A successful content strategy requires a clear sense of purpose. Content pillars support the direction of your strategy and ensure that it is grounded in good search engine optimization practices.
Which audiences do you intend to reach?
- Only after you have answered this question can you develop your content pillars.
First, identify your target audience - otherwise known as "buyer personas" or "readers". Once you have accomplished this, you can begin to develop the content pillars that will serve as a guide for your content strategy.
How does the content pillar work?
A content pillar is a major theme that will influence many of the articles, videos, e-books, infographics, and blog posts that follow. An important content pillar is usually established by one or more particularly strong and comprehensive pieces of content. This type of content is commonly referred to as "root content". There could be a series of smaller articles with links to the core content. The result would be a spider's web of related and relevant content.
Developing content pillars can help you stay relevant to the personas of your users while also focusing your efforts. When creating a content pillar, be sure to consider the keywords you will use consistently to link the subtopics.
The best content pillars can help a business become either a thought leader or a problem-solver (brand pillars).
Find out the difference between content pillars and brand pillars.
- Content pillars are the key to a brand's all-encompassing presence across all media, including content. Brand identity (or mission statement) includes the identity, purpose, values, voice, positioning, and appearance of a brand.
- These brand pillars must inform content strategies.
When your company's brand is largely driven by affordable books, for instance, promoting expensive books may alienate your clients.
Should Content Pillars Be Broad or Narrow?
Content pillars should not be too specific. It should serve as a trunk for conversation, discussion, and analysis, with many potential branches.
Your content marketing strategy will depend on how many content pillars you utilize. All of the pillars must align with your brand. Your pillars should also reflect the needs and values of your target audience.
What is Root Content?
Root content provides as many relevant concepts within the framework of your key concept theme as possible to your intended audience. You could create an article, elaborate on a blog post or create a special report. Make the most of your company's expertise to provide your audience with interesting and insightful information.
Keep a conversational tone, as if you were having a conversation, and incorporate keywords related to your topic. Quality root content will provide many opportunities for further discussion. If the piece of content is essentially the final chapter, it is unlikely to be a root piece.
Themes are derived from root content:
The content of the root introduces a variety of ideas, topics, and themes. This is a general overview of your content pillar.
The next step is to identify core themes within the root content that may be appropriate for articles, videos, infographics, or e-books. They are like deep dives into a particular niche.
The content pillar is "the best affordable books", and the root content is "the benefits of reading every day". There is a section in the benefits guide that discusses how to clean your books, as well as how to set up your book store. The key message here must be developed.
- The content of your book must be linked to the root content.
Building Topics from Core Themes:
Stories do not end at core themes.
- How do you share your expertise with your audience?
- Can you address their questions?
Topics are typically shorter and less long-lasting, but they are crucial for keeping your content marketing fresh and relevant. Just make sure you link back to your primary theme content.
The Content Pillar Approach to Social Media:
When using social media, it is important to plan ahead, focusing on a specific audience and key message. A strategic approach to social media should be based on your content pillars.
This will determine the type of content to share and where to share it. This example illustrates how natural stone should be applied in practice and is relevant to stone.
An example of a content pillar:
The example below illustrates how content marketers can employ content pillars to target customers naturally and engagingly:
- Company:
A domestic company specializing in natural stones.
- Target audience:
The typical client is a female between the ages of 15 and 60 who believes in religion and God (and who is attracted to jewelry).
- Customer journey:
Analyzing consumer behavior on the brand's website, it has been observed that consumers spend a great deal of time browsing the colors and meanings of the stones. Customers tend to click on more than one shade before abandoning their baskets.
-> In this case, the colors are difficult to discern. The colors may be better rendered in this case.
The Pillar of Content is as follows:
- The shade of stone for different stars and Feng Shui
- The Root Content:
The most comprehensive guide to choosing the right stone shade for your zodiac sign (star sign), including the benefits and the meaning, as well as videos explaining how to identify your star sign.
- The Core Theme:
Discover how to choose the perfect stone to enhance your love, life, or soul; how to choose the perfect stone to enhance your mind and personality.
- The Sub-topics:
Learn how to define your star sign, identify different shades within a grouping, choose the right stone, how to mix jewelry, and more!
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