Two Benefits Of Pillar Content

by derek on January 20, 2011 · 37 comments

There is a good chance that you have had the term “pillar content” if you have had any involvement in creating your own blog or website, but that doesn’t necessarily mean that you truly understand what it is and how it can benefit you.

What is pillar content exactly?

Pillar content is the foundation that holds up the structure of your blog – and keeps it from collapsing around you. This type of content typically stands the test of time and provides the reader with a thorough overview of a particular topic within your area of focus.

As an example, assume you are writing a blog about motorcycles. Your pillar content might be a few posts along the lines of: 1) how to winterize your motorcycle; 2) three tools every rider needs to have; 3) top ten places to ride. These are articles that you can reference time and time again and will often be linked to frequently from other blogs and websites as well.

So how can pillar content benefit you?

Become an authority

When you first begin your blog – or any time for that matter – writing pillar content will establish your name within your niche. Once people begin to recognize your pillar content, they will link to you and send traffic your way. More and more people will find your website via search engines as well as mentions on social media sites and links from other blogs.

You will become the authority on your topic.

Once you become an authority, you will become the go-to resource for that topic and people will come to you for information. You will form connections with your readers – your community – and they in turn will continue to pass along your name and blog to others.

As your name and authority continue to grow, the sky is the limit – book deals, membership websites, training courses, and many other opportunities will be available to you because you are an authority in your niche.

Sustainability

Another benefit of writing pillar content is that you will continue to receive a steady stream of traffic from these pieces of content – even well after they were written.

Remember earlier when I mentioned that pillar content is like the foundation that prevents your blog from collapsing?

Consider the following example.

Early in 2009 (almost two years from today) I announced to my community that the cost to pursue my passion had become too steep and I needed to step away. Over the course of 2009 and 2010 I published a total of 49 posts. Considering that this blog has well over 500 posts, writing less than 10% over the last two years was a significant decrease in activity.

One would expect that my blog would have shriveled up and died a slow death.

Quite the contrary. As a result of having pillar content that continues to bring in traffic, there has been a steady stream of traffic over the two years that the blog remained mostly dormant. Just how much traffic? Well, here you go:

  • 111,200 visitors
  • 171,454 page views

Not too shabby considering I only wrote 32 posts in 2009 and 17 posts in 2010.

The pillar content prevented this blog from collapsing into the abyss of abandoned blogs. Not only that but the blog continued to generate revenue during that time as well. Writing pillar content doesn’t mean you should leave your blog idle, but this example does show that pillar content can carry your blog when needed and launch your blog to new heights when leveraged properly.

Where are your pillars?

Whether you are just starting your blog or have been writing for awhile now, it is never too late to create outstanding pillar content. Take a look at your niche and ask yourself what you can write that will help people interested in your topic and will stand the test of time.

For more information on how to write great pillar content, here are three authority sources on pillar content that provide a wealth of information:

See what I mean?

These three guys have written great pillar content that I have just linked to while writing about pillar content. Now that is a great example of being an authority on your topic and building sustainability as each of these posts is 3-4 years old.

Take a look at your blog – where is your pillar content?

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