In simple words, pillar content is a piece of content that stays relevant even one year from now, bringing a consistent amount of traffic.

It’s a piece that doesn’t outdates quickly. Even after one year, with slight modifications, you can continue using that article to bring to your blog more visitors.

Your audience would find this piece just as much resourceful tomorrow as they do today.

pillar-content, content-marketing, what-is-a-pillar-content

Pillar Content Example

Say you have a blog on stock trading. And you have published 2 articles:

  1. 3 Reasons why stock market crashed today.
  2. A Comprehensive guide for beginners to invest in stock market

Number 1 post is time-bounded, which readers would find useful only for a couple of days.

However, the second post would be just as significant years from now as it is today. Because the process of learning, and then investing, in the stock market would never change, would it? So the readers can refer this post not just today but even many weeks and months from now.

In short, the second post is a pillar content.

Also Read: FREE Content Marketing Tools List

Pillar Content: 5 Basic Features

  1. It is not time bounded. (It isn’t “newsy”.) 
  2. It is usually extremely comprehensive.
  3. It can be broken into multiple subsets. These subsets can also act as standalone contents.
  4. It is aimed to provide readers an in-depth knowledge on any particular topic.
  5. It is produced to bring traffic today, as well as months, and even years, from now.

What Type of Pillar Contents Can You Publish?

  • Long-form contents—guides, how-to, listicles, reviews
  • Research report
  • Content curation
  • Frequently Asked Questions (FAQs)
  • EBook
  • Case studies 

Why create pillar posts?

There are seamless benefits of pillar contents. If you’re a one-person team blogger, looking to make a full-time earning off this path, these types of contents can turn your luck upside down. (No kidding!)

1. Pillar Content SEO

The correlation between pillar content and SEO is quite evident. Google and Bing love long, detailed contents. These posts reduce bounce rate, increases dwell time. Also, they are more likely to get backlinks. Everything forms a recipe for ranking higher on the search engine result pages.

2. Readers Love it

If it’s not news-related or entertainment based, nobody wants to read a thin content that bakes half-hearted information. People usually love long-form, pillar contents because they get more help from these articles.

This one is very well evident in the fact that articles between 3000-10000 words get the most number of social shares. (Yes, check the image below!)
pillar-content, content-marketing, what-is-a-pillar-content
Shares By Content Length
So if you aren’t already creating pillar contents, start today.

Pillar Content Strategy

There are 2 simple strategies you can take up here:

Strategy #1: You can write a long-ass content in one go. An article of 2000+ words that readers can read on one single page.

Strategy #2: You can divide one particular topic into different subsets. Now write small and individual posts on these subsets. At the end, connect these subsets (via Hyperlink) together to form a comprehensive story.
pillar-content, content-marketing, what-is-a-pillar-content
Pillar Content Strategy
Continuing with our above-mentioned example…

Say you want to write a stock market investment guide for the beginners. Now you can divide this topic into multiple sub-categories like: are you qualified, get into that mindset, how much money you require, what are the things you need, technical analysis, understanding market trends, and so on and so forth.

On these individual categories, you write single, small posts. In the end, or as you go, you link these posts with each other to form a good, in-depth coverage on your topic.

Interesting, right?

Which strategy should you take up really depends on your own needs and preferences!

If you have time, write long-form, detailed pillar posts. Since they are preferred more by the search engines and are shared much more.

But if limited in time, you can split the topic into several subsets. And then complete them in small posts. At the end, connect them all together under one category name. Maybe also crunch them in an eBook and offer it to your subscribers?

Also Read: Should You Write Long or Short Content?

They should be updated regularly…

One point that is worth mentioning is that pillar contents need to be maintained. Because let’s admit it, there would come a time when some of its information would go outdated. So you need to update the information in such articles, as and when needed.

Even if everything is up-to-date, it’s usually a good content marketing strategy to repurpose your old contents every once in a while with different keywords, headlines, and meta description.

Also Read: 15 Steps To A Killer Content Marketing

Now that you know what is a pillar content and how to create pillar content, what are you still waiting for! Start producing such contents and see your blog traffic (and email list) change dynamically.

But before that…

If you liked this post, can you please SUBSCRIBE to Spell Out Marketing? (Click to Subscribe)

Asif Ali

Asif is a certified content marketer and professional full-stack writer with 3 years experience in his pockets. Stratightedge, blogger and a full-time cloud-lover, find him on Facebook and Twitter.

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