Content Planning:

Content Strategies & Pillar Content

Etien Yanev
Senior Social Media
Manager at Payhawk

SoftUni Digital
etienyanev.com https://digital.softuni.bg
Sli.do Code
#CM1
Table of Contents

▪ Why bother with planning your regular

content in advance?
▪ Serial content
▪ Some cool content formats
▪ What is PILLAR content and how to use it?
Content Strategies
Sli.do - CM1
Distribution vs. Repurposing

Source: Valchanova.me
Content Goals

promote
entertain inform inspire engage
and sell
Jab, jab, jab, right hook
Covering users at different awareness stages
I know that I want what you have to offer. I just
Most Aware
need a last nudge.

I know what you guys have to offer. I’m not

Product Aware
sure you’re any good.

I know there are different solutions to this

Solution Aware
problem. I’ve never heard about yours.

I know there’s such a problem, but I don’t

Problem Aware
think there’s a solution.

Such a problem exists? I never

Unaware
thought about it...
Awareness stages example
Strategies

Distribution Repurposing
Thought leadership
Serial Content
Sli.do - CM01
BNR Digital Podcast
Blogpost series
Instagram series
Instagram series
Video series

https://www.youtube.com/watch?v=5jYLRfuYsI4
https://web.archive.org/web/20190607125158/https://www.hometourseries.com/
Break & Some cool content types
Sli.do – CM1
Content formats worth trying

▪ interactive content
▪ productized content
▪ evergreen content
▪ curated content
▪ user generated content
▪ newsjacking
Interactive content

https://enhancv.com/resources/how-long-find-job-calculator/
Думинация
WorkUtopia – B2B Quiz
Connected Vessels – B2B Calculator
Productized content
Evergreen content
Content curation
Curated content
Curated content
Curated content benefits

▪ Less resources
▪ Variety
▪ Different perspectives
▪ Testing purposes
▪ Positioning as a thought leader
User-generated content
User-generated content
User-generated content

Apple was looking for outstanding photographs for a Shot on iPhone

Challenge. A panel of judges reviewed worldwide submissions and
selected 10 winning photos. The winning photos were featured on
billboards in select cities, Apple retail stores and online.

#ShotOnIphone
User-generated content

With the onset of the pandemic, Atos Unify invited its employees to
record video tips about home office efficiency. Dozens of employees from
several countries sent videos from their homes, showing connectivity and
their favorite hobbies such as playing the piano, doing sports and more.
Break & Pillar (macro) content (!)
Sli.do - CM1
Pillar content

Пирамида на съдържанието

Pillar (основно) е дългоформатно

съдържание, аудио или видео, от
което произвеждаме останалите
парчета съдържание!
10x content

Hubspot
Workutopia
Personal brand

38
Macro content techniques
Sli.do - CM1
Topic clusters

https://www.youtube.com/watch?v=xOGxyw9DSa8
Topic clusters
Big Rock Principle

Blogs
eBooks

Thought leading
opinion pieces Rock Content Videos

Webcast /
Podcast
Slideshare
Big Rock Principle
Challenge 4 (слайдове 9, 10)

Макро съдържание
▪ Определете вашето макро съдържание: идея, коя цел изпълнява, в какъв формат ще го
създадете, в кой канал ще се осъществява и в кой ден от седмицата (приблизително)
ще го публикувате регулярно.
▪ Опишете по какъв начин ще го дистрибутирате и преизползвате.

Пуснете линк или скрийншоти в поста за домашно 4 във Facebook групите.

Questions
#CM1
Diamond Partners
Organization Partners
License

▪ This course (slides, examples, demos, exercises, homework,

documents, videos and other assets) is copyrighted
content
▪ Unauthorized copy, reproduction or use is illegal
▪ © SoftUni – https://about.softuni.bg
▪ © SoftUni Digital – https://digital.softuni.bg

© SoftUni
© Creative – https://about.softuni.bg.
SoftUni Digital – https://about.softuni.bg.Copyrighted document.
Copyrighted document. Unauthorized
Unauthorized copy,
copy, reproduction
reproduction ornot
or use is is not permitted. 48
usepermitted.
About SoftUni Digital

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