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Pillar Content

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Pillar content for content marketers

Published in: Marketing

Pillar Content

  1. 1. PILLAR CONTENT BRICK BY BRICK
  2. 2. 2 PILLAR CONTENT THE GOAL OF ALL CONTENT IS TO PROMPT AN ACTION
  3. 3. 3 A SINGLE LARGE PIECE OF QUALITY CONTENT WHAT IS PILLAR CONTENT? WHICH CAN BE BROKEN DOWN INTO MANY SMALLER PIECES WHICH EACH WORK AS STAND-ALONE CONTENT ASSETS
  4. 4. 4 PILLAR CONTENT WHAT TYPES OF CONTENT ASSETS CAN THE PILLAR PIECE BE BROKEN INTO?
  5. 5. 5 CONTENT ASSETS CONTENT ASSET TYPES AS A CONTENT CREATOR, YOU’VE PROBABLY BEEN RESPONSIBLE FOR SOME OR ALL OF THESE. BLOG POSTS INFOGRAPHICS EBOOKS WHITE PAPERS USER GUIDES REVIEWS SLIDESHARES PRESS RELEASES LISTS HOW TO INTERVIEWS Q&A (AND THIS ISN’T EVEN ALL OF THEM)
  6. 6. 6 HOW LONG SHOULD PILLAR CONTENT BE? CONTENT ASSETS LONGER CAMPAIGNS = MORE CONTENT MORE CONTENT = LARGER PILLAR PIECE AN AVERAGE PILLAR PIECE WILL BE 2,000-10,000 WORDS LENGTH OF CAMPAIGN CLIENT EXPECTATIONS DETERMINING FACTORS WHAT COMMITMENTS HAVE WE MADE TO THE CLIENT? WHAT PROBLEM ARE WE ADDRESSING? WHO ARE WE HELPING? WHAT ARE THE CONVERSION GOALS?
  7. 7. 7 PILLAR CONTENT WHEN THEY CREATE A NEW PLAYSET, DO YOU THINK LEGO START BY GATHERING ALL THEIR BRICKS AND HOPING THE MODELS LOOK LIKE A FIREHOUSE OR THE MILLENNIUM FALCON? OR DO YOU THINK THEY DECIDE WHAT TO CREATE AND THEN FIGURE OUT WHICH BRICKS THEY ARE GOING TO NEED?
  8. 8. 8 PILLAR CONTENT THEN WHY DO YOU CREATE LARGE CONTENT PIECES BY ?
  9. 9. 9 CONTENT APPROACHES TRADITIONAL EACH MONTH YOU GET CLIENT APPROVAL FOR: FOUR BLOG POSTS ONE INFOGRAPHIC EACH QUARTER YOU COMBINE THESE ASSETS TO CREATE AN EBOOK.
  10. 10. 1 0 CONTENT APPROACHES PILLAR EACH QUARTER YOU OFFER: A SINGLE THEMATIC CAMPAIGN EACH MONTH YOU: SPIN OFF PIECES OF THE PILLAR AS STAND-ALONE PIECES TO PUBLISH AND PROMOTE
  11. 11. COMPLEX SUBJECTSPARTS OF A PROCESS 11 THEMATIC CONTENT PILLAR CONTENT SEASONS LIFE EVENTS
  12. 12. 1 2 PILLAR CONTENT WHAT DOES ALL THAT MEAN IN PRACTICAL TERMS?
  13. 13. 1 3 PILLAR CONTENT I SHOULD PAY ATTENTION TO THIS COMPANY. THE RIGHT CONTENT WILL MOVE YOUR READER THROUGH A THOUGHT PROCESS WHICH BEGINS WITH:
  14. 14. 1 4 PILLAR CONTENT I SHOULD PAY ATTENTION TO THIS COMPANY. THIS COMPANY SAYS AWSOMELY USEFUL THINGS. THE READER RETURNS TO THE CONTENT BECAUSE IT HELPS THEM SOLVE PROBLEMS WHICH, IN TURN, MAKES THEM LOOK LIKE A ROCK STAR TO THEIR PEERS.
  15. 15. 1 5 PILLAR CONTENT I SHOULD PAY ATTENTION TO THIS COMPANY. THIS COMPANY SAYS AWSOMELY USEFUL THINGS. I SHOULD DO BUSINESS WITH THIS COMPANY. FINALLY, CONSISTENTLY GREAT CONTENT BUILDS ENOUGH TRUST AND CONFIDENCE THAT THE READER TURNS INTO A BUYER.
  16. 16. 16 TURNING THEMES INTO CONTENT PARTS OF A PROCESS JOB INTERVIEW WHAT PROBLEM WILL YOU SOLVE? WHO ARE YOU HELPING? WHAT COUNTS AS A CONVERSION? HOW SHOULD I DRESS FOR AN INTERVIEW? WHAT TYPES OF INTERVIEWS ARE THERE? WHAT QUESTIONS MIGHT I BE ASKED? WHAT ARE THE BEST INTERVIEW ANSWERS? WHAT QUESTIONS SHOULD I ASK? WHAT IS GOOD INTERVIEW ETIQUETTE? HOW DO I ANSWER THE SALARY QUESTION? WHAT HAPPENS AT SECOND INTERVIEWS? WHAT ARE PANEL INTERVIEWS? WHAT ARE BEHAVIORAL INTERVIEW QUESTIONS? MY INTERVIEWER ASKED ME TO DO A SWOT ANALYSIS – WHY?
