Why Should You Establish Your Content Pillars?

By Nigel Cliffe

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Have you established your content pillars?

Do you want the right audience to notice you?

Perhaps you’re an accountant who would like to be known for being able to take the hassle out of managing a business’s finances for small business owners. Or maybe you’re a web designer on a mission to remove technical jargon from the design process.

I know I talk about the importance of creating compelling content (and have discussed how to go about doing this) quite a bit. But it really is essential in attracting the right audience.

Continuously reacting and commenting on irrelevant content and not posting content relevant to your target audience will win you no favours on LinkedIn. At its worst, it may even be damaging your chances of attracting the right prospects.

Would I be able to tell right now what your expert subject matter is?

What are your content pillars? Diagram by Nigel Cliffe of Value Exchange

Knowing what your LinkedIn content pillars are – what subject(s) you’d like to be known as the go-to trustworthy expert in – is a vital step in your Content Marketing Strategy. A plan we should all have if we want to be successful on LinkedIn.

A content marketing strategy keeps you focused. It ensures your activity on LinkedIn, from your engagement to your posts, aligns with your content marketing goals – no matter if those goals are:

  • Developing your thought leadership reputation
  • Generating more new business opportunities
  • Boosting your brand’s profile and generating leads
  • Fulfilling HR purposes and recruiting promising new candidates
  • Job hunting
  • Keeping up to date with the latest news in your industry
  • Supporting causes or companies you value or admire

To learn how to maximise LinkedIn to help achieve these goals, click here.

Why is sticking to your content pillars important on LinkedIn?

So, you’ve identified what your unique content pillars are. You know what subjects are going to underpin your LinkedIn strategy and content. Now, you’ve got to stick with them. Here are two big reasons why:

  1. Consistency = clarity – The more you publish posts and interact with content about the same or similar subjects, the quicker you’ll establish a reputation as being a reliable and knowledgeable professional in this subject area. This means you’ll be more noticeable and attractive to people looking for an expert in your field.
  2. Improving your LinkedIn feed – The more you React to, comment on and share content to do with a certain subject, the more likely LinkedIn’s algorithms will ensure similar content will appear in your LinkedIn homepage feed, as LinkedIn assumes that is what you’re interested in.

For the above reasons, I suggest taking a little time to consider what you want to be known for. Make sure that a good proportion of your engagement on LinkedIn reflects that topic.

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