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.
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.
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 sharedwhy 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.
This piece was published in partnership with Franco Valentino of Narrative SEO. This 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.
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.
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