Create Less, Distribute More : The Power of Content Pillars, Focus and Repurposing.
+ Customer-first approach, copywriting tip and online tools discovery
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Hi friends,
Content is my passion, but even I feel overwhelmed by too much content and information everywhere.
Our inboxes are cluttered, and our minds are clogged. We can’t see the forest from too many trees. We’re hampsters on wheels, unable to jump out of an endless circle of delivering new content. We need more focus and less overproduction. So, if you create content, please create less, repurpose and distribute more.
In today’s edition:
Power of content pillars
What are the crucial steps to the "customer-first" approach?
Pearls from my inbox.
Copywriting tip.
Online tools.
Quote of the week.
Every Piece of Content Should Rely on Your Content Pillars
This is the mistake many solopreneurs make: they try to create content about 100 topics they think are related to their business.
They should create 100 pieces of content about one topic related to their business.
What Are Content Pillars?
Think of content pillars as the foundation of your content strategy. They are simply content categories or topics that help you stay focused and guide your content creation. They often rely on your customer’s pain points or desired outcomes.
Each pillar then branches into subtopics, creating a comprehensive and organized content ecosystem.
Here is my example:
My objective is to help solopreneurs learn how to use content marketing to leverage their businesses and save time and money. I teach them to simplify marketing, create more in less time and leverage their brand.
My content pillars are around:
Content creation
Content strategy and plan
Marketing productivity and self-improvement.
So, (almost) every piece of content I create is connected with these topics.
These pillars are further divided into sub-topics. For example, when it comes to content creation, I write about the writing process, email writing, online tools for writing etc.
Why Are Content Pillars Important?
I see them as a lighthouse in the dark, stormy night at see. They keep you focused on what’s essential in your content and, at the end of the day, in your business.
Pillars keep you focused on your core message and prevent content from becoming scattered and irrelevant.
They provide a framework for planning and creating content, eliminating the dreaded "what do I write about?" dilemma.
By consistently delivering valuable content about similar topics, you attract and retain a loyal audience interested in your area of expertise.
How To Choose the Right Pillars for You?
It’s not an instant process; it takes time and refining, but a good start is this:
Know Your Audience: Who are you trying to reach? What are their interests and pain points? Choose pillars that address your audience’s needs and provide solutions.
Analyze Your Brand: What are your core values, expertise, and unique selling points? Pillars should align with your brand identity and showcase your strengths.
Research Your Competitors: See what topics your competitors are focusing on. Look for gaps where you can offer a fresh perspective or a more in-depth approach.
Brainstorm and Analyze: List potential pillars, then evaluate their relevance to your audience and brand. Choose 3-5 pillars that offer enough depth for content creation.
For more insights on how to create your content pillars, check out my Content Strategy Blueprint.
What Are the Crucial Steps to the “Customer First Approach”?
The most common mistake many new businesses make is that they believe their business is all about their new, shiny product.
Bad news: No, it's not.
You need a "customer-first" approach.
It's all about the person who has a problem.
You have a solution, and you think it's THE best.
Until your customer thinks the same, you suck.
How to achieve that?
1. Start With Understanding Their Pain/Problem.
You need to get to know your ideal customers. What do they require, what bothers them, and what are their habits? How can your product or service help them?
2. Adopt a Customer-Centric Mindset.
And do it across the entire company, especially sales. Changing your marketing approach is pointless if your sales team is still driven by the old "my product is the best" story.
Who gives a fuck how excellent your product is?
It. is crucial for every company team member to have a customer in mind, not just those in direct contact with them.
The only correct way to do this is:
Be in the customer’s shoes. All the time.
TIP: If you work in marketing or are a copywriter, print out your ideal customer persona description and image and stick them on your wall.
Look at it when you write for them!
3. Segment and Personalise to Get a Better Customer Experience
Segmenting your audience is crucial so you can determine what each customer wants and when and how they want to be reached. Then, you can deliver a personalised message for a better customer experience.
Knowing that 86% of buyers are willing to pay more for a great customer experience gives you a pretty clear picture of where to invest your money.
p.s.
I’m thinking of starting a series about email segmentation and automation in Active Campaign and Convert Kit, and I’m wondering if you would be interested in learning more about it. Please vote below:
🙊 Special Offer For my Subscribers
During February, my paid subscribers get a complete FREE marketing audit of their business and content and personalised advice on improving their marketing. This is valued at $400 and is available just in February. To get started, send an email to angelina@marketingfairy.com.au
What I’m asking for in return? An honest testimonial.
📩 From my inbox
Section for recommending creators I read, like and learn from.
If you're a solopreneur, you'll find great advice (including cold email sending, which I'm working on) in the Smart Solopreneur newsletter. Subscribe and become a smarter solopreneur.
📔 Copywriting tip
Use your customers' voice to write all your copy. Where to look?
Online reviews (even the bad ones?) and testimonials
Emails sent to customer service
Comments in socials
Grab the most relevant sentences (and common ones)
Use them in your copy.
The best copy is not created. It's curated.
⚒️ Online Tools
Time blocking: If you love time blocking, this simple, printable time block weekly planner is all you need to start. I especially like that the author offers lifetime purchases with no subscriptions!
Creative briefs - Milanote: I found a great free tool for making creative briefs, mood boards, and all sorts of creative instructions. It has enough features on a free plan, it's easy to use, and you can export everything.
💡 Quote of the week
“If you only read the books that everyone else is reading, you can only think what everyone else is thinking.” - Murakami.
💌 Let's Chat 💌
Speak to you soon,
Angelina, Marketing Fairy
Great post, Angelina! Will definitely be checking out Milanote. 😊