Social Media Content Strategy for HS Athletic Departments

Jack Zamore

Intro to Content Pillars

What is a content pillar?

A content pillar is a subset of topics or themes which create the foundation for your overall content strategy.

An example pillar could be “Celebrating Student-Athletes.” If this was your pillar, you may create content on social media like “Athlete of the Week” and “Quote of the Day” where you highlight the student-athletes who are a part of your program. Examples below:

Each pillar will represent a single theme and the related content, collectively, will represent your social media presence.

The most important thing is to choose your pillars and stick to them!

How Pillars are Helpful

Content pillars will help you in four main ways. These are described below:

1. Staying Organized

Having pillars is a major help because you’ll be able to plan out your posts accordingly! This way, you won’t have to wake up every morning and come up with something new, rather you’ll have a set of consistent content that you can easily fall back on.

2. Content Targeting

Depending on your program, you may have one or a few different target audiences. Aligning at least one of your pillars with each of these audiences will help you reach all of your followers and more consistently engage them!

3. Great Advertising Opportunity

If you have posts planned out that you know will be shared on a consistent basis, you can create a new, valuable stream of revenue for your program. For example, you could have the “Gipper - Athlete of the Week” post. Included in the post could be a graphic that highlights the winning student-athlete and includes a logo of the advertising business.

4. Ideation

Coming up with fresh ideas for good social media content is often a pain and takes a lot of time. Content pillars help you consistently hone in on subjects that are important to your program and its stakeholders.

Wrap Up

Now, the question is: how do you choose your own content pillars? In an upcoming blog, we'll talk about how you can go about choosing content pillars that work specific to your program's needs.

Hope this was helpful and thank you so much for reading :)

- Jack

Jack Zamore is the Chief Marketing Officer at Gipper. Gipper is a platform that helps high school athletic departments create professional sports graphics for social media - in seconds, on any device, and without needing any design experience.

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