Here’s How a Digital Content Marketing Agency Uses Content Pillars to Engage Audiences
                     Here’s How a Digital 
Content Marketing 
Agency Uses Content 
Pillars to Engage 
Audiences
https://goodmanlantern.com/
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In the modern age, people turn to the internet to get answers to their every 
question. From locating the nearest factory shop to choosing their next investment 
based on Google reviews. Online marketing is pivotal to the success of any 
business in 2022. Whether you’re a local brick-and-mortar business or a second-
hand car dealer, your company needs to show up online. No matter what you sell, 
we guarantee that your customers are looking for services or products like yours 
on the internet. 
To be seen in a crowded sea of competitors, large corporations and small 
businesses alike need a content marketing strategy. Businesses that have a 
content marketing strategy are 
13 times more likely to see a positive return on investment. But when you’re 
running a business, it’s hard to find the time for all that content creation and 
distribution. 
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Going at it alone or with your internal team is like trying to do your own plumbing. 
It might work, but it will more likely end in a mess. Your best bet at success is to 
get a hold of the professionals. Finding the right digital content marketing agency 
will ensure you get it right first try. They’ll take care of the planning, execution, and 
distribution of writing for your business. The right agency may also take it a step 
further by planning and implementing content pillars for your brand. 
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Wait a Second! 
What Is a 
Content Pillar? 
A content pillar is a 
theme or topic your 
business wants to be 
known for in your 
industry. These pillars 
include the main topics 
as well as subtopics that 
define your brand. 
To relate this to a few 
niche industries, here are 
some examples of 
pillars: 
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SaaS: Software explanations; trend forecasts; industry-specific software articles; 
resource blogs for your customers.
Telecommunications: News and case studies; technology developments; 
Corporate Social initiatives; product explanations.
Health and Wellness: Fitness guides; ailment descriptions; alternative wellness 
practice reviews; insights from health practitioners. 
Each industry caters to a variety of people who have diverse interests that are 
worth catering to. Using topical pillars for your business will keep your articles, 
blogs, and discussions interesting. Pillars allow you to organise your website copy 
so that it feeds the needs of each buyer persona. This has a range of benefits for 
your brand. 5
The Advantages of 
Using Topic Pillars
It Gives Your Business 
Direction
Knowing which themes 
to focus on gives you a 
clear direction. It 
eliminates unnecessary 
information and provides 
structure to your 
strategy. A digital 
content marketing 
agency will help you to 
define 6
 which topics to focus on 
based on the specific 
needs and intentions of 
your business.
It Boosts SEO
Pillars need a strong focus on keywords that are tailored to your marketing 
strategy. When your copy features those keywords regularly, search engines 
filter your site through an algorithm. The algorithm boosts your ranking on 
pages relating to your keywords and, by extension, helps you reach your target 
audience. The algorithm is hard to pin down, which is why you’d benefit from 
outsourcing to companies that know all about SEO. Here’s 
how to choose the best SEO content writing company.
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Variation in Themes
Articles that are interesting, relevant, and varied keep audiences coming back 
for more. Having a content pillar strategy encourages the exploration of new 
themes. But it also ensures you don’t stray too far from your intended niche. 
Topical, fresh writing is how your business becomes popular with your customers 
and Google alike.
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How Does This 
Contribute to the 
Larger Ecosystem 
That Is My 
Business?
All businesses have a 
customer journey. With 
SaaS companies, for 
example, there are often 
three intended steps in 
the user experience. 
Firstly, a customer will 
trial the service. 
Thereafter, the customer 
will convert to become a 
paid member. And the 
final goal is to retain the 
customers and gain 
referrals from them.  9
To truly be effective, content pillar marketing needs to meet all these different 
points along the customer journey. If a strategy is developed for this journey, 
digital content marketing can meet your buyers at every point in the business 
ecosystem.
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Content Pillars Can Be Analysed 
and Adapted
Thanks to the wonders of metrics and analytics, the performance of your 
content can be analysed. We recommend looking at your KPIs for how your 
different topics performed. Poor-performing themes can be replaced or adjusted, 
while great-performing topics can inform new articles for your website. This all 
serves to provide your audience with more of what they are looking for.
This is also a great way to decide what is working best for your business, 
guiding you to refine your website copy. 
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How Do I Find 
Content Pillars 
for My 
Business?
There are a few key 
questions and 
statements that will help 
you decide on pillars for 
your business. Let’s 
explore them.
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How Do You Define Your Brand?
What are the conversations and topics your brand wants to be known for? Use 
your values and mission to guide your themes.
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Who Are Your Different Audience 
Members and How Can You Engage 
Them?
How well do you know who your audience is? Make sure you have a clear view 
of your customer demographic and research their interests. What topics are 
your prospects searching for? Your copy can use their search interests and 
overlap with this. Not sure how to go about researching all this? A digital content 
marketing agency can help. They’ll ensure your copy is informative, engaging, 
and targeted. 
Refer back to your KPIs periodically to see what your audience loves most. This 
should also inform what you write next. The more relevant information you can 
deliver to your audience, the more they’ll keep coming back. This will have huge 
rewards for your online presence. 
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At the very latest, 2022 should be the year your business uses pillars to stabilise 
your marketing strategy. One-up your competitors by using the services of a digital 
content marketing agency. With regular writing that is informed by your niche 
themes, you can expect your brand to enjoy tremendous growth as a result.
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THANK
YOU!
Goodman 
Lantern
Phone: Email: Website:
+1 9292993999 [email protected] https://goodmanlantern.c
om om/
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