by Joanne Faith
The real secret to growing your blog is quality and original content.
You’ve probably been beaten over the head with this fact enough all ready, but something you may not be as aware about is producing pillar content as a part of your content strategy.
So, what exactly is pillar content?
Pillar content is a collection of articles / posts that both provide a lot of value to your readers, and help to define what your blog is all about.
They are generally longer and more in-depth than regular articles, and provide timeless value to readers.
They also help to establish you as an expert in your niche by letting others know what you know.
Pillar content attracts new traffic (and thus readers and subscribers) because other bloggers are happy to link to it for its high quality, usefulness and timelessness. And this is what makes it a strong long-run strategy to boosting in-bound links (those that link to you), and sources of traffic.
Let me use my blog as an example. I regard my skills to be in pro-blogging and digital marketing, and I’ve started producing in-depth, quality content around these subject areas with the aim of genuinely sharing what i know for the benefit of readers. Doing so has helped establish my expertise in these areas, and outlined the focus of my blog for both myself and my readers. These posts have received more attention than I had expected, and I have definitely seen a boost in long-term traffic. The effort I put into producing them? Well worth it.
Whether you’re just starting out, or have been blogging for awhile, it’s not to late to start creating pillar content (and I’m here to encourage it).
How Do You Create A Pillar Article?
The first thing you want to do is make clear for yourself what your niche/specialty is, and what exactly you want to establish your authority on (as is relevant to your blog).
Assuming you have a fashion blog, but you also specialize in food, then make the goal of creating pillar content around food. If you’re more of a tech-head, then create pillar content that goes into technical detail. You get the idea.
When you’re deciding what form a pillar article might take, there are a few different approaches you can take.
1) The ‘How-To' Article
Write an in-depth article that really teaches people how to something that they really want to know how to do. The most successful ‘how-to’ articles are based on real experiences and backed up by anecdotal evidence, so its worth explaining how your ‘how-to’ worked out for you.
2) The ‘Definition’ or ‘Statement' Article
Define something that is relevant to your readers. For example, what are the essential skills of fashion blogging, or the types of shoes that every girl needs (or the 5 most wanted Jeffrey Campbell’s)? If you can define something that others can relate to, you’ll find that people are quite happy to link back to you.
3) The ‘List' Article
People love list articles. They’re easy to read, easy to action, and easy to pass on. Think ‘50 ways to…’, ‘10 tips to…’, you get the idea.
The biggest hurdle with list articles is producing a list with original list items. To get around this, follow the advice given for ‘how-to’ articles above: keep referring back to your experiences wherever possible.
I’ve explained to you why pillar content is important, and given you three easy approaches to creating your pillar content.
On a final note, be sure to display your pillar content prominently on your blog. Include a ‘popular posts' widget on the sidebar, or on the menu. Make it easier for people to find, as you’d be surprised a how often people look out for recommendations on what to read when landing on a blog for the first time.
image by Jennine Jacob via instagram