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Content Marketing 2024: Redefining Your Content Pillars to Suit The Times

Updated: Dec 14, 2023

A lot of businesses or personal brands start-ups like this "What do I post on social media?", "can I just post anything " or "Where do I begin?". The good news is you did it but you're still learning and you need a strategy that would make you a trending topic. That's where your content pillars come in.

Putting your brand out there on social media is more or less a necessity. However, telling your clients to buy your product using solely promotional content will make your social media page uninteresting and predictable. This is where your content pillars come in; creativity, authenticity mixed with a little bit of humour (if you're up for it) and educative content are subtle calls to action that help build your brand.


What are Content Pillars

Content pillars are themes or topics that form the core of your brand's storytelling and messaging strategy. Think of them as the key pillars holding up the structure of your content, providing a consistent and recognizable identity for your intended audience.

Imagine your content strategy as a majestic building, and the content pillars are the sturdy foundation upon which it stands. These pillars support your brand's identity, values, and messaging, serving as the backbone of your digital presence.

How to Identify Your Content Pillars

There are different ways you can identify your content pillars. But just to give you a head start, here are a few ways you can identify and narrow it down a bit.

  1. Stay on top of social media trends

  2. Carry out competition research

  3. Identify what your audience needs from the product/service

  4. Research your audience

  5. Get audience Feedback and FAQs

5 ways you can switch up your content pillars

1.The Laughter Pill: Why so serious? The first step in redefining content pillars is injecting a hearty dose of humour. Consider incorporating a pillar dedicated to comedic content that aligns with your brand's tone. Whether it's witty blog posts, humorous social media updates, or quirky videos, humour creates a connection with your audience. A well-timed joke can turn a casual browser into a loyal follower, transforming your brand from a faceless entity into a friend with a great sense of humour.

2. The Engagement Effect: Content pillars should not be one-way traffic. Conversations can be infused into your strategy. Redefine your pillars by introducing interactive elements that encourage audience participation. Create quizzes, polls, or challenges that not only entertain but also invite your audience to become active contributors to your brand's narrative. By turning your content into a two-way street, you forge a deeper connection with your audience, making them feel like valued collaborators rather than passive observers.

3. Staying current with the times: In the fast-paced world of online trends, staying relevant is crucial. Redefine your content pillars by incorporating a dynamic element that taps into current events, memes, or trending topics. Whether it's a witty take on the latest meme or a clever tie-in with a viral hashtag, aligning your pillars with the current cultural landscape keeps your brand at the forefront of your audience's minds. It's not just about following trends; it's about leading the conversation with a playful twist.

4. Visual Versatility: From Pillars to Comic Strips: A picture is worth a thousand words, and in the realm of content pillars, visuals speak volumes. Redefine your pillars by incorporating visual storytelling, transforming your brand narrative into a dynamic comic strip. Illustrate your key messages, company values, and industry insights through visually appealing graphics or even animated snippets. This not only adds a creative flair to your content but also caters to the growing preference for visual engagement in the digital realm.

5. The Storytelling Charm: Everyone loves a good story, which is why the most loved teacher in a school is usually the humorous one with a good tale every time he/she enters a classroom. Infuse storytelling techniques into your information delivery, making your audience feel more at ease, especially if it's relatable stories, rather than consuming traditional content. You get more engagement from this, watch time(if it is a video) and visibility. 

Wrapping Up

Redefining content pillars is not about abandoning the foundations but about evolving them into dynamic, engaging elements that resonate with your audience. Humour, interactivity, visual appeal, challenges, and relevance are the tools to transform those pillars into captivating stories that captivate, entertain, and, most importantly, connect with your audience on a personal level. The key to a lasting impression is not just what you say but how you say it, and a touch of humour can turn your brand into a beacon of joy in the digital landscape.


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