It wasn’t that long ago that “Content Pillars” were the staple of every marketing strategy.
→ Don’t know what to post about? Check your Content Pillars.
→ Wondering if an idea aligns with your brand identity? Check your Content Pillars.
But with social media engagement at an all-time low and the most seemingly-random content going viral, you might be left wondering whether there’s even any point to Content Pillars any more?
Short answer: Content Pillars aren’t dead. But predictability is.
Longer answer: Think about the social media accounts you love to follow. I guarantee they’ll have the following things in common:
There’s a difference between consistency and predictability. Consistency is about repetition of your key brand messaging over time, which builds trust. Predictability, on the other hand, is when people can guess exactly what you’ll talk about before you’ve even typed a word or opened your mouth. It leads to a stale experience.
These days, our audience craves novelty alongside familiarity. Content Pillars serve as a framework, not a script. They guide your content but shouldn’t restrict how creatively or spontaneously you express them. The magic (aka ENGAGEMENT) happens when you can surprise your audience while still staying true to your brand’s voice and core messages.
Not sure what your brand’s key messages are (or should be)? Need help identifying them? Contact me for more information about my Messaging Strategy Sessions.