When producing content for your business, it can be difficult to know what to talk about.
Most businesses have multiple services, products, departments and initiatives going on at once.
How do you know what to share that’s relevant and useful?
This is where content pillars come in.
Content pillars are a limited number of core topics that your business regularly produces content about.
They are what you want to be known for as an organisation.
Content pillars relate to specific services in your business so the content that you create is aligned to thought leadership and revenue generating activities.
For example, our content pillars at SGD are:
Although we also offer social media services and digital marketing consulting, the above four pillars are where we add the most value to our clients and that we know we have a lot of expertise and experience in.
With this level of experience, we can easily talk about these four topics for years to come.
This is what drives the most value to our clients and our business, and this is what we want to be known for.
To create the content pillars for your business, ask yourself:
- What areas of the business generate the most revenue?
- What does your team have the most experience and expertise in?
- What do you want to be known for?
Once you have a list, put the list in priority order and then pick the top four. These are your content pillars.
Now, write down the top 10 questions about each pillar.
You now have 40 topics for content to produce to increase your authority and expertise in your marketplace.
