Step into the world of content writing, where the power of words holds the key to captivating audiences and driving meaningful engagement. In this digital era, where information overload rules, how do you make sure your content stands tall amidst the noise and captures the minds of your target audience?
The answer lies in acquiring the art of content pillars- the secret weapon in creating an impactful strategy. They serve as the sturdy base upon which your brand’s narrative unfolds.
Are you ready to change your content marketing game with content pillars and the boundless possibilities they hold?
What is Content Pillar?
Content pillar, also called pillar content and pillar page is the form of content that your website is based on. So, it includes the major content pages built carefully through a well-structured and effective content strategy.
Pillar content serve as the main themes or topics around which a brand or organisation creates and organises its content. Think of it as the key subjects that represent the core areas of expertise that your brand wants to communicate and be known for.
These pillars act as guiding principles that inform the creation and distribution of content across various platforms and channels. They provide a consistent framework for developing a wide range of content, such as blog articles, videos, social media posts, podcasts, and more. They help to make sure that all the content produced aligns with the brand’s values, and objectives.
The beauty of creating a pillar lies in their versatility and ability to cater to different target audience segments. While content writing for digital marketing, it allows brands to address the diverse needs and interests of their audience while maintaining a unified brand identity. By defining and focusing on a handful of content pillars, brands can establish themselves as thought leaders in their respective industries, and drive engagement.
Effective content pillars are built upon thorough research, market analysis, and a deep understanding of the target audience. They should be broad enough to encompass a wide range of subtopics, yet specific enough to differentiate the brand from its competitors.
When executed properly, content pillars become the cornerstone of a brand’s content marketing strategy, helping to streamline content creation, and ultimately drive business growth.
Different Types of Content Pillars
When it comes to content pillars, there is no one-size-fits-all approach. The types of content pillars can vary depending on the nature of the brand, its target audience, and its goals. Though there are many kinds of pillar pages, here we are going to discuss three common types that brands often utilise:
1. “The Guide” Pillar
This type of content pillar focuses on providing comprehensive guides or tutorials on a particular subject. Brands use this pillar to position themselves as valuable resources and experts in their field.
For example, a skincare brand might create a guide pillar dedicated to skincare routines for different skin types, covering topics such as cleansing, exfoliating, and moisturising. The content produced under this pillar would consist of detailed instructions, product recommendations, and tips to help the audience achieve their desired outcomes.
2. The “What Is” Pillar
The what is pillar is designed to educate the audience about a specific concept, term, or industry trend. It aims to simplify complex subjects and provide clarity to the audience.
For example, a financial services brand might create a “what is” pillar to explain investment terms like stocks, bonds, or mutual funds. The content produced under this pillar would involve defining the term, providing examples, and explaining its significance in a concise and accessible manner.
3. The “How-To” Pillar
The how-to pillar centres around teaching the audience specific skills or techniques related to the brand’s niche. It aims to empower the audience by providing actionable knowledge that they can implement in their own lives.
For instance, a photography equipment brand might have a “how-to” pillar focused on different photography techniques, such as capturing stunning landscapes or mastering portrait lighting. The content produced under this category would include step-by-step instructions, visual examples, and practical tips to help the audience improve their photography skills.
By incorporating these specific types of content pillars into their content marketing strategy, brands can cater to their audience’s thirst for knowledge, establish themselves as reliable sources of information, and build trust with their audience.
Importance of Content Pillars in Your Content Strategy?
According to Singlegrain, “29% of B2B marketers think their pillar content efforts are “extremely” or “very” successful”. Here are several key reasons why content pillars are important:
Content pillars provide a strategic framework that guides the creation and organisation of content. By defining specific themes or topics, brands can align their content efforts with their overall business objectives. They ensure that content creation is purposeful and targeted, helping brands communicate their key messages effectively.
These pillars help maintain consistency across all content platforms and channels. They make sure that the brand’s tone and style are coherent and aligned. Consistent content reinforces the brand’s identity and builds trust with the audience.
Content pillars enable brands to tailor their content to the specific needs and interests of their target audience. By focusing on topics that resonate with their audience, brands can deliver valuable, relevant content that captures attention and drives meaningful interactions.
Streamlined Content Creation
Creating a pillar content will provide a structured approach for content creation. Brands can generate a variety of content pieces under each pillar, such as blog articles, videos, infographics, and social media posts. Brands can repurpose and optimise content across different platforms while maintaining a consistent brand narrative.
It allows brands to establish themselves as thought leaders in their industry or niche. By consistently producing high-quality content around specific subjects, brands can demonstrate their expertise and provide valuable information to their audience. It helps build credibility, authority, and influence, leading to increased brand recognition and customer loyalty.
Who doesn’t want to boost SEO efforts? By creating content around specific structures, brands can target relevant keywords and improve their website’s visibility in search engine rankings. Consistent and optimised content under each pillar enhances the brand’s online presence, attracts organic traffic, and drives higher conversion rates.
How Can You Develop a Pillar Content Strategy for Your Website?
These pillar pieces cover broad topics and are supported by related cluster content, creating a cohesive and interconnected network that benefits both your readers and search engine optimisation.
Here are eight steps to developing an effective pillar content strategy.
