Home Blog Page 38

Video Post: The Video Content that Triumphs in Social Networks

Video Post: The Video Content that Triumphs in Social Networks

Video Content

The video post is here to stay and is not a new fashion.

At first, Vine from Twitter, then Periscope … and the video format in social networks do not stop growing.

Now it does so with video posts in 1: 1 format, videos that combine images, text, and music and that transmit content in a very dynamic way.

Also read: What is Brand Storytelling? And Its Types?

Video Post Increasingly used by Companies

The video post is a resource increasingly used by companies to make branding, but not directly of their products or services, but of those that interest their target audience:   Video post related to current issues, issues that they have to do with the services or products of the companies …

Due to video posts’ characteristics,  they will become a significant pillar for disseminating multimedia content and any community manager, content curator, communication agency, or company trying to find a place in social networks.

Why include Video Marketing in our Sales Strategies?

The video format is gaining momentum in recent times. You have to see the figures:

  • Nine out of ten users consume a fair amount of videos on social networks every day.
  • In one year, the video post has increased from 55% to over 75% of the network’s content.
  • More than 70% of the results on Google contain audiovisual material. Up to 44% of Internet users are more likely to buy in stores that offer videos about their products.
  • 69% play the videos of the products that interest them, and 65% tend to watch those of their preferred brands.
  • Three out of four customers say that watching a video of the product in question helps them make their purchase decision.
  • Besides, almost 50% of users between 25 and 54 years old share videos through social networks.
  • One minute of video equals millions of words in terms of the intensity and effectiveness of the message.

Advantages of the Video Post

The video post or video marketing has clear advantages over other more traditional formats.

Clear Message

One of its main advantages over other formats is that the message is much more direct and straightforward. The text sometimes gives rise to different interpretations and can affect us in different ways. Depending on the mood, or the moment in which it remains shown to us, it can generate doubts or misunderstandings. On the contrary, the video conveys the message with greater precision and explains the contents with total transparency. What remains seen is what there is, and there is no room for personal interpretations. With the information bombardment provided by the internet, we tend to read texts diagonally, at the risk of losing important information. The video format attracts attention more effectively. According to the data, 6 out of 10 viewers watch about three-quarters of the video.

Information is Better retained

Some studies say that humans retain 10% of the information they read or hear but memorize 50% of what they see. The scientific explanation is that 90% of the story the brain receives comes from visual ability. It means that image processing is up to 60,000 times faster than text. That is, our brain likes images much more. It is exciting if it relates to video marketing. Offering visual information about our products to users makes them remember our message much better and longer. We will increase the probability that they choose us to make a purchase.

Improve Engagement

We said that the message transmitted through video is more comfortable to assimilate and integrate into memory. But video is also much closer, especially if we are original and creative. Watching videos is closely associated with leisure time, and this relaxed predisposition puts the user in a good mood and much more receptive. Besides, the video post reaches viewers in different ways, which further favors retention. They will remember us better, and this will increase engagement.

Why a 1: 1 Format in Video Posts?

The video post format trend is for them to be 1: 1. The purpose for which the video posts remained shaped is solely and exclusively to feed social networks and be consulted basically by mobile devices.

By having the video post in a 1: 1 format, 30% more viewing of the mobile terminal screen is existence gained, and the user feels much more satisfied with the post’s visibility.

What is Better, a Video Post or an Ebook?

The answer is not easy, and it will indeed depend on many things. Among them, a significant one: the final objective that remains pursued with creating the content. Well, the aim of video marketing and an ebook may be different.

When a company makes a content plan, it has to consider many things, and among them, who are the posts or articles directed to? and what social network we are going to use to spread that content

Once we have clear answers to these questions, we will not have to ask another: what type of content does our target audience want?

The answer to this question is usually uneven, since many times, the potential client prefers to consume content in a social network in one way and another in another.

Therefore, our advice would be that if we only go to networks such as Instagram, Facebook, and Twitter, video posts are an excellent resource for rapid consumption and viral dissemination. Still, if the objective is to obtain qualified leads, ebook generation is the central resource. Practical to make a potential client leave you their contact details and to be able to work these little by little so that it ends up becoming a sale through inbound marketing, for example.

