The saying “content is king” is as relevant today as it was back in the 90s when it was created. And that’s because content rules the web: it lets people find you, generates traffic, turns viewers into subscribers, and shares your brand’s story.
From podcasts and vlogs to blogs and socials, producing tons of content pulls in followers and converts them to clients. But with so much noise on the web, you have to get people’s attention by producing high-quality, useful content.
Entrepreneur Gary Vaynerchuck, aka Gary Vee, consistently puts out lots of exceptional content—every day. How does he do it? Using “pillar content” is the foundation of his strategy.
What is “pillar content”?
Gary Vee creates loads of content: he publishes new episodes on the GaryVee Video Experience every day. Then it’s distributed on his YouTube channel, Facebook Watch page, and IGTV. On top of this, he has a daily podcast, the GaryVee Audio Experience, that’s distributed on iTunes, Overcast, Stitcher, and other platforms
Gary Vee’s content strategy is based on a “reverse pyramid” model that starts with a piece of “pillar content.” For example, with his personal brand, he produces a daily vlog, Q&A show, keynote, or another video he makes. This longer-form content is the “pillar content.”
From his original longer-form videos, his team creates smaller pieces of content relevant to the platforms they put them on. His team can repurpose this “pillar content” into 30 other pieces of content.
It doesn’t have to be in the form of video, either. You could also record a podcast, for instance. And from that, audio clips can create content for your various socials: Facebook, LinkedIn, Twitter, and more. Then, this “micro-content” created from each episode drives awareness back to the original long-form content.
So, how can you use Gary Vee’s model to find and convert leads?
How to use the “pillar content” model
- Once you have your “pillar content” (your podcast, vlogs, or blogs, for example), you can repurpose the pieces and create micro-content. With micro-content, you want to look for moments that will resonate with your audience. You can turn these into short-form videos, images, quotes, memes, or audio clips if you have a podcast.
- After you’ve created your pillar and micro-content, you’ll distribute them across all your relevant social platforms. Since pillar content is longer, it’s best for sites like Facebook, YouTube, and IGTV. Micro-content works well on LinkedIn, Instagram, Facebook, Snapchat, and Twitter. Your micro-content will ultimately drive viewers to your pillar content.
- After you’ve distributed the pillar and micro-content, you need to listen to your audience. It will help you discover what pieces of content resonated with them. You can get insights from looking at the comments and engagement on your content. One way to engage your community more is by asking them to comment on something they liked. And make sure you respond to their comments. By listening to your audience, you can see what they like, and create the content they want to see.
- After you’ve discovered the content that engaged your audience the most, make more micro content from the sections that got their attention. Then, distribute it across your social platforms.
From “pillar content” like podcasts and vlogs to micro-content like quotes and memes, creating plenty of content is the ticket to finding followers and converting them to clients.