NGILMU BARENG DOKI | Ngebahas Pentingnya Content Pillar Sampe Cara Buatnya

Summary

In this video, Nara from Doki explains the concept of 'Content Architecture,' which consists of two main components: Content Pillars and Content Facades. Content Pillars are the core themes a brand consistently discusses, ensuring focus and relevance in content creation. Content Facades refer to the different ways content can be presented, such as educational, entertaining, or inspirational. Nara emphasizes the importance of aligning these elements with a brand’s objectives and audience preferences. He also shares examples from brands like Doki and Bapak-Bapak ID, illustrating how this framework simplifies content ideation and maintains brand consistency.

Takeaways

• 😀 Content Architecture is a framework that helps structure content creation by focusing on two elements: Content Pillars and Content Facade.
• 😀 Content Pillars are broad, consistent topics that align with a brand’s expertise, audience interests, and social media objectives.
• 😀 Content Pillars should help prevent content from straying off course and provide clear direction for content creation.
• 😀 Content Facade refers to the format or delivery method of content (e.g., educational, entertaining, inspirational), and is more flexible than content pillars.
• 😀 A brand's content pillars should resonate with both the brand's identity and the interests of its target audience.
• 😀 Content Facade can include different types of content like educational posts, entertaining videos, or inspirational stories, based on the message being delivered.
• 😀 It's important to adapt content facades to fit different social media platforms and audience preferences, making content feel fresh and relevant.
• 😀 The intersection of content pillars and facades leads to multiple variations of content, increasing creativity and flexibility in content strategy.
• 😀 A good content pillar example is Doki’s approach, where their main pillars are 'Behind the Scenes,' 'Content and Trends,' and 'Marketing Trends.'
• 😀 Content pillars should be regularly reassessed to ensure they align with evolving brand goals and audience needs, and new facades can be tested for engagement.
• 😀 The framework encourages balancing creativity and brand consistency, helping to maintain focus without stifling creative expression.

Q & A

What is Content Architecture and why is it important for a brand's social media strategy?

Content Architecture refers to the framework used to organize and structure content creation for a brand. It consists of two main elements: Content Pillars and Content Facades. The framework is crucial because it helps brands stay focused on their core objectives, maintain consistency, and create engaging content that resonates with their audience.

What are Content Pillars and how do they function within Content Architecture?

Content Pillars are the core, overarching themes or topics that a brand consistently communicates on its social media platforms. They should align with the brand's identity and social media goals, and be topics that are of genuine interest to the target audience. These pillars remain stable over time, providing a foundation for content creation.

How are Content Pillars different from Content Facades?

Content Pillars are the central, long-term topics or themes that define a brand's content strategy. In contrast, Content Facades are the various content formats or types used to present these themes. Facades are more flexible and can change depending on the audience and platform. For example, a pillar on 'Marketing Trends' might be presented through educational posts, entertaining videos, or inspirational quotes.

Why is it important to break down Content Pillars into sub-topics or sub-content pillars?

Breaking down Content Pillars into sub-topics or sub-content pillars helps create more specific, actionable content ideas. This process ensures that each piece of content is focused and relevant, and allows brands to explore different angles within a broader topic while maintaining consistency and coherence with the overall strategy.

Can a brand use multiple Content Facades for a single Content Pillar?

Yes, a brand can use multiple Content Facades for a single Content Pillar. For instance, a pillar about 'Marketing Trends' can be presented through educational blog posts, entertaining TikTok videos, and inspirational Instagram quotes. Using various facades allows the content to reach different segments of the audience in ways that suit their preferences and the platform's strengths.

How do Content Pillars help with content ideation and decision-making?

Content Pillars provide a clear direction during content ideation by serving as a reference point. When brainstorming ideas, brands can check whether each idea aligns with their established pillars. This structure prevents content from straying too far from the brand’s objectives and ensures that all content contributes to achieving social media goals.

How does a brand define its Content Pillars?

A brand defines its Content Pillars by considering three main factors: its core expertise or what the brand is good at, the brand's social media objectives, and the interests of its target audience. The pillars should reflect the brand’s identity and be relevant to the people they want to engage with on social media.

What role do Content Facades play in maintaining a brand's identity on social media?

Content Facades help convey the brand’s core messages in different formats that match the tone and style of each platform. While Content Pillars are about the topics, Content Facades determine how those topics are presented. Facades should be selected to match the brand’s identity—for example, an exclusive perfume brand should avoid using overly casual or entertaining content types that might undermine its prestige.

What should a brand consider when selecting Content Facades for a particular pillar?

When selecting Content Facades, a brand should consider the nature of the pillar, the platform, the target audience, and the brand’s overall identity. The facade should be chosen based on how best to present the topic in a way that engages the audience while staying consistent with the brand's tone and goals.

How can a brand experiment with different Content Facades to see what works best?

Brands can experiment with different Content Facades by testing various formats and styles for each Content Pillar. For example, they can try presenting the same topic with an educational video, an inspirational post, or an entertaining meme. By analyzing engagement metrics such as likes, comments, and shares, brands can identify which formats resonate best with their audience and adjust their strategy accordingly.