Is anyone else looking to make 2024 a year of less but better? *raises hand*
I created my vision board this past weekend (an annual tradition that I LOVE and have been doing since 2019), and one recurring theme was very apparent: I want to focus on less busy work, and more meaningful activities this year. I plan for this to show up in my personal life (hellloooo more margin in my calendar to enjoy my husband and kiddos) as well as work — and that includes my marketing!
One key way I’m implementing this for Perfectly Planned Content’s marketing, and the marketing strategies for our clients, is by leaning into pillar content.
What is Pillar Content?
If you’re wondering what pillar content is, you’re not alone. The sad truth is that many business owners and content creators are on a bit of a hamster wheel when it comes to marketing. They’re feeding the content machine with new stuff — video, podcast episodes, and blog posts — but aren’t seeing results. They’re burning out because they’re overcreating.
And I get it!
It feels like you have to constantly “feed the machine” to come out ahead and to make progress toward your goals.
But what if I told you that wasn’t the case?
Enter: pillar content.
Pillar content is a relatively straightforward, but underutilized, tool in the marketing world. Essentially, the goal is to create less content, but have it be longer and better quality.
What Type of Content is “Pillar” Content?
Your pillar content can be a lengthy blog post, longer webinar, deep-dive podcast episodes, or even an eBook on a topic that’s relevant to your audience. The goal is simple: create in-depth content that you can restructure, repurpose, and recycle for months (or years) to come.
Here are four actionable ideas for creating high-quality pillar content to move the needle in your business this year:
Remember: Less But Better
The goal here isn’t to create NEW content weekly, or even monthly. Instead, you should have 4-6 pillar content pieces you create this year, and have a game plan for breaking them down and repurposing them.
The video above is a prime example! I recorded this webinar in 2023, and it was over 45 minutes long on content creation and building a marketing calendar.
I sent that recording to a video editor in Fiverr and paid a few hundred dollars to have 15+ 1-3 minute videos created and branded for my firm using this webinar, and several others I recorded over the year. In our 2024 marketing strategy, these videos will show up on social media, on the website blog, on YouTube, and here on Substack.
I took past pillar content and made enough video content to post monthly to the blog — and that’s only from ONE act of repurposing our pillars from 2023. Crazy, right?
Now, I want to hear from you — what type of pillar content do you feel called to create in 2024? Head over to our new Substack channel here and let me know in the comments!