Before you even think about what channels you want to showcase your content on, let’s focus on content pillars. Different people have different views. I’ve seen five pillars. Some people say awareness is a pillar. For me, I usually use three different content pillars: Education, Community, and Commerce. These three content pillars, along with your niche, should drive all the content you create.
Education is if you have a tutorial or a How To piece of content, anything that teaches. Community is about connection. Commerce is any content that is being use to sell something, for example a digital product.
Education is typically easy because some brands have education tied to whatever their product or service is. Community is very important to a lot of brands because they know, especially with today’s consumers, that people identify more with a brand sometimes than they do with the product. Some people will say that entertainment is a content pillar, but I would really put entertainment in the community bucket because when someone makes me laugh I feel like I’m connected with them, and that makes me feel like I’m a part of a community.
Growing a community, having fans, having connection, those are all really, really important to brands. If that’s something that you feel you are good at, and there’s all different ways to be good at that, then that might be a pillar that you want to focus on. It’s not just about making people laugh, it’s about just being genuine and connecting and relating to other people.
Lastly let’s focus on commerce. You want to sell a product, but how can the content gain transaction. This is important for you if you’re interested in developing passive income, for example through products in a Stan store.
If you’re not sure where you stand with these, our Mom Creator Quiz asks some questions to lead you to where you might be stronger. It breaks it down to percentages. For instance, you are 30% community, 20% commerce, 50% education. These questions will help you understand where your content strengths are within these 3 content pillars. You may be even across the board, or you may be focused on one thing more than anything else. You don’t have to do all three, and you don’t have to be focused on one over others. What’s important is that you know what your audience is looking for, and adjust the content pillars you focus on accordingly.
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