Content pillars—what are they? why do they matter? and how can they be effectively implemented to focus your marketing strategy and enhance audience engagement?

We’re joined by Tonnisha English-Amamoo from TJE Communications. Tonnisha is on a mission to help small businesses level the playing field through effective digital marketing solutions.

Tonnisha shares practical examples and actionable advice, from themed content days to behind-the-scenes glimpses, all aimed at making content creation more manageable and impactful.

We’ll also explore real-world applications from successful podcasts like Crime Junkies, discuss how to promote your podcast effectively, and consider the importance of user-generated content.

Top Takeaways

Content pillars are themes or categories used to organize and focus your content creation efforts. Examples include themed days like Motivational Monday or Throwback Thursday.

Utilizing content pillars can help increase audience engagement by creating consistent and relatable themes that resonate with your audience.

Content pillars simplify the content creation process by providing a structured framework, making it less overwhelming for creators.

One essential content pillar is to regularly remind and encourage your audience to subscribe to your podcast, highlighting the various platforms they can use.

Creating deeper discussions about your podcast topics can add value. For instance, Crime Junkies dives into victims' backgrounds and promotes foundations related to the cases.

Sharing behind-the-scenes content gives a human touch to your podcast and can engage your audience by making them feel part of the process.

Encourage your audience to share their own content related to your podcast, such as wearing merch or discussing what they learned, and then repost this content to build community.

Share what else you and your team are doing outside of the podcast, such as speaking engagements or guest appearances, to give a fuller picture of your activities and maintain interest.

Introducing segments that feature positive stories, even if they're unrelated to your main content, can offer a break from heavy topics and help humanize your brand.

Don’t be afraid to experiment with new types of content to see what works best for engaging your audience. Flexibility and adaptation are key to sustaining and growing your podcast.

Memorable Moments

00:00 Creating content pillars helps focus and engage.

05:39 True crime podcast explores victims and cases.

08:29 Promote products and companies in content tagging.

12:39 Podcasts use questions to spotlight guests' strengths.

14:19 Incorporate personal experiences to humanize business podcasts.

TJE Communication’s mission is to empower and educate small women-owned businesses and equip them with digital solutions to level the playing field.

IG - @tjecomm

TW - @tjecomm

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FB - https://www.facebook.com/tjecomm

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Each week, one of The Circle of Experts talks about critical aspects of growing your podcast. We focus on marketing, social media, monetization, website design, and implementation of all of these to help you make the best podcast possible.

Have a question or an idea for one of our episodes? Send us an email at podcasts@circle270media.com.

The Circle of Experts are:

Yasmine Robles from Robles Designs

Tonnisha English-Amamoo of TJE Communications

Don The Idea Guy

Brett Johnson, My Podcast Guy, from Circle270Media Podcast Consultants

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Copyright 2024 Brett Johnson, My Podcast Guy™

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Welcome to the Circle Sessions featuring the Circle of Experts. The Circle of Experts are Yasmine Robles from Robles Sessions, Tonnisha English Amamoo of TJE Communications, and Don The Idea Guy. I'm Brett Johnson from Circle 270 Media Podcast Consultants. Each week, one of the Circle of Experts joins me to talk about some critical aspects of growing your podcast. We focus on marketing, social media, monetization, and website design to help you implement all of these together. This week, Tonnisha is here from the Circle of Experts. She is on a mission to help small businesses level the playing field through digital marketing solutions. Thanks for joining me again today.

Yeah. Thanks for having me.

I have bantered around this Don this this concept as well, and I've never really done a a a a deep dive into explaining it or really talking about it until the conversation gets into it. Now what we're talking about is content pillars, and this may sound like content pillars. Oh Guy gosh. Am I building a house or, you know, a porch or something like that? But but what what we, know and you brought it up to me before we were recording, just like, you know, this is something we talk about a lot. We Sessions this. We say this term, but do we really know what it means? You know, does is the listener kinda getting what do you mean by content pillars? You know? So so let's go into that. Let's get your explanation, your definition of what you mean by it, and then we'll dig deeper into what content pillars, can do.