Also read: B-Roll: The Little Secret Behind Almost Every Good Video

What is Native Advertising? And Benefits of Native Advertising?

What is Native Advertising? And Benefits of Native Advertising?

In this article, we are profitable to talk about what native advertising is, analyze in detail the most common formats in which it remains present, and see the benefits for your brand. If you want to reveal all its secrets, keep reading!

Also read: What is Content Curation?And Its Five Essential Tools?

What is Native Advertising?

We can define native advertising or native advertising as “a form of advertising in paid media that adapts in form and functionality to the environment in which it appears, allowing it to impact the user in a less intrusive way than with traditional advertising.”

An essential element of this advertising type is that it is not perceived as advertising since it is 100% integrated into its environment. For example, when it remains located in an online medium, we will see that it fully respects the editorial style format.

Still, for ethical reasons, we must always clearly show that this remains promoted content.

Native advertising depends on the quality of the content.  It must not be excessively promotional and must always provide value to the user, whether in the form of information, entertainment, or, better yet, both at the same time!

We must first discuss the user’s problems and concerns, and only then can we present our product or service as a possible solution.

Another key is that it must remain fully adapted to the different devices and platforms that we can find on the Internet, either through texts, images, videos, or interactive content. The user can dialogue.

Why does Native Advertising Work?

According to Online Publishers Association (OPA) surveys, 53% of users are more attracted to native advertising than to other traditional formats. To understand this success, you have to put yourself in the user’s shoes and understand their browsing experience.

Generally, when we visit a web page, we can see a large number of banner ads. As users have become “desensitized” in front of them, they have become more and more visible, more intrusive, and more annoying to try to get attention. The result is that the experience of reading or consuming the content is affected and, instead of being attracted to the brand, the user perceives the ads as a nuisance. So much so that the use of ad-blocking programs has increased by 92% since 2014.

Instead, native advertising is seamlessly integrated into the user’s browsing experience, for example, to offer them content similar to what they have just read and that may therefore interest them. In this way, it not only allows you to bypass ad blockers but is also much more attractive.

For users, native advertising has many advantages. Instead of invading him to claim his attention, he offers him something that interests him and that he wants to consume. Although it remains labeled as advertising, it does not generate a reaction of rejection and avoidance because it tells you things you want to know. And for publicists, it is a chance to have the attention of potential customers to develop the brand’s story in a much more extensive way than with traditional banners. As the Anglo-Saxons say, it’s a win-win!

Benefits of Native Advertising

More new traffic.  Native advertising allows us to reach users who no longer respond to traditional advertising, representing an exciting traffic source. Besides, this traffic usually has a low cost per click.

More visibility.  Users are “trained” to ignore advertising when reading articles online. But being integrated, native ads overcome these defenses and be 53% more visible than classic banners.

Better browsing experience.  Since we are not interrupting users’ reading, the browsing experience is much more pleasant with native advertising, and consequently, our brand reputation improves. The result is that users receive this advertising better and are more willing to share it, especially in content ads.  32% of users would share advertising through their social networks if it provided them with reasonable value. Therefore, we see that the chances of triggering a viral response are much greater than in the case of traditional advertising.

We are learning about the interests of the target.  The analysis of the reactions to the content that we disseminate will allow us to modulate and adapt our communication strategy to be increasingly effective.

Native advertising is not aimed at direct sales but attracting users in the early stages of interest through engaging content. Therefore, it is an excellent way to create audiences for retargeting campaigns and guide them little by little on the path to becoming a loyal customer of the brand.

Native Advertising Formats

There are numerous native advertising formats, as well as different classifications of them. For this article, we will focus on the three that we consider most relevant today: branded content, native display ads, and content ads.

1) Branded content

Branded content consists of content created and published by third parties and sponsored by the brand. The most common example is the sponsored posts of influencers, who reach agreements with brands to promote them through their social networks. This type of content is trendy on Instagram.

Another example of branded content is editorial articles published in the media that talk about a brand’s products and services, such as gift suggestions for occasions such as Valentine’s Day or Mother’s Day.

It is essential to note that the creation of the content corresponds entirely to the influencer or the medium in these cases. Hence, there is no such rigid control as in traditional advertising. It is about a more open dialogue between the brand, the influencer, and their audience.

