Building Worthwhile Content Pillars to Boost Traffic and Engagement

Building Worthwhile Content Pillars to Boost Traffic and Engagement

Kailey Reinhart
. 30 Nov 2022 . 4 min read

Content pillars act as a foundation for your entire digital strategy, helping you to stay focused and consistent with your content across all channels. Successful content pillars are based on an understanding of your target audience and built from there – ensuring your content is delivering meaningful value to your audience and then, in turn, your brand.

What are Content Pillars?

Like physical pillars, content pillars are used to support the overall objectives of your brand’s marketing strategy.

Essentially, content pillars are the overarching themes that each of your content pieces should sit within. For example, ‘Audience Education’ may be one of your pillars and include pieces like, ‘how to change a tire’ or ‘how frequently you should check your engine oil and how to do it’.

Sometimes we need to include sub-pillars to ensure content aligns with various segments of our audience. If we were a modelling agency, our ‘Audience Education’ pillar may include ‘Child Modeling’ and ‘High Fashion Modeling’ as two of our sub-pillars.

Creating Content Pillars

Understanding your audience

Understanding your target audience is arguably the most essential stage of this process. In particular, it’s important to understand what their values, pain points, and desires are, and which channel/s they’ll be using at each stage of their customer lifecycle. Knowing this information will help you gauge what type of content needs to be on each platform. Your pillars should remain the same across your digital presence, but you may need to adjust the ratio of content you post under each pillar depending on the channel and what information your audience needs/wants at that particular moment.

Identifying your key themes

Consider what themes and topics most closely relate to your target audience and industry. The content itself will vary widely from a lawyer’s office to an e-commerce store selling women’s clothing, however, the overarching goals behind your pillars may actually be fairly similar. It’s essential to think about the shared values you have with your audience and what you want to achieve from your digital presence.

We’ve been working with our sister agency, Chase Studio, to develop their content pillars based on what they value as a brand and where they know they can provide truly worthwhile insights to their audience. We came up with: Share Knowledge, Tell Stories, and Champion Chase. A mix of providing insights, storytelling, and selling their brand.

We recommend focusing on three to five key pillars as anything more can have your content spread too thin or risk unnecessary overlaps. Start by listing out what your values are and what messages you want to get across to your audience. There should be some links between them that you can then use to help create groups.

During this stage, it’s helpful to bring in a few people from your team (or wider support network) to broaden your creativity. It can be easier to come up with new ideas when you’re able to bounce them off other people.

Planning your content

Within each pillar, it’s best practice to create one or two hero content pieces which are then supported by many smaller pieces. This can help with the ideation process and is a good search engine optimisation strategy for your website content.

Based on your brainstorming from the previous stage, come up with one hero piece for each pillar to begin with (you can add more later on). From here you can use Google’s predictive search feature to get ideas for individual topics that could come from your hero piece.

This may be something like:

  • The Complete Guide to Employee Recognition Programs (downloadable hero piece)
    • 7 Tips for Encouraging Peer-to-Peer Recognition (supporting blog)
    • How to Launch an Employee Rewards and Recognition Program (supporting blog)
    • Building an Inclusive and Supportive Workplace Culture (supporting blog)

Once you’ve come up with these rough ideas, you can begin building out a content calendar and decide which ratio of content should fall under each of your chosen pillars. For your brand, the best pillar ratio may be an even split or it may resemble a 60/20/20 split. This split ratio can change depending on which channel the content is going on and if there are any upcoming events coming up within your business that are relevant to certain pillars.

Your content calendar should be a central document that your team can reference regarding any upcoming content. It’s also a good visual to show an overview of how you will break up pieces within your pillars. By colour coding each pillar and putting content ideas in relevant calendar days, it gives you the opportunity to make sure you aren’t talking too much about one topic and ignoring another.

Reduce, reuse, and recycle

You’ve got your pillars outlined and a content calendar drafted, now it’s time to start creating! To be as efficient as possible, we recommend recycling and repurposing existing content. If you wrote a blog about a certain topic, see if that can translate to an infographic to use across socials. If you have a high performing video, repurpose that content into a blog post. Sometimes coming up with new topics can be difficult, but if you’ve got a high performing piece of content on one platform, you can always repurpose it for another.

Creating content pillars is just one way of making sure the content you create for your business is well-balanced and tailored to your goals. If you need any support with your strategy or the content creation process, please reach out to our team via the contact form below. We’re always here to help!

Here’s a draft content calendar you can use for your Q1 & Q2 2023 content plan! Just hit ‘Make a Copy’ to save a version to your own Google Drive or download it as an Excel file.

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Content planning feeling overwhelming?

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Six Marketing Tips to Boost eCommerce Sales

Kailey Reinhart
. 25 Aug 2021 . 3 min read

With the rapid growth of technology and the effects of the pandemic ongoing, customers are turning more and more towards online shopping to make their purchases. Whether you sell the latest fashion, soy candles, or cocktail mixers, having an online presence that people love is now essential. If you want to see profits increasing month-on-month and loyal customers who keep coming back, you need to continually market and optimise your site. It can seem daunting but it doesn’t have to be – we’re here to help you get started with 6 marketing tips:

Upsell to Engaged Customers

You know those “Customers also bought” or “You may like” pop ups and sections on product pages? Or even upgrades on a base product? This is a great way to upsell or cross-sell to users who are already interested in your products. However, it is important to make sure the upgrades or add-ons are actually of interest to the consumer. They should relate to the original product and match the kind of price range the customer is likely sitting at to ensure they consider (and hopefully purchase) the extras. If your store is on Shopify, there are some great apps that allow customisation of this, such as Cross Sell & Cart Upsell and LimeSpot Personalizer.

