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Notes on Pillar Content and Content Marketing (Video Transcript)

Pillar Content and Content Marketing: Key Concepts

  • Pillar content definition

    • Long-form, informational content that serves as a foundational piece for a brand’s content ecosystem.
    • Not required to be evergreen, but it can be evergreen.
    • Examples: in-depth blog posts or guides (e.g., Humane Society funding and costs breakdown), which explain how resources are allocated and what impact they have.
    • Pillar content can be repurposed into shorter formats and social posts (sister posts) to follow up on specific subtopics (e.g., veterinary costs as a separate post).
    • Purpose: establish authority and provide a comprehensive resource that can drive traffic over time.

  • Relationship to evergreen content

    • Evergreen content remains relevant over time (e.g., historical events with fixed facts).
    • Pillar content does not have to be evergreen but tends to be substantial and enduring in value.

  • How pillar content supports a content system

    • Creates a backbone of substantial information that other content can link to.
    • Enables a flow: pillar content → social posts → additional targeted content pieces → increased visibility and traffic.
    • Drives traffic back to the brand’s site or main content hub.

  • SEO and pillar content

    • Consistent content production centered on brand keywords and target consumer queries improves SEO visibility.
    • Proper linkage between website and social accounts enhances search presence; social activity reinforces brand signals.
    • Social proof benefits: when social accounts connect with the website and content is shared by others, search visibility and trust improve.
    • The phenomenon where users see social content in search results reinforces brand recognition and authority.

  • Social proof and search visibility

    • Social proof: validation/verification that the brand is legitimate and active; high social proof increases likelihood of appearing in search results.
    • Effective social proof occurs when content is connected to the brand rather than just user-generated content.
    • Example: if people search for a brand or industry term, well-integrated brand content should appear alongside or above competitor content.

  • Qualifying customers through community

    • Building an online community helps qualify leads beyond traditional forms.
    • Example: a Bark.com-like community where parents or guardians on the platform are motivated by resources for online safety; these members are potential customers because they’ve demonstrated interest and engagement.
    • For brands with large communities (e.g., Duolingo), community members are potential qualified customers or consumers who may convert.
    • Benefit: content marketing reinforces community relationships, which support the buyer’s journey and influence purchase decisions.

  • Value-driven content strategy

    • Core principle: content should add value for the audience.
    • Ways to add value:
    • Solve problems: write problem-solution statements and use them as content ideas.
    • Product as solution: position your product or service as the solution through content, including product-focused articles or demonstrations.
    • Testimonials and experiences: share real customer stories to illustrate problem-solving outcomes.
    • This approach helps content be more than promotional; it becomes a resource that users rely on.

  • Promotion of content

    • Organic reach is not guaranteed without promotion due to platform algorithms; you must invite audiences to engage with your content.
    • Organic reach depends on the algorithm; paid promotion (ads, boosts) can expand exposure.
    • Strategies for promoting organic content:
    • Mix organic content with paid promotion to widen reach.
    • Use influencer collaborations to amplify reach.
    • Create content optimized for platform algorithms (e.g., Instagram, Meta platforms) while maintaining value.
    • The algorithm prioritizes content that is relevant, valuable, entertaining, and likely to be consumed by users.
    • SEO analogies: search algorithms prioritize relevance, value, and user satisfaction, which aligns with social platform algorithms.

  • Platform-specific considerations (overview)

    • Social algorithms favor content that aligns with user interests, engagement, and retention.
    • SEO and social strategies should be aligned: keywords and topics should be addressed in both search and social contexts.
    • Practical approach: plan content formats that perform well on your target platforms, but maintain a consistent value proposition across channels.

  • Case study: HubSpot

    • HubSpot uses content marketing extensively to target end users of their technology stack.
    • Tactics:
    • Blog posts and industry research reports that position HubSpot as a resource.
    • Certifications (free) to educate and credential users.
    • Large marketing conference (Inbound) featuring celebrities and marketers; showcases thought leadership beyond HubSpot’s tools.
    • Brand outcome: builds authority, generates leads, and keeps HubSpot top-of-mind when buyers are ready to engage in CRM/marketing automation solutions.
    • Related examples: Sprout Social and other firms publish industry research to become go-to resources.

