If you try to reach everyone through your content marketing, you will likely fail to meaningfully engage or delight anyone. Instead, your content should center on clear pillars and anchors that effectively convey the value you can provide—not random acts of content.
In this #ContentChat recap, Kami Huyse (@KamiChat), CEO of digital marketing and public relations agency Zoetica Media and host of Smart Social Secrets, joins the community to discuss how to build instant authority with a content anchor strategy (or, as Kami’s team calls it, a Cornerstone Content Strategy that uses Content Pillars). Read the below recap to learn:
- Why content anchors are an important part of content marketing
- How to get started with mapping a content anchor strategy
- Our favorite tools to assist with keyword identification and measuring the success of our content marketing
Q1: What is a content anchor?
Content anchors give your audience a clear understanding of your expertise and topics of interest. Your content anchors should support your main platform.
A1 a I am old-school, content anchors serve the same purpose as do content categories for a blog. They give a clear understanding about your expertise to both people and bots so they know if your content is for them #ContentChat pic.twitter.com/gb1W7iqOBj
— Kami Huyse | Social Media Strategist 🎯 (@kamichat) May 9, 2022
A1b I also think about content anchors as the legs of a stool, supporting your main platform. Example: I am a social media consultant, so my anchors are Clarity, Connect, Create, and Calibrate. All of my content and services revolve around these topics #ContentChat pic.twitter.com/5cY3nnjLEr
— Kami Huyse | Social Media Strategist 🎯 (@kamichat) May 9, 2022
As Erika explains, a content anchor is often a piece of content that is widely shared and becomes a cornerstone for your content marketing campaign.
A1: A content anchor is a piece of content that becomes a cornerstone for your content marketing program. It’s those pieces that get all the backlink, pageviews, engagement, and act as the hub for your primary content topics. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) May 9, 2022
A1b: i.e. if you were making a highlights reel showcasing the most exemplary/definitive pieces of content your brand created, those anchor pieces are what would be in it.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) May 9, 2022
A1: I believe the content anchor consists of the key pieces of content that best sum up your brand/showcase the best of your brand ~Julie #ContentChat
— Nimble (@Nimble) May 9, 2022
A1. Content anchor is the piece that literally keeps the ship “brand” presence afloat. It is unique, aligned to your audience’s needs & brings in the maximum traction #contentchat
— Mahima Kini (@Mahi2weets) May 9, 2022