Planning A Marketing Campaign? Start With Content Silos
Today we’re going to take a look at content silos, also known as content pillars. If you haven’t heard about them before, you’re going to love the concept!
Content silos are a way to make the most of your content marketing campaign by organizing content by topic and then building different kinds of content around that topic.
The Bookstore Example
Think of how a bookstore organizes their books. They’re typically grouped by category, right? Fiction, Non-Fiction, Travel, Business, Poetry, etc. A content silo operates the same way. The silo is one thing – maybe it’s a topic of interest to your audience, maybe it’s a product you want to promote, maybe it’s a whitepaper you just created. So, you put that thing in the silo and branch out from there, creating content around that silo. The content should support the silo, drawing attention to it and promoting it. You can also picture it as filling up the silo; you’re filling the silo with content related to the silo topic, similar to how bookstore categories are filled with individual books.
Filling Your Silo
Let’s dig in using the new product example. You have a great new product that has just launched. That’s your silo. Filling up the silo are blogs, infographics, videos, social media posts, newsletters, presentations, white papers, advertisements, a fresh new webpage, email marketing efforts, etc. – all centered around the launch of the new product and what that means for your customers.
That one topic (the new product launch), has presented you with the opportunity to create 10 or more individual pieces of content. That could easily take you through an entire month or more of content creation!
This is what I love most about content silos. There’s no need to come up with 10 different topics in order to put out 10 pieces of content. You can focus on one topic and just present it in different ways. Not only does this maximize the distance you can get out of a single topic, it also maximizes your reach.
Every person has a preferred way to receive content. Some like to read. Some like to watch videos. Others prefer looking at a quick infographic. If you were only to put out written content, for example, you’d likely miss out on a whole segment of your audience. The content silo approach can help you branch out and try different channels that you may have never considered before – and reach a whole new audience!
When done well, content silos make it pretty easy to create multiple pieces of content. Silos can be built around anything; it doesn’t have to be a product. Another popular approach is to create silos based on keywords that you want to rank for. Search engine optimization (SEO) applies to all forms of content these days, not just text. By creating silos based on keywords, you can boost your SEO efforts across many different platforms and types of content.
Make The Most Of The Resources You Have With Content Silos
A content silo is a way to repurpose great content and get it out there in a short period of time. Your team always has content they can draw from, which will help maintain the consistency of putting out content and reduces the chances of your campaign collapsing due to lack of inspiration or time. But, like all content, keep your audience in mind. Make sure the content you create provides solutions for your customers. If you do, you’ll reap the rewards!
Do content silos sound like something you’d like to incorporate into your content marketing campaign? Need help getting started? Contact Orlando Content Marketing for assistance! Our services include content marketing campaign, development, content creation, and more!