Have you ever struggled making a social media post? We have been there. On days when you’re not feeling inspired, having columns of content for reference can be of great help!

Using columns of content on social media is a great way to stay organized, be consistent, and create quality content that your audience will love.

In this blog post LaterCon speaker Christina Galbato shares her top tips for Create pillars of content that will help your business growand how to apply them to your content strategy in a free video workshop:

Use of content pillars for social media

# 1: what is a content column?

Content pillars are 3 to 5 topics for which your brand is consistently discussing, expanding, and creating content on social media. As a social media strategist Christina Galbato explains, “They may be referred to as content categories or content areas. They all mean the same thing. ”

First, Columns of content will help you gain clarity in your niche. If you are an expert in a field or areas, your audience will grow faster.

When Christina started her business, she mainly focused on travel and lifestyle. As her community grew, she was able to incorporate social media and entrepreneurship pillars into her overall strategy.

“A great way to think about it is to have an upside-down pyramid. The more focused and niche you are in the beginning, the easier it will be for you to attract an audience of people who trust you and love you. And then you can expand to other topics. “

Another reason why pillars of content are important for social media?

they do Planning your content so much easier!

Instead of looking for last minute posts, you can use your content pillars to strategically build your posts Content calendar for the coming month.

Your pillars of content are brand specific, but can span multiple topics. For example:

  • An independent bookstore might focus primarily on new releases, indie writers, cozy reading spots, and local cafes
  • The pillars of content of an obstetrician can be nutrition during pregnancy, self-love and yoga
  • A marketing strategist could focus on entrepreneurship, marketing tips, and mental health
  • The pillars of a fashion content developer can be street style, body positivity, beauty, and mindset

Ready to create a killer content strategy? Discover how Christina Galbato uses columns of content for her content planning and creation in this free video workshop:

# 2: Finding and Setting Up Content for Your Pillars

If you don’t feel inspired, your content bank can become a valuable source of ideas to refer to.

And the best way to build a strong content bank for your brand?

Create a document with separate sections for each of your content pillars. Take the time each month to add new ideas to each section. You don’t have to think about it – write down every idea you have!

Christina calls content banking a game changer: “This document, with all of your ideas, will act as a constantly evolving resource. It helps in thinking about what to write for an Instagram caption or blog post and it saves time. ”

After you’ve come up with some initial ideas, it’s time to take inspiration from other places.

Christina recommends this 3 tactics:

Take a look at your analytics

Taking a look at your analytics is a great way to find out what content is performing well, engaging with it the most, and resonating with your audience.

Make a note of high-performing social media posts, their subtitles, the graphics you used, and any hashtags you added.

For example, Christina noted that her travel reports, which included recommended hotels, restaurants, and activities, received thousands of savings.

See this post on Instagram

Fifth time here and Tulum remains one of my favorite places in the world. ???? Save this post if you want recs for a future trip. ???????? ⠀⠀⠀⠀⠀⠀⠀⠀⠀ STAY: You can either stay in the city of Tulum, which is about 10 minutes’ drive from the beach, or treat yourself to a hotel in Tulum Beach, a road that runs for miles along the waterfront . My favorite spots in Tulum Beach are… ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ✨ @lavalisetulum: The beach hotel I stayed at last week. With fewer than 10 rooms and the sand right outside your room, La Valise is heaven on earth. My fear in New York literally disappeared when I walked onto the property. It’s a very low key, beautifully rustic hotel and the staff is fantastic; Somehow everyone knows your name within an hour of 1. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ✨ @papayaplayaproject: PPP is an absolutely stunning hotel with a variety of accommodation options, from small cabanas to large, sprawling casas with rooftop pools . (The pools look out to the top of the jungle and it’s beautiful.) Whether you stay here or not, try to make it to one of their full moon parties. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ FOOD: ✨ @posadamargherita: Delicious Italian food on the beach ✨ @ grupo.gitano: Mezcal and tacos in the jungle under a disco ball ✨ @casajaguar_tulum: Rustic restaurant in the jungle and delicious fish & meat dishes. ✨ @nutulum: La Valise’s dinner restaurant! Super tasty and innovative dishes in the jungle with lots of candles. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ DO: ✨ Cenotes. The Yucatan Peninsula has thousands upon thousands of beautiful swimming holes, all of which are connected to an underground cave system. ????Swimming and snorkeling is a must. My favorites are Dos Ojos, Suytun, Sac Aktun and Oxman. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ✨ Chichen Itza: This massive pyramid built by the Mayans is a must-see. It’s about 2 hours from Tulum. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ✨ Tulum Ruins: If you don’t have time to get to Chichen Itza, you can see incredible ruins right in Tulum! ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ✨ Beach time: Of course. The beaches in Tulum are beautiful. My favorite way to spend the day in Tulum is on the beach, passion fruit margarita in hand. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Any questions about Tulum?

