Content Strategy 101: High-Converting Content Pillars
Content pillars are often hailed as the cornerstone of a successful content strategy, yet many find themselves scratching their heads, wondering not only what they truly are but how to effectively use them. You might have tried the well-worn approach of creating content that aims to "educate," "inspire," and "entertain." And if you’ve tried to put those into action, you know from experience those labels often don't hit the mark.
That’s because traditional ways of teaching content pillars are a one-size-fits all approach, which never works in marketing.
Building a solid, strategic plan for your content is like constructing a sturdy house, where each post is supported by robust pillars. These content pillars aren't just about choosing topics; they're about laying a foundation that resonates with your audience and distinguishes you from the crowd. In this blog, I am sharing my re-invented approach to content pillars that will help you do just that.
This approach not only helps you stand out in the crowded digital world but also allows you to make a positive impact on your followers. By following these tips, you'll be able to develop high-converting content pillars that are authentic and impactful.
What Are Content Pillars in Marketing?
Content pillars are 3-5 themes or topics that represent your brand's expertise and audience interests. These pillars act as a foundation, guiding the creation of diverse, interconnected pieces of content.
Here’s why they are a game-changer:
Drive Web Traffic with Better SEO: Content pillars aligned with strategic keywords help boost your SEO, making your website more visible and easier to find in search engines.
Consistent Messaging: They ensure consistency in your messaging, which is vital for building brand recognition and trust. When your audience sees a cohesive theme across your content, it strengthens your brand's voice and authority.
Simplify Content Ideation: Having clear pillars takes the guesswork out of what to create next. They provide a framework for generating new ideas, making it easier to plan and execute your content strategy.
Brand Storytelling: You know brand storytelling is more than a buzzword. But most people find it hard to come up with story ideas. In my approach, we use storytelling to illustrate the point being made by the pillar topic. (See an example below)
How To Choose High-Converting Content Pillars
Embarking on the journey to define content pillars can feel like navigating through uncharted waters. You know you need them to guide your content strategy, but how exactly do you choose subtopics that not only resonate with your audience but also drive conversions?
Here’s a roadmap to help you identify and develop high-converting content pillars for your brand.
Selecting Your Pillars
Focus on Areas of Expertise That Deliver Results: Each pillar should represent a field where you consistently provide value and solve problems for your customer.
Align with Transformations: Link each pillar to a transformation or outcome you offer. How does your product or service change the user's status quo? For instance, if you're a financial planner, a pillar might be "Achieving Financial Independence," focusing on how your advice or services lead to that transformation.
Solve Problems and Answer Questions: Your content pillars should directly address the most common issues and queries of your target audience. What challenges do they face? What information are they searching for? If you sell eco-friendly home products, a pillar like "Sustainable Living Made Simple" can offer solutions to common challenges in adopting a green lifestyle.
Establish Trust: Each pillar should help position you as a trusted guide in the topic area. It's not just about the information you provide; it's about becoming the go-to source when your audience thinks about a particular subject.
Brainstorming Your Pillars
To get started, ponder over these content pillar prompts:
What problems do I solve best? Think about the issues your customers come to you with and how you resolve them. These are potential pillar topics.
What questions am I often asked? Consider the FAQs from your clients or audience. Each of these questions can lead to a robust content pillar.
What unique insights can I offer? Reflect on the perspectives or expertise you can share that's not commonly found elsewhere.
What journey do I want to take my audience on? Envision the path you'd like your customers to follow — from first awareness to decision-making — and how your content can facilitate this journey.
Now the real work begins. For each pillar, you’ll need to identify the elements that make content successful: a message, a unique viewpoint, the transformation, and search engine optimized (SEO) content ideas.
Below is a snapshot of a content pillar template created for a service-based client who sells workshops, one-on-one programs, and teaching certifications.
Content Pillar Example
These content pillars aren't just about choosing topics; they're about laying a foundation that resonates with your audience and distinguishes you from the crowd. Here’s a straightforward approach to creating content pillars that can help elevate your online presence.
1. Identify Your Core Message
The first step in establishing a content pillar is to pinpoint the primary message you want to share with your audience. Think of this as the key takeaway of your story — what you want your readers or viewers to remember and act upon. For instance, if your brand is about sustainable living, your core message could be how easy and beneficial it is to adopt a sustainable lifestyle.
2. Inject Your Unique Perspective
What makes your content stand out? Your unique perspective is your brand's signature — it's what differentiates you from others. Maybe it’s your personal journey, your professional expertise, or even your way of tackling common problems. If you're talking about sustainable living, perhaps your angle is on budget-friendly sustainability, highlighting affordable and simple eco-friendly practices.
3. Highlight Transformation and Results
People buy results.Describe the change your product, service, or advice can bring about. Focus on:
The situation before using your product or service.
The positive change afterward.
Specific benefits they gain, like saving time, feeling healthier, or becoming more mindful.
For your sustainable living content, you could showcase before-and-after stories of people who've transformed their homes or lifestyles.
4. Weave in Storytelling
Stories captivate and stick with us far longer than plain facts. Whether it’s a success story from one of your clients, an enlightening moment from your life, or a metaphot that illustrates your points, storytelling can powerfully drive your message home. Using our sustainable living example, share narratives about individuals who drastically reduced their carbon footprint, and how it impacted their lives.
5. Leverage SEO for Content Ideas
SEO isn't just for tech wizards — it's a practical tool for coming up with content ideas that resonate with your audience. Use SEO research to understand what topics within your niche people are searching for online. Tools like Google Keyword Planner or SEMrush can offer insights into popular search queries related to sustainable living, guiding you to create content that meets your audience's needs and interests.
How To Use Content Pillars To Plan Your Content
Here’s the part where you get off the content creation hamster wheel. Plan your content calendar a few weeks ahead, ideally a month in advance. That’s my sweet spot. Otherwise it’s too easy for creation to get pushed aside. Last minute posts, are too much pressure for me. Bid farewell to the spontaneous approach and embrace a composed and stress-free method.
Use Content Pillars to Plan a Content Calendar
Note significant dates, such as upcoming holidays or launch days, and plug them into the calendar.
Add in macro content such as blog posts, YouTube videos, or podcast episodes. Start with posting one macro content piece per week since they require more time to develop.
Add micro content, such as daily Instagram or Facebook posts. Micro content is shorter and quicker than macro content, and can either promote macro content or stand alone as a value-adding post for your community using your content pillars as a guide.
Creating content around strong, well-defined pillars ensures that your posts not only attract attention but also build a lasting connection with your audience. These pillars — your core message, unique perspective, transformational stories, and SEO-driven topics — work together to create a compelling narrative that engages, informs, and inspires your audience.
By focusing on these elements, you can craft a content strategy that not only reaches but also resonates with your audience, turning casual visitors into loyal followers and customers. Remember, the key to successful content isn't just consistency or volume — it's about making every piece count.
Swipe My Content Pillars Template
Develop high convert content pillars for your content marketing inside Content Crafters. We dive into this unique process with practical step-by-step lessons and detailed worksheets including my client content pillar template above. You'll also join a supportive community of fellow content creators, offering a space to share insights, experiences, and growth. If you're looking to bring clarity, focus, and exceptional results to your content marketing efforts, Content Crafters is where you need to be. Join us now and start crafting content that resonates and converts.