  • Case study: Canva

    • Canva Design School: free online education resource helping users learn Canva and improve workflows.
    • Content tracks cater to different users (e.g., small businesses, designers, project management teams).
    • Educational content helps users become more proficient with Canva, increasing the likelihood of upgrading to Canva Pro.
    • Rationale: education as a leading-edge content strategy to drive premium subscriptions.

  • Case study: Rainbow High (toy/company strategy)

    • Rainbow High dolls (MGA Entertainment) used a YouTube series to launch the brand and build demand.
    • Strategy involved animated content on YouTube Kids, with expanding ecosystem (coloring sheets, backgrounds, interactive web features, and early educational content).
    • Results included strong demand for the dolls, eventual Netflix production rights, and ongoing series development.
    • Content strategy created aspirational, creative engagement for kids and parents, aligning entertainment with product interest.
    • Educational/creative components included activities related to coding or photography to build relevant skills.
    • Parent perspective: content strategy aimed to be enriching rather than only promoting consumerism.

  • Case study: Colgate (oral health content marketing)

    • Pillar content across demographics: oral health for infants, kids, seniors, and adults; coverage of products like teeth whiteners.
    • SEO authority: Colgate is a high-authority site for dental health topics; tends to rank on the first page for many related searches.
    • Content format: long-form articles complemented by videos and tutorials.
    • Lead generation and product promotion: content supports consideration with product information and lead capture (e.g., information requests).
    • YouTube videos and tutorials demonstrate how to use products and provide dental care guidance.
    • Social and influencer strategy: a comprehensive plan including influencer marketing and paid advertising as part of product rollouts.
    • Owned media sequence: start with own media (long-form content) → extract social content → amplify with paid and influencer marketing for product-related campaigns.
    • Core value: educational and practical guidance (e.g., gingivitis explanations, whitening duration, tooth sensitivity) that helps users address real problems.

  • Practical takeaways for applying these concepts

    • Develop a pillar content piece that serves as the backbone for a topic area relevant to your brand.
    • Create problem-solution statements to generate content ideas and align with audience needs.
    • Plan a content ecosystem where pillar content feeds social posts, updates, and shorter explainers.
    • Ensure your pillar content is searchable and tied to your brand keywords to improve SEO.
    • Build social proof by integrating your website with social channels and encouraging sharing by others.
    • Cultivate an online community to qualify leads and strengthen relationships along the buyer’s journey.
    • Add value in every piece of content; consider testimonials and real-world use cases to illustrate impact.
    • Promote content deliberately: a mix of organic optimization, paid amplification, and influencer collaborations.
    • Be mindful of platform-specific algorithms and tailor content formats accordingly, while maintaining a consistent value proposition.
    • Use case studies as templates: identify what worked (HubSpot, Canva, Rainbow High, Colgate) and adapt strategies to your audience and industry.

  • Additional notes and context from the session

    • References to course materials: SEO articles and blog content planning.
    • Emphasis on connecting with partners and classmates for collaborative projects; participation affects credit and assessment.
    • The session referenced D2L (learning management system) links and course materials.
    • The instructor highlighted that organic reach requires audience development, while paid options can accelerate growth.

  • Quick glossary of key terms

    • Pillar content: long-form foundational content that supports a broader content strategy.
    • Evergreen content: content that remains relevant over time due to timeless information.
    • Social proof: indicators that a brand is credible and active, enhancing trust and search visibility.
    • Qualified leads: potential customers who have demonstrated interest or engagement through a community or content interactions.
    • Algorithm: the system that determines which content to surface to users based on engagement, relevance, and value.
    • Inbound event: a conference or event that attracts industry professionals to learn and engage with a brand.
    • Lead generation: tactics to collect information from potential customers for future marketing and sales follow-up.
    • Influencer marketing: collaborating with influencers to reach broader audiences and enhance content impact.

  • Links and resources mentioned (as a reminder to check in D2L)

    • SEO articles and blog resources mentioned for further reading.
    • D2L links referenced for course materials and announcements.

  • Closing reminders from the instructor (paraphrased)

    • Watch the SEO articles for deeper understanding.
    • Connect with partners and confirm participation for credit; communicate if someone hasn’t connected yet.
    • Prepare for upcoming tasks: key metrics, content type, and strengths assignment.