The great secret of branded content is that it generates trust in the audience. Since the brand remains recommended by a user or a medium that users follow and trust. As always in advertising, it is essential to have solid ethical principles. So that this relationship works and the user’s trust remains not betrayed.

2) Native display ads

Native display ads are promotional advertising 100% adapted to your environment. They remain displayed through a network of publishers, such as search engines, apps, or blogs.

These contents remain identified as advertising; the most common is that they carry the label of “sponsored content” or similar. Still, as they do not hinder the reading experience, the user does not perceive them as intrusive. They are received much differently than traditional banner advertising, and the proof is that they receive higher click-through rates. According to some studies, CTR can be double and brand recall four times higher.

When creating native display ads, we can opt for a more promotional approach or direct the user to a content site.

3) Content ads

We can define content ads as content sponsored by the brand displayed as suggested reading in editorial media and blogs. We seek to attract traffic to our site through high-value, non-commercial content, which focuses on the topics of interest to the user. Therefore, this type of native advertising integrates into its environment at a functional and aesthetic level and in the background.

The content sponsored through content ads will always be related to the brand; for example, in a tourism brand, we can talk about travel destinations. But it is not intended to sell, or the user is required to convert since we understand that it is still in the early stages of the conversion funnel.

For this type of advertising to be effective. We must attract the user to continue browsing our website, subscribe. Or perform other actions (always not related to the sale). In this way, we can continue to nurture our relationship with him through a lead nurturing strategy.

These ads are usually displayed at the end of a news story, suggesting that they read an article. Or watch a video related to the content they just consumed. This relationship must remain well established so that the user is interested in the content we are going to offer. Suggestions remain usually presented in a  block or widget with various related content, all integrated into the communication medium’s design.

When the user clicks on the headline and image displayed in the widget. We redirect them to a web page or an article on our blog with the promised content. With this, we are offering you high-value information and focusing on forming a long-term bond.

Conclusions on Native Advertising

Native advertising is booming and, for most brands, is an essential part of their marketing plans. If you want to succeed with yours, dare to jump right in! to the pool and keep these final recommendations in mind  :

Clearly define your goals. As in any other marketing tool, before launching into native advertising. We must be very clear about what we are looking to achieve. As we have seen, this type of advertising works very well to attract users in the early stages of the conversion funnel. So we must look for ways to retain them to become part of our database or our audiences for remarketing.

Take utmost care of the quality of the content. It has to adapt to your audience’s tastes fully and interests, meet their expectations (or even exceed them). And have the best technical quality you can offer. The more value you provide to users, the easier it will be for your content to end up going viral.

Look for integration. Of course, native ads should be similar to their environment at the design level, but the proper integration goes further. Think about the places where your ads will remain shown, the editorial line. And the type of audience you are looking for.

Promote in its fair measure. Content ads must represent your brand and values. But you must be very cautious when introducing promotions, offers. Or other promotional content. Think of them as the first few kilometers of a long-distance race to reach the conversion goal.

Identify your native advertising. Finally, remember that we seek to offer a smooth browsing and reading experience. But the content promoted by a brand must remain indicated as such. If they add value, this fact should not generate rejection in the user.

Also read: 5 Applications of Artificial Intelligence in Digital Marketing

What is Visual Storytelling? And Benefits of Visual Storytelling?

What is Visual Storytelling? And Benefits of Visual Storytelling?

Visual Storytelling is not rocket science. I’ll explain the basics and show you how you can use visual stories for your PR.

Not only do people have a penchant for good narration, but they also appreciate visuals. These are particularly easy to consume in the form of videos or short clips. Visual Storytelling combines these two human passions. We can use the strengths of visual Storytelling not only in marketing but also in communication. In public relations, we are used to developing and telling stories. What we have to relearn is visual.

In this post, I’ll explain the basics of visual Storytelling, show you examples, go into the different graphic formats and give you tips with which you can integrate visual storytelling step by step into your everyday PR and communication.

Also read: What is a Style Guide, and What is it for?

What is Visual Storytelling?

