Originally published January 21, 2022 , updated on August 15, 2024

In the modern age, people turn to the internet to get answers to their every question. From locating the nearest factory shop to choosing their next investment based on Google reviews. Online marketing is pivotal to the success of any business in 2022. Whether you’re a local brick-and-mortar business or a second-hand car dealer, your company needs to show up online. No matter what you sell, we guarantee that your customers are looking for services or products like yours on the internet. 

To be seen in a crowded sea of competitors, large corporations and small businesses alike need a content marketing strategy. Businesses that have a content marketing strategy are 13 times more likely to see a positive return on investment. But when you’re running a business, it’s hard to find the time for all that content creation and distribution. 

Going at it alone or with your internal team is like trying to do your own plumbing. It might work, but it will more likely end in a mess. Your best bet at success is to get a hold of the professionals. Finding the right digital content marketing agency will ensure you get it right first try. They’ll take care of the planning, execution, and distribution of writing for your business. The right agency may also take it a step further by planning and implementing content pillars for your brand. 

Wait a Second! What Is a Content Pillar? 

A content pillar is a theme or topic your business wants to be known for in your industry. These pillars include the main topics as well as subtopics that define your brand. 

To relate this to a few niche industries, here are some examples of pillars: 

SaaS: Software explanations; trend forecasts; industry-specific software articles; resource blogs for your customers.

Telecommunications: News and case studies; technology developments; Corporate Social initiatives; product explanations.

Health and Wellness: Fitness guides; ailment descriptions; alternative wellness practice reviews; insights from health practitioners. 

Each industry caters to a variety of people who have diverse interests that are worth catering to. Using topical pillars for your business will keep your articles, blogs, and discussions interesting. Pillars allow you to organise your website copy so that it feeds the needs of each buyer persona. This has a range of benefits for your brand.

The Advantages of Using Topic Pillars

It Gives Your Business Direction

Knowing which themes to focus on gives you a clear direction. It eliminates unnecessary information and provides structure to your strategy. A digital content marketing agency will help you to define which topics to focus on based on the specific needs and intentions of your business.

It Boosts SEO

Pillars need a strong focus on keywords that are tailored to your marketing strategy. When your copy features those keywords regularly, search engines filter your site through an algorithm. The algorithm boosts your ranking on pages relating to your keywords and, by extension, helps you reach your target audience. The algorithm is hard to pin down, which is why you’d benefit from outsourcing to companies that know all about SEO. Here’s how to choose the best SEO content writing company.

Variation in Themes

Articles that are interesting, relevant, and varied keep audiences coming back for more. Having a content pillar strategy encourages the exploration of new themes. But it also ensures you don’t stray too far from your intended niche. Topical, fresh writing is how your business becomes popular with your customers and Google alike.

How Does This Contribute to the Larger Ecosystem That Is My Business?

All businesses have a customer journey. With SaaS companies, for example, there are often three intended steps in the user experience. Firstly, a customer will trial the service. Thereafter, the customer will convert to become a paid member. And the final goal is to retain the customers and gain referrals from them. 

To truly be effective, content pillar marketing needs to meet all these different points along the customer journey. If a strategy is developed for this journey, digital content marketing can meet your buyers at every point in the business ecosystem.

Content Pillars Can Be Analysed and Adapted

Thanks to the wonders of metrics and analytics, the performance of your content can be analysed. We recommend looking at your KPIs for how your different topics performed. Poor-performing themes can be replaced or adjusted, while great-performing topics can inform new articles for your website. This all serves to provide your audience with more of what they are looking for.

This is also a great way to decide what is working best for your business, guiding you to refine your website copy. 

How Do I Find Content Pillars for My Business?

There are a few key questions and statements that will help you decide on pillars for your business. Let’s explore them.

How Do You Define Your Brand?

What are the conversations and topics your brand wants to be known for? Use your values and mission to guide your themes.

Who Are Your Different Audience Members and How Can You Engage Them?

How well do you know who your audience is? Make sure you have a clear view of your customer demographic and research their interests. What topics are your prospects searching for? Your copy can use their search interests and overlap with this. Not sure how to go about researching all this? A digital content marketing agency can help. They’ll ensure your copy is informative, engaging, and targeted. 

Refer back to your KPIs periodically to see what your audience loves most. This should also inform what you write next. The more relevant information you can deliver to your audience, the more they’ll keep coming back. This will have huge rewards for your online presence. 

At the very latest, 2022 should be the year your business uses pillars to stabilise your marketing strategy. One-up your competitors by using the services of a digital content marketing agency. With regular writing that is informed by your niche themes, you can expect your brand to enjoy tremendous growth as a result.

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