Offer Loyalty Programs and Rewards

Everyone likes to feel special and everyone likes to snag a bargain! Loyalty or VIP programs with rewards are a great way to encourage repeat purchases, as well as build a solid database for other forms of marketing. Some loyalty programs take it a step further with status tiers, which can incentivise customers more than traditional points systems. An example of this is customers getting a point per dollar spent, with a certain number of points, say 200, equaling a credit at the store, usually between $5 and $10.

We go into more detail about how to build effective loyalty and rewards programs for e-commerce in another article.

Encourage User Generated Content

User Generated Content (UGC) is not uncommon in marketing – you’re probably already using it! But there are even more ways to integrate it than you may be aware of. Instagram integration on product pages is becoming a popular way to show a product in use by real people and if you encourage this through hashtags and the chance to be featured, this will not only generate content for your product pages, but also your social media and content marketing activities. One brand that does this very well is BlackMilk Clothing, who highlight select customer photos that are tagged with the product name, like this dress.

Automate Email Marketing

Email marketing can be a dividing topic, with some experts claiming the field is dying, but it can also be an incredible tool and the statistics back it up, especially when it comes to shopping. Shopping online relies on good communication due to the lack of face-to-face customer service. Customers get emails confirming their order, updating them on the status, notifying them of sales and new releases – from an eCommerce perspective, email marketing is a huge beast and automating as much as possible to give the user all the information they need is essential. Klaviyo is one of our favourite tools for email marketing automation; particularly when paired with a successful abandoned cart strategy.

Optimise for Mobile

Crucial for any website, the experience someone has using a site (or store) on their mobile can quickly see the end of that customer’s interaction with your brand if it isn’t optimised appropriately. It can also affect your SEO performance as search engines like Google now have mobile-first indexing. At a minimum, your site should be responsive based on the size of the screen it is viewed on but if you can, creating a unique mobile experience for your audience is ideal. You can start by chatting to your developer about how optimised your site is for mobile (or talk to us about our partners about doing an audit for you!).

Make Purchasing Easy

You added some items to your cart, went to check out, and something stops you – the cart doesn’t give you all the information you want, the store doesn’t offer split payments, checking out takes too long, extra costs are too high. There are many reasons why someone might abandon their cart but creating a streamlined, simple checkout process can make a huge difference.

If you implement any of these ideas, make sure to track the results. Look at ROI, talk to your customers, review data before and after you implement. Tracking can be a complicated beast and a whole article in itself, so if you need help with improving your online store or analysing how it is performing, our team love working on eCommerce stores, so please reach out!

Want to boost your sales?

Our eCommerce marketing experts can help.

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How Customers are Changing Post COVID-19

Kailey Reinhart
. 13 Jul 2021 . 3 mins read

COVID-19 has been the source of a hundred different changes in the way we live but one of the biggest areas impacted has to be how we consume. From groceries and takeout to clothes shopping and home decor, our shopping habits and expectations have greatly changed as the pandemic has changed the way we live.

We explore some of the key changes in consumer behaviour in this article.

The internet is where the customers are

In the past, your digital presence was just a bonus to your brick and mortar store or restaurant, now it is one of the first impressions a customer has of your brand! Whether it’s a website or your social media, customers expect to find you online, and with lockdown keeping us all inside, users are also looking to do everything they can do in your store, on the internet. In fact, McKinsey found that food and household categories saw an average of over 30 percent growth in online customer base across countries during the pandemic, with consumers expecting to be able to complete the entire shopping process online.

Convenience in shopping, shipping, and returning

This laser focus with an online experience that matches (or even improves) a physical shopping experience means consumers are also expecting a certain level of convenience. From free shipping when you hit a certain threshold and buy-now-pay-later services, to quick and easy returns process and fast and helpful customer service, today’s online shopping is built on making it as easy as possible for the user, without ever leaving home (particularly when you have no choice in the matter).

A focus on supporting local

The idea of #supportlocal has seen a huge wave of support throughout the pandemic. This has been influenced partly by the push to help locals who may be doing it tough due to the pandemic, as well as the cost and long waiting times in receiving packages from overseas. A recent survey found 82 per cent of consumers say they would spend more to support local businesses since the pandemic began.

Clear product photography

Without the ability to easily enter a physical store and many people shying away from them altogether following lockdowns, your customers want product photography that gives them enough detail to make an informed decision. This means clear, high quality imagery, close up shots, and lots of angles. Consumers also expect to see a bunch of product-in-action images on social and not just flatlays. Some stores also use videos to give 360 views and show the movement of the product.

Do you have an app for that?

While not essential for every industry, we are now on our mobile devices so often (56% of global traffic is via mobile!) that having an app for your store could see your success or failure. At a minimum, a mobile responsive site is crucial, but if you own a restaurant, or sell food or consumables, many are either trying to find you on an app that provides food delivery, or are looking for your own app to order from.

Today’s consumer was already moving towards the digital world but the pandemic has seen this gradual change catapulted forward. Is your digital presence up to scratch? Let us know if you need help!

Your customers are changing.

Does your business need to change with them?

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