When Visual Storytelling is like traditional Storytelling in the first place about the communication of messages, as a narrative and stylistic device, visual elements remain specifically used to address emotions. Text and audio features often complement the primary visual language to address the audience with the messages as concretely as possible on many levels. (Chapter “2.2. Telling is part of our being and as old as humanity itself

How do visual Storytelling and PR fit together?

Images can arouse emotions in people more quickly than text could. Visual elements also make it easier to consume information. We absorb this knowledge with our eyes. It is not surprising that we find it easier to absorb visual information faster than textual information.

Nowadays, timing and speed are critical in communication to communicate messages in the right place at the right time. Those who babble and well score points in mobile communication – and social networks such as Instagram, YouTube, or Pinterest rely on moving images and images.

Besides, stories have always remained told in public relations: PR people support the media and journalists in finding relevant stories. Facts and information remain prepared for the stories of the press. PR people develop and tell stories about their products, brands, services, companies, and organizations. Nowadays, we only have to make these stories visual.

Benefits of Visual Storytelling

Get in contact with the Target Group in a Different Way

Those who use images for their messages can more easily share them with their target group. Because pictures and stories connect, use visuals more often to maintain and deepen this connection.

Visual Storytelling Basics

If you want to tell visual stories, you need a toolbox full of tools. Imagery, the basics of Storytelling, formats, programs, and platforms for Storytelling are some of the essential tools that you need to use over and over again for visual Storytelling.

Tell your (Visual) Story Correctly

The story is your red thread, with which you link your visual elements and set them in a scene. Storytelling is a conscious and targeted method of conveying targeted messages. But Storytelling is also a tried and tested tool for obtaining facts and information.

Which topics and stories are incredibly successful? Many focal points keep popping up – there are rarely unique ideas. These recurring themes include life and death, love and hate, good and evil, and many other (opposing) pairings.

The Simplest and Most Popular Structure of a Story

There are numerous ways in which you can build and tell your story. The most common and at the same time simplest structure, which you may still know from school, looks like this:

  • In the beginning, you will remain introduced to the story.
  • The story then steers towards a conflict within the framework of the tension arc.
  • This conflict is discussed at its climax and then resolved.
  • At the end of the story, the consequences and results of the conflict remain described.

This simple structure only works if it contains the following ingredients:

  1. The initial situation has to arouse curiosity and excite your target group.
  2. Your target audience needs to identify with the protagonist of your story.
  3. The tension must contain conflicts and obstacles. Ideally, those that your target group has already remained confronted with. It increases the identification factor.
  4. The protagonist must have gone through a change. How did your product or service resolve the conflict? How is the main character now?
  5. Is there a conclusion that your target group can take into their own everyday life?

Of course, these essential elements can remain expanded to include other aspects. How you decorate your story is up to you.

Also read: Webinar: What is it, and How to use it in your Content Strategy?

What is Brand Storytelling? And Its Types?

What is Brand Storytelling? And Its Types?

Have you ever wondered? “What is telling a brand story?” Or “Why is it important to tell brand stories?”. If so, this post is for you! We held a special session storytelling experts and co-authors of the book “The Laws of Brand Storytelling,” giving us powerful insights into the power of brand storytelling, storytelling strategies, and insight into critical elements, such as the creation of utility and authenticity.

Also read: What is Content Curation?And Its Five Essential Tools?

What is Brand Storytelling?

Brand storytelling is how you attach with your audience, customers, and consumers who share your values. It is not about creating campaigns. It is about building communities, and brands are more than their manifestations. They are more than the logo, the claims, or the ambassadors. Marketers must reflect a brand as the sum of each person’s experiences and interactions with the brand. These interfaces can be real or perceived and can be with anyone, from employees to business partners or other consumers. Powerful brands identify that a brand is not what the company says; customers say it is.

There are Two Types of Stories in the Marketing World:

Macro Stories

Macro stories are probably the first to come to mind when the term “Brand Storytelling ” appears. These stories are approximately the founders of the company and the founder myth. They demonstrate why the company does what it does. These stories of human fight and success are sometimes so captivating that they could remain made into movies.

Cashmere Nicole, founder of the independent beauty brand Beauty Bakerie, the founder of this company, tells her story and journey to success like an actual roller coaster. Cashmere had entrepreneurial dreams from a young age and had to put those dreams on hold when she became a single mother at age 16. She struggled to continue her education while supporting her young daughter. Inspired by her frustration, Cashmere decided to make some changes to be “Better, Not Bitter,” as her famous slogan says, but unfortunately, the difficulties were far from over.