Yeah. So I I like what you just said actually about content pillars being like building a house. Right? So you have this house of your, social media or email, whatever it is, but each room has its own functionality. So you have a kitchen so you can cook and a bedroom so you can sleep. So content pillars are essentially, themes. So if you think about when people post like, hey. It's motivational Monday or man crush Monday, workout Wednesday, throwback Thursday. Like, those are, some, like, super basic, you know, content pillars or themes.

And, the reason why we do that is 1, to like, those kinds of things are to help with engagement. And then also as you being your content creator or if you have a content creator, it helps to kind of focus the brain when we're creating content because content is really anything and everything. Like, you know, even right now, of course, this podcast is a piece of content, but if I had someone here getting some behind the scenes content of me recording with you while I got my little one here, giving her snacks, like, that's also content. So I understand how and why people can get super overwhelmed when you hear I have to create content. So content pillars allows you to really just have a focus on these are my content pillars and this is the type of content I will create under those pillars. Just makes it a lot easier and digestible as you are working through your marketing strategy.

Yeah. I like your examples right off the bat of that, you know, themed days. Okay. That's a really easy way to explain it, Tonnisha. That it's that, okay, you work around that day that has that kind of theme, and you don't veer from it. That is the pillar, and that's the expectation of the viewer, listener, or the the customer, whatever it might be, and you work around it. But you can expand on that. You can do some back Yeah.

Backdoor kinda feels to it, but it's that but it's still based around that Wednesday, Thursday, Friday theme, whatever it would be.

Right.

So but then then we talk about some content pillars building up content that you do podcast, Idea cast, video, whatever it might be. Yeah. Let's dive into that in regards to what what what that looks like in a long form.

Yeah. I have a few examples in. I know we always talk about true crime Guy. So we're gonna use Crime Junkies, which is a podcast I listen to as an example because they do a really great job, with their content pillars and just building up their their social media. So the first content pillar that you all should have, number 1, if you don't have any, is to tell people to subscribe to your podcast. I know it can be a little awkward sometimes to promote ourselves, but we definitely have to make sure we're doing that. So a few ways that you can do that is to, tell people where they can subscribe. So if you have a YouTube channel, or if you have, like a standing, podcast page that has all the different, you know, whether it's Spotify, Apple Podcasts, Google Play, whatever.

You have to tell people not only to subscribe, but different ways that they can subscribe to get that information. So that's definitely number 1. And, you know, the crime junkies, they do this in a very subtle way by, you know, posting a picture of, like, you know, a screenshot. Like, Guy, we have a new episode. Here's how you can listen to it. Here's how you you can subscribe. So that's one content pillar that's super easy that we all can do. Another one that Crime Junkies does that I really enjoy is that they have deeper discussion about the topic.

So of course, this is a true crime podcast, so they will dive deeper into the victims that they're speaking of. So they may show you, you know, a picture of them and give some background of who they were or what they were like. If there is a foundation or people are seeking donations or information about the case that they're speaking about, they're sharing that information, which essentially is promoting the podcast. So for you as a podcaster, you know, let's say you have a conversation or you're, you have a podcast about cooking and maybe you talk about your, you know, favorite dish. Maybe a deeper discussion about a podcast episode could be, you know, why you use the ingredients that you use. Are they sourced from somewhere that, you feel is better or better for the environment, better for the community? Are there different, like cooking tools that you use and why? Like, for example, I have this new Have you ever seen these? So this is like for okay. I have, like, I have dishes right here. So you can buy these, like, pots and pans and they have these on them.

So as you're cooking, you can go from, like, one pot or pan to the next and without having all these handles in the way while you're cooking.

So detachable handle for those that are listening and not watching the video, but you can watch the video and and see what you're talking about. Yeah. I love it. Oh my gosh.

You know? And also when you are storing food, if you're like me, I'm lazy, and I don't wanna always transfer things over into, like, some Tupperware. Fridge, and then that's it. Right? I love that idea. Well, I'm fridge, and then that's it.

Right? I love that idea. Well, but what comes to mind is telling my daughter about this because I know her kitchen's kinda smaller in the apartment that they have, and there isn't a lot of room for handles because it the stove is the way it's positioned. It's like, I love that idea. Oh my gosh. Yeah. That's great.

