Content Pillars and their Place in Content Marketing by Creating the Foundation of Overall Media Strategy
Before we dive into the different content formats that you should be tapping into, let’s take a quick look at the importance of creating and understanding a content pillar, and how you can utilize this strategy to cover all your bases.
A content pillar is simply a structure that includes 3 key types of content
- Content designed to educate – typically the cornerstone of every campaign.
- Content based on news, current events and data-driven material. This is where you tap into what is currently popular and use it to drive traffic to your website.
- Content designed to entertain and encourage social distribution and sharing. This is the kind of content that most often goes viral.
Content that is designed to educate will consist of your most informative, useful content. Depending on your market, this could include straightforward, utility content that your market will find educational and informative.
It also works towards portraying you as an expert on the topic, and an authority figure in your market, which is critical.
Content that is based on news, current events, or popular topics help drive in ongoing traffic, and while it can be time-sensitive material that can’t be used on a long-term basis, this type of content used to easily drive in massive traffic based on current hot topics that your audience are actively looking for.
And finally, content that is designed to encourage sharing via social media, email, or word-of-mouth, is always an important part of content marketing campaigns because this is the stuff that can go viral.
This content should be interesting, fun and entertaining and is more often light-hearted and sometimes not particularly relevant to your product or service, but used to get more eyes on your videos and encourage click-through traffic.
Consider using all three content types when creating your campaigns to form a rock-solid content marketing strategy.
Watch our Feature Video: Local Content for Local Businesses.