Yes. RIP content pillars; you’ll be missed. End of blog.
Just kidding!
Content pillars are here to stay, although it's important to use them correctly to truly reap their benefits.
In this blog, we’ll explore the pros and cons of content pillars so you can learn how to make them work for your brand without feeling boxed in!
THE PROS
THEY OFFER CONSISTENCY
One of the most significant advantages of using content pillars is the consistency they bring to your content strategy. By defining key themes or topics to focus on, you create a roadmap for your content creation process.
This consistency helps build a recognisable brand voice and ensures your audience knows what to expect from you, and this consistency in branding can increase revenue by up to 23%! It fosters trust and familiarity among your audience, making them more likely to engage with and remain loyal to your brand.
THEY ENHANCE SEO
Organising your content around specific pillars can also boost your SEO efforts. By consistently creating content around specific keywords and topics, you increase your chances of ranking higher in search engine results.
This structured approach makes it easier for users to find your content when searching for relevant topics, especially on search-engine-style platforms like Pinterest (click here to learn more about that)!
THEY STREAMLINE CONTENT CREATION
Content pillars streamline content creation by providing a framework for generating ideas. Once you establish your pillars, you can brainstorm content ideas that align with each theme.
This framework saves time and ensures your content remains relevant and cohesive across different platforms. Check out our portfolio here for some examples!
THEY OFFER EASY ANALYTICS TRACKING
With content pillars, tracking the performance of your content becomes a breeze. By monitoring engagement metrics, likes, shares, and comments, you can easily see which themes resonate most with your audience.
This data-driven approach allows you to refine your strategy and focus more on what works, driving better results over time.
Businesses that use data analytics are 23 times more likely to acquire customers and six times as likely to retain them. By leveraging analytics through content pillars, you can improve the effectiveness of your content and enhance your overall marketing ROI.
THE CONS
THEY CAN BE RESTRICTIVE
One downside of content pillars is the potential for feeling restricted. Committing to specific themes can sometimes feel like you're on a narrow path, limiting your creativity.
It's essential to balance staying on-brand and exploring new ideas that might need to fit better within your established pillars.
THEY NEED CONSTANT EVALUATION
Content pillars are practical when regularly evaluated and adjusted based on audience feedback and market trends.
However, if you set and forget them, you may miss opportunities to optimise your content strategy!
THEY MIGHT BE MAKING YOUR CONTENT BORING
Another challenge with content pillars is the risk of your strategy becoming stale. If you stick too rigidly to the same themes without evolving, your content can feel repetitive and uninspired.
Audiences crave new and exciting content, so keeping things dynamic and innovative is essential! The number one reason people state they would unfollow a brand on social media is boring posts.
CHECKING THE PULSE...
Are content pillars dead? Absolutely not. But we should take them with a pinch of salt!
While they offer valuable structure and consistency, it's crucial not to let them restrict you from experimentation and change. Embrace the flexibility to pivot when needed and keep your content strategy fresh and engaging!
At 0161 Creative, we understand the balance between structure and creativity in content marketing. If you're looking to refine your content strategy or explore new approaches, we're here to help. Check out our content strategy services here or contact us here for personalised advice.