RECIPE BOOK

TheCONTENT PILLAR

THE PROBLEM

In a frenzy to feed all of their digital channels, marketersare sacrificing quality of content for quantity.

37%As a result, only 37% of marketers think that the content

they create is actually effective.

THAT'S A LOT OF WASTE

THE CONTENT PILLAR SOLUTION

A content pillar is one meaty asset (like an eBook) thattackles a single strategic theme or buyer need.

DISTRIBUTE GREAT CONTENT

This large asset is then repurposed into many derivativeassets that relate back to that overarching theme.

STOP REINVENTING THE WHEEL

With the pillar approach, you can create a highquantity of high-quality content, without reinventingthe wheel for each asset.

SO WHAT DOES IT LOOK LIKE?

Think of the content pillar approach as a3 course content meal. Here are therecipes for each course.

APPETIZER ENTREE DESSERT

APPETIZER

A fun, engaging asset that serves the top of thefunnel and drives readers toward your gatedcontent pillar.

APPETIZER: INGREDIENTS

Pillar themeBroad topics related to your theme (thatresonate at the top of the funnel)Format (SlideShare, infographic, video, etc.)Key insight

APPETIZER: RECIPE

1. Mix your broad topic with your chosen format2. Prepare your draft3. Don't serve until the major insight is revealed

ENTREE

The entree is your major pillar asset -- yourgated lead engine.

It gives readers actionable guidance for tacklingthe challenges related to your theme.

ENTREE: INGREDIENTS

ThemeMajor pain point4-6 tactics/best practicesFormat (eBook, whitepaper, etc.)

ENTREE: RECIPE

1. Choose your selected format2. Add your tactics in gradually3. Don't serve up until solving your pain point

DESSERT

The goal of the dessert asset is to help usersunderstand how your product supports thespecific need or theme addressed in thecontent pillar.

DESSERT: INGREDIENTS

Pillar themeRelated buyer pain pointProduct solution to address that pain pointFormat (product video, PDF, etc.)

DESSERT: RECIPE

1. Mix your product solution with your product pain point2. Drizzle it over your format

REPURPOSE, REPURPOSE, REPURPOSE

Many derivative assets (blog post, social posts, etc.) can be repurposed from your appetizer, entree, and dessert content pieces.

GET COOKING!

Want a template to build your content pillar from start to finish?

DOWNLOAD THIS GUIDE

THANKS FOR READING