Pilares de contenido para las redes sociales: una estrategia a prueba de tontos

According to the Content Marketing Institute, 71% of B2B marketers believe the importance of content has increased in the last year. Marketers are creating content pillars for social media that support the entire buyer’s journey to set their brand apart from competitors.

However, maintaining constant content production might seem like an uphill battle. Marketing departments often grapple with anxiety while managing leads, communication channels, and sales team satisfaction.

Fortunately, there is a more effective method to meet your content requirements than to engage in last-minute, impromptu initiatives. Content pillars can help you generate more website visitors by improving SEO, maintaining message consistency, and simplifying idea generation.

Este blog tratará sobre los factores a tener en cuenta a la hora de crear pilares de contenido.

¿Qué son los pilares de contenido y cómo funcionan?

Marketers select primary ideas, themes, or subjects as content pillars that form the basis of social media content during planning. It’s a broad topic, broken into several manageable chunks to provide relevant content for channels you’re trying to grow. You can attract different types of consumers through various channels by focusing on one content pillar. Moreover, you can break your content down into blog posts, infographics, videos, emails, and social media posts.

These themes or content buckets should have a tight connection to your brand and reach your brand’s goals. Unlike brand pillars, you can exclusively share social media content pillars on those platforms. 

La naturaleza de su público objetivo cambiará significativamente en función del canal que utilice para compartir su material. Puedes utilizar un conjunto diferente de temas principales para tu blog que para tus redes sociales.

If you’re creating content without a content pillar strategy, it might fit within certain categories without your knowledge. Each content pillar should address a distinct set of customers, company goals, or even individual items. Your central themes will vary based on your company, social media platforms, and goals, making it hard to generalize.

Marketers often ask, “What Are Content Pillars?” There’s no certain answer. It might change based on the nature of your company and its goals. Some social media platforms prioritize certain content pillars over others, while others may have unique content pillars for each platform.

Cada empresa tiene pilares únicos específicos de su nicho y temática. Incluso las plataformas de una misma marca pueden tener pilares diferentes. Sería un error tratar todas las cuentas de redes sociales por igual.

Importancia de los pilares de contenido

A company’s content pillars are the backbone of its social media presence. They provide a systematized foundation that simplifies consistency, strengthens brand identification, boosts efficiency, keeps relevance high, and facilitates measurable content. 

Cultivating consistency in your social media message, tone, and style inspires audience confidence and lays firm content foundations. They’ll easily identify and interact with your brand, boosting your profile.

Además, los pilares de contenido son esenciales para establecer una voz coherente para su empresa. Comunique la identidad de su marca a su mercado objetivo centrándose en las ideas y principios fundamentales que defiende. Esta propuesta de venta única permite a su empresa destacar y conectar con sus clientes ideales.

Remember that content pillars simplify content creation by providing a framework to follow. This allows for increased productivity and efficiency. By producing better content quickly, you gain an advantage over competitors and can focus on other aspects of your Instagram marketing strategy.

The key to social media success is knowing your audience and posting content that interests them. With this strategy, you can be certain that your writing will consistently cater to your readers’ interests and demands. 

Medir los resultados de los esfuerzos en los medios sociales es crucial para tomar decisiones con conocimiento de causa. Este procedimiento es menos complicado cuando se dispone de temas centrales con los que trabajar. Puede saber qué es lo que más interesa a su público controlando la participación de los seguidores y otros datos de cada pilar. Esta información le permite afinar su plan para obtener los mejores resultados posibles.

Tipos de pilares de contenidos para las redes sociales

Los pilares de contenido son la base de su estrategia de medios sociales. Los profesionales del marketing deben conocer a fondo los distintos tipos de pilares de contenido para las redes sociales. Aquí tienes 4 de los más comunes. 

1. Contenido promocional

Puede utilizar material promocional para recordar a su público que le compre. Es importante mantener el entusiasmo y la creatividad a la hora de promocionar sus productos. 

Create educational content like blogs and videos that target potential customers to increase chances of conversion. This helps establish your expertise and provide valuable information to your audience. Use this platform to promote your products and services, showcasing what sets you apart. This content pillar example is vital for drawing attention to sales, new products, and events. Your content strategy should describe when and how you will market your goods or services.

2. Contenido de entretenimiento

Write some blog entries on the ideas that sparked the development of your product or service. A brand story can be as simple as a flashback photo. Doing so will create a stronger connection with the audience. Instagram is also a platform for humor with dedicated content pillars for Instagram memes, fun challenges, and trending topics. Entertaining content is a great way to maintain people’s interest. 

3. Contenido educativo

To succeed in business, focus on expanding your customer base while retaining current clients. Make product videos, key feature summaries, how-to blogs, and carousel entries to expand on these ideas. This material includes articles, images, case studies, or even films. In addition, respond to the questions and Instagram comments your followers have posted across several channels. 

4. Contenido conversacional

Un indicador clave de rendimiento (KPI) u objetivo centrará la atención de cada pilar de contenido. Es necesario examinar el proceso de compra para alcanzar este objetivo. Conectar con los clientes en cada paso del ciclo de compra es posible con la ayuda de los pilares de contenido. Puede aumentar sus posibilidades de conseguir una venta adaptando el material a los distintos puntos del recorrido del comprador.