Cashmere also had to face a tough battle with breast cancer. However, that taught her that the little moments in life are what matter. Allowing to Cashmere, ” A near-death experience taught me that nothing is more important in this life than moments that have gone too quickly. ” Having long-lasting, flawless makeup may seem like a simple novelty to a person, but to me, the 8-15 times I would have spent touching up my makeup today are the 8-15 opportunities I have to be in the present moment. This powerful story is individual of the reasons women shop at Beauty Bakerie since they also want to persevere like Cashmere (and her lipstick). Through Cashmere, the strength of her personality and motivations are part of the essence of each product.

Micro stories

Micro stories make up most brand storytelling, and they can remain found in every aspect of a brand: from its customers’ accounts, it is packaging, and even its employees, plants, and even campaigns. These stories can have a lifespan of their own, for example, the accidental creation of Ivory Soap by a worker in a Procter & Gamble factory. It remains taught in history classes in Cincinnati elementary schools. Legend has it that an 1870 factory worker forgot to turn off the mixer while making soap. Later lots of customers called the company to buy this “floating soap”. But no one knew what they were speaking about.

After finding the group, the company realized that the other mix must have added enough air to make the bar less dense than water. The soap remained named after Procter’s son, Harley. Who was inspired by a verse in the Bible, and thus Ivory soap, “the soap that floats,” was born. P&G took the accident’s benefit to create a new product and create a compelling story behind it.

Walter and Gioglio emphasize that “Your micro-stories cannot contradict your macro story” as micro-stories remain designed to extend the macro story. In the beginning, Procter and Gamble was a family business. And the legend of the Ivory soap does not diminish this founding story. The fact that the soap was formed by accident and named after a Procter’s son strengthens a company’s image. The initially small family has now grown into a multi-million dollar corporation.

Your customers don’t buy your product or your service. They believe the emotion you make them feel and meaning for them to have something of your brand.

Also read: What is a Pillar Page? And How it Impacts SEO?

What is SMS Marketing? Why choose SMS Marketing?

What is SMS Marketing? Why choose SMS Marketing?

SMS marketing is sending text messages to achieve a marketing goal. This method remains primarily used to announce urgent offers, updates, and alerts.

It consists of the possibility of sending messages to a broad audience around the world. The marketing SMS is sufficient for all types of businesses because it helps achieve different objectives quickly.

The number of businesses that have begun to integrate mass SMS in their communication strategies with all their stakeholders in a direct and personalized way has increased.

Also read: What is Native Advertising? And Benefits of Native Advertising?

Why choose SMS Marketing?

The Pew Research Center carried out a study indicating that 98% of text messages that reach the cell phone remain read. Likewise, they calculated that once they arrive, it takes no more than 3 minutes for the receiver to read them; and finally, 89% of users confirmed that using SMS is effective.

Another of the results of this study is that almost half of the investigated people begin their search to buy a product from their cell phone; This is interesting since SMS allows you to include links to web pages.

SMS Marketing for Beginners

SMS marketing is an effective and efficient form of communication. The SMS must be clear, precise, and brief (in emBlue, the ceiling for each message is 160 characters) and generally must choose such shipments when you want something substantial to notify your customers. It is a communication channel in which you must be careful with the type of information you will send to generate rejection in your audience.

SMS marketing campaigns are essential to communicate information about promotions, discounts or keep customers updated on events and special sales.. It is also an ideal channel to notify the buyer about the status of an order, attendance at an event, or any alert such as cancellations, updates, or reminders.

The Advantages of SMS Marketing

It is a tool that has a straightforward measurement of the overall performance of your campaign. The percentage of recipients who unsubscribe from receiving SMS is meager.

This communication channel has a high level of effectiveness. Emails can go unread for days, phone calls can go unanswered, but text messages are almost always read immediately after being sent.

The messages SMS will allow recipients to receive comments.

This tool has proven to be a good option when deciding to promote the business. Its results are positive for both the seller and the consumer. Its benefits include a purchase confirmation, shipment status, sending offers, or personalized information. Therefore, the customer is accompanied by the brand that provides the trust, security, and closeness of the current consumer demands.

