First of all let me start by saying I really love the influencer community in New Orleans. They are doing what you pay them to do – increase patronage to your establishment. Content pillars can help make sure you are on track working with those influencers to do just that. Do you know what a content pillar is?
Content Pillars are a few core thems, no more than 5, that form the foundation of your brand’s content strategy. It should guide all your marketing efforts to make sure that you are being consistent, you are an authority figure on a topic and this should all be relevant to your brand.
When you have content pillars, they guide you in the content you will create for your brand. They give you structure. You are also able to target your messages.
As a freelance marketer, I scan websites for sport. You’d be surprised how many of the websites seem to be solid in what it’s supposed to do; however, I go to their socials and this is where everything falls apart. Am I surprised? Absolutely not!
Is Your Business Doing The Right Thing?
Many businesses do a few things: They have defunct leaders in their marketing departments. These leaders are sucking up the air in the office. The industry has passed them by. They couldn’t summarize a strategy if you held a gun to their head. It’s just random topics from week to week based on the pictures they’re able to snap with their iPhone from a poorly planned event. Then, they hire influencers and think the influencers are supposed to “save their day.”
Guess What! That influencer is gonna do for you exactly what you pay him or her to do and she will move on with her life (unless you put her on a retainer, which I do recommend).
What could happen, if you have people in your business who know what they’re doing for marketing? such as should giving the influencer UTM parameters to place on their content. These UTM parameters will allow you to track influencer’s work that they’re doing on your behalf. Let’s discuss UTM parameters next week.
What Should Business Content Pillars Consist Of?
People in New Orleans don’t just buy food or drinks — they buy:
- atmosphere
- music
- status
- social proof
- celebration
- culture
- escapism
These are topics any business can stick to and hit the mark every single time. So, stop thinking the way national chains thing and get to work showcasing some of this content. I assure you the New Orleans consumers and patrons to your establishment will respond.
Until Next Time…Keep it Classy.
