Give your audience the full picture of your business.

When you are putting content out on social media, it is important that you make sure you are giving your audience a rounded understanding of your business and who you are. There is lots of great ways you can approach your content but to really ensure that you are getting the balance right, I want to introduce you to content pillars. 

The official definition of content pillars is an informative piece of content on a specific topic or theme that can be broken into many derivative sections, pieces, and materials. In simpler terms, the pillars are your topics that you shape your content around. This ensures you are getting a balance, guaranteeing consistency, and staying organised. 

Putting the concept into practice, if you were a clothing shop, your content pillars may be, customer feedback, fashion trends, dressing for your figure, sustainability. I would suggest sticking to a minimum of three and a maximum of five, this will ensure there is a defined style to your content. When defining your pillars, your analytics can be a great place to start, see what content has really taken off and what your audience engages with. 

So, you have your content pillars, how do you implement them? By having this structure, you will naturally feel more organised in getting your content, you have a topic already after all! It is great practice to keep a bank of content ideas for each pillar so creating the posts doesn’t become a chore! For my own business, I have a calendar with my content pillars spread out over the month, I find it best to print the sheet and write different ideas in under the different days. I will then find relevant photos/videos and accompany with some text that all relates to the chosen pillar. 

What we are really trying to get away from here is being too salesy! Your social media is a place to promote your offerings and generate sales, but it is also the place where you showcase your expertise, shout about your company wins and share customer feedback. Basically, we want to build a relationship with our audience not bombard them with pushy sales messages. If you are struggling with defining your pillars, get in touch!