Step 1: Identify Pillar Topics
Start by conducting keyword research to identify relevant and popular topics in your industry. Consider using tools like Google Keyword Planner or SEMrush to uncover keywords related to your niche.
Once you have a list of potential topics, choose the ones that align with your business goals and have the potential to provide value to your target audience. For instance, if you offer content writing services, your pillar topics could be “Complete Guide on Content Optimization” and “Content Marketing Strategies.”
Step 2: Conduct a Competitor Research
Before finalising your pillar topics, it is essential to conduct a competitor analysis. Analyse the content strategies of your competitors who offer similar services and target similar keywords. Identify the topics they cover, the format they use, and the engagement they receive.
This will help you find unique angles to approach the topics and differentiate yourself from your competitors. By understanding what works for your competitors, you can refine your pillar content strategy and create more compelling and valuable information for your target audience.
Step 3: Audit the Existing Content of Your Website
Evaluate the quality, relevance, and performance of your current content. Identify high-performing articles or blog posts that can potentially serve as pillar content. Look for opportunities to update and optimise existing content to align with your new strategy.
Additionally, assess whether any content overlaps or can be repurposed as cluster content. By auditing your existing content, you can leverage what’s already working and strategically plan the creation of these pillar pages.
Step 4: Create Pillar Content
Craft high-quality, comprehensive pillar content pieces that thoroughly cover the chosen topics. Ensure that these pieces are well-researched, engaging, and provide valuable insights to your readers.
Each pillar content piece should be a standalone article or webpage that acts as a go-to resource for information on the respective topic. For example, if you specialise in SEO-optimised content, create a detailed guide on “Creating SEO Optimised Content: Best Practices and Techniques.”
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Step 5: Develop Cluster Content
To support your pillar content, create a cluster of related articles or blog posts. Cluster content dives deeper into subtopics related to the pillar content, linking back to the main pillar piece.
These supporting articles should provide additional information, examples, case studies, or practical tips that expand on the main topic. For instance, under the pillar topic “Effective Content Writing Techniques,” you could have cluster content such as “10 Tips for Writing Engaging Blog Posts” or “The Art of Crafting Compelling Headlines.”
Step 6: Internal Linking
Internal linking is a crucial aspect of a pillar content strategy. Link your cluster content back to the pillar content and vice versa. This internal linking structure helps search engines understand the relationship between your pillar and cluster pieces, leading to better indexation and improved SEO performance.
Additionally, it encourages readers to explore related content, increasing their time on your website and reducing bounce rates.
Step 7: Optimise for SEO
Ensure that your pillar and cluster content is optimised for search engines. Conduct keyword research to identify relevant keywords and incorporate them naturally throughout your content. Use descriptive and keyword-rich Meta titles and descriptions for each article.
Also, pay attention to on-page optimisation factors like headings, subheadings, and alt tags for images. By optimising your content for SEO, you increase the chances of ranking higher in search engine results pages and attracting organic traffic. You can get top-quality SEO-optimised content from our professionally trained writers who craft content maintaining proper SEO guidelines.
Step 8: Promote Your Pillar Content
Once your pillar content is published, it’s essential to promote it effectively. Share these pillar pages on social media platforms, reach out to influencers in your industry for collaborations or guest posts, and engage in content syndication on relevant platforms.
By doing this, you can increase its visibility, reach, and the likelihood of it being linked to other websites, which further boosts your website’s authority and SEO rankings.
Developing a pillar content strategy for your website is a powerful approach that can elevate your brand’s online presence and drive organic traffic. By focusing on pillar topics, and optimising for SEO, you can position your brand as an authority in your industry. Through thorough research and understanding your target audience, you can deliver valuable and engaging content that resonates with their needs.
So, start building your pillars and watch as your website reaches new heights, standing tall among the digital landscape.
Frequently Asked Questions
1. How do I choose the right topics for my content pillars?
To choose the right topics, conduct research to identify subjects that align with your business goals and resonate with your target audience. Consider their pain points, interests, and frequently asked questions. Select topics that are relevant, valuable, and align with your brand expertise.
2. How can content pillars improve search engine optimisation?
Content pillars enhance SEO by providing a structure for internal linking, improving keyword relevance, and increasing the overall quality and depth of your content. They also attract backlinks and encourage visitors to spend more time on your website, both of which are favourable signals to search engines.
3. How do supporting content pieces relate to content pillars?
Supporting content pieces revolve around the central theme of the content pillar. They provide additional insights, dive into subtopics, and offer a more focused exploration of the broader subject. They create a cluster of related content that improves SEO and user experience.
4. How often should I create new content pillars?
The frequency of creating new pillar content depends on your business objectives and the pace of industry changes. Content pillars are typically evergreen, so focus on quality rather than quantity. Aim to create a new content pillar whenever you have thoroughly covered a topic and there is a need for comprehensive information.
5. How do I measure the success of my content pillars?
Measure the success of your pillar content by tracking key metrics such as website traffic, engagement rates, time spent on the page, backlinks, and conversions. Use analytics tools to gain insights into how your content is performing and whether it is driving the desired results. Monitor the impact on your overall digital marketing goals and make adjustments as needed.