5 steps for creating and implementing content pillars that serve your social media community

1. Establish your content-market fit

What exactly is content-market fit? This isn’t just a buzzword—it’s the cornerstone of your content strategy. Content-market fit is about ensuring that your content satisfies the needs and desires of your target audience. When your content aligns perfectly with what your community wants, magic happens—your engagement rates go up because you’re sharing content that they want to engage with. 

To find this fit, use tools like the Social Media Community Building Canvas—here's the Google Sheet. You can learn how to use it properly in this blog post. This tool helps you map out key elements such as who your audience is, their pain points, their values, and how your content can address those needs. It’s a strategic way to ensure that every piece of content you create hits the mark and serves your community effectively.

2. Understand your shared identity and value

Next up, let’s talk about shared identity and value. Shared identity refers to the common goals, interests, and values between your brand and your community. Identifying these overlaps helps you create content that truly resonates with your audience.

For instance, if your brand and your community both value sustainability, crafting content around eco-friendly practices will likely hit the sweet spot. This connection boosts the authenticity and relevance of your content. Remember, it’s not about broadcasting your message—it’s about engaging in a meaningful conversation with your community and reinforcing the common values that bring you together.

When you tailor your content to what matters to your audience, they can tell and it makes them feel seen. 

3. Consider the different stages of your community’s journey

Every community goes through different stages of growth and development, and it’s crucial to tailor your content to these stages. For example, new followers may need introductory content that helps them get to know your brand, while long-time followers might crave more in-depth, specialized content.

By understanding where your community members are in their journey, you can create content that meets their specific needs at each stage. This approach not only keeps your content relevant but also fosters a deeper connection and engagement with your audience.

4. Develop your strategic content plan

With your content-market fit and shared identity in mind, it’s time to develop your strategic content plan. This plan should outline your content pillars—the core topics that your content strategy will revolve around. Remember, these pillars should be flexible enough to evolve as your community grows and changes.

To visualize this, think of a Venn diagram. On one side, you have your brand’s core interests and expertise. On the other, you have the interests and needs of your community. The overlap between these two areas is where your content pillars should lie. These pillars ensure consistency in your messaging and help you maintain focus on key topics that matter most to your community and align with your brand.

5. Create content that resonates with your social media community

Now comes the fun part—creating content! With your content pillars established, start crafting content that resonates with your social media community. The key here is to consistently deliver value, whether it’s through educational posts, inspirational stories, or entertaining content. 

Understanding the value you provide is crucial for maintaining engagement and growing your community. Value can take many forms, so ensure you’re delivering what your community finds most valuable. Remember, ongoing engagement and feedback are essential. Listen to your community so you can continuously refine and improve your content strategy to better serve them. By understanding the context in which your content exists, you can create content that feels timely, relevant, and impactful.

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