The 6 Reasons To Create Separate Pillar Posts

The 6 Reasons To Create Separate Pillar Posts

Post-pandemic, more and more businesses are re-evaluating their marketing and communication strategy. Traditionally dominant platforms like Facebook and Twitter remain hugely relevant and attractive to consumers, but businesses are increasingly looking to alternatives like YouTube and Pinterest for traffic and engagement.

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There are numerous benefits to maintaining separate accounts on these various platforms. Here are ten reasons why you might want to create separate pillar posts to engage with your audience.

1. Brand Awareness

The first and most obvious reason for establishing separate accounts is to build brand awareness. A business’s presence on several platforms opens up the possibility of building a following on each one. 

Once you have established a brand presence, it’s then possible to drive more targeted marketing, such as advertising or email marketing, to reach your audience. Establishing brand awareness is also a good opportunity to encourage consumer brand loyalty.

If you’re unsure which platforms your audience is actively using, conduct a quick internet search to get an idea of what’s popular and well-known. Once you have a clear idea of which platforms your audience is using, you can map out a digital marketing strategy for the future. 

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With the right approach, you can gain long-term brand awareness and loyalty. This is particularly beneficial in the post-pandemic world, where businesses must continue to evolve and improve their strategies to stay relevant.

2. Distinctive Voice

The second and probably most important reason to establish separate accounts is to have a distinct voice from your competitors. No one is an island, and businesses operating in highly competitive industries are no exception. 

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To ensure your voice is heard above the rest, establish a presence on as many platforms as possible – ideally, several hubs so you can have a presence in multiple locations.

If you’ve been operating under the misconception that you only need to focus on one or two platforms, it’s time to reevaluate. Having a distinct voice and being heard above the clutter is a valuable competitive advantage.

Having a distinct brand voice is also an excellent opportunity to experiment with different marketing tactics. If your strategy and approach are consistent throughout your accounts, you can ensure you deliver the same value to all your customers. When applied strategically, this can result in greater conversions and longer-term gains in traffic.

3. Cross-Platform Campaigns

Having separate accounts allows you to conduct cross-platform marketing campaigns. As mentioned, one of the beauties of digital marketing is the ability to target specific groups of consumers using different platforms.

With cross-platform marketing, it is possible to drive traffic and engagement to your website from various digital channels. The most effective strategy is to use social media to drive visitors to your website, where you can then convert them into paying customers. 

This strategy is especially effective for B2C (Business to Consumer) companies and those in the travel industry due to the flexibility of the platform

For B2B (Business to Business) companies, establishing brand awareness and trust on social media platforms like LinkedIn is often more effective. For consumers, this often means creating accounts on highly-targeted platforms like TikTok, which can drive significant ROI (Return on Investment) from social media adverts.

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Creating separate accounts on various platforms means you can run ads to target specific consumer groups– by gender, interest, age, location, or style. This level of targeting doesn’t exist on a single platform, which gives you greater precision and control when determining which groups of consumers to target with your adverts.

4. Growth Hacking

Fourthly, you can use the distinctiveness of your accounts to create highly targeted growth campaigns. Growth hacking is the practice of running online marketing tests to see what works and what doesn’t. With growth hacking, you can identify which campaigns result in the most growth and expand upon this. 

For example, if you run a test with the @username of a popular fashion blogger, you can then engage with users on the platform to see what kind of content they prefer and what gets the most engagement. 

If you’re looking to grow your account quickly, you can use the data from these tests to identify the kind of content that most engages with your target audience and create more of this content.

To successfully implement a growth strategy, finding the right balance between gaining credibility and being too promotional is important. It is also essential to track the success of your campaigns, so you can continue to refine and improve your approach. 

In addition to this, you must remain nimble in your approach, always looking for ways to evolve and expand. For instance, if your testing shows videos with celebrity speakers gain you the greatest traction, you might decide to focus heavily on video content in the future.

5. Better Performance

Having separate accounts can lead to greater performance on social media. If you run performance tests, you can often identify distinct platforms where your content performs best. If you run a video ad campaign on multiple platforms, you can then measure the performance of that campaign on each individual platform. 

This way, you can determine which platform the campaign performed best on and what you might need to adjust to achieve greater results. If you’re only focusing on a single platform, you lose all the benefits of having a distinct brand voice and the ability to target various groups of consumers across different locations. 

To get the best performance, you must be on several platforms – ideally, the most popular ones – and operate on several threads simultaneously. This means the content you put out on one platform might appear on another, depending on what’s available on both platforms at the time.

For instance, if you run an Instagram account with the main focus on beauty products, you might notice that your reach and engagement are quite low compared to accounts solely focused on tech products or lifestyle content. 

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If you look at the images and videos on these three accounts, you’ll see they’re all quite different from one another. However, if you look at the reach and engagement metrics, you’ll see they’re quite similar. This is because Instagram has a function where content from various accounts is mashed together and shown to users in a feed – similar to what you see on Twitter. 

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If you want to improve your reach and engagement, it might be a good idea to look into beauty accounts that are also active on TikTok and build something similar on your own platform – whether that’s a blog post or a podcast.

6. Scalability

Finally, creating separate accounts allows you to scale your activity on various platforms. The more followers you have on a given platform, the more likely you appear in a user’s newsfeed – which could lead to increased engagement and growth. 

To successfully scale a campaign, you must determine the right balance between building a large audience (lots of followers) and gaining credibility on the platform. In some cases, you might want to consider using a tool like Hootsuite to manage multiple social media accounts from one place.

With Hootsuite, you can create groups of accounts that you want to manage and monitor from one place. This can make it easier to track your accounts’ performance and determine which ones drive the most engagement – and, in turn, gain you the most value.

If you’ve been operating under the misconception that you only need to focus on one or two platforms, it’s time to reevaluate. Establishing a brand presence on various platforms gives you greater flexibility and the opportunity to engage with consumers on multiple touchpoints. 

In the post-pandemic world, where businesses must continuously evolve and improve their strategies to stay relevant, separate accounts provide you with a significant competitive advantage.

Suppose you’re interested in creating separate accounts for your various social media platforms. Why not consider looking at the work of other businesses and see what they’re doing – and why they’re doing it? 

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Chances are, they have a strategy that works for them. If you’d like to continue growing your account, you might want to try something similar – whether you’re a business or an individual.

Start Creating Separate Pillar Posts

Creating separate pillar posts allows you to promote content that is more suited to one specific area of your website. For example, if your website is primarily designed for reading blog posts, you may want to consider creating a separate platform for sharing those blog posts to engage more with your audience.

You can engage different parts of your audience with pillar posts, encouraging them to return for more by creating separate entries for each section of your website. If you want to create a successful blog, you should develop strategies for drawing in different groups of people.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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