Content Pillars

In the ever-evolving landscape of content marketing, creating high-quality, informative pieces is no longer enough to get noticed.

With about 7.5 blog posts getting published daily, it is not enough to simply post and expect the traffic to start rolling in.

To truly stand out and establish yourself as a thought leader, you need a strategic approach. This is where content pillars come in.

What are Content Pillars?

A content pillar is a comprehensive, authoritative guide on a particular topic. Think of it as the central pillar of a building, providing a strong foundation from which other content branches out.

Unlike a typical blog post, content pillars are longer-form pieces that delve deep into a subject, offering readers a one-stop shop for all their information needs. Common titles include 'The Definitive Answer' or 'The Ultimate Guide'.

These all-encompassing pages cover every detail of the topic in question, allowing you to dive in deeper into subtopics in following blog posts.

Why Implement Content Pillars?

Here are some reasons to integrate content pillars into your content strategy:

Enhanced SEO

Now more than ever, search engines favour websites that offer in-depth, informative content.

With each algorithm update, Google is putting more and more emphasis on promoting content that offers genuine insight and helpful advice on a subject, in an attempt to provide them with the best possible results, and prevent AI generated slop from running wild.

Content pillars, with their comprehensive approach, act as magnets for relevant keywords, improving your website's search ranking and organic traffic. They are an opportunity to show off your expertise on a subject, giving Google a great signal that you should be highly ranked on a subject.

Improved user experience

But Google isn't the only audience you should be focusing on. It is also important to create content that your audience loves.

Content pillars provide a centralised location for all information related to a topic. This eliminates the need for users to navigate through multiple pages, enhancing their overall experience on your website, ensuring they trust you on a subject and increasing brand awareness and authority.

Boosted authority

Which brings us nicely onto the next point. By creating authoritative content pillars, you establish yourself as a thought leader in your industry.

This builds trust and credibility with your audience, making them more receptive to your brand and offerings.

Content scalability

Content pillars act as a springboard for creating a wealth of other content. You can leverage the information within your pillar to develop shorter, more targeted pieces like blog posts, infographics, or videos, maximising your content's reach.

Streamlined content creation

Pillar pages act as a blueprint for future content. By outlining the core aspects of a topic, they provide a clear direction for creating supplementary content, streamlining the content creation process.

Finding the Right Pillars

While it can be tempting to pick anything as your content pillar, it's essential to pick the correct option for your content pillars. After all, this choice will dictate the following articles for the foreseeable!

Here are some tips to help you identify winning topics:

Audience analysis

Understanding your target audience's pain points, interests, and search patterns will guide you towards topics that resonate with them. Conduct surveys, analyse website traffic data, and leverage audience research tools to gain valuable insights.

Our personal preferences at GWC are Google Search Console and Ahrefs, but you can't beat a bit of direct feedback via email survey.

Industry trends

Keep your finger on the pulse of your industry. Look for emerging trends, hot topics, and frequently asked questions within your niche. Content pillars that address current industry discussions will attract a more engaged audience.

I suggest following relevant LinkedIn profiles and newsletters, YouTube channels, and even TikTok accounts, which will provide you with news as and when it breaks.

Competitor analysis

Has a competitor's content made you want to learn more about content pillars? If so, dive a little deeper to see what is making their content so successful.

Analyse your competitors' content strategy. See what topics they're focusing on and identify gaps you can fill. But don't simply copy their approach, not only is it lazy, but it is also unlikely to succeed.

Aim to create a more comprehensive, informative, and engaging resource.

Keyword research

Conduct thorough keyword research to identify relevant keywords with high search volume and low competition.

Integrating these keywords organically into your pillar page will enhance its SEO potential.

Don't get sucked into stuffing keywords in left right in centre. It isn't 2015 anymore, and SEO efforts require quite a bit more thought and effort!

Finding Complementary Content for Your Pillar

Once you have your central pillar page, it's time to build upon it with supplementary content, with a range of forms of content across the marketing funnel.

Here are some ways to create a well-rounded content cluster:

  • Blog posts: Develop shorter, focused blog posts that delve deeper into specific aspects covered in your pillar page. Link back to your pillar page to provide context and establish a clear information hierarchy.

  • Case studies: Showcase how your product or service helps solve problems addressed in your pillar content. Use real-world examples to demonstrate the value proposition and build trust with your audience.

  • Infographics and videos: Visual content is a powerful tool for enhancing comprehension and engagement. Create infographics or explainer videos that summarise key points from your pillar page, catering to visually inclined learners.

  • Ebooks and whitepapers: Offer downloadable resources like ebooks or whitepapers that expand upon the information presented in your pillar page. This allows you to capture leads and nurture potential customers.