The second two pieces can’t fall into place without the first – so let’s start there.
You’ve probably heard of content pillars, but this is different.
If you Google the definition of content pillars, you can scroll for dozens of pages and find a bunch of sources defining them in a similar way: categories, topics, or subjects that will organize your brand storytelling. Typically, 3 to 5 pillars are recommended. I recently saw a framework for finding your content pillars from L2 Gartner – the world’s biggest market research firm – and this was how they taught it, too.
What’s a sharper content strategy?
I’ve been a social media marketer for 13 years, and here’s what I’ve noticed: there are certain types of content that people share and follow you for, there are certain types of content people click and buy from, and there are certain types of content that light up the comments section.
It doesn’t matter if you’re B2C or B2B and it doesn’t matter what you’re selling. I’ve worked with thousands of brands across dozens of industries, and this is the one pattern that proves itself repeatedly.
So, five years ago I created my own framework for Content Pillars – like others in the field, but different in this one game-changing way.
There are three content pillars that every brand should have, and they align with your organization’s most critical business goals: demand generation, demand conversion, and demand retention (aka awareness, sales, and loyalty).