Table of Contents
- The GaryVee Content Model
- Key Takeaways
When it comes to content marketing, a lot has been said by too many people out there. At one point, it just starts to sound like paraphrases of the evergreen adage: provide value. But few make an effort to tell you exactly how. What’s the magic formula to create, distribute and leverage content as a marketing powerhouse? GaryVee’s Content Strategy – or rather, the GaryVee Content Model gives a satisfactory answer.
Gary Vaynerchuk, popularly known as Gary Vee, is the omnipresent (on digital platforms) content marketing guru. His strategic model for turning one into a content machine has been tested, sworn upon, rebuffed, revised, and adapted by marketers from across the globe. So, is it the final word on content distribution? Maybe, maybe not. But it surely is fit to be the first.
The GaryVee Content Model
The GaryVee Content Model is a commonly adapted content pyramid model that can be used for any kind of business – right from your personal brand to a B2C product to a multinational B2B one.
In its simplest version, it can be broken down as follows:
- Document pillar content
- Repurpose into micro-content
- Distribute across platforms
- Apply insights and repeat
Let’s delve into these in detail.
Document pillar content
Create at least one long-form content in the format you’re most comfortable with. Whether it’s an in-depth video keynote or audio podcast sharing the most valuable insights of your industry, create it to provide total value to your audience. This piece of pillar content is exceptionally detailed and answers all questions your audience may have regarding that particular topic.
Derive micro-content from the pillar content
Break down your pillar content into snackable bits – right from social media stories and memes to quotes and blogs. Identify as many content formats as possible and break the whole piece down to make a master content bank. Repurpose the pillar content into videos, still images, carousels, text content (blogs and guest posts), voiceover audio bits, and more. These micro-content moments must be created with purpose and not just to increase the content volume.
Distribute across platforms
As you make the micro-content, schedule it according to the platform. For example, the bite-sized videos go on Instagram Reels; the short, descriptive videos go on YouTube and/or LinkedIn; the infographic goes on Pinterest and Facebook, and the rhetorical questions and quotes go on Twitter. These pieces of micro-content drive awareness back to the original long-form pillar content.
Please remember, you should narrow down your communication channels before diving into content distribution according to the GaryVee Content Strategy. Also, experiment with your content. Irrespective of where you are in your content marketing journey, keep experimenting with platforms, channels, formats, and more.
While you don’t need to be everywhere for your content to succeed and drive the results you want, you must know the ins and outs of each platform to identify its potential for your business correctly. Today, new platforms and channels of communication are arising more than ever. Clubhouse and Reels were not even on the map 2 years ago. So get on the latest platforms early on and make it a point to stay ahead of the industry developments.
Get insights from your community
Engage with your community on the platforms you are leveraging, and gather insights from your audience. What are they responding to, what do they tend to ignore, and what are they actively looking for?
See what works on one platform and replicate that down the line for another platform and map your results.
Distribute the second round of micro-content
Follow up your micro-content on various platforms with a second round. When you have established the right strategy – thanks to your community insights – drive home the message with the second round of micro-content.
Edit and present them in a new way with new copies, titles, and descriptions. They drive viewers back to the first derivative micro-content and boost engagement.
If you are only starting and have yet to build a community for reliable insights, go to online forums, chat boards, groups, and pages and find similar posts. Find industry experts in your niche and check out their posts. What are their followers saying? Go to the comments or follow the hashtag and learn more about your audience’s needs. You can also share your content on these forums if you see that it can add value to your followers.
Once you’ve completely juiced one piece of pillar content, it’s time to prepare the next. This GaryVee content mode is beneficial for scaling up your content game. Create, distribute, provide value to as many as possible and repeat.
The Gary Vee Content Strategy is relatively simple when you think about it:
- Create one comprehensive piece of pillar content: This piece ranks higher on search engines and is loved by people who need in-depth knowledge about a particular topic. They may be your best prospects who are actively looking for a solution to their problem. You may drive them towards another landing page or provide a CTA to connect.
- Break it down into snackable bits providing individual value: These micro-content pieces drive traffic back to the original pillar content. They reach your audience when they’re short on time (and have little attention to spare) but may get hooked on the valuable information provided. This level works on-demand generation, brand awareness, and relationship building.
- Find out what your audience loves, and juice it further: The second round of micro-content will drive eyeballs back to the original well-performing micro-content, boosting engagement and brand recall.
- Repeat the entire process.
Why does the Gary Vee Content Strategy work? It works because it serves your audience at every level of the consumer journey. Also, it is systematic and fast (faster than any other model if you have a team working with you). And it’s super-adaptable to any business or industry. So follow these steps to reap the benefits of your content marketing campaign.
Gary Vaynerchuk or Gary Vee is a Belarusian-American entrepreneur, author, speaker, and Internet personality. He is the chairman of VaynerX, a modern-day media and communications holding company, and the active CEO of VaynerMedia, a full-service advertising agency servicing Fortune 100 clients across the company’s 5 locations.
– Create from the top down, not the bottom up
– Document instead of creating
– Employ the “sawdust” model of re-purposing content
A pillar page provides deep insight into one main topic and then links it to in-depth articles about relevant subtopics. It is an excellent SEO strategy because it showcases expertise and authority while adding context and improving ranking through internal links.
Content distribution involves promoting content to online audiences in various media formats through multiple channels.
Content channels are platforms where you post your content.