If you’ve had a business website for any length of time, you’re most likely aware that publishing content is essential. Not only does it connect you with your audience, but it also boosts your website’s SEO strategy and allows you to show up in search engine results more often.
However, it’s one thing to know you need content and quite another to know what to write about in that content. Some business owners are ready to outsource their content marketing needs to experts like Uyo Digital Marketing. Others might prefer to write it themselves but face the dreaded Writer’s Block.
If the latter sounds like your situation, or if you’d just like to improve your content marketing skills, familiarizing yourself with the importance of content pillars is the way to go. Let’s discuss what content pillars are, how they can benefit your small business, and how to develop your own.
What Are Content Pillars?
Let’s start with the basics. Content pillars are key themes that run through all of your content, whether in the form of a video, blog post, e-book, or infographic. As the name suggests, this type of content is a heavy-lifter for any small business. Content pillars should support your goals, like gaining more website traffic or sales revenue.
Also known as “cornerstone content” or “bedrock content,” your pillar content typically includes the most robust and in-depth pieces on your website. These pieces are easily shared through email and social media marketing campaigns and rank well in search engine results.
Your content pillars largely depend upon your audience’s interests and needs as well as your company’s brand and services. In a nutshell, ask yourself, “What do I want my business to be known for?” The answer gives you your content pillars.
As an example, here is a look at a few industries and what some of their potential content pillars might be:
- Real Estate Agency: market trends, a showcase of unique homes, home buying tips, or home selling tips
- Med Spa: beauty and spa trends, health benefits of specific spa treatments, or wellness advice
- General Contractor: home improvement advice, DIY guides for small home projects, home decor trends, or a showcase of completed projects.
What Are the Benefits of Content Pillars?
Well-developed content pillars help everyone involved. Your website visitors receive complete answers to their questions all in one place while you, as the business owner, establish yourself as a trusted source in your industry and niche.
The SEO Benefits of Content Pillars
Content pillars allow you to take charge of your SEO marketing strategy like a pro. By incorporating these cornerstones into your company’s website, you’ll enjoy more traffic and more engaged visitors.
When someone is interested in a specific topic, they tend to consume a lot of information to understand it fully. If your content digs deeply into your pillars, you allow people to “binge” your content. This step keeps them on your website longer, decreases bounce rates, and strengthens brand loyalty.
Secondly, pillar content is evergreen, so its value won’t diminish over time. You get greater longevity and can rank for more and more keywords as time passes. Lastly, pillar content is highly shareable, so you attract more backlinks and social media shares. Both of these can help you rank higher in search engine results.
How Pillar Content Affects Business Processes
The benefits of content pillars are by no means limited to the SEO world. These foundational pieces help you streamline your business processes, saving you time and money in the long run. By implementing this approach, you effectively multiply your content creation efforts overnight. One long-form, well-crafted piece of content can become multiple blog posts, landing pages, email blasts, videos, infographics, or social media posts.
You also improve the quality of your content and reinforce your branding. With pillars established, your messaging remains consistent in voice and tone, even if various people on your team are working on content.