  17. 17. 1 7 PILLAR CONTENT THE CONTENT PRODUCED BY YOUR WRITER-FOR-HIRE WILL NEED TO BE EDITED
  18. 18. 1 8 EDIT AND ADD AUTHORITY ADDING STATISTICS ADDING QUOTES CAN ADD AUTHORITY (IF THEY’RE ACCURATE) CAN ADD CREDIBILITY (IF THEY’RE REAL) EXERCISE CAUTION, BUT…
  19. 19. 1 9 CONTENT ASSETS WHY TITLES AND HEADLINES MATTER ON AVERAGE, FIVE TIMES AS MANY PEOPLE READ THE HEADLINES AS READ THE BODY COPY. DAVID OGILVY ADVERTISING GENIUS WE’VE FOUND EFFECTIVELY NO CORRELATION BETWEEN SOCIAL SHARES AND PEOPLE ACTUALLY READING. JOSH SCHWARTZ DATA SCIENTIST TRANSLATION: SPEND MORE TIME ON YOUR HEADLINE. TRANSLATION: JUST BECAUSE IT GOT SHARED DOESN’T MEAN IT GOT READ.
  20. 20. 2 0 CONTENT ASSETS CHAPTER TITLES vs HEADLINES HOW SHOULD I DRESS FOR AN INTERVIEW? WHAT TYPES OF INTERVIEWS ARE THERE? WHAT QUESTIONS MIGHT I BE ASKED? WHAT ARE THE BEST INTERVIEW ANSWERS? WHAT QUESTIONS SHOULD I ASK? WHAT IS GOOD INTERVIEW ETIQUETTE? HOW DO I ANSWER THE SALARY QUESTION? THESE ARE FINE FOR CHAPTER TITLES BUT UNCLICKABLE AS BLOG HEADLINES ON SOCIAL MEDIA NETWORKS. (“FINE” NEVER MEANS GOOD, OR EVEN ACCEPTABLE, EVER. )
  21. 21. 2 1 CONTENT ASSETS MAKE YOUR HEADLINES RELEVANT, URGENT AND ENTICING WHAT QUESTIONS MIGHT I BE ASKED? KILLER INTERVIEW QUESTIONS THE BEST HR MANAGERS ASK ANSWERS TO INTERVIEW QUESTIONS THAT WILL GET YOU HIRED 7 INTERVIEW QUESTIONS EVERY EMPLOYER ASKS WHAT THE TOUGHEST INTERVIEW QUESTIONS ARE REALLY ASKING BETTER BORING
  22. 22. 2 2 PILLAR CONTENT AND NOW IT’S TIME TO BUILD IT, THEN BREAK IT APART
  23. 23. BUILDING YOUR PILLAR WHAT ARE THE BEST INTERVIEW ANSWERS? WHAT QUESTIONS SHOULD I ASK? WHAT IS GOOD INTERVIEW ETIQUETTE? JOB INTERVIEW ANSWERS THAT WILL GET YOU HIRED # INTERVIEW QUESTIONS EMPLOYERS DON’T WANT YOU TO ASK # WAYS TO RUIN YOUR JOB INTERVIEW BEFORE IT BEGINS CREATE YOUR PILLAR CONTENT ASSETS WHAT PROBLEM ARE YOU SOLVING? HOW DO YOU MAKE IT ENTICING?? WHAT TYPE OF ASSET SHOULD EACH PIECE BE?
  24. 24. 2 4 BREAKING IT APART UNPACKING CONTENT ASSETS THE SHOES THAT CAN GET YOU A JOB OFFER 23 WAYS TO RUIN YOUR JOB INTERVIEW BEFORE IT BEGINS HOW TO ANSWER THE SALARY QUESTION AND GET PAID HOW TO HANDLE JOB OFFERS AND REJECTIONS LIKE A PRO 7 STEPS TO IMPRESS IN A BEHAVIORAL INTERVIEW 9 SIMPLE TRICKS TO AMAZE IN PANEL INTERVIEWS WHY YOU’RE GOING TO SCREW UP A SECOND INTERVIEW 11 INTERVIEW QUESTIONS EMPLOYERS DON’T WANT YOU TO ASK KILLER INTERVIEW QUESTIONS THE BEST HR MANAGERS ASK JOB INTERVIEW ANSWERS THAT WILL GET YOU HIRED INTERVIEW FOLLOW-UP THAT EMPLOYERS LOVE 5 TYPES OF JOB INTERVIEW AND HOW TO ACE THEM 4 BLOG POSTS 5 LIST POSTS 1 SLIDESHARE / SLIDESHOW POST 2 INFOGRAPHICS 1 EBOOK YOUR PILLAR HAS GENERATED 39 SOCIAL MEDIA UPDATES = 53 TOTAL PIECES OF CONTENT 1 EBOOK LANDING PAGE
  25. 25. 2 5 PILLAR CONTENT GREAT CONTENT TAKES TIME TO CREATE. AND IT DRAWS VISITORS FOR MUCH, MUCH LONGER.
  26. 26. 2 6 ABOUT ME I’M DUNCAN CONNOR. I DO CONTENT, CONTENT MARKETING, CONVERSION COPYWRITING AND DABBLE IN SEO. EMAIL ME IF YOU WANT TO PLAY IN TRAFFIC.

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