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Why Balance In Social Media Content Matters
April 12, 2022
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We see it every day – brands going hard on questions in the social space.
It’s natural to find one thing that works and glom onto it.
But the danger in becoming predictable is it becomes fatiguing to the fans.
And fatiguing means they move on to other brands.
When you rely on only one type of content form - there’s no longer anything special about you.
Fans want excitement – entertainment, content that’s useful, content that’s valuable to them.
Consider a simple formula that all successful social brands deploy – it’s called content pillars.
Content pillars are the structure and accountability to make sure you’re creating a mix of content that’s valuable to the audience.
Content pillars also remind us why we’re using social media in the first place, and they actually make content creation more fun because we already have ideas set to riff off.
How to get started: - Decide what three content forms are more useful to your specific audience.
(This is a blend of what your brand wants to talk about and what the fans expect.)
Example:
One pillar could be format lifestyle, one pillar could be teachable, conversational, branding, inspirational….
- Fill the pillar with content ideas.
Example: If Fan Involvement is a pillar, you could fill it with life hacks, tips, recipes, trending topics, user-generated content, all kinds of content that would fully involve the fan and bring them value.
- Explore what others are doing by searching keyword hashtags relevant to you.
When you have the pillars filled with content ideas – exploring hashtags should stir your creativity on how to get started.
Content Pillars come in all different forms. Here’s one visual of content pillars. I created this for the virtual All Access Audio Summit happening on April 20th & 21st.
The idea was to keep the promotion of the sessions balanced so people would see the diversity of the summit’s content:
Click To EnlargeStructure in the social space is new to radio. Most brands like winging it. But believe me, nothing good comes from winging it.
Let us know if we can help you better understand and use content pillars: lori@lorilewismedia.com.
And I hope to “see you” during the virtual All Access Audio Summit on April 20th & 21st.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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