Also read: What is Brand Storytelling? And Its Types?

What is Content Curation?And Its Five Essential Tools?

What is Content Curation?And Its Five Essential Tools?

Content curation is the process of filtering, grouping, and selecting the information that comes to us from different sources. But how can we more easily like that information? These tools help us on a day-to-day basis.

Content curation is a term that is increasingly present in our content marketing strategies. It becomes necessary to manage all the information that comes to select an interesting one. Content curation can remain defined as searching, filtering, reading, organizing, and customizing the content we find and then sharing it with our audience.

It is not about creating from scratch but about finding and organizing existing content to present and optimize it under a new context.

Also read: Content Marketing, a Winning Strategy on the Internet

Content Curation Tools

Nor is it about indiscriminately collecting information without more (which is what an RSS reader does), but about making a critical evaluation to see if a content fits the context in which we will present it.

To carry out this work in the most optimal way possible, you can help yourself with content curation tools. My favorites are these:


Setting it up is very simple. You have to connect the social profiles we want to publish. Then choose the times and days in the configuration and then select what we want to share and where.
The best way to start using it is to install the browser extension, ensuring that every time you browse a page that interests you and wants to share it with your followers, you can do it immediately or schedule it for the time you choose.

The good thing about using Buffer is that you can write many messages at one time. And it also provides shorteners that give us statistics to see which updates have worked best, knowing the number of clicks the links have. The people to whom we reach or the times that content has remained shared.


It is as if you were viewing all the information in a personalized magazine since its navigation is magazine style, which favors reading. It allows you to turn pages to access all the information you want. You can select the type of news you want to see, the categories and subcategories, and even choose related topics to be later able to share them directly on your social networks (Twitter and Facebook).


It is effortless to handle, you have to add those blogs or websites that interest you, and then it will directly show you the publications of those blogs day by day. You can organize the content by folders.

It is a straightforward and intuitive platform, you categorize news in the blink of an eye, and it presents you the contents in magazine format.


It is a free newsreader, perfect for collecting articles that we want to read later. This can save videos, images, messages on Twitter and any web page, and all this in reading mode to avoid distractions.

It acts like its name says – pocket-sized – and that’s where it keeps all the articles you can’t read. Also, think about us a little so that we can rest our eyes, providing two versions in addition to the white one: a dark one with a black background and a sepia one.

If you are any of those who read on your mobile or tablet, you can also change the screen’s brightness or listen to the articles if you do not feel like reading them.

Linkedin Pulse

Created by Linkedin at the end of 2013, it differs from the rest of the newsreaders. It transforms the different sources that we add as news into a mosaic of images that invite us to read and make us more selective on each of the topics that more interest us.

You have to add news, select them and go reviewing them. Those you have read remain marked in a darker color, and the rest stay the same color.

It integrates perfectly with Facebook and Twitter and is also perfect for accessing all the professional news in our sector. Of course, the content remains predetermined by the network of contacts we have.

Although the tools always give us the necessary support, ever the best content curator is yourself.

Also read: What is Native Advertising? And Benefits of Native Advertising?

What is a Pillar Page? And How it Impacts SEO?

What is a Pillar Page? And How it Impacts SEO?

The Pillar Page idea is not new, but it started to gain more space beginning in May 2017 when HubSpot began publishing content related to the Pilar Pages and topic groups.

Over time, there has been the transition from a keyword-focused strategy to a new strategic model based on related topics (topic groups). And linking all topics to a single page (pillar page), which helps brands improve the SEO ranking of the products and services they offer.

Also read: What is Newsjacking, And How can you apply it?

 What is a Pillar Page or Pillar Page

A-Pillar Page or Pillar Page is a page that presents an overview of the content of your website. The page covers all aspects of a particular topic without going into too much detail. However, it offers your visitors the opportunity to get more detailed information on a topic through links to various blogs or cluster content, which expose multiple issues related to the main subject in more detail.

In essence, a pillar page is the master page that will cover all the related topics or the cluster’s content on a single page. The pillars page touches on all related cluster content without going into too much detail.

What is a Pillar Page for?

