To promote content marketing, start by creating pillar content

According to a survey by the American Content Marketing Institute (https://contentmarketinginstitute.com/), up to 73% of B2B marketers believe that communicating with potential buyers through official websites or blog posts is helpful. But only 27% of people think that the company’s content marketing is very successful. Why is this?

Although everyone knows that “content is king”, it is not easy to continuously create a large amount of high-quality content, and it often requires a lot of manpower and material resources. So, we have to have a strategy to do this.

I would like to suggest that in the future, you should not only continue to create content, but also put effort into creating pillar content (Pillar Content) to consolidate your company’s reputation as a good content source provider in the industry.

What is pillar content? Simply put, it focuses on providing useful information on topics in specific fields (such as travel, home improvement, online services, etc.), and can provide complete solutions when potential customers search for related issues. In other words, a good pillar content page must provide high-quality content, like a complete guide, and contain a lot of content for search engine crawlers to index.

If you want to create pillar content, first take stock of your company’s resources (including product information, solutions, success stories, customer testimonials, etc.) and subdivide the pages according to chapters so that readers can easily jump to the parts they want to know about to view the information.

In terms of content types, in addition to official website article or blog are suitable as pillar content, Video and Information Graphics are also good ways of presentation. Remember, pillar content is not a pile of useless content, but a combination of trustworthy information.

For example, the well-known online questionnaire platform [Typeform](https://try.typeform.com/home/?gclsrc=aw.ds&&tf_campaign=brand_11968021392_v2&tf_source=google&tf_medium=paid&tf_content=118840046067_489417099737&tf_term=ty peform&tf_dv=c&tf_matchtype=e&tf_adposition=&gclid=CjwKCAjw3cSSBhBGEiwAVII0Z5eZPcSYBEhkwsFE WLPWOkFwaPV46sfEBKHmzq9d1NuLhKw_gP7x6hoC_aoQAvD_BwE&gclsrc=aw.ds), launched a blog called “Customer Success” pillar content. This pillar of content has a total of nine major units, which can lead interested readers to understand what customer success is? And, analyze the various mentality of customers towards purchasing products. After all, customers don’t usually take the initiative to buy a product, but they are happy to pay for the results.

Through this design, Typeform can not only share the latest marketing knowledge with its target customer groups, but also enhance its own brand image, thereby bringing success to its customers. It can be said that it kills multiple birds with one stone.

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Further reading

• Life in a Foreign Country and Self-Media: Teacher Li Sixuan’s Experience Sharing Meeting on Social Media Strategies for Traveling to the Netherlands
• Writing good copy starts with understanding the target audience
• “A Compulsory Course for Introduction to Content Marketing in the Digital Era”: Unlocking Creativity in the Digital Era

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☕️ Invite Vista to have a cup of coffee

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