Ejemplos de pilares de contenidos para las redes sociales

Estos son ejemplos de pilares de contenido para redes sociales que los influencers pueden incorporar a su calendario de contenidos para redes sociales:

• Behind-the-scenes: Share a video from behind the scenes to give your audience an inside look at your business landscape. Introduce your company to clients with an office tour, staff introductions, or a product sneak peek. It makes your company more approachable and helps you connect deeply with your audience.
• Community Service: Emphasize your company’s dedication to community service, charity work, and eco-friendly practices using the hashtag #CSR (for Corporate Social Responsibility). This kind of content highlights your company’s beliefs and commitment to doing good in the world.
• Escaparate de productos: Destaque sus artículos o servicios con regularidad de una manera estéticamente atractiva e instructiva. Esto mantendrá a su público interesado y también impulsará las ventas.
• User-Generated Content (UGC): Inspire your consumers or followers to make material about your business with user-generated content. UGC fosters a sense of community for businesses by showcasing positive customer interactions. An easy way is to republish customer-submitted content like comments, images, and Instagram reviews.

Inspiración para los pilares de contenido: Lo que hacen los líderes del sector

Muchas empresas han establecido pilares de contenido que se alinean con su público objetivo y sus declaraciones de misión. Estudiar las técnicas le ayudará a crear otras más eficaces para conseguir seguidores atractivos en las redes sociales. Mira estos ejemplos de la vida real para inspirarte a la hora de elaborar tu estrategia:

• Hubspot: The main elements of HubSpot’s social media content strategy include blog articles, e-books, webinars, and courses. They cover many topics, including inbound marketing, sales, and customer service. Their material is insightful, fact-based, and visually pleasing, making it easy to digest and shareable.

• Salesforce: Salesforce specializes in cloud-based CRM (customer relationship management) software. Their social media posts focus on digital transformation, client success stories, and future business technology thought leadership.
• Buzzfeed: Buzzfeed’s quizzes, listicles, and videos on current events, pop culture, and entertainment are the site’s backbone for social media. They are one of the most successful social media companies because their material is easily spread and enjoyed by many people.
• Disney: Disney’s social media focuses on captivating stories, all-ages enjoyment, and cherished memories of their brand. They promote forthcoming releases, provide exclusive footage from behind the scenes, and honor iconic moments from their back catalog.

¿Cómo crear pilares de contenido para las redes sociales?

Creating content pillars requires in-depth familiarity with your brand’s ideals, objectives, and audience demographics. Follow these guidelines on creating content pillars for social media and creating an effective social media strategy’s content:

1. Elegir el tema del pilar

Finding relevant subjects to use as content pillars is the most critical step. Finding the right search terms for your products/services requires thinking creatively. Center your content strategy around the core subject. Utilize different content formats like Guest Posts, LinkedIn Posts, videos, 

Email Campaigns, infographics, newsletters, Whitepapers, e-books, short snippets, etc.

2. Analyze, and Personify Audiences

Audience persona analysis aims to develop a thorough understanding of your target demographic. Your message is important, and understanding your customer’s preferences, reading habits, and demographic information is crucial. Use social media marketing tools like Xtensio or Mockplus to create effective customer personas instead of relying on online templates.

3. Examine a sus competidores

Eche un vistazo a las publicaciones en redes sociales de otras empresas para ver qué conecta con su público. Esto puede ayudarle a localizar los pilares de contenido que pueden diferenciar a su empresa de la competencia.

4. Renovar la estrategia de contenidos de los pilares de la marca

After you’ve finished developing your consumer personas, start iterating the content pillars of your social media marketing strategy.

You can reach your target audience by publishing many posts using targeted hashtags. Keep your readers interested by adding a unique twist to the content. You can post links to interesting, educational videos and direct them to the content pillar blog.

5. Calendario de publicación en redes sociales

Mantenga sincronizadas sus actividades de intercambio de contenidos para llegar eficazmente a su público objetivo. La incorporación de información procedente del análisis de las redes sociales le ayudará a construir pilares de contenido aún más sólidos. Perfecciona tus contenidos teniendo en cuenta al comprador y comprueba su rendimiento.

¿Cuántos pilares de contenido debe tener?

There is no definitive answer to ‘How many content pillars should you have?’ You want to have a pillar for each content category to rank well. If your business has four products, make each a separate pillar. This applies to diverse customer bases, too.

There must be at least three sub-pillars and three supplementary blogs for every major pillar. This implies that at least 16 bits of shorter material are the foundation for each pillar. The number of sub-pillars and blogs will increase proportionally with the breadth of a subject. Sub-pillar pages focus on the most relevant and competitive keywords, generating the greatest website traffic.

After selecting your content themes, research sub-pillars and blog topics. Search your short-tail subject to identify related pillar topics and popular keywords. Use these as foundational terms for your sub-pillars and blog posts. The “related search terms” at the bottom of a search page are generally the most sought-after keywords and phrases. 

Internal links rely on how many sub-pillars and blog articles your content strategy plan has. Within this tactic, there are certain guidelines for connecting between articles. The true potential of the content pillar approach is in the connection between individual pieces of information. Linking articles properly shows search engines that a great deal of in-depth, high-quality information is available on a subject.

Mejore su presencia en las redes sociales con Path Social

Incorporate content pillars for social media into your brand strategy to take your content marketing to the next level. Ensure a systematic approach by researching competition, auditing the brand’s social media, and using marketing personas to drive social media content.

Empieza a crecer y a ganar seguidores en Instagram hoy mismo con Path Social. Somos una plataforma de redes sociales todo en uno con estrategias sólidas y un algoritmo avanzado dirigido por IA. No te estreses a la hora de identificar los pilares de contenido adecuados y las estrategias de Instagram para aumentar tu visibilidad: deja que Path Social te ayude. 

Póngase en contacto con nosotros hoy mismo para ver cómo aumenta la visibilidad de su sitio web Instagram .