As an additional benefit to our clients and readers, we now share informative guest posts from other content professionals we admire. As always, we’ll disclose when a post contains third-party referral links. You can read our disclosure policy [here]. Opinions expressed by guest contributors are their own. We’ll begin with a feature post from Becca Feauto @ HIVE Connect.
As a savvy content creator, you understand that people tend to buy from people they know, like, and trust. One of the best ways to ensure your content intentionally nurtures leads and builds quality relationships is to use content pillars to write blog posts.
Also, content pillars will help keep your online presence cohesive and on brand.
So, what are Content Pillars?
Content Pillars are the core themes or topics for all your content. I recommend 4-5 main pillars that are the staple of your blog content.
Think of Content Pillars as your primary personality traits and business brand voice–they provide the base for your content creation and, when done well, showcase your expertise, passion, and even quirky side to your ideal audience.
How do you choose Content Pillars?
Identify the key topics or themes most relevant to your brand or expertise. These topics should resonate with your target audience and align with your business goals.
There are a couple of key steps to choosing Content Pillars. First, you should understand what you don’t want. For example, I don’t drink alcohol, so you won’t see champagne bottles popping or glasses clinking together in my branding or marketing content, at least not with alcohol.
Next, start looking at what content already has traction with your audience and create more content like that. Create more of that content if it aligns with you and your business goals.
Finally, the third (and my favorite!) is to create the content you want to create. This advice is perfect for those just starting out but also works well if you want to pivot.
I firmly believe the health of your mind and body plays a vital role in the health of your business. So, that means Health+Wellness is one of my Content Pillars. I share content about moving your body, staying hydrated, and mindset. Health+Wellness isn’t all my content, but it is one of my five Content Pillars.
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How can you use Content Pillars to write blog posts?
Once you’ve identified your Content Pillars, it’s time to create high-quality, value-added blog posts around each of them. Of course, besides blog posts, value-added content based on your pillars can take various forms (e.g., videos, infographics, podcasts, and more). The key is to produce content that dives deep into each pillar consistently.
Here are a few tips for using Content Pillars to write blog posts:
1. Consistency is crucial to create content for your blog. By focusing on a set of Content Pillars, you ensure that your messaging remains cohesive across all your marketing channels: social media, email, podcasts, etc., but especially your blog. This cohesive message helps reinforce your brand identity and helps you claim your space as an authority in your industry.
2. Don’t limit yourself to a single type of content. Explore different formats to keep your audience engaged. For instance, with my Health+Wellness pillar, I can write other blog posts linking productivity and mental health relating to business health. I can also record podcasts and use long-form content for social media posts and email copy. Or I could create a Morning Routine for the Successful Entrepreneur as a free guide. You see where I’m going….and that’s only one pillar! Repurpose your blog posts in other content types using your Content Pillars as the foundation.
3. Plan a content calendar using your pillars as a guide. Once your Content Pillars are in place, plan your content calendar around them to ensure a steady flow of relevant and valuable content to your audience.
4. Regularly analyze the performance of your content within each pillar. Data doesn’t lie. And after a while, you will notice which Content Pillars get the most traction. Use that data to make decisions on what content to create next. Adjust your strategy to optimize your content and blog posts to better serve your audience. And if you’re feeling daring, try new styles, methods, or stories for your content.
Using Content Pillars as the foundation of your content creation strategy allows you to streamline your content creation efforts and maintain a cohesive brand image while consistently providing value to your audience.
But know this: your pillars can change. You are an ever-growing, evolving human being, and if you find yourself creating content that doesn’t align with where you’re going, give yourself permission to change or pivot. Just because you started in one direction doesn’t mean you must stay there.
Using your pillars as a roadmap to guide how you write blog posts and other content helps you build a strong and lasting online presence.
Becca Feauto is a conversion copywriter and founder of The HIVE Connect. She has written for two of the top 5 female-founded social media agencies in the United States and has over +18 years of marketing and copywriting experience. She is also building a course, Confident Creator, where students will learn her 5-step Content Success System to unlock and unlearn what keeps most entrepreneurs and content creators stuck available in Fall 2023.
