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How to Boost Marketing Performance with Content Pillars

The long weekend is over and summer is here, but you’re not going to stop marketing yourself or your business. I want you to speed up while everyone else pauses or slows down.

One of the smartest things you can do is create more intentional content using content pillars.

This is content with purpose and content that supports your business development growth, lead generation efforts, and brand and visibility goals.

Let me explain how I became so focused on the content pillars.

I used to post content on a whim whenever I had an idea. The problem with that is that sometimes my content was all over the place in terms of topics, timing, and approach.

What I posted often resonated with my network, but it was neither intentional nor strategic. And it took me a long time to create the posts, so it wasn’t efficient for me either.

What I learned to do (and now what I teach my clients to do as well) is create content with purpose. You can more clearly define your purpose and intent with your content pillars.

So what is a content pillar?

A content pillar is a subset of topics or themes in your wheelhouse that support your brand and business and create the foundation for your overall content strategy. You should have three to six in your overall content strategy.

Content pillars define your niche, guide and accelerate your content creation process, and ensure your content is more strategic.

They also help you stay organized, be consistent, and create high-quality content.

Most importantly, Content Pillars allow you to be more intentional in creating and publishing content.

When you intentionally create and organize content around your content pillars, you can maximize and streamline your content strategy and marketing efforts.

Each of your pillars can be made up of different types of content such as blog posts, articles, social media posts, videos, podcasts, email sends, website content, landing pages, surveys, white papers, infographics, to name a few.

The thing is, you’re probably already creating content supporting your content pillars, but you just haven’t formally written them as part of your overall content strategy.

To help you create your own content pillars, here are mine:

  • Social Media/Digital Marketing

  • LinkedIn

  • Content marketing

  • Legal marketing

  • My Women who amaze initiative

  • Personal branding

  • Motivational content/mental health at work

I only write about these topics for the most part – and my content pillars are broad enough to give me some leeway in each topic to do so. Within each content pillar, I also create subtopics.

In addition to your thematic content pillars, make sure your content also focuses on:

  • Educate: Share valuable information with your audience based on their needs and challenges. Always give without expecting anything in return. Useful content is the currency of success.

  • Entertaining: Post content that is unique, smart, and showcases your personality and expertise. This type of content will resonate more with them.

  • Relationship/Inspiration: Show your audience that you understand their struggles. Tell stories. Be relatable and authentic.

This is your first Social Media Butterfly summer assignment – define and create your content pillars. Are you going to do it now?

Copyright © 2022, Stefanie M. Marrone. All rights reserved.National Law Review, Volume XII, Number 151