly like another news outlet. 

Why are content pillars useful?

Picture this: you are a small business trying to understand your own brand’s online presence. Amidst the pressure to churn out engaging content and maintain a meaningful connection with the audience, having a set of well-defined content pillars can help you guide the way. These pillars act as the foundational themes that align with your client’s brand values and resonate with their target audience. By adhering to these principles, you can ensure that every piece of content you create stays true to the brand’s identity, fostering a sense of consistency and trust among your followers.

How to create a content pillar strategy for your brand

Crafting an effective content pillar strategy involves a blend of creativity, research, and a deep understanding of your business/client’s brand ethos. Here’s a step-by-step guide to help you navigate this process:

  1. Know your client’s audience: Begin by delving into your target audience’s demographics, interests, and pain points. Understanding their needs and preferences will enable you to tailor your content pillars to resonate with their specific desires and challenges.
  2. Identify core brand values: Let’s bring the fundamental principles that define your client’s brand to the surface. Whether it’s sustainability, innovation, or customer-centricity, these values will form the backbone of your content pillars, reflecting the essence of the brand in every piece of content you create.
  3. Diversify content types: Consider the various content formats that best communicate your client’s message. From informative blog posts and captivating visuals to interactive polls and behind-the-scenes glimpses, diversifying your content pillars can cater to different audience preferences, ensuring a well-rounded and engaging social media presence.
  4. Stay consistent, yet adaptable: While consistency is key, staying adaptable to the ever-evolving digital landscape is equally crucial. Regularly reassess your content pillars to align with emerging trends, consumer feedback, and industry developments, ensuring that your client’s brand remains relevant and relatable in the eyes of their audience.

By leveraging the power of content pillars, you can amplify your brand voice, foster authentic engagement, and build a loyal online community. Embrace this strategic framework and witness the transformative impact it can have on your client’s digital presence.

Establishing content pillars in digital marketing is not a static process; it’s an ever-evolving journey that demands continuous adaptation and innovation. By acknowledging the interplay of various elements, businesses can cultivate a strong digital presence that resonates with their audience, fosters brand loyalty, and drives sustainable growth. As the digital landscape continues to evolve, the strategic implementation of content pillars remains a cornerstone for successful brand communication and engagement.

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Picture of Laura McCourt

Laura McCourt

I am Digital 24's Social & Content Coordinator. I focus on all things social media, content creation, video creation & editing, and blog writing. Right now, I'm diving into the massive world of SEO!