Sweat Equity Episode 46: Finding Your Content Pillars

Introduction

• Solo episode with a focus on content pillars.
• Goal: Understand how to define your narrative and establish content pillars.
• Steps include defining narrative, competitor analysis, testing formats, and building a strategy from top to bottom of the funnel.

Defining Your Narrative

• Narrative: How customers define you in less than five words.
• Every piece of content should amplify this narrative.
• Examples:
  • Blenders: "Be seen, be loud."
  • Represent: "On a mission."
  • BPN: "Go one more."
• Goal: Create a social identity that resonates with people and aligns with their values.

Questions to Define Content Pillars

• Why do customers come to you?
  • Identify common denominators in what people ask about.
• Where do you have a unique point of view (POV)?
• What challenges does your audience need to solve?
  • Analyze competitor reviews and top-performing content.
• What types of solutions interest your audience?

Research and Analysis

• Use tools like Social Blade and Sparktoro.
• Reverse engineer competitors' strategies to identify content buckets and formats.

Testing Formats

• Take one topic and explore different formats (tutorial, vlog, interview, etc.).
• Example: Hydrating for a marathon can be shared through various content formats.
• Testing helps find Content Market Fit:
  • Intersection of algorithm preference, creator interest, audience consumption.

Content Market Fit

• Test ideas multiple times using the three times x 3% rule.
• Analyze data to understand content potential (likes, shares, watch time).
• Adjust content by 3% to test different angles and formats.

Establishing Content Pillars

• Content can inspire, educate, entertain, or convert.
• Content pillars depend on brand goals.
• Approach content from top of funnel to bottom.

Building a Strategy

• Define three to five content pillars based on goals, audience needs, and market trends.
• Create content series under each pillar.
• Utilize different formats to expand content reach and engagement.
• Understand the balance between top, middle, and bottom funnel content.

Conclusion

• Reinforce importance of defining narrative and content pillars.
• Encourage testing and iteration to find successful strategies.
• Additional resources and guide available for download.