In the age of burgeoning digital advancement, the need for a strong online brand identity has become crucial to stay competitive in business.
Many are turning to content pillars as an effective solution to stand out from their competition and draw consumers’ attention. Content pillars support brands in cultivating their online presence and creating strong customer relationships through persuasive content strategies.
The rules of the game have changed for businesses and SMEs.
Going digital has opened up a whole new world in which marketing is no longer solely about tangible materials; it now encompasses social media, blogs, videos, and online advertising. However, not every business owner knows how to make effective use of these tools, resulting in lacklustre content ideas.
Keep reading below if you want all the details on how you can fortify your brand’s position within the digital market with content pillars!
How Do Content Pillars Work?
Content pillars are a cornerstone of successful digital marketing plans, providing the essential framework to create engaging content.
By breaking down your brand essence into various sub-topics, you can then tailor and adjust your strategy effortlessly. You can switch focus between topics or mix up content in any given period.
These tailored topics should capture your brand’s purpose and values while reflecting what resonates most with your subscribers.
Marketers have more options than ever before to create compelling content. They no longer have to worry about long-term planning because reliable content pillars drive new ideas forward stress-free.
Your brand will transform by being well-rounded and uniform instead of haphazard and random.
Achieving a consistent brand presence may seem daunting, but by tapping into content pillars, you’ll be able to create an individualised strategy to set you apart from your competitors. To help you get started, we’ve narrowed it down to three key content pillars:
1. “How to?” Content
Product marketing is most effective when it is demonstrative.
For example, step-by-step instructions on operating a device or signing up for a service are easy to tweak and share across multiple social media platforms. It is also compelling to introduce a product or service by showcasing the processes of using it.
An effective “How to” post will guide readers step-by-step with comprehensive instructions.
Additionally, it’s a great way to market yourself as an expert in a particular field. After all, consumers tend to gravitate towards credible brands.
2. Guide Content
Guide content pillars are an essential resource for readers looking to gain in-depth knowledge about any given topic.
If your blog focuses on sustainable alternatives, a guide content pillar topic would be “Understanding Climate Change.” Such a guide would typically include an overview of the issue, key points, FAQs, real case studies, and relevant resources.
A high-quality guide content pillar is entirely devoted to the subject by delivering information in its most optimised form.
3. “What is” Content
Are you looking to explain complex topics related to your business in an engaging way?
The “What is” content pillar provides the perfect platform for detailed and informative explanations that tailor uniquely to each brand. Not only does it help provide clarity on deep-dive subject matters, but it also gives brands the liberty to create captivating stories without compromising accuracy.
Good “What is” content pillar topics are written in an easy-to-understand, jargon-free manner.
Malaysian Airlines is a strong example of a brand that frequently posts content in this format.
This pillar helps the brand create informative yet digestible content to promote holiday destinations, flight deals or even the aircraft itself.
Content Pillars vs Brand Pillars: Are They The Same?
Brand and content pillars are both essential tools to successfully navigate the realm of digital marketing.
The difference lies where brand pillars provide parameters for a brand identity, forming its values, mission statement, and tone of voice. Content pillars, conversely, focus on the core message that should be communicated through all aspects of the brand to reinforce its identity.
If a brand has chosen to market itself as a budget design service, for example, then its content pillars should reflect that concept through messaging choices and visual elements.
Deciding Suitable Content Pillars
Identifying suitable content pillars for your business can be difficult, but with the right guidance, it’s easier than you might think!
1. Defining Business Goals
An effective marketing strategy is essential to meeting your business’s goals.
Asking yourself the right questions will help direct you in creating meaningful content pillars that support these objectives. Consider what message you’re trying to communicate, how it can benefit your customers, and if it’s engaging enough for them.
2. Target Audience Research
Businesses and brands cannot thrive without their customers, which is why it’s important to centre your marketing efforts around your target audience’s interests.
To best understand what customers are looking for, research should be conducted around potential customer pain points to identify key topics and solutions that need addressing.
There are various research methods available, ranging from simple surveys to extensive data analysis.
Although research can be time-consuming, the results can ultimately refine your brand’s content strategy direction.
3. Outlining Content Pillars
Once you’ve completed your research, the next step is to develop content pillars.
Business owners should identify multiple subtopics that can be further developed with future content pieces in mind. This should be followed by comprehensive keyword research to assess how feasible each chosen topic is from an SEO perspective.
Target keywords or phrases relevant to audience interests while having high search volume but low competitiveness to maximise its marketing potential.
4. Kickstarting Content Planning
High-quality content creation requires time and planning to be successful.
By establishing clear content pillars and subtopic keywords, you can ensure that future writing stays on track. Keeping a healthy schedule is also key to ensuring copywriters have enough opportunity for research before releasing a new batch of content.
Business owners should also set aside time to review existing content and reorganise it according to the new content pillars.
Walk Production is a branding agency in Malaysia providing entrepreneurs with the tools to succeed. Our comprehensive services are designed to help businesses reach their potential by creating successful online and offline campaigns that drive effective results.