Building Social Media Strategy Around Your 3 Content Pillars

Social media has become one of the most important aspects of marketing. Facebook, Twitter, LinkedIn, Instagram, YouTube, TikTok, and more– when used to your advantage, these social media platforms can help you connect with your audience, build brand awareness, and boost your sales or engagement. With a strong social media strategy and the ability to create engaging content, you can increase your small business or nonprofit’s visibility.

Social media is one of the top things I’m asked about by current and potential clients. They know they need it, but it can be difficult to know how to fully jump in. When I’m building a social strategy for a client, I start with 3 content pillars to get my thoughts and ideas organized. These are 3 areas of focus related to your brand’s overall strategy that will inform the content you post.

Content pillars are meant to differentiate your brand. Oftentimes, these come from your small business or nonprofit’s core values, important strengths, or aspects of your brand that support or add dimension to the core idea of “Who are you?” Your 3 content pillars should be areas or services valued and endorsed by your audience, clients, or customers.

Take for example one of our clients, the Center for Congregations, a nonprofit that provides grants and resources to congregations across the state of Indiana. For their social content, we focus on the 3 content pillars of education, resources, and storytelling. Each month, we build a social media strategy based on these pillars. We promote their bi-weekly educational podcasts, share tips and resources from their Congregational Resource Guide, and publish blogs featuring congregational success stories.

Building social media strategy around your 3 content pillars not only prevents the dreaded question of “What are we going to post this month?!” but it also helps to reinforce your organization’s overall brand. If you need help solidifying your small business or nonprofit’s content pillars or building your social media strategy, feel free to schedule a consultation call with me here!