writing content pillar

Looking to learn how to create a content pillar? Curious as to what one is?
Here’s my advice for using a content pillar in your marketing plan and why its worth investing the time to do this.

Why is Content Important?

When you are building a website for your business, one of the most important parts of making sure it is successful, is to create strong, viable, and relevant content. Content is the most important for several reasons; the most important being it is the easiest way to communicate your message to customers. As well, content is one of the key factors which determines where you will rank on the Google search results pages. These content articles are key for building your website into one which stands out from the other thousands of websites on the web today.

What is a Content Pillar?

A content pillar is essentially a specific, and full, piece of content material that is centred upon a specific subject. This content material is then broken down into several other smaller pieces or derivitives, including articles, podcasts, videos, and more. The pillar is based off of one theme, and is built on several smaller blocks focused on the same theme. These pillars are based on your business, and should add support to your overall marketing campaign and business brand awareness. But there is much more to creating a content pillar than that.

Planning What’s Most Important

In order to create an effective content pillar, you must plan what is going to be the most effective and efficient theme or topic to begin with, and how you are going to break that down into smaller blocks. For example, if you own a plumbing business, your first pillar may be focused on bathroom plumbing, which is one of the most sought after aspects of plumbing. You would then break that down into articles on services you offer, videos highlighting previous client’s satisfaction with your work, and photos of completed bathroom work.

Make it Shareable

Content is useless without the ability to share it and allow more people to view it. Larger content pieces tend to be less interesting to casual viewers and readers, and are skipped over by those which are shorter and more to the point. By making it straight forward, your customers will not have to spend as much time reading, which will be beneficial for them, while also making it easy to create for you. Shareable content can open up a new range of audiences for your business, exposing your brand to new sources of money.

Make it Relevant to Today

Your clients, customers, and any visitors to your business’s webpage are not interested in content that is old and outdated. They do not want content that is not applicable to their daily lives today. In order to give them what you want, you must keep up to date with what they are thinking, feeling, and interested in. Your content must keep up to date with the latest techniques, products, and services that are in your field. If you are behind the times, your credibility will drop, and you will build a content pillar that will only need to be rebuilt in the end.