Over 70% of brands are confident that social media marketing can support their business goals, but only 30% feel confident that their current approach is effective. Over the past weeks we’ve been surveying our community of business owners with over 330 individual brands responding about how they use social media marketing in their business, and this stat stood out to me.

At the core of every strong social media marketing program – one that drives measurable business growth – is a sound content strategy. The most popular and widely known approach to content strategy is the development of content pillars. When you Google “content pillars” here are the definitions that rise to the top:

• Content Pillars are 3 to 5 topics your brand will consistently discuss, amplify, and create content for on social media. – Later
• The five content pillars are audience, creation, experience, promotion, and insight. – Scribly.io
• Content pillars are a set of themes or topics your brand can use to create posts. – Sendible.

You can search “what are content pillars” or “how to create content pillars” and scroll for pages without seeing any mention of how this method ties back to your business strategy or specific goals. Is it just me, or does it seem wasteful AF to keep content strategy and business goals in separate rooms, considering how many resources it takes to create and publish content on the daily?!

I was on a call with a consulting client the other day who has a marketing agency and he said “I’ve taken so many courses, done so much research, and tried so many methods for content pillar development. Yours is the only one I’ve found that actually aligns our work with business goals.” Again – how?!

In our upcoming masterclass on April 7th, I’m gonna explain step by step how we always align content pillars to business goals for max performance with a TON of different industry examples – I’ll keep you posted on the details!

My question for you now is: Do you use content pillars to plan your social media? Are they aligned with your business goals? Is there anything specific you want me to cover in the free training? Let me know!

In your corner,

Katie