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  • Writer's pictureMarc Picard

What is the Gary Vee "Pillar Content Strategy"?

Gary Vaynerchuk, the CEO of VaynerMedia, is a well-known entrepreneur and digital marketing expert. He is known for his innovative approach to content marketing, which he calls the “Pillar Content Strategy.”

This strategy is based on the idea that content should be created around a single longer form of content such as a podcast episode or a blog article, and then broken down into smaller pieces that can be used across multiple platforms. Those "shorter from of content" are usually on the form of short video clips to be distributed on Tik Tok, Instagram and Facebook Reels, Youtube #short...etc. Those are the one trending right now on social media with the dynamic subtitles, emojis, giff, jump cuts...etc

This allows for a more consistent message to be delivered to the audience, and also allows for more efficient use of resources.This content is then used to build an audience and establish a brand presence. For example, a company may create a series of podcast episodes around a single topic such as customer service. The audio will be used as a podcast, the full video will be uploaded on youtube, the written transcription will be used as blog posts and newsletter. Then, a skilled podcast producer will extract several short video clips, edit them with the trending elements on social media and distribute all those clips on all platforms. The result is astonishing. While the podcast episode themselves might not get a lot of downloads, the content derived from the actual episode will get thousands of people.

This content can then be used to drive traffic to the company's website, increase brand awareness, and build relationships with customers. According to a study by Content Marketing Institute, companies that use a pillar content strategy are more likely to have higher engagement rates, more website visits, and higher conversion rates.

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