Creating Content for Landing Pages and Video Pillar-Content and Related Micro-Content

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Landing Pages and Video Pillar-Content and Related Micro-Content

IMPORTANT: To understand Micro Value Propositions and how they are formed please read this article first.

This process owes gratitude to the GaryVee Content Model. It is a tiered, repeatable system designed to turn one major piece of content into dozens, if not hundreds, of bite-sized assets for distribution across multiple platforms. This method works for personal brands, startups, and global corporations alike.

The Model in a Nutshell:

  1. Create Pillar Content From Micro-Value Propositions

  2. Creating Related Micro-Content From Pillar-Content

  3. Pillar and Micro-Content Distribution Across Digital Marketing Channels

  4. Engage & Analyze

  5. Iterate and Repeat

Let’s unpack each of these steps.

Step 1 : Creating Pillar-Content From Micro-Value Propositions

Begin with one substantial piece of content, something long-form, rich in value, and tailored to your expertise. This could be a podcast episode, a keynote speech, a YouTube video, or a comprehensive blog post. The goal here is to deliver in-depth insights that answer key questions your target audience is asking.

Step 2: Creating Related Micro-Content From Pillar-Content

From this main content piece, carve out smaller assets that can live independently across platforms. Think quotes, tweets, stories, memes, short clips, blog snippets, carousels, and more. Each piece should offer standalone value and serve a specific purpose, don’t create fluff just to increase output.

Step 3: Pillar and Micro-Content Distribution Across Digital Marketing Channels

Now that you have your micro-content, it’s time to publish, strategically. Match content formats to their ideal platforms. Quick-hit videos for TikTok and Reels, educational clips for LinkedIn and YouTube Shorts, visual posts for Pinterest and Instagram, and witty takes or quotes for X (Twitter). The goal is to maximize reach and lead users back to the original pillar content.

Pro Tip: You don’t need to be everywhere. Start with the platforms that align with your audience and expand over time. Experimenting with formats and channels is essential to finding what sticks.

Step 4: Engage and Analyze

Pay attention to how your audience interacts with your content. Which pieces resonate? What gets ignored? Engage with your community, ask questions, reply to comments, and gather feedback. Use this data to guide your next round of content.

If your audience is still small, explore forums, comment sections, and niche groups to learn what your ideal customers are talking about. Study industry leaders to identify what works in your space.

Step 5: Iterate and Repeat

Once you’ve collected insights, revisit your micro-content and repackage the strongest pieces with updated captions, titles, or visuals. This second wave reinforces your messaging and keeps your content working harder, for longer.

Then? Move on to the next piece of pillar content and start the process again. With each cycle, your content machine becomes more efficient and impactful.

Key Takeaways

  • Start Big, Then Slice: One in-depth piece of content can fuel your entire content calendar.

  • Micro-Content is Strategic: Each small asset should provide value and lead viewers back to the original source.

  • Use Data to Refine: Engagement helps you figure out what to double down on.

  • Distribute, Don’t Just Post: Tailor each piece to the platform it’s on.

  • Iterate & Scale: The process becomes smoother and more powerful over time.

Why the GaryVee Model Works

This strategy is built for today’s digital landscape. It’s fast, adaptable, and scalable. Most importantly, it aligns with how audiences consume content, quick hits throughout the day, with occasional deep dives when they’re truly interested. By meeting your audience at every stage of their journey, you increase awareness, build trust, and drive meaningful action.

FAQ

Gary Vaynerchuk is an entrepreneur, investor, speaker, and content strategist. He’s the chairman of VaynerX and CEO of VaynerMedia, working with major brands around the world.

  • Start with macro content and work downward.

  • Document your process instead of over-planning content.

  • Repurpose everything, use every piece of “sawdust.”

A pillar page is a comprehensive resource on a specific topic that links to related, more detailed content. It helps boost SEO by creating a strong internal linking structure.

It’s the process of pushing content out to different platforms to ensure it reaches your target audience.

These are the platforms where you publish your content, like LinkedIn, Instagram, YouTube, podcasts, newsletters, and more.

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