What is "Pillar" Content + How to Create It
Do you ever wonder what makes a particular blog so successful? Or perhaps why you see their content being shared over and over again? Perhaps it’s because they’ve been blogging for 17 years… or perhaps it’s because they have what I call “Pillar” content. When you think about the old buildings in Rome with no walls, they were held up with four pillars. Odds are, each room in your house has four corners. When a car drives, it has four wheels. These are foundational necessities that make the structure whole.
In the blogging world, I strongly believe that without foundational content, you cannot expect to develop any sort of authority, establish yourself in your niche, or get near as many shares as you otherwise could have.
“Pillar” content means that you have anywhere from 4-10 blog posts that are niched and knowledgeable. You should be able to write these posts without too much research or brain power because these should be what you know already. If your niche is social media, you should be able to write an article about Twitter without too much Googling. If your niche is the power of self love, you should be able to whip out a post on tactics for self love without even touching a search engine.
For me, I specialize a lot in blogging and some in business. My pillar posts look like this:
- Webinars for Bloggers 101: How to Create a Bangin’ Landing Page
- How to Brainstorm New Blog Content
- What Exactly is Content Mapping & Why Do I Need it as a New Blogger?
- How to Set Your Blog Apart
These posts have received exceptional attention because of their shareable nature. That’s a particularly cool thing about having pillarized content: it’s super shareable and relevant within your niche. Pillarized content tends to be evergreen, too, so it never becomes irrelevant.
This content should be well-written and lengthy. Consider 900-1200 word count per post. Also attempt using screenshots and potentially case studies to drive home your point or your tutorial. This really helps as many of your readers are extremely visual people.
Your pillar content should contain your CORE offerings. This means the things that are and always will be on your website as an opt-in, lead magnet, course, 1:1 package, etc. Whatever you want people to get eyes on, as long as it’ll be around for a while, is what you should be placing into these posts.
To break it down into bullet points, “Pillar” content is:
- Pitching your core offering
Now, let’s talk about how to CREATE your first Pillar blog post.
As I said before, you should have anywhere from 4 to whatever large number you want of pillarized content, so apply this process to as many new blog posts as is necessary.
Niche Your Content
What’s your niche? Choose a topic that seems to be a hurt of your readers and heal it with your tutorial or how to or article. If you don’t know what your reader’s hurts are, perhaps you should do a little more research.
If you are already aware of your niche and have chosen a topic, make sure that it is a subject that WON’T become irrelevant anytime soon. Now is the time to choose a title for your post.
Create an Outline
On a piece of paper, write out your title, then under that, place seven bullet points.
Your article will eventually look like this:
- Introduction (this warms up your audience and identifies the pain point)
- Header 1
- Header 2
- Header 3
- Header 4
- Header 5
- Closer (ties up all the points nicely into a bundle and contains an opt-in)
Within these bullet points, you’ll have offerings here and there, so go ahead and note where you want to put those. I just wrote “Header”, but this is where you should put your issues that you’re going to address in your article.
Leave a link to a core blog post of yours below so I can check it out!
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