Keeping up with all the content you’re supposed to be creating can be an overwhelming job. From daily social media posts to weekly blogs to monthly long-form content like white papers and ebooks, the list keeps growing. The key to being able to keep up is to have a plan and to get as much as you can from every word by using a content pyramid or pillar system. Here’s how it works.
Build the Foundation
The foundation of your pyramid or the cornerstone of your pillar is made from long, researched pieces. Things like ebooks, white papers, webinars, and even print books fall under this category. The idea is to spend the most time and resources on these pieces so they are of the highest quality and contain the most information. These are often used as offers in exchange for contact information to support lead generation and can be a valuable asset to any content marketing strategy.
Fill the Middle
Once your foundation is built, it’s time to fill the middle. Things like blog posts and website articles, infographics, shorter webinars and presentations, podcasts, and other materials can be built on the foundation piece. If you’re starting with a print book or ebook, each chapter can be split out into several blog posts and podcasts and an article can be written with supplemental information. Key statistics and other facts can be consolidated into a visually appealing infographic. The idea is to use the research and effort that went into the foundation materials to create these pieces so you won’t need to spend so much time creating them.
Tie it Together
By now you should have a great deal of content that all focuses around one main idea or topic and have it distributed in a variety of places. The top of the structure is filled with quick, easy content that promotes your middle content and draws in new readers and possible leads. Facebook updates, tweets, and LinkedIn posts are the perfect place to put all of these efforts.
Try it in Reverse
If creating a cornerstone piece seems overwhelming, try working the process in reverse. Collect a few facts about a topic that you’d like to discuss and write a few tweets and Facebook posts. Expand on those facts over several blog posts and articles and consolidate them into an attractive infographic. Then, collect everything you’ve done and put it all together into an ebook or a few whitepapers. Working this way can spread the work out over the course of several weeks while giving you a constant stream of content for your website.
Don’t Forget the Daily Rounds
This entire strategy focuses on long-term content creation for your website, but you still need to make your daily rounds. Visit other websites and blogs and join in a few conversations. Keep your Facebook and Twitter feeds full of interesting and entertaining content for your fans and followers – don’t just fill it up with promotional posts for your other content. And always stay on top of industry news and trends to be sure you’re not missing out on opportunities to start new discussions.