The 4 Pillars Of Content Marketing

When I am looking at creating content for my followers, I try to create content that falls into one of four categories – or pillars.

1. Educational

I’m one of those that is guilty of focusing way too much on this pillar!  Educational content is designed to demonstrate your position as a subject matter expert and can consist of how-to guides, blog posts, videos etc.

2. Entertainment

People love to be entertained and they love to hear stories.  This type of content often helps to accelerate the know / like / trust factor and is where you might go behind the scenes on your business, for example.  Facebook & Instagram stories are a great place for entertainment pillar content.

3. Conversational

For me, conversational content is designed to stimulate an exchange of some sort with your audience.  It is a fantastic way to build rapport, but also to learn more about your audience by asking specific questions.  Your conversational content might share specific challenges that you have faced and how you approached them, or you might want to take a current topic or issue head-on which can be a fantastic way to get engagement.

4. Promotional

If you are running a business then make sure that you don’t miss out on the promotional content pillar!  Your people need to know what you do and how you can help them.  This is the perfect opportunity to remind your audience why they should choose you above anyone else.

One of my favourite approaches to promotional content is to educate first (see pillar 1 above) and then add a call to action to check out my membership, or to apply to work with my agency.

In my recent live video I shared FIVE top tips that will ensure that you never run out of ideas for content again – if you missed that you can check it out here.

So, this post falls into pillar 1 – it’s educational.  Got any questions or thoughts?  Let me know below!