How to identify unique content pillars for small business owners

Finding it difficult to constantly come up with new things to say in your social media and blog content?

If there is one thing you take away from this blog is that there is no problem with saying the same thing again & again in different ways. Only a small proportion of your following will see your content each time you post on Instagram or publish a blog. Repeating your key stories won’t seem spammy. I promise!

Focus on your central content pillars & share valuable info repeatedly. Not sure what content pillars are?

Content pillars are…

Content pillars are a set of themes or topics that are central to telling the story of your brand. Generally consisting of three to five topics your brand will consistently share, discuss, amplify, and create content around. It is key that every brand, no matter its size pins down their central themes early on. These themes and stories are specific to your brand although they may not be completely unique to you and your business. The combination of these themes will be unique in how you use them.

These themes will become the source of the vast majority of your content to ensure your brand becomes recognisable and your ethos is driven home to your audience.

Choosing your content pillars…

Much like identifying and attracting your ideal audience, your central stories can be difficult to decide on. However spending time on this can help you reflect on your brand, mission and the values you want to share with your community.

As an example, if you are a designer maker living and working in Brighton, creating minimal pieces inspired by the sea, made by hand using recycled metals. Your content pillars could include your love of nature and the sea, your eco-conscious credentials and minimal style or fashion. These themes directly reflect your brand and its product.

In addition to these though you can choose other themes which add to the overall ethos of your brand. Do you shoot your jewellery on many different types of people rather than ‘typical’ models because you want to champion body positivity? Do you do daily yoga or meditation and feel it valuable to share your take on mindfulness and fitness These additional content pillars are an opportunity to inject your personality into your brand content and share inspiration and valuable information which builds community rather than just selling your product.

In this instance your content pillars would be nature, handmade eco-friendly materials, minimalism, body positivity and mindfulness.

Once this work is done and you have hit on the content themes that feel right for you and your brand, creating content and telling stories on your platform will become a lot easier and be more cohesive for those consuming that content.

Of course there will always be occasions to venture passed these themes to address other topics like sales, events, collaborations etc. but they are a solid foundation on which to build your brand.

I hope you found this blog helpful. If you ever need some insights in identifying your content pillars or any other support your business needs make sure to get in touch.