Free Assessment: How does your inbound marketing measure up?

Get Started

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started

Free Assessment:

"Pillar Content Roundup" (Content Lab)

By Liz Murphy

"Pillar Content Roundup" (Content Lab)

As IMPACT's Director of Web and Interactive Content, one of my obsessions has been the development and implementation of our pillar content strategy. 

At three distinct points along this journey, I've made it a point to share with you what I've learned, in the hopes that I am able to help others do the same:

By the time I had created these three pieces, we had already published two very successful pillars -- one on developing a brand messaging strategy and another on what businesses need to do to prep for a website redesign.

Now, having published two brand new pillars -- and being on the verge of producing more than 15 by the end of the year -- I wanted to pause this week to share two very important episodes of Content Lab to assist you in your journey, in addition to the new pieces we've created.

Listen to These Episodes

"Demystifying Pillar Content" with Justin Champion of HubSpot (Ep. 1)

Pillar content is a complex topic that has prompted a lot of discussion in the digital marketing community, and no one should be surprised by that. Pillar content is massive, scary, intimidating, and exciting. It's also the future of content.

To help me unpack and demystify pillar content in this episode, I invited one of my absolute favorite fellow content nerds and industry friends -- Justin Champion, content professor at the HubSpot Academy.

"What It Takes to Write Pillar Content with Carina Duffy of IMPACT (Ep. 14)

During this conversation, IMPACT HubSpot Specialist Carina walks us through a candid pillar content creation retrospective, as she recently finished writing a draft of a pillar on HubSpot Marketing Hub. She talks about what surprised her, what she’s learned, and what advice she would give to others who have a similar pillar content mountain to climb. 

This episode is a must-listen for anyone who is tackling a pillar content strategy or is being asked to write a piece of pillar content. Actually, it's a great episode for anyone being asked to tackle a super long-form piece of content, period.

Our 2 New Pillars

Christine already shared why our website has been evolving the way it has -- to continue to be as helpful as humanly possible to other digital marketers through education. I adopted that mindset as I developed our pillar strategy. While pillars are meant to be written on large, broad topics, I wanted them to still have purpose.

To that end, every pillar we now create must do one of the following explicitly -- provide foundational 101-level knowledge, teach someone a specific process completely on their own, or share a comprehensive analysis with actionable takeaways. 

Is SEO Dead in 2019?

This piece was published in partnership with Franco Valentino of Narrative SEOThis was a fascinating pillar to work on. Not only because I was able to learn about a topic where I've often struggled in the past, but it was a chance to construct a pillar -- and supporting topic cluster -- around a narrowly focused, deep dive analysis with a clear goal of answering that question. 

New call-to-action

How to Create a Content Style Guide

I wrote this particular pillar from scratch, based on a process I build initially three or four years ago, and have refined and tested with clients since then. So, this was a bit of a passion project for me -- and, unlike the pillar I developed with Franco on SEO, this is a tactical how-to pillar.

I made the choice early on that I wanted to someone to be able to run my workshop and develop their style guide completely on their own, without my help, after having read this guide. (I believe that's something every how-to should aim to to do.) Of course, that made this one of the most challenging pieces of content I've ever created, but also the most rewarding.

Content Style Guide How to

Subscribe to the Content Lab Monthly Newsletter

Once a month, I'm going to send you an absurdly useful newsletter will tons of insights, tips, and tools for you to make your content amazing. It's that simple.

Here's what it looks like, so you know what shenanigans you're getting into with me:

content lab

So, what are you waiting for? Go to this page and sign-up.

Connect with Content Lab 

Okay, first, you've gotta subscribe to Content Lab on Apple Podcasts. That way you'll never miss an episode! 

Or you can comment on this episode below! I'd love to hear from you.

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.


Content Marketing
IMPACT Stories
Published on November 28, 2018

Recent Articles

How to Write a Persuasive Case Study That Converts (w/ free template)
June 1, 2023 • 7 min read
Top 10 Must-Have Qualities To Look For in a Content Manager
April 20, 2023 • 4 min read
Why You Need a Content Manager (and How to Hire the Right One)
April 13, 2023 • 6 min read
Your Content Initiative Can't Succeed Without Help From The Sales Team
March 22, 2023 • 5 min read
How to Ghostwrite Content for a Subject Matter Expert
March 20, 2023 • 4 min read
5 Smart Ways to Combat Common Buyer Questions With Content
February 27, 2023 • 7 min read
How To Skillfully Write About Competitors On Your Blog
February 20, 2023 • 8 min read
4 Ways Marketing Can Help Buyers 'Sell' Themselves
February 9, 2023 • 7 min read
6 Signs You're Being Neglected by Your Marketing Agency
February 1, 2023 • 5 min read
Never Chase Trends At the Expense of Your Brand
January 12, 2023 • 5 min read
Insourcing vs. Outsourcing Content: Which is Better for Your Business?
January 9, 2023 • 10 min read
Content Marketing in 2023: Principles, Platforms, and Content Distribution
January 4, 2023 • 5 min read
7 Content Marketing Trends You Can’t Ignore in 2023
January 2, 2023 • 8 min read
How To Set Content Marketing Goals for Growth
December 29, 2022 • 6 min read
What is Quality Content? (Updated for 2023)
December 15, 2022 • 7 min read
Outsourcing Is Broken: Rethinking the Relationship Between Client and Agency
December 14, 2022 • 5 min read
7 Big Reasons Your Content Marketing Is Failing (And How To Fix Them)
November 3, 2022 • 8 min read
The Epidemic of Half-hearted Content Marketing
November 2, 2022 • 4 min read
22 Best Content Marketing Tools and Apps for 2023
October 29, 2022 • 14 min read
7 Inbound Marketing Strategy Mistakes that Will Cost You in 2023
October 19, 2022 • 8 min read
The Big 5: 3 Simple Steps for Creating Great “Problems” Content (+ Examples)
September 1, 2022 • 6 min read
The Big 5: Best Business Blog Topics to Drive Traffic, Leads, and Sales
August 29, 2022 • 10 min read
What is a Content Strategy? (Definition + Templates)
August 25, 2022 • 12 min read
Content Marketing for Small Business (Tips for Growing Your Business Online)
August 22, 2022 • 13 min read
How To Create Sales Enablement Content Your Sales Team Will Love
August 15, 2022 • 8 min read