A New Way to Approach Content: Tobe Agency’s Pillar Content Method
Nov 12, 2020 8:19:37 AM
Brands looking to produce rich media for marketing and sales efforts face several challenges: Video content can be time-consuming and expensive to produce. Podcasts have a fuzzy ROI, and don’t seem to work as evergreen content.
Not only have we heard these frustrations from clients, we’ve also experienced them ourselves. That’s what drove us to find a way to make rich media accessible, versatile, and effective for a business of any size and any budget.
A Smarter Approach to Video and Podcasts
The Pillar Content Method for Rich Media works a lot like the pillar content method for written content. You start with one major topic, break it into easy-to-consume pieces, and fill your content cycle to the brim.
What kinds of content work best with the Pillar Content Method?
All you need to get started is a 60-minute video podcast. Video podcasts work well because they require minimal equipment, they are engaging and flexible, and they deliver both video and audio versions of your content.
What does the Pillar Content Method process look like?
With a little planning, the process is simple to execute:
- Outline your pillar content
Plan your long-form podcast episode so that you spend a few minutes talking about several predefined topics. Within each episode, aim for five to seven “mini topics” that will work as standalone content.
- Record your video content
This doesn’t need to be fancy. You need some basic audio equipment, a camcorder or smartphone, and simple editing software. Record your podcast host and any guests, in-person or via zoom.
- Export and upload your media in two formats
A video podcast will give you two versions of rich media: video and audio-only. Your audio podcast will go to platforms like Spotify and Apple Podcasts. Your long-form video will go to places like YouTube, Vimeo, and your website.
- Create micro-content
Break out the editing software and trim your video podcast into smaller clips, anywhere from 1 minute to 15 minutes long. Assign the clips to your various distribution channels based on length. For example, 1-minute snippets will work as an Instagram post. 2-3 minute clips can be sent to your sales team for use in outreach emails. 10-minute clips can be optimized and uploaded to YouTube in a regular cadence to take advantage of YouTube’s search engine.
You should be able to fill your entire content cycle with quality rich media, all from ONE well-planned video podcast episode.
- Feature guests and cross-promote
By featuring a guest on your video podcast, you can open up access to a whole new audience. Your guest will post content from your video podcast on their own channels. In exchange, your guest gains access to your listeners and viewers.
How does the Pillar Content Method work long-term?
Now that you’ve filled your content cycle quickly and efficiently, you can move on to the next long-form video podcast episode. Tobe’s Pillar Content Method is sustainable and prime for repetition because it’s simple, affordable, and structured.
How do I get started?
Tobe’s rich media team has tons of experience assisting brands with any level of content needs, from concept development and scripting to full-scale production and execution. Give us a buzz and we’ll help you figure out where you are, where you need to be, and how to get there.