A post shared by Christina Galbato???? NYC (@christinagalbato) on Feb 17, 2020 at 11:16 am PST

When planning future content, she made sure that posts were created with a similar itinerary format.

TIP: With the later analyzes you can track important metrics such as comments, likes and engagement rate. This way, not only will you be able to monitor and compare your posts, but it will also allow you to visualize the content that has driven engagement over the past 3 months!

Increase your engagement, optimize your stories, and increase traffic with Later’s Instagram Analytics! Available now for all later paid plans.

Follow industry trends and news

If you keep an eye on what’s happening in your industry, you can plan your content calendar for the coming weeks.

For example, if you’re a travel blogger, you can take inspiration from others in the travel industry. This is especially relevant right now as many content creators need to change their strategy during COVID-19:

Likewise, a beauty brand might notice a surge in clean cosmetics and create content around the growing trend – whether it’s blog posts, Instagram rolesor interactive polls on their Instagram stories.

Do you need help finding trending topics? Christina recommends using it Google Trends and Pinterest.

“Google Trends shows you what users are looking for on Google. Use the search tool on Pinterest to look up your industry, e.g. B. a holistic health coach. The Pins shown above are a good indicator of the type of content that users are trying to see. ”

Want to learn how to get the most out of your Pinterest marketing strategy? Everything you need to know is here!

Listen to your audience

Another way to get inspiration for new content is to listen to your audience and write down common questions. What do they often ask you or do they want to know?

“The relationship between you and your audience should always be mutual. You don’t just create what you want – you listen to them and create content that they find valuable, ”explains Christina.

And when in doubt, create posts that specifically ask your community what type of content they’re looking for:

Listening is a great way to stay connected with your audience, find out what they want, and use their feedback to create content they enjoy.

# 3: create and plan your content calendar

Plan your content calendar a few weeks in advance, ideally a month, for best results. If you leave your content planning to the last minute, you run the risk of making mistakes.

“You get into trouble here and the quality falls by the wayside,” adds Christina.

Say goodbye to your pants mentality fly by and embrace a calmer, less stressful approach.

Your three step process includes:

  • Note important data, such as upcoming holidays or launch days. These key events should be put on your calendar first so you can create additional content to support and promote them.
  • Plug in Macro contentB. Long blog posts, YouTube videos or podcast episodes. Start publishing one macro content per week as it will take more time to create.
  • Plug in Micro content, like daily Instagram or Facebook posts. Unlike macro content, micro content is faster and shorter. They can either promote macro content or be a standalone post that adds extra value to your community.

And guess what? Planning your content calendar has never been easier thanks to Later’s easy-to-use calendar view.

From here, you can view any upcoming posts on Instagram, Facebook, Pinterest, and Twitter – and even create your subtitles ahead of time!

You can see exactly what your posts will look like before they go live and get a holistic view of whether you are getting the right balance between your pillars of content.

Pillars of content not only form the basis of a killer content strategy, they also help you feel more confident that you are consistent on every platform!

Create columns of content for social media, plan your content calendar and schedule your posts with Later (free!)

Written by

Monique Thomas

Monique is a content writer at Later and enjoys helping brands define their language and content strategy. She usually sips matcha or adds another book to her ever-growing TBR list. Say hello on Instagram – @mo_thom