Struggling to distribute your content across channels? Streamline your content distribution efforts with the "content pillar" approach. These easy-to-follow recipes will show you how.

1. RECIPE BOOK
The
C O N T E N T P I L L A R

2. THE PROBLEM
In a frenzy to feed all of their digital channels, marketers
are sacrificing quality of content for quantity.

3. 37%
As a result, only 37% of marketers think that the content
they create is actually effective.

4. THAT'S A LOT OF
WASTE

5. THE CONTENT PILLAR SOLUTION
A content pillar is one meaty asset (like an eBook) that
tackles a single strategic theme or buyer need.

6. DISTRIBUTE GREAT CONTENT
This large asset is then repurposed into many derivative
assets that relate back to that overarching theme.

7. STOP REINVENTING THE WHEEL
With the pillar approach, you can create a high
quantity of high-quality content, without reinventing
the wheel for each asset.

8. SO WHAT DOES IT LOOK LIKE?
Think of the content pillar approach as a
3 course content meal. Here are the
recipes for each course.
APPETIZER ENTREE DESSERT

9. APPETIZER
A fun, engaging asset that serves the top of the
funnel and drives readers toward your gated
content pillar.

10. APPETIZER: INGREDIENTS
Pillar theme
Broad topics related to your theme (that
resonate at the top of the funnel)
Format (SlideShare, infographic, video, etc.)
Key insight

11. APPETIZER: RECIPE
1. Mix your broad topic with your chosen format
2. Prepare your draft
3. Don't serve until the major insight is revealed

12. ENTREE
The entree is your major pillar asset -- your
gated lead engine.
It gives readers actionable guidance for tackling
the challenges related to your theme.

13. ENTREE: INGREDIENTS
Theme
Major pain point
4-6 tactics/best practices
Format (eBook, whitepaper, etc.)

14. ENTREE: RECIPE
1. Choose your selected format
2. Add your tactics in gradually
3. Don't serve up until solving your pain point

15. DESSERT
The goal of the dessert asset is to help users
understand how your product supports the
specific need or theme addressed in the
content pillar.

16. DESSERT: INGREDIENTS
Pillar theme
Related buyer pain point
Product solution to address that pain point
Format (product video, PDF, etc.)

17. DESSERT: RECIPE
1. Mix your product solution with your product
pain point
2. Drizzle it over your format

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

19. GET COOKING!
Want a template to
build your content pillar
from start to finish?
DOWNLOAD THIS GUIDE

20. THANKS FOR READING