Content is a branding exercise, meaning the goal of your content strategy should be to embed your name in the back of people's minds as THE solution to turn to (way before they ever enter the buying cycle).
The best way to make that happen? Post about the same overall topics and tie them to your revenue (i.e. to your product or service).
For example, here at GrowthBay we offer services focused on:
- B2B Content Marketing
- SaaS Demand Generation
- Marketing Strategy
So we focus the majority of our podcasts, newsletters and LinkedIn post on those topics.
Because when you see the GrowthBay logo or my profile pic on social media, I want you to associate us with B2B content marketing, SaaS demand generation, and marketing strategy.
Choose your pillar content topics, tie them to revenue, and write about them the majority of the time. That's how you'll see your content efforts bear fruits over time.
Alright, ready? Let’s do it.
1. Brainstorm content pillars
Your content should tie back to what makes you money. Ask yourself:
- What product or service(s) do I provide?
- What struggles do my ideal customers have with it?
- What educational topics on those struggles can I write about?
Your content should be focused on your ideal customers. Consider:
- What help do they need?
- What type of content attracts them?
- What questions do they ask the most?
Expertise & Passion
Content is a long-term strategy - meaning you need to pick topics you can create a lot of content around. Ask yourself:
- What was the reason why the company got started? What transformations do you want your customers to go through? What status quo are you trying to disrupt?
- What topics am I, the founders or the team passionate about?
- What topics could I, the founders or the team talk about for hours on end?
- What topics do I, the founders or the team know a lot about?
- Which expertise areas are tied to how we make money?
2. Find the Intersection
Your content pillars should be found on the intersection between revenue, ideal customers, and your passions/expertise. If the topic doesn't fit in all three categories, keep thinking!
Choose 3-4 topics
The point of having pillar content is to narrow down your focus. People won't associate you with a specific topic if you're sharing 5-8 different topics that aren't aligned. Consider:
- One overarching topic (mine is marketing)
- 3 sub topics that fit your main topic (ours are content marketing, SaaS demand generation, and strategy)
- Keep them similar - don't go for completely opposing topics.
3. Now you focus.
Once you have your content pillars, create the vast majority of your content around those topics for a minimum of 1 year. You'll embed your brand in the back of people's minds much faster that way and when you tied these topics back to your product or service (as described above), they'll remember you when it's time to buy.