Blog content

How To Create More Intentional Content Using Content Pillars | Stefanie Marrone Consulting

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

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 have learned to do (and now what I also teach my clients to do) is to create content with a 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. And especially, 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 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.

So, for example, my content pillars are:

  • 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.

Defining your content pillars will help you stay focused and better organize your relevant keywords, brand messages, values, content ideas, and expertise into your content strategy.

So how do you determine your own content pillars? Start by identifying your audience, your expertise, and the problems you solve for them. Then brainstorm topics and write down everything that comes to mind. Think about your areas of expertise, your target audience, and your marketing, business development, and branding goals. Content that supports these goals is what you need to consistently produce and promote.

Also, be sure to review your analytics to see what content has already performed well with your audience so you can create more. Be sure to reuse high-performing posts as well as re-post other content that has fallen flat, perhaps based on other factors (such as image used, caption, time of day at which it was posted or the hashtags used).

Once you’ve established your content pillars, you can then brainstorm your subtopics and individual post ideas.

Everything you post on LinkedIn (or any social media channel) will then be categorized under one of your content pillars, which may change over time and as your business evolves. You’ll create a simple, shareable content calendar to help you organize posts. I use Google Sheets for mine.

Your content calendar can be sorted by your content pillars so you can easily track and measure engagement. This will help you create more intentional content that actually supports your marketing and business goals.

Of course, some of your posts will always be created on a whim if they’re super timely or when you’re feeling inspired – by all means, carry on with that sentiment. But planning your posts with this content pillar structure and having a content calendar will help you be more efficient, strategic, and also allow you to reuse your content more effectively.

Having specific themes or compartments that each post or piece of content falls into makes it much easier to create meaningful content with intent and purpose.

Here is a video with more information on content pillars and intentional content.

Stefanie Marrone advises law firms of all sizes, professional services firms, B2B companies, recruiters and individuals on the full range of marketing and business development consulting services designed to increase revenue, retain clients current ones and achieve greater brand recognition. She also holds the position of marketing director/outsourced marketing department for small and medium-sized law firms.

During her 20-year career in legal marketing, she has worked in and with a wide range of large, mid-sized and small law firms, which has given her valuable insight into the legal industry. Login to LinkedIn, Twitter, Youtube, instagram, subscribe to his mailing list and follow his latest writings on JD Supra.