So I love it. And then also, if you have children like me who are moving around and they're in the way and getting in my way, It also prevents, you know, potentially someone knocking something over or pulling something down on them. So, yeah, like if you have a cooking, you know, podcast, like that's something great to share with people. So just think about, you know, how can you create more conversation around whatever the topic is that you're talking about.

Yeah. No. It's perfect. Well and and also if you think about it too, those little pill just as you Don, and and we didn't get paid to for that little, you know, 3 minute advertisement for those, you know, detect but but it's that but you can tag that company that you did a 3 minute video on detachable handles that the the the those that you can think about that too, that okay, those moments. Can you tag somebody within that? So like you said, Mhmm. That that pillar of content could be around sustainable food production or something like that. Well, maybe there's certain companies that do it really, really well, and you wanna kinda get in their lane of content, that's your perfect way to tag them and say, hey, we talked about you and this. We really appreciate what you do for our world, and and here's some please share if you'd like.

We'd we'd you know, we really appreciate what you do. So it's think about that too.

Brand deals or sponsorships that way.

Right. So yeah. For sure. Yeah. You know? On top of it just saying just thanking them in the world going, you're doing a great job, and we're we're spotlighting you, for no other reason because you're doing a great job. Yeah. I love it. Yeah.

Yeah. Yeah.

Yeah. So another podcast pillar is what else are you up to outside of just recording the podcast? So, going back to Crime Junkies, you know, they they made posts that, they actually had a, like, a display in Times Square. If you have that, that's awesome. So share that. Or if, you know, sometimes, Ashley Flowers, she's one of the the cohosts. If she's speaking at a conference or something, they're posting that, you know, content as well. If either of them are guests on another podcast, they're sharing that content also. So think about that.

What else are you up to? And you can also share some behind the scenes. So as you're getting set up, you can share, like, you know, the setup and say, can you guys guess who we're interviewing today? This person is a 2 time NBA All Star Champion. Like, you can, you know, make it fun and get people engaged. And people love that kind of content too. Seeing the behind the scenes, how things are made, just like, you know, we talked about earlier with, you can hear the little one here in the background. Like, that's a perfect, like, behind the scenes content that can be shared on social media.

Yeah. Yeah. Exactly. Exactly.

Yeah. And then lastly, I would suggest some user generated content. So, you know, if you have, like, for example, with Crime Junkies, I know that you can get merch from their podcast and they have, like, stickers and hoodies and things like that. And they encourage people to take pictures, you know, wearing their stuff or, you know, I have seen them share content where, like, 2 strangers have just been, like, out and you you randomly see another person with a crime jockey's, you know, sweater on and they take a picture together and share it. So they reshare it on their social media. Just fun things like that. So you can encourage people to take a picture of themselves listening to the podcast and maybe sharing something that they learned, or as you're out doing speaking engagements or meeting people, taking pictures with people, and sharing that. So that is another, low hanging fruit, getting user generated content.

For some reason, myself included, it's cool when you're, like, reposted by a brand or something, something or if you really love something and and they're sharing you enjoying, you know, the thing that they create. It's a lot of fun. So you can use that as a way to not only get content, but you can use that as a way to not only get content, but also build rapport with your audience

too. Yeah. It also showcases that you're making some impact. Exactly. You know, that they they care enough to spend a few minutes to record themselves doing it. Yeah. I I've got a I've got a couple of clients too that create some content pillars within their podcast that that they use. So so they so you could look at it that way too.

Like, what came to mind was that, one always asks about, you know, who are your mentors? That sort of thing that they they pull from their podcasts and videocast. You know, that that it's always that question they ask or, one asks, you know, what are what are your superpowers? What is your superpower? That's awesome. And then they use that to pull out and then use to promote the episode that and what they and the and the hope is too the guest will use it as well because most people don't really spot shine that spotlight on themselves of I do this, the the great, until someone asks them. And then Right. Because you don't really do that in your own podcast saying, Guy, I'm the greatest at you know? But when someone asks you, it's kinda needed going, well, I was asked this, and I never thought about it. And I guess I am this, you know, sort of thing that that that, you can be within too. Think about that and get

you know? Something that is, like, maybe not even necessarily related to your podcast. Like, for example, crime junkies, at least once a month, they have this thing called, like, send us the good. Mhmm. Because, you know, obviously, their podcast is sad and and Don, and we're telling, you know, sad stories, but they have a portion where they share a good story. And and they share, like, a feel good story about something that happened or and and it's always something that's sent in from a listener. A listener will send in a feel good story. And that's, you know, something that they share once a month on the podcast, and then they also, you know, promote that on their social media. So it doesn't necessarily have to be related, you know.

