If you had three wishes granted by a genie, what would you wish for? Probably something along the lines of things that can make life better, for you or someone else. What if you were a website owner? You would probably wish for more traffic. What if we told you there is something called ‘pillar blog post’ that can make that happen without the wishes?
In this post (which we hope becomes one of the top pillar posts), you will learn about the various things that make an ordinary blog post into a pillar post that drives traffic for years to come. We will also see about the approach you must take to create such a blog post.
But first, let’s talk a little about what a pillar post is.
Much like the Pillar of a House
No, we’re not kidding! The analogy is the best one. Here’s why.
Just like the house is supported by the various pillars, pillar posts support the website and its traffic generating machine. They are posts that are detailed, actionable and engaging.
Pillar posts are different from other blog posts in the sense that they are written with a long-term perspective. After getting an initial spike, they continue generating web traffic for years to come. With new visitors day after day, pillar posts help websites in achieving long-lasting ROI.
A pillar post also acts as the start of the sales funnel by generating interest in a customer’s mind about the product or service discussed in the blog post. When a customer fully understands the value of the product or service being offered, they are more likely to take some action after reading the complete post.
Now, let’s take a look at what we must consider before writing a blog post that aims to reach the pinnacle of all blog posts – becoming a pillar post.
It’s All about the Customer
You are creating something that is meant for a customer’s eyes. So, the most logical approach is to think about what the customer wants. Based on the type of service you provide, the pillar blog post should answer every query that hits a customer’s mind.
It might sound a little complicated, but it’s really a bit of research and a bit of intrigue, and you’ll be golden. Here are a few pointers on how to start the process:
- Choose what you want to write on – Deciding what you’re going to talk about in your post is the first step. You might be tempted to choose any topic and start writing on it. Don’t fall for that instinct! Spend some time on research and carefully think about what would be the most pressing concern for a customer.
When you choose a topic that resonates with the reader, they are more likely to continue reading the complete post and not bounce away mid-read. Think about what areas the customer will need to put their faith in before buying your product or service, what they explore and what they consider before opting for any purchase.
- Answer the customer’s queries – After you know all the hot topics of discussion that wander around in the mental space of an interested customer, it’s time to address all those topics. Any informative content is only useful if it provides answers rather than raising more questions. Gauging how a customer thinks about the product or service and about themselves in connection with the product or service can provide you with insight about the approach you must take to answer the pertinent questions in your pillar blog post.
- Determine the type of post – When you decide on a topic and the things you would cover, now it’s time to choose what type of content you are going to present in your pillar blog post – a ‘how to’ type, ‘benefit’ type layout or ‘top tips’ type of outline. These are just a couple of examples of presenting a blog post to your readers.
- A unique POV – With the digital world already pretty saturated with an almost infinite number of content pieces, your blog post must be written from a unique perspective, a different point of view (POV), an angle that others didn’t think about. That will make the blog post worthy of the attention it deserves.
Where Do We Come into the Picture?
We’re pretty confident that this blog post will reach higher levels of engagement and garner a lot of impressions. But why do we think that?
Bharat Arpanet’s content marketing team works with one goal in mind – to write for our clients in a way that the readers don’t leave with any questions left unanswered.
That makes our blog posts worthy of becoming pillar posts. Yes, we are that confident, and that’s what makes us.
Ping us to help bring website traffic to your business effortlessly for years to come.
