Making The Most of Social Media: How to Create Your Content

Making The Most of Social Media: How to Create Your Content

Chances are you have or would like to take advantage of the free marketing allowance within social media. And this is smart in today’s digital age, however knowing what to post, where to post and when to post are not simple things. (There is a reason some people specialize in it). Creating your content all comes down to your content pillars, which are key themes or topics around which you create your social media content. They help ensure consistency, relevance, and engagement with your audience. This article will guide you through the process of creating your content pillars, choosing where to post, and provide a template to help you get started.

What Are Content Pillars?

I recommend content pillars for a life of ease (or as much ease as a business owner can get 😂). Having a template of sorts to know what to post every week will make your life a lot simpler, more organized and will overall help your business because it gives your audience a good idea of what they get by following you. Content pillars are the foundation of your social media strategy. They represent the main themes that resonate with your brand and audience. You can view content pillars as an extension of your branding. These pillars will help streamline your content creation process, making it easier to plan, create, and share content that aligns with your business goals. Overall, view content pillars as categories to follow that give your audience value of some sort, these often establish you or your brand as:

  • Educational
  • Inspirational 
  • Authority

You don’t have to choose just one of the above values but can focus your different pillars around hitting all three if you so wish. I recommend trying to aim for all three of the values within your weekly posting. 

 

Questions to Ask Yourself to Decide on Content Pillars

Keep in mind that your pillars will fall under the above values but make sure you have a deep understanding of your brand, audience, and objectives so as to truly provide them with content of value. Here are some questions to guide you:

  1. What are your business goals?
    • Are you looking to increase brand awareness, drive sales, build a community, or provide customer support? This is a good area to number your goals from 1-4 in order of priority. 
  2. Who is your target audience?
    • What are their demographics, interests, and pain points? Think like they do, maybe hit a few different sites and search through it like they would. 
  3. What problems do your products or services solve?
    • How can you showcase the benefits and solutions your business offers? 
  4. What are your brand values and voice?
    • How do you want to be perceived by your audience? How can you add value to their life with your social media platform? 
  5. What types of content does your audience engage with?
    • Do they prefer videos, infographics, articles, or user-generated content (UGC)? For example, graphic designers may want to showcase in a video how they complete a project, where a fitness company would want UGC to show the before and after of their services. 

 

How to Determine Where to Post

Once you have identified your content pillars, the next step is to determine where to post your content. Different platforms cater to different audiences and content types. Remember, you don’t have to hit them all, you can decide on a few favorites where your audience is and grow there.  Here’s a brief overview:

  1. Facebook:
    • Ideal for a broad audience. Believe it or not, this is still the largest social platform in the world. 
    • Great for sharing a mix of content types (videos, articles, images, etc.). 
    • Necessary if you want to do paid social media advertising. 
  2. Instagram:
    • Perfect for visual content (photos, videos, stories).
    • Popular among younger demographics.
    • Requires a bit more commitment to going through the app. 
  3. Twitter:
    • Best for real-time updates and short-form content.
    • Useful for engaging in conversations and customer service.
    • Great place for satire and areas to use humor. 
  4. LinkedIn:
    • Focused on professional and B2B content.
    • Good for sharing industry news, thought leadership, and company updates.
    • Is seeing a lot of growth lately. 
  5. Pinterest:
    • Excellent for visual and DIY content.
    • Great for driving traffic to your website.
  6. TikTok: 
    • Mainly videos, with some carousel posts.
    • Needs to stay up-to-date with trends so requires flexibility. 
    • Maybe it will be gone in a few months depending on politics. 

 

Creating Your Content Pillars

Let’s dive into creating your content pillars step by step:

  1. Identify Key Themes:
    • Start by brainstorming key themes relevant to your business and audience. You want to make sure you are coming up with enough ideas to give you a few posts a week but also that are easy to cover a broad spectrum of things. For example, if you run a fitness studio, your themes might include workout tips, nutrition advice, client success stories, and behind-the-scenes content.
  2. Align with Business Goals:
    • Ensure each theme aligns with your business goals. If your goal is to increase sales, one of your pillars might be product promotions or special offers. 
  3. Consider Audience Preferences:
    • Analyze your audience’s preferences and behavior. Use insights from your current social media performance to understand what types of content resonate most. A good way to do this is to look at what content you have posted before that a lot of people liked, commented on or shared. You can also think about what your clients have mentioned to you before, if you do not have a social media presence yet. 
  4. Create a Content Calendar:
    • Develop a content calendar to organize and schedule your posts. This will help you maintain consistency and ensure a balanced mix of content across your pillars. To start, aim for a weekly one, to follow. 

 

Example of Content Pillars for a Small Business

Let’s say you own a financial advising firm. Here are some potential content pillars:

  1. Money Tips and Tricks:
    • Share tutorials, education, and investing hacks.
  2. Behind-the-Scenes:
    • Show the process of financial advising, money setup, and daily routines.
  3. Customer Stories: (If you are able) 
    • Feature testimonials, reviews, and user-generated content.
  4. Product Recommendations:
    • Showcase budgeting apps, and books that can help with it all. 
  5. Community Engagement:
    • Host contests, Q&A sessions, and community events.

You can also use a similar outline or switch between on whether your posting is going to be static or story. 

 

Template for Content Pillars

Use this simple template to outline your content pillars:

       Content Pillar                  Descriptions                                    Example of Content

1

   

2

   

3

   

4

   

5

   

 

Example Template Filled Out for a Financial Advising Firm

       Content Pillar                  Descriptions                                    Example of Content

1

Money Tips + Tricks

Sharing useful knowledge and advice

How to start a Roth IRA, Saving Money, Budget for Vacation 

2

Behind the Scenes

A look at daily operations

Morning Routine at the Firm, What to Expect in a Meeting

3

Customer Stories

Highlighting customer experiences and feedback

Testimonial Video, Review Highlights

4

Product Recommendations

Showcase podcasts, books, or apps that give out helpful knowledge. 

A Great Read on Saving Money, Review a Budgeting App

5

Community Engagement

What you do with the community, or Q+A with clients. 

Any Charity Events, Q+A with Firm Employees

Creating your content for social media is a daunting thought, but going at it without a plan will be chaos. If you use effective and thoughtful content pillars you will find that you will resonate with your audience while making the most of your time. By asking the right questions, determining the best platforms to post on, and using a structured template, you can build a solid social media strategy that drives engagement and supports your business goals. Remember, consistency is key. Regularly review and adjust your content pillars based on performance and changing business objectives to keep your social media presence dynamic and effective. You are allowed to change!

Happy posting!

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