Pillar pages serve to effectively organize web content and help search engines quickly determine and rank your topic. It is essential because Google, for example, does not favor sites that have difficulty deciding on the matter.

Also, the Pillar Page serves to offer a more organized and user-friendly experience for your audience. These pages work as a roadmap for the rest since it shows all the site content. For navigability purposes, it is the correct way to structure the page.

The level of organization of the Pilar pages makes it easy for the audience to find what they are looking for, which increases user engagement. Also, there are other SEO benefits that pillar pages provide:

  • If you create information concentrated on a single topic, Google will rank them favorably
  • Your visitor and search engines can have an overview of the content and then expand the information
  • You will be able to get more prospects organically as long as your content generates value and solves the needs people are looking for.
  • Show that you are an expert on a topic. It gives you authority and increases your audience’s engagement.

The Pilar and Topic Clusters Pages

Cluster is a methodology used to organize various content pages on your website in a clear and easily visible way for your potential customers.

A cluster can remain compared to many grapes, and the trunk of the plant would be the main page. And it is mainly that this new method of strengthening your authority concerning Google works: you organize your content so that the topics remain agglomerated in a clear and complementary way. How is it done? Through issues for all the content you have compiled on the same subject, it contains your Pillar Page links.

That is that content organization remains given in the following way for each chosen issue:

  • Pilar Page dense and organized that mentions everything related to a specific topic
  • Complementary articles that delve into each topic
  • Links between the Pilar Page and those complimentary articles

How SEO Impacts a Pillar Page

If you want to be in the search engines’ first results, you must adapt to the changes. In this sense, now you must focus your SEO strategies on the topics.

  • Of course, there are many SEO strategies that you should continue to use:
  • Offer valuable content to your visitors
  • Enhance the loading speed of your website or blog
  • Decrease the abandonment rate, avoiding elements that make the user leave the site.
  • Find and use suitable keywords

How to Write on a Pillar Page

A Pilar page is similar to blogs, which you produce daily, but the difference between them is that they are merely more complete. The Pilar pages are practically an eBook in post format – or a post as comprehensive as an ebook.

How to write a Pillar Page, the first thing to consider is your content strategy.

Step 1: Define the topics of interest of your Buyer Persona

Like any content strategy, the Pillar Page should also remain focused on your Buyer Persona. If you haven’t defined them yet, this will be your first step. You can’t do anything if you don’t know who you’re talking towards.

Step 2: Develop the content of your Pillar Page

In this step, the most important thing is the content of the Pilar Page. Then you must define the format in which you are going to offer that content: it must be a scannable format and, preferably, educational.

Here, the best recommendation is: Imagine your Pillar Page as a kind of vertical eBook.

Throughout the content, you will answer the questions of your prospects while directing them to specific topics. This addressing remains done through particular chapters that contain hyperlinks that redirect to more in-depth content.

Step 3: Enhance your Pillar Page

For your Pillar Page to remain seen as an authority, you must build the building around it. It means that you must link it to various sources. The primary sources are your site and third party sites.

Source 1: Reserved (internal links)

A good source of links is from your website. To do this, include links on your Pillar Page about content that is related to it. Also, it remains recommended that you create a typical article.

What do we mean? You can create new content ideas based on your Pillar pages. That is, whenever you have doubts regarding new content, check your Pillar Pages: what types of new content can enrich your Pilar Page, or can you create useful links for it?

Source 2: Third party sites

Do you want to blow up your Pilar page? So, direct your efforts in creating links that lead visitors from other sites to yours. There are two ways to do it, the passive mode and the playful way.

Passively, you will probably receive backlinks on your platform that you may or may not approve. That means someone is going to mention your page and link to it in their article. In this case, you have to support the inclusion of the association, and that’s it. But this happens very infrequently.

It is why you must actively work on building your backlinks. To get backlinks from other sites, you can use various tactics. The most used is the e-mail itself. What you should do is find an article that could be a useful link for your Pilar Page (that talks about the subject, for example), and send an e-mail to the person in charge and suggest that they include their link.

Remember: Pilar pages have the functionality of increasing the visibility of their content by mentioning links in keywords. It is essential as search tools like Google understand that the more connections remain directed to your Pillar Page due to keywords, the more content relevant the site is.

