What the Heck Are We Talking About Here? Guide to Defining Content Pillars that Drive Results.
The battle to capture and maintain audience attention has never been fiercer. That's where content pillars come into play, acting as the cornerstone of your content strategy, whether it's sprawled across social media, email campaigns, or your blog. Think of content pillars as the core topics or themes you passionately discuss and explore in your content universe. Some prefer the terms "buckets" or "topics," but no matter the label, these pillars are your beacon, guiding your content creation process.
Elevating Your Content with Strategic Pillars
Content pillars do more than organize your thoughts; they pave the path to becoming a thought leader in your niche. But how does one achieve such a coveted position? It starts with introspection and a dash of strategy. The first step is to identify what you want to be known for and where your expertise lies. This isn’t just about having knowledge; it’s about owning it, shaping it, and sharing it in ways that resonate with your audience.
The magic of repetition cannot be understated. Repetition is your ally in building brand recognition. It may feel like overkill to you, but it's the consistency your audience needs to truly understand and remember your message. Imagine your followers being able to accurately describe what you do and what you stand for to someone else. That's the power of effective repetition and well-defined content pillars.
Accelerating Your Content Creation
Content pillars also act as a catalyst for your content creation process. By establishing these core themes, you effectively create a "container" for your ideas, making it significantly faster and easier to generate and organize those ideas. This approach allows for batching ideas under these umbrella topics, streamlining your content production process, and avoiding the pitfall of disjointed, one-off ideas.
Okay, so you're on board with me that you need well-defined content pillars. But you need to figure out where to start organizing your thoughts. I've got you covered. Walk with me through the process.
Crafting Your Content Pillars: A Step-by-Step Guide
Creating your content pillars shouldn't feel like rocket science, and it doesn't have to be an overwhelming process. Here’s a straightforward way to establish yours:
Narrow Down 3-4 Core Topics:
Start broad and get specific. Your pillars should cover a range of scopes, from big-picture methodologies to nitty-gritty, micro-level how-tos, and even incorporate sales-driven content.
Types of Content Pillars:
When you think of creating these pillars, you want to consider adding value, making connections, and selling. I like a breakdown of 50% value, 25% connection, and 25% selling. You'll notice the first two, 'big-picture and micro how-tos, ' add value, then selling, then connection.
Big Picture How-tos: These are your visionary, overarching themes that inspire and engage on a broad level.
Weatherby Media Example: Business Impact of Focusing On Systems and Operational Efficiency
Micro How-tos: Here, you get into the specifics, offering detailed guidance and expertise.
Weatherby Media Example: Actionable Strategies to Systemizing Your Content Creation and Marketing Operations.
Sales: Content that directly relates to your products or services, tailored to guide your audience towards making a purchase.
Weatherby Media Example: Ways Investing in Our Systems Will Make and Save You Money.
Personality: Branding is all about a deep connection with the right person. Your wildcard can be something specific or general that makes you, you, even outside of business. It could be your deep love of movies, dogs, the outdoors, whatever.
Weatherby Media Example: Holistic Success Through Health, Wellness, Self-Improvement, and Self-Expression.
Picking Your Pillars:
Internal Questions: Reflect on what you wish to be known for and where your expertise truly shines.
Utilize AI Tools: Ask ChatGPT to generate ideas or explore different angles on your topics. Here's a prompt to get you started. Be sure to fill in with your specifics. Also, keep in mind this does leave off the 'wildcard' category because that's something unique about you that needs to come from you.
ChatGPT Prompt: I'd like your help honing my brand message into 3-4 defined content pillars. Below is a bit about my brand, what makes me different, what I offer, and who I serve.
I want to categorize my message into these three categories:
Big Picture How-tos: These are your visionary, overarching themes that inspire and engage on a broad level.
Micro How-tos: Here, you get into the specifics, offering detailed guidance and expertise.
Sales: Content that directly relates to your products or services, tailored to guide your audience towards making a purchase.
Here's a bit about me:
About my brand:
What I offer:
Who I serve:
What makes me different:
Cross-Check Externally: Use tools like Google, Pinterest, and Answer the Public to see what people are searching for and how your content can fill those needs.
By following these steps, you lay a solid foundation for your content strategy, positioning yourself as a thought leader and ensuring consistency across your messaging.
Ultimately, content pillars are not just about organizing your content; they're about honing your voice, amplifying your message, and connecting with your audience on a deeper level. Remember that your unique perspective and authentic voice are what will truly resonate with your audience. So, embrace your expertise, lean into your content pillars, and watch as your content takes on new heights, engaging and inspiring your audience like never before.
Let’s Meet Up!
Our Simple Marketing Systems will streamline your content marketing to be more effective and efficient. You can engage with this framework with two different levels of support:
Custom Content Strategies: Custom annual editorial calendars and 90-day detailed content calendars tailored to your brand complete with trainings, ChatGPT prompts and Canva templates.
Creative Agency OS: End-to-end operating system for your creative agency to guarantee profitability and scalability. Includes project management, time & people management, client boarding, quoting, job costing, staff training & onboarding, and more.
