October 9, 2017

Why Pillar Content is Important for Your Website

Pillar content is also known as cornerstone content. Developing content pillars in a website increases the likelihood of being found quickly during an online search. Even though it’s not as well-known as it should be, it’s much older than one would think.

What is a simple way of describing pillar content? It’s informative content on a specific item or theme, such as guides and eBooks. Its nature allows the topic to be broken down into a multitude of materials, sections, and pieces.

The articles, including blog-style themes, are neither news nor time dependent. In other words, their style stays current because it provides relevant insight. Usually a tutorial type of article that teaches something to the audience, it normally goes beyond 500 words in length and offers meaningful, helpful advice and hints. The “how-to” is a cornerstone designed to make it easy for people to:

  • use your website.
  • do business with you.

Basically, the website cornerstone provides a foundation that is so interesting and useful that visitors want to stay and read on.

Changes over the last decade include a guideline for longer blogs – up to 10,000 or more words! The content stipulation demands value to your personas and text that is:

  • informative.
  • evergreen.
  • substantive.

Identify structural elements

Pin down the foundation of the overall critical areas that identify your business and what you want it recognized for. It’s a structure designed to withstand the test of time by focusing on your overall content plan. Don’t be surprised if you have several structural elements on your list. Most business owners want their business known for more than one thing. Shorten the list to the most important things.

Pillar content is extremely structured to make the pillar strong. The drawn-out web page or article focuses on a specific theme or topic which can be broken down into shorter forms of content to fill other places on the web. It may result in emails, blog posts, videos, and media updates. The ideal result is reaching a variety of customers, including buyers, through various channels. In simple terms, the pillars help others locate your business during a search no matter how many times and ways Google changes search algorithms. Pillar content has power within the SEO landscape when your pages are a go-to resource for others because they provide helpful information not published elsewhere. It boosts rankings and your identity as a thought leader.

Pillar content in 2017

The pillar has changed somewhat. Make it part of your overall content strategy.  Specific SEO tools define its identity as content optimization and management, recognizing the relationship between supporting topics and the pillar. Other changes include:

  • changing the website pillar page from a blog post to a content page.
  • the use of relevant keywords.
  • steady updates of pillars.

 

Brickroad Media

Brick Road Media provides marketing services, website design and optimization, and social media marketing for small businesses. Check out our Free Digital Marketing Snapshot and see in full detail how your "digital footprint" can expand to attract more customers and make a big impact on your bottom line.

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