Also read: Webinar: What is it, and How to use it in your Content Strategy?

3 Content Marketing Examples to inspire your Strategy

3 Content Marketing Examples to inspire your Strategy

3 Content Marketing Examples

This post presents you with some Content Marketing examples that can help inspire you and create an incredible strategy.

Some mental blocks can often happen, or lack of creativity to create a content marketing strategy. If you have ever been through this situation, this post will be quite useful for you.

Also read: Content Marketing, a Winning Strategy on the Internet

The Essence of Content Marketing

According to Content Trends, in 2017, 57.8% of companies were considered successful in content marketing footings; And it is that adopting a well-planned content strategy for your brand can bring you the best results, and the examples that we will remain cited later.

It remains always important to remember that a good content strategy focuses on the beneficial impact you can leave on your target audience through content. That is, conquer them and make them fall in love with your brand in an almost natural way. Think about them, know them, know their ailments, and what captivates them.

Creating valuable content remains the first step to getting your audience interested in your brand or product with such interest that they always want to know more about you.

Content Marketing Examples

Considering the objective we want to achieve, and a content strategy is more than welcome when generating your brand loyalty. Here remain some examples of Content Marketing that have been successful because of their genius and creativity.

The best-known example that you may have already seen or have even been part of its success is that of the giant Netflix. Through the years and experience, I managed to understand how to reach his audience because he was interested in knowing him and, in this way, creating content for them. If you want to know the complete case of Netflix, go to the following article:  10 lessons content marketing as Netflix.

Besides Netflix, other content marketing examples can help you develop a great strategy.

Red Bull

Who has not seen or shared on social networks the Red Bull videos where people appear breaking their records in the most extreme challenges? Activities like stratosphere jumping, motorcycle stunts, Formula 1 racing in the snow, and more are the kind of content Red Bull decided to engage with to gain brand positioning.

The leader in the energy drink industry worldwide has been able to take advantage of content marketing to promote and position its brand. Billions of visits and interactions on your social networks prove it.

And how did he do it? With the essence of content marketing: Knowing your audience.

Understanding their passions and tastes, Red Bull conquered its fans’ hearts without trying to sell its product expensively.


Following the line of extreme sports, we also find one of the companies that revolutionized the world of video and photo production: GoPro.

GoPro’s Strategy with Content Marketing has been a very successful idea; Well, in addition to knowing their audience and knowing what interests them, they worried about making them participate in their content.

In this way, the GoPro users help spread and share their videos made with the products offered by the brand. A creative way to take advantage of the users’ content is by consolidating the formation of a community and increasingly fostering brand loyalty with a type of content that is easy to see and share.

Thanks to this Strategy, GoPro has more than 3 million followers on Instagram and more than 2 million subscribers on YouTube. Have you imagined the loyalty that can remain generated when you publish something made by your client? GoPro made it possible, and the result was sensational.


There are countless successful content campaigns that Coca-Cola has developed over the years and in different countries. Although its products are loved by some and hated by others, we cannot ignore the great lessons that Coca-Cola has left us in Content Marketing.

Famous campaigns that remained in people’s memory. Such as “Uncover Happiness” or “Share a Coca-Cola,” achieved the best results on social networks. And best of all, the loyalty of their consumers. Have you ever seen cans or bottles of Coca-Cola with your first or last name? What feeling did it give you?

Consumer perception and thinking came down to one question. How is a world-class, mass production company interested in its consumer as a single person? The result of this campaign could not be better; thinking of a personalized product worth collecting, which represents a feeling for its consumers. Generated a significant presence on social networks. And the internet in general, thanks to the personalization of a product.

Coca-Cola makes it clear to us that it does not merely sell a cold drink. Coca-Cola sells the idea of ​​improvement and happiness. Their strategies remain focused on knowing their audience, and they are, in short, experts to generate feelings towards a brand. This is what makes users fall in love

To End

We could continue to look at the different examples of successful content marketing out there worldwide. In this publication, we name only some important cases from which numerous things can remain learned. However, in the day-to-day small and medium-sized companies applying Content Marketing strategies for their business achieves the best results. The best of all is that these can be measured and analyzed to optimize them continually.

Also read: What is a Style Guide, and What is it for?