If you have a business podcast, but you're a mom, maybe you also share, like, hey, here's some advice right now because I have a teething infant, which I do right now. And let me tell you, like, something that has been working for us. Not related to the business at all, but we're all human, and we all have probably had some interaction with children. So you can get that information and share it with somebody else or it's just a way to also humanize yourself. Because if you're working in something like true crime, you know, that can be just super heavy. And it it allows you to be able to take a step back and, you know, be able to share something good, share something, meaningful on on the podcast or if you're a listener like me and you listen to a lot of true crime, you know, I had to, like, take a break because it can feel like, okay, this is so it's just so, sad and just dark and draining. So it just allows people to take a step back and be grateful for what they have and and the people in their lives and also just, you know, create some engaging content for

your podcast for your audience. I can imagine the host of crime junkies were looking for something for themselves, if nothing else. Like, we need some you know? Mhmm. I talk about, you know, you're you you, the listener, on that x amount of time. Well, it took, you know, 5, 6 times that amount of time to create that episode, so they're deep into this. Right.

And de Research.

Dehumanizing stuff. Oh Guy gosh. Yeah. You know? And and and again, it it drives them. They love this stuff, of course. Right. Right. But you've gotta take a step back, and they and I think they may have they probably realized that their audience does too.

You know, that there is there is good in the world. You know, let's showcase it. You know, that all we are is looking at what did happen. We're not predicting or want that any more to happen, but yeah. Exactly.

Right. Right. Yeah.

Yeah. Super. No. I think these are, you know, really great ideas and good examples of, you know, from a successful podcast or podcast team. And and I think anything you put together, it's that, you know, I would look at it as what's easy to do, and then start building it out, and then sometimes it just falls in your lap. It could be.

Mhmm.

Some of this stuff just fell in their lap. So, you know, kinda kinda take notice. Don't get get get the blinders off and kinda go, oh, that would be good to add. Let's experiment and see if our audience, our customers, our clients, whatever, you know, you're doing here, your listeners Mhmm. React and see what they'll do if we can trigger them into, submitting some things. But give it some time and and experiment with it and see what happens. If it fails, it's okay. It's okay.

Totally fine.

Yeah. We talked

about TikTok and, you know, one thing that we kept emphasizing was that, you know, you don't own these spaces and we have to constantly keep evolving. So experiment is the perfect word because a platform can be here today and gone tomorrow. So what's the harm in just trying something new to get your audience engaged, get your listeners excited, and then hopefully grow your podcast, which would hopefully then grow revenue for you and your business. So why not? Why not give it a try?

Exactly. Exactly. So, you've come up with some really good ideas, great examples. How can the listener get a hold of you in regards to what you're helping your clients with as well as ideas you hear that, you know, we can't all listen to the same podcasts or Idea cast and, you know, for all these ideas. How can they get a hold of you to at least maybe, do a brainstorming session just to kind of see where they could go with things?

Yeah. I offer free consultations, every Tuesday. So you can go to tjecommunications.com and schedule a consultation. I'm also on all social media as tjecom and Tonnisha English Amamoo on LinkedIn.

Good. And they can also ask you about those, important that they the the the the new kitchenware you have as well too, so the detachable handles. Like, I'll show them off. Exactly. I love it. Yes. I love it. And, you know, if you need to get a hold of me, I'm at pod at the website my podcast guy.com.

Let's talk about your, you know, podcast for your business or whatever you're doing with your podcast, if it's b to c, b to b, if it includes something like this, you need some ideas in regards to, hey. I I wanna do this, this, and this, but, you know, let's include some content pillars. We'll bring Tonnisha in as well too. The whole team of if we need to with Circle Sessions, the Circle of Experts, that's what we're here for is to, you know, help you get your podcast to where you want it to be, doing for your business or content marketing strategy, that sort of thing. Book a time on my calendar. It's at my podcast Guy Don com. Tonnisha, thanks again. This was another great episode.

Appreciate it.

Of course. Thank you for having me.