A complete guide into pillar-based content strategy

What is a pillar-based content strategy?

A pillar-based content strategy is a method of organizing and creating content that revolves around a set of core topics, also known as pillars. These pillars serve as the foundation for all of your content, and everything you create should align with one or more of them.

The importance of a pillar-based approach lies in its ability to provide structure and direction for your content creation efforts. By focusing on a set of core topics, you can ensure that all of your content is relevant and consistent, which in turn can help to attract and retain an audience. Additionally, a pillar-based strategy can also help to improve your search engine optimization (SEO) efforts.

In this article, we will cover the basics of a pillar-based content strategy, including how to define and choose content pillars, how to create and promote pillar content, and how to measure the success of your strategy. By the end of this article, you will have a clear understanding of how to implement a pillar-based approach in your own content strategy.

What are Content Pillars?

A content pillar is a broad topic that serves as the foundation for all of your content. It is a subject that aligns with your overall business goals, resonates with your target audience, and provides a wealth of content opportunities. A content pillar should be something that is both relevant to your audience and important to your business, and it should be something that you can consistently create content about over an extended period of time.

How to identify and choose content pillars

Identifying and choosing content pillars can be a bit of a challenge, but there are a few key steps you can take to make the process easier. The first step is to think about your overall business goals. What are you trying to achieve with your content? Once you have a clear understanding of your goals, you can begin to identify topics that align with them. For example, if your goal is to increase brand awareness, a content pillar might be "industry news and trends."

Another important consideration when choosing content pillars is your target audience. Who are you trying to reach with your content? What are their interests and pain points? Once you have a clear understanding of your target audience, you can identify topics that will resonate with them.

Examples of content pillars in different industries

Examples of content pillars in different industries:

  • Technology Industry: "Innovations in Artificial Intelligence"
  • Health and Wellness Industry: "Mindfulness and Mental Health"
  • Finance Industry: "Investing for Beginners"
  • Travel Industry: "Sustainable Tourism"
  • Fashion Industry: "Sustainable fashion"

Keep in mind that these are just examples and the content pillars can vary depending on the business, target audience, and goals. The important thing is that the content pillars align with the overall business goals and resonate with the target audience.

How to create pillar content

Once you have identified and chosen your content pillars, it's time to start creating content. The key to creating pillar content is to focus on quality over quantity. Rather than trying to create as much content as possible, focus on creating a few pieces of high-quality content that align with each of your pillars.

One way to do this is to create a content calendar that outlines the topics you plan to cover for each pillar, as well as the formats you plan to use (e.g. blog post, video, infographic, etc.). This will help you stay organized and ensure that all of your content aligns with your pillars.

Tips and best practices for creating pillar content

To create high-quality pillar content, it's important to follow a few best practices.

  • Use storytelling to make the content more engaging and relatable.
  • Use data, statistics, and research to back up your claims.
  • Use visuals to make the content more appealing and easily digestible.
  • Optimize the content for SEO by including keywords and meta tags.

Examples of pillar content formats

There are many different formats you can use to create pillar content, including:

  • Blog posts: These can be used to provide in-depth information on a topic and are a great way to establish yourself as an authority on a subject.
  • Videos: These can be used to provide a more interactive and engaging experience for your audience.
  • Infographics: These can be used to present complex information in a visual and easy-to-understand format.
  • Podcasts: These can be used to provide a more personal and conversational experience for your audience.
  • eBooks: These can be used to provide a comprehensive guide on a topic and can be used to generate leads.

Remember, the most important thing is to create content that aligns with your pillars and resonates with your target audience. Experiment with different formats to see what works best for your business.

How to promote pillar content

Once you've created your pillar content, the next step is to promote it. The key to promoting pillar content is to reach your target audience where they are already spending their time. This may include social media platforms, industry-specific forums, and other online communities.

One of the most effective ways to promote pillar content is through social media. Platforms like Facebook, Twitter, and LinkedIn allow you to share your content with a large audience, and targeting options make it easy to reach the right people. Additionally, paid advertising on these platforms can help you reach an even larger audience.

Another way to promote pillar content is through email marketing. Sending out an email to your subscribers with a link to your latest pillar content can help drive traffic to your website.

Best practices for promoting pillar content

To promote your pillar content effectively, it's important to follow a few best practices:

  • Share your content on social media regularly and at optimal times when your target audience is most active.
  • Use eye-catching headlines and images to grab attention.
  • Use social media ads to reach a larger audience.
  • Use email marketing to notify your subscribers of new pillar content.
  • Use influencer marketing to reach new audiences.

Examples of successful pillar content promotion campaigns

Examples of successful pillar content promotion campaigns:

  • A fitness company created a pillar content campaign around "Healthy Eating" and promoted it on social media platforms by creating visually appealing graphics and videos. They also collaborated with nutritionists and dietitians to create an ebook and offered it as a free resource on their website.
  • A technology company created a pillar content campaign around "Cloud Computing" and promoted it through webinars, social media, and email marketing. They also partnered with industry influencers to share their content and reach new audiences.
  • A travel company created a pillar content campaign around "Sustainable Tourism" and promoted it through social media, email marketing and influencer marketing. They also created a landing page on their website where they shared all the resources and guides related to sustainable tourism.

Keep in mind that these are just examples and there are multiple ways to promote pillar content depending on the business and target audience. The important thing is to find the right promotion channels and tactics that work best for your business.

How to measure the success of a pillar-based content strategy

Measuring the success of a pillar-based content strategy is crucial for understanding the impact of your efforts and for making adjustments as needed. The key to measuring success is to establish clear goals and metrics from the beginning.

Some examples of goals and metrics include:

  • Increasing website traffic
  • Improving search engine rankings
  • Boosting engagement on social media
  • Generating leads
  • Improving brand awareness

Tools and metrics to use

To track these goals and metrics, you'll need to use the right tools. Some of the most popular tools for measuring the success of a pillar-based content strategy include:

  • Google Analytics: This tool can help you track website traffic, bounce rates, and other important metrics.
  • SEMrush or Ahrefs: These tools can help you track your search engine rankings and identify areas for improvement.
  • Social media analytics: Each social media platform has its own built-in analytics tool that can help you track engagement, reach, and other metrics.
  • Email marketing software: Many email marketing software options come with analytics that can help you track open rates, click-through rates, and other key metrics.

Interpretation of data and optimization

Once you set your goals and metrics and start measuring them, it's important to interpret the data correctly and adjust as needed. This may mean adjusting your content calendar, changing promotional tactics, or even rethinking your content pillars. The key is to be flexible and willing to make changes as needed, while always keeping your overall business goals in mind.

It's also important to remember that measuring the success of a pillar-based content strategy is an ongoing process. Check the data regularly and make adjustments as needed to ensure your strategy remains effective over time.

Conclusion

In this article, we covered the basics of a pillar-based content strategy and how it can be used to improve overall content activities.

The pillar-based approach is an effective tool for organizing and creating relevant and consistent content. It can help you attract and retain audiences, improve search engine optimization (SEO), and most importantly, support your business goals.

Now it's time to put this theoretical knowledge into practice. Spend some time identifying your own content pillars and create a content calendar outlining the topics you plan to cover.

Remember to focus on quality over quantity, use storytelling and other techniques to make content more engaging, and use the right tools and metrics to track progress.

By implementing a pillar-based approach into your own content strategy, you can take your content activities to the next level and achieve your company goals.

Topics: Marketing

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