Creating one Key Pillar Content each month

We are all short on time. Too many things to do, people to see, leads to chase. How do you find the time to also create thought-leadership level content to raise your profile online?

Let me share with you how to create ONE key piece of content a month, and get the most 'bang for your buck'.

Key Pillar Content

What is key pillar content?

It could take many forms - video, articles and podcasts are the key ones we are going to focus on today.

Creating one key piece of content each month, that you can take, chop up, repurpose and reuse, will save you so much time in marketing your business or getting your message out.

So what does it look like?

First of all, we need to plan out what you want to say or be known for.

Take your pen and paper and scribble down the things that you want to be known for.

ME-

• raising profiles online
• how to use video on LinkedIn
• repurposing one key piece of content
• how to outsource your LinkedIn

Next step, what format do you find the easiest to create in?

I personally love writing. I find writing my newsletter relatively easy. But I get most results from my video. So not only do you want to think about what is easiest, but also what are you most likely to stick to? And writing my weekly newsletter consistently on a Sunday has been the best option for me this year. So my goal has been to write the newsletter, and try to get one video per week for YouTube.

We offer video marketing services for people on LinkedIn and I am attempting to emulate my own clients by sharing one video a week here on LinkedIn too.

Let's have a quick look at the analytics for all three for the last seven days.

LinkedIn Newsletter

Subscriber count - 5328

673 people read my newsletter in the last week - not bad!

(background statistics - my LinkedIn account has 13,625 followers)

Leads - my paying clients come mainly from LinkedIn (not scientific data I appreciate but also, something I know for sure)

YouTube Video Comparison

Woooh... what a difference

Subscriber count - 53,504

38,564 people watched one of my videos in the last seven days

The revenue shown here comes from Ads that companies pay YouTube to put in front of my videos. It's nice but it wouldn't make a whole business.. yet.

LinkedIn Video Analytics

• this video was posted TWO days ago

558 views in two days.

The discrepancy here is - 792 people watched the video uniquely but 558 people WATCHED the video for more than 2 seconds. Which means that over 200 people scrolled right on past. Check your analytics and understand what they mean.

Based on all of this data, it makes sense for me to continue with the video on LInkedIn, right?

How to create YOUR pillar content

The nice part of all of this is - I can create all the video content for my LinkeDIn in one sitting.

Set yourself up with a microphone, a plan and make sure no one is going to disturb you.

Have your questions ready to go - what do you want to make the content on?

Go back to your key areas you want to be known for.

Use some SEO tools or Keyword Research to help you come up with the questions that people want answers to. Use ChatGPT if you prefer.

Hit Record/Start Writing.

When you have that one key piece of content, now the work begins.

This is why video can be the easiest one to start with, something you may not have thought before.

When you use video as the starting piece, you can use tools such as Descript to create all the other bits from. I am using Descript, Adobe Premier Rush and now Riverside.FM.

Take the transcript from your video and turn it into blog content. Use a tool to cut short clips of videos. Take one key thing you say in the longer video and turn it into a short post for LinkedIn. Use the whole blog to share as your LinkedIn newsletter.

LinkedIn Newsletters are so good for building your profile on this platform. You can build a separate subscriber base to your followers and the subscribers receive this newsletter directly into their inbox, so you are not reliant on them coming across it in the newsfeed.

This week I am hosting my free masterclass on how to use LinkedIn newsletters and you are invited -sign up here

The reason my webinar this week is on LinkedIn Newsletters is because on my last free training, that was the request from most of the attendees. Join us and lodge your own request for next month..

In the meantime, will you start recording video to share on LinkedIn?

At the very least, please take two minutes to look at your analytics on your profile and see what kind of content is giving you the most engagement from your network. Share your thoughts below in the comments and let's have a chat about it.

When you are ready to get your video rolling, and want a hand, check out our starter package, Video Visibility, and let's get going.

Louise x