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Creating Content Pillars for Clients

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Content Pillars Are The Foundation of Your Content Strategy

Think of content pillars as the fundamental building blocks of your content strategy. They are the core topics or themes that define your brand’s expertise and the value you provide to your audience. Each pillar should be broad enough to allow for the creation of various subtopics and content formats.

Why are content pillars important?

  • Organization and Structure: They provide a framework for organizing your content, making it easier to plan, create, and manage.
  • Search Engine Optimization (SEO): They help search engines understand your website’s expertise and authority on specific topics, which can improve your search rankings.
  • Audience Relevance: They ensure your content is relevant to your target audience’s interests and needs.
  • Consistency and Branding: They help you maintain a consistent message and brand voice across all your content.
  • Content Repurposing: They make it easier to repurpose content into different formats (blog posts, videos, social media posts, etc.).

The United Outreach Standard Processes For Creating Content Pillars

Purpose: To outline the process for developing content pillars for clients.

Scope: This SOP applies to all team members involved in content strategy and creation.

Responsibilities: Content Strategist, Content Team, Client

Procedure:

Phase 1: Client Discovery and Goal Setting

  1. Initial Client Consultation:
    • The Content Strategist meets with the client to understand their business, target audience, and marketing goals.
    • Gather information about:
      • The client’s industry, products/services, and unique selling proposition (USP).
      • Target audience demographics, psychographics, needs, and pain points.
      • Current content marketing efforts (if any) and their performance.
      • Overall marketing and business objectives (e.g., increase brand awareness, drive website traffic, generate leads, improve customer engagement).
      • Budget and timeline for content creation.
    • Deliverable: Client intake questionnaire and meeting summary.

Phase 2: Content Pillar Identification

  1. Brainstorming and Keyword Research:
    • The Content Strategist conducts a brainstorming session with the Content Team to generate potential content pillar topics.
    • Perform keyword research using tools like Google Keyword Planner, Ahrefs, or SEMrush to identify high-volume, relevant keywords related to the client’s business.
    • Analyze competitor content to identify content gaps and opportunities.
  2. Content Pillar Selection:
    • Evaluate potential content pillar topics based on the following criteria:
      • Relevance: How closely does the topic align with the client’s business, brand, and target audience?
      • Search Volume: Is there sufficient search volume for related keywords?
      • Authority: Does the client have the potential to become an authority on this topic?
      • Content Scope: Is the topic broad enough to support the creation of a variety of subtopics and content formats?
      • Longevity: Is the topic evergreen or likely to remain relevant over time?
    • Select 3-5 core content pillars that meet the criteria and align with the client’s goals.
    • Deliverable: A list of recommended content pillars with supporting data and rationale.

Phase 3: Client Approval and Strategy Development

  1. Client Presentation and Approval:
    • The Content Strategist presents the proposed content pillars to the client, explaining the rationale behind each selection and how they align with the client’s goals.
    • Address any client feedback and make necessary revisions.
    • Obtain client approval on the final content pillars.
    • Deliverable: Client-approved content pillars.
  2. Content Strategy Development:
    • The Content Strategist develops a content strategy that outlines how the content pillars will be used to achieve the client’s marketing objectives.
    • This includes:
      • Identifying subtopics for each content pillar.
      • Determining the content formats to be used (e.g., blog posts, articles, videos, infographics, podcasts).
      • Creating a content calendar for publishing content.
      • Defining a promotion and distribution plan.
      • Establishing key performance indicators (KPIs) to measure the effectiveness of the content pillars.
    • Deliverable: Content strategy document.

Phase 4: Content Creation and Implementation

  1. Content Creation and Optimization:
    • The Content Team creates high-quality, engaging, and informative content based on the content strategy.
    • All content is optimized for search engines, user experience, and the target audience.
  2. Content Promotion and Distribution:
    • The Content Team promotes and distributes the content through various channels, including the client’s website, blog, social media, email marketing, and other relevant platforms.
  3. Performance Monitoring and Analysis:
    • The Content Strategist tracks the performance of the content using analytics tools and reports on key metrics (e.g., website traffic, search engine rankings, social media engagement, leads generated).
    • Analyze the data to identify what’s working well and what needs improvement.
    • Deliverable: Regular performance reports.
  4. Content Strategy Review and Adjustment:
    • The Content Strategist conducts regular reviews of the content strategy with the client to assess its effectiveness and make adjustments as needed.
    • This may involve:
      • Refining content pillars based on performance data.
      • Adjusting the content calendar or promotion plan.
      • Exploring new content formats or channels.
    • Deliverable: Updated content strategy document.

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