Establishing the right content pillars is the next step in developing your content.
Content pillars are the key themes or topics that form the foundation of your content strategy. They should align with your Unique Value Proposition and be areas where you can consistently provide value to your audience. Selecting the right pillars ensures your messaging is focused and resonates with your target client, reinforcing your status as the go-to expert.
To choose content pillars:
- Reflect on your expertise: What core topics related to your field can you discuss with authority?
- Consider your audience’s needs: What information is your target audience searching for? What problems are they looking to solve?
- Align with your goals: How can these pillars help you achieve your thought leadership and business objectives?
If you are a financial advisor, your pillars might include personal finance tips, investment strategies, and financial planning for retirement. Adhering to these pillars will create a cohesive narrative that establishes you as the go-to expert in these areas.
Limit your pillars to 3-5 core topics to maintain clarity and focus in your messaging and ensure you remain the go-to resource for your chosen theme.
Content pillars serve as the backbone of your content strategy. Here are five ways content pillars can help you establish yourself as a thought leader:
Establish Clear Expertise
Well-defined content pillars allow you to showcase the depth and breadth of your knowledge in specific areas. You can dig deeper into areas where you can provide the most value instead of spreading yourself thin across unrelated topics.
Drive Thought-provoking Conversations
Your goal as a thought leader is to spark conversations and provide fresh perspectives. Your content pillars offer a structure for delving into complex topics, sharing unique viewpoints, and posing thought-provoking questions. Consistently discussing these topics positions you as someone who drives and shapes the narrative within your industry.
Demonstrate Depth and Versatility
Content pillars give you the framework to explore different facets of a topic. You can create various types of content, including blog posts, videos, infographics, webinars, etc., around each pillar. Showcase your ability to engage with the topic in multiple ways. You will demonstrate your comprehensive understanding of the subject matter and keep your content fresh.
Provide Value Over Time
Thought leadership is about providing ongoing value. You can plan a steady stream of valuable insights, tips, and information around your content pillars to keep your audience coming back. This is a long-term commitment to delivering consistent value to help you establish your go-to expert status.
Strengthen Your Brand Identity
In your content pillars, you express what you stand for, what you believe in, and what you offer to your industry. By consistently producing copy aligned with your pillars, you will reinforce your brand identity. Your audience will easily recognize you and differentiate you from competitors.
Content pillars provide structure, focus, and consistency in your messaging, making it easier to maintain your thought leadership role. They allow you to showcase your expertise, build trust, attract the right audience, and drive meaningful conversations.
Would you like to establish yourself as a go-to expert on LinkedIn? I can help! Let’s schedule a coffee chat to explore the possibilities.