Expanding Your Content Pillars: How to Get "Unstuck"
Expanding Your Content Pillars: How to Get "Unstuck"
Hello friends! Hope you enjoyed a wonderful Thanksgiving!
Now that you've established your content pillars, the fun of content creation begins. Content pillars help define your brand but how do you keep your content fresh and engaging? Let's talk about strategies that will help you not only create content in volume but also ensure it resonates with your audience. Think: “saveable” and “shareable” content.
Understanding the Importance of Building Out Content
Your content pillars provide a focused theme for your work, but it's the expansion of these themes that brings variety, depth, and engagement. This process involves exploring different facets of each pillar and presenting them in varied formats.
Steps to Expand Your Content Pillars
Brainstorm Subtopics: For each pillar, list out subtopics or specific angles you can explore. This will give you a plethora of ideas to work with.
Plan Different Content Formats: Think about the various formats you can use – blogs, videos, podcasts, infographics, etc., to present your subtopics in engaging ways. If this feels as daunting as creating a new piece of content, Canva can help automatically repurpose your content for you. Bada bing, bada boom.
Create a Content Calendar: Organize your ideas into a calendar, mixing subtopics and formats to keep your content fresh and diverse. I really like this version from Canva.
Questions to Ask When Expanding Content
What unique perspective can I offer on this subtopic?
How can this piece of content provide ~value~ to my audience?
What format best suits this particular idea? Video, post, newsletter?
Fill-in-the-Blank Examples
Blog Post Title: "5 Innovative Ways to [Action Related to Subtopic]"
Podcast Episode: "A Different Perspective on [Subtopic]"
Social Media Post: "Let Me Show You How [X] Can Lead to [Desired Outcome]!”
Use your knowledge about your subtopic to build out these fill-ins. Remember to add value and get beyond the surface level.
Suggestions for Effective Content Expansion
Incorporate Trending Topics: Align your subtopics with current trends or popular discussions for added relevance.
Invite Guest Contributors: Bring in experts or influencers to provide fresh insights on your pillars. Adding a different voice can also add social proof to what you are teaching and position you as a well-rounded thought leader.
Leverage User-Generated Content: Encourage your audience to contribute their thoughts or experiences related to your pillars. My favorite soda shop, Swig, does this UNBELIEVABLY well. Scavenger hunts, giveaways, competitions, and more.
Why Expanding Your Pillars is Crucial
This approach not only helps in creating content in volume but also ensures that your content remains dynamic, informative, and engaging. It's about adding layers to your foundational topics, providing your audience with a comprehensive understanding and diverse viewpoints.
Remember, the key to successful content expansion is creativity, consistency, and always keeping your audience's interests at heart. Your content pillars are just the beginning; how you build on them defines the landscape of your brand.