Content pillars: Why and how to create one for your brand? The Ultimate Guide

Content pillars: Why and how to create one for your brand? The Ultimate Guide

What if your audience isn’t responding well to your content? Or if you’ve seen similar content work for other companies like yours, but not for you?

So, what’s their secret?

Content pillars.

The content pillar is a strategy that concentrates on ideas rather than keywords. You produce a ton of good content centered on a single theme, or “pillar.”

The outcome?

You may produce content that appeals to Google as well as your target audience. Time and time again.

Learn more about content pillars in this post and how to apply them to your website.

How Do Content Pillars Work?

In essence, pillars are major concepts or subjects on which you might center your content clusters. In-depth reporting and long-tail intent can be covered in greater detail in cluster blog articles that connect back to the pillar page, which provides a broad overview of a particular topic or head keyword.

How Do Content Pillars Work?
They are also referred to as cornerstone content or flagship content.

They are also referred to as cornerstone content or flagship content.

What Constitutes Content Pillars’ Essential Components?

Depending on your marketing objectives, there are three main categories of pillar pages: “Guide,” “What Is,” and “How-To.” To understand how each category works, we’ll look at each one of them in brief.

The “How-To”

The How-To not only gives you the chance to establish yourself as a subject matter expert, but it also functions as a great piece of content for your company. It’s also a terrific choice if you’re wanting to connect with information seekers. Example: “How to write an ebook”

The “What Is”

Long-form blogs can make excellent candidates for the “What Is” pillar page, which in-depth examines a subject.

If the subject matter is sufficiently complex, you can break up the themes or subtopics into chapters and segments. Each subtopic is organized in a linked table of contents on the left side of the major material, which also covers each subject in more detail.

‘The Guide’

The “Guide” format should present a thorough review of the subject with numerous supporting pieces and pages that link to them.

The pillar page’s core topic is surrounded by supporting themes and elements including blog posts, links to products or resources, pertinent questions, FAQs, and videos.

Benefits of Using a Content Pillar Strategy

The following are some reasons to implement a pillar content strategy on your website:

• Streamline content organization: All of your content is arranged into main topics and supporting subtopics.

• Improve SEO: Start appearing in search results for significant short- and long-tail keywords. Here’s a quick fact for you: Long-form content actually receives 77.2% more backlinks than short content.

• Create ideas for better content that will impact readers by building on pillar content.

• Persuade visitors to stay on your website longer: Readers who are interested will have plenty of possibilities to click on related links and read for longer.

• Establish a successful content marketing system: Design a system where each asset is connected to the others and has a clear function on its own.

How to Build Content Pillars That Promote Conversions

You must be anxious to develop your own content pillars by this point. So, how can you create and develop content pillars that are effective for your brand?

1. Focus on your audience first

Based on your audience research, you can create a model that represents your target consumer. For each buyer persona, you will require a different content pillar.

For example, in order to create effective content pillars for your brand’s social media strategy, you must ask yourself a number of important questions.

  • What kind of content are your customers interested in?
  • Which of their problems can you solve with your content?
  • What search terms are they using?
  • What kind of content has historically been successful?

2. Establish a social media plan and identify the needs of your audience.

What are people in your target demographic talking about on LinkedIn, Facebook, and Twitter?

Set up search streams to keep an eye on talks mentioning your brand’s name, goods or services, and rivals.

Check out which articles are shared, which issues are brought up, and which ones receive the most comments.

You can use these insights to complement what you already know about your target audience.

3. Do some keyword research to support it

Now that you are aware of what your customers want, support their needs through keyword research.

Visit Google Ads (previously Google AdWords) and enter a search term associated with your proposed piece of content. You’ll receive a list of terms that are relevant and may inspire new article ideas. For instance:

Do some keyword research to support it

4. Keep an eye on your rivals

What kinds of pillar content do your rivals leverage?

Look at the articles that are being read the most on other websites. You can utilize these popular content topics as inspiration for your blog if your audiences are comparable to one another.

How will you be able to tell what is effective for your rivals?

Simple: go to Buzzsumo.

Here’s what I see when I type in “content writing”:

Keep an eye on your rivals

5. Make a plan

Now that you’ve completed your keyword research and buyer insights, it’s time to choose your content pillars.

Gather the concepts and topics into recognizable groups; they will serve as your pillars. Don’t worry if any of your ideas don’t fit into any one category; you never know when you might need them. At this time, concentrate on building solid content pillars.

Here, it’s important to keep in mind that content pillars should not be overly specific. Consider each pillar as a branch from which a great number of questions, discussions, and ideas might sprout.

6. Start classifying your main content pillars

Now that you have identified your target audience and their needs, you may finally develop your own content pillars. Start by compiling a master spreadsheet of all the keywords and subjects you intend to cover.

Next, group content based on related topics.

7. Create a content calendar

You can proceed to the content planning stage once you have your content pillars in place. The precise blog posts, articles, videos, and other content items you want to produce are listed on a content calendar. 

Before creating content, make a calendar to ensure a continuous brand presence throughout social media. Streamline your content creation processes to get the results you want.

8. Create your pillar pages and promote

Have you prepared high-quality content ideas for each cluster? It’s time to build your pillar page with pertinent subjects and focused themes to target the problems of your audience. This will serve as the cornerstone on which your topic cluster will be created. Promote your content across all platforms, from your blog to your social media accounts, to broaden your audience and visibility.

Finally, repurpose previous content into fresh formats to maintain your content cycle. Create engaging material to keep your audience interested.

Over to you

Congratulations! You now understand what content pillar is, why it’s crucial, and how to produce your own.

It’s time to develop your content pillars in order to rank highly, keep your audience interested, and increase sales.

If you follow these simple procedures, your content will quickly increase ROI.

Looking for assistance with strategy, planning, content creation, and optimization? Look no further than our content marketing service. Contact our content strategist now.