Content Pillar I – Educational:
Content that provides valuable insights, knowledge, and actionable advice to establish authority and educate the audience. In this pillar, you aim to focus on posts that deliver high-value, actionable information, insights, or knowledge to the audience.
Categorization criteria: Talk about topics that teach something new or explain complex topics. Posts may offer step-by-step instructions (guides), share analytical insights (trends, case studies, data-backed findings), present structured thinking models (frameworks) or recommend useful tools or resources.
The primary goal of Educational content is to convey knowledge or practical skills while sharing your thoughts or comments on a certain topic.
Content Pillar II –Personal:
Personal content captures personal stories, experiences, opinions, and milestones to build connection and relatability. This perspective includes posts where you share aspects of your journey, life experiences, reflections, opinions, or significant milestones.
Categorization criteria: Share content on personal achievements such as milestones, career transformations, growth moments in your career or general mindset or motivational insights. Personal posts aim to make you more relatable and create a deeper connection with your audience.
Content Pillar III – Organizational:
Content that showcases company culture, values, achievements, and team to build brand reputation and attract talent. The Organizational pillar is all about posts that enhance the company's brand image, attract potential employees, and highlight its values and operational excellence. If you are a freelancer or not working in an organization (yet), this pillar may highlight more of your daily work-life, e.g., how you work with clients or how you are about to optimize your offer.
Categorization criteria: Focus on announcements of company-wide achievements (e.g., milestones, awards, partnerships not directly selling a product or service). This may include company wins or specific moments that showcase your team or company culture. Organizational content aims to show your perspective and view of the company and team as a whole.
Content Pillar IV – Promotional:
Promotional content directly promotes products, services, or events to generate leads and drive conversions – yet, from a personal perspective, which is not “too selly”. Posts aim to promote a product, service, event, or special offer to the audience with the clear intent of generating leads, sales, sign-ups, or attendance.
Categorization criteria: Promotional content explicitly mention your or your company’s products or services – including their benefits, processes or pricing structures. You may also consider free valuable resources and add a specific call to action (CTA) to the post. An example could be sharing a webinar or event invitation as well as a lead magnet in exchange for a comment or DM. Promotional posts fulfill the purpose of elevating your company’s or brand’s reputation as well as highlighting the value of your product or services while still maintaining your point of view.
Depending on the individual’s goal, the distribution and number of posts per pillar may vary, while staying dynamic over time. Yet, considering all perspectives is relevant when scoping the Content Strategy. Teams and individuals building their personal brands rarely fail because they posted too less or because of a single post that didn’t resonate with their audience. They fail when they don’t have a clear plan, post random content or or give up.