Content · Pillars · Component
The claim to it
Why the organisation can credibly own each pillar, and who is already there — because a subject anyone could claim goes to whoever publishes most.
The deliverable
What it is
A pillar sits where three things meet: what the audience needs, what the organisation genuinely knows, and what is not already being said better elsewhere. Two of the three is a subject; three is a claim.
Occupancy is the question usually skipped. Entering a subject someone has held for a decade is a decision worth taking deliberately, and it is normally taken by accident.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The authority
What the organisation knows that others do not.
3 attributes: What we know · Source · Confidence
LearnThe occupants
Who is already publishing on the subject, and how well.
3 attributes: Occupant · Standing · Displaceable
Learn
Search the pillar as your audience would. What comes back is the claim you are making one against.
The other components in pillars
The pillars
The three or four subjects themselves, each with what it rules out — because a subject that excludes nothing is a category the organisation happens to publish in.
LearnThe distribution
How published work actually divides across the pillars, and what will not sort into any of them — because the second number is an editorial strategy nobody chose.
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