Content That Breeds Like Rabbits | Part 2
“Pillar? Please explain”
Welcome to the latest article in our SU Social series, where we take a look at Strategies, Processes, and Tactics to Drive Engagement, Revenues, and Strategic Objectives; using the latest in Communication Tools ; embedded with Value-giving, Member-centric, and Results-oriented principles.
Each of part of the series have been de-constructed, carefully selected, and properly sequenced for easy understanding and usage so that you don’t have to sift through the thousands of articles on the web or waste resources learning through mistakes. And apply these strategies right away.
Today’s topic to explore is the second part of The Pillar Approach to Content Creation
This time, in Students’ Unions, we’re usually handing over to the new officer team. Unless, for some reason they left. If so, it can be a little disorienting…
The first twelve weeks or first quarter is usually about goal setting, training, conferencing, networking, and preparing for the most important annual event for Students’ Union Engagement.
I digress. Or do I? *smoulder*
In the previous post, I cover the content “breeding” framework. Go back if you haven’t checked it out. Please.
What are Pillars?
Jk. Not these pillars.
But, think of a structure that will stand the test on time, or a long time.
- That’s the goal.
If pillars are new to you, don’t fight, flight, or freeze. Just focus on a few for the organisation eg: Freshers week, Elections, Exams etc. Then slowly expand to a few for each Department eg: how to be a better class rep, take care of your mental health, campaign on issues, lead a healthy life, save money, etc. Hone into themes or large topics.
The key is to keep in mind that this should stand the test of time. AND can then be translated to a many cluster topics eg: communication tips, time management tips, etc. THEN into blog posts, trailer/ highlight videos, Instagram image/ graphic with quotes, Facebook ad, infographics, tweets, Messenger stories, etc.
Why are Pillars Important
Content affects our rankings on search sites, and the pillar approach makes us experts in areas that we decide to be good at. One of the factors used is Keywords, and more content (native to the platform) with those same keywords that’s, associated with us, the better we rank when searched.*
*this is wayyy oversimplified, and there will be a future post on Search Engine Optimisation (SEO) that will cover keywords. Don’t fear SEO. Just like anything, it takes some Proactive work creating the strategy, with processes and planning — The execution is operational and administrative.
SEO should be a tertiary focus for SUs unless they, for example, have a heavy focus on getting the public to use their commercial services. Then we might want to rank high when someone googles: “pubs in [our city]”.
Spend time planning pillars. I think, it might not take that much time or even creative effort. The nature of Pillar contents are that; they would mostly be in the old intranet, archives, or the institutions records.
Think of the foundations as the Strategies, the pillars as Pillars, and the contents as the roof. Now, we have relevant content that members can call their home away from home.
Look out for Part 3 where we dive deeper into hee content multiplier matrix.
In social solidarity,
I hope and expect you found this SU Social Series valuable for you and your team. If you have any questions or would like a review, or simply would like help with anything related to this article or mobile-first communications just shoot me a message on rajbrighton@smoovemedia.com
Let’s not be anti-social ;)
