What Is a Content Pillar? The Foundation for Content Marketing

Content is the heart of every company’s marketing strategy, and it can be difficult to get your message across in all the noise. But by focusing on a few key content pillars vital for success, any business will have more luck getting their target audience engaged with them.

This concept of “pillars” separates the good from the great when it comes to content marketing. Let’s take a closer look at these pillars and how they can help your business achieve better results.

What are Content Pillars?

A content pillar is a key message that you consistently deliver over time, in many different forms. This could include blog posts, videos, infographics, press releases, social media posts, and more.

How to Find Content Pillars for Your Business?

Content is the heart of every company’s marketing strategy, and it can be difficult to get your message across in all the noise. But by focusing on a few key content pillars vital for success, any business will have more luck getting their target audience engaged with them. This concept of “pillars” separates the good from the great when it comes to content marketing. Let’s take a closer look at these pillars and how they can help your business achieve better results.

  1. Define your company’s mission:

The first step is to identify what your business’ mission is. This doesn’t have to be some long, drawn-out elevator pitch written on your website. It can be as simple as one or two sentences that describe your company’s purpose and how you serve others.

  1. Determine what you want to achieve and how you can do it:

Next, it’s time to figure out what you want to achieve and how you can do it. For example, if your company wants to attract new customers and provide an exceptional level of service for them to keep your business growing, that is a clear mission statement. It clearly defines what your goals are and how you will go about achieving them.

  1. Make your mission a reality:

Once you have this clearly defined, the next step is to make it a reality. Write out some action steps for how you can do that. For example, suppose your business provides an exceptional level of service and attracts new customers by focusing on one content pillar of helping small businesses. In that case, you need to develop content around that subject, including blog posts, tweets, and videos. The more you can create around this single pillar, the more success your business will have.

  1. Remember that content pillars can change:

The final step is to know that your pillars may not last forever, so you should be prepared for a shift in your focus. For example, suppose your business has a primary pillar of helping small businesses in the form of consulting. In that case, you may eventually decide to pursue software development and include that as another content pillar in addition to focusing on small business clients.

Here are some ways that content pillars can build trust and encourage more sales: 

They provide an opportunity for transparency – It’s tough to know if you can trust someone on the internet these days. But by giving consumers insight into what goes on behind the scenes, you can show them how honest and reliable your business is. Content pillars can showcase real-life situations instead of focusing solely on advertising products.

They help your company stand out – When you focus on engaging content pillars, you can easily make an impression with new and current customers. By taking the time to develop the right content for your audience, a blog post or video about a unique situation in your office could end up reaching thousands of people who may not have known about you otherwise.

They help you reach broader audiences – It’s common for businesses to think of their primary audience as very narrow. But content pillars can expand your reach by attracting new viewers interested in the topics you cover.

They show real value – Content pillars allow you to showcase your business from every angle by showing real-life situations and challenges other people face while showing the benefits of using your products or services.

They create opportunities for better keyword targeting – When you use keywords on content pillars, you can help bring your site more visibility with customers who are already searching for specific information related to what you do. While blogs and articles don’t typically rank high in search engines, they can help other sites pick up on the topic and link back to your content.

They create a lasting presence with customers – Most consumers don’t think about your business when they need something you offer. But content pillars provide a way for you to remain “top-of-mind” at all times by sharing what is important to your business. This content can be reshared by other users who are most likely to use your services or buy from you.

How Content Pillars Will Improve Your Brand’s Reputation?

The most successful content marketers operate on a total of six pillars. This includes having an active social media presence, producing engaging blog posts, publishing compelling videos and infographics, focusing on SEO (search engine optimization) with blogs and press releases to build links back to your website, and delivering excellent customer service.

The reason for this is simple—just like your business, each of these content forms has different needs and opportunities to get the right message out. For example, social media is great for customer service, but it also provides a platform for you to tell stories or network with others in your industry. Blogs can be targeted at an audience that may not otherwise have heard about you while press releases and SEO generate links back to your site and help you rank higher in search engines.

Content pillars work because they are well-thought-out, provide value to your audience, and can be used repeatedly with different iterations. This method of creating content allows customers to get to know your company’s personality while providing valuable information. It also gives you opportunities to develop content that can rank well in search engines.

If you do it right, creating content pillars will help improve your brand’s reputation with your audience and attract new customers to your business. Just remember: No matter what type of business or organization you are in, there is a place for every one of these content forms. All you have to do is identify your pillars and focus on improving your reputation with them.

Content pillars, like any type of marketing, are an investment and come with a payoff. If done right, they provide opportunities to expand your reach, build trust among viewers and actively engage those customers on social networks.

If you are looking for content marketing services in Sydney, Helpline can help.

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