// WIDSIX WRITTEN WORD //

Building Pillar Content for Your Website

Pillar Content is exactly what it sounds like. Think about the purpose of pillars in architecture. They serve as the part of the foundation that holds everything else up, the element upon which everything else is built. This is why pillar content is also sometimes referred to as cornerstone content. Essentially, it’s the base content that all of your other content revolves around. Because of this, your pillar content needs to be some of the best damn material you (or your copywriter) has ever written. EVER! After all, this is the bread and butter of your site. And we’re talking a fresh-baked, artisanal French loaf accompanied by lightly salted butter, hand-churned by virgin maidens, from fresh milk sourced from a small coterie of Jersey cows in the Swiss Alps… NOT slices of Wonder Bread smeared haphazardly with ‘I Can’t Believe It’s Not Butter!®’-brand vegetable oil spread. So how does one craft this stellar content you ask? Let’s explore.

But First… Why Pillar Content?

Simply put, pillar content is what helps your website slide into those coveted number one spots on search engine results pages. Pillar content is also important because typically it’s focused on a broad topic, and then more narrowly-focused content can stem off of it. It can be used as a sort of landing page for the rest of your more specific content, and visitors to your website can easily jump from one topic to the next after they get the gist of your site’s focus on the pillar content pages. Having this foundation makes it exponentially easier to break down content into blog posts, infographics, videos, emails, social media updates, etc to pull in different kinds of people with different interests through various channels. 

How to Construct Pillar Content

Though the idea is fairly straightforward, the execution can get messy. So we’ll break down how to construct your pillar content into 5 steps:

  1. Understand your audience.

Wow, what a shocker that this is at the top of the list (NOT!). Y’all already know… But if you don’t, well, we’ll just send you right on over to our article How to Define Your Audience. Trust us, it’s worth the read.

  1. Use a sitemap.

A sitemap is a file that contains information about the pages, videos, and other files on your website and the relationships between them. Search engines use this file as a guide to more intelligently crawl your site. Using a sitemap, you can plan and organize your content, linking pages and defining the relationships between them. To refine this process, keep all content relevant, use lists to make information more easily digestible, utilize headings and subheadings, and ensure that everything has been edited and proofread up and down. 

  1. Create amazing content.

Remember, this is supposed to be your best material. This will be the first impression for not only your site visitors but for the search engine algorithms as well. Keep content relevant but broad. Use what you discovered about your audience and their wants and needs to tailor all of your content. The goal is to be compelling enough here so that readers will feel driven to click on other links to explore further. 

  1. Promote and share your pillar pages.

The job doesn’t stop after you’ve created and posted content. You want to make sure that your pillar content pages are the most consistently and frequently promoted. Share your pages on your social media pages, blog communities, forums, email newsletters, etc. And of course, link internally whenever possible. 

  1. Update and refine content frequently.

Updating your posts accordingly is always a good idea, but it’s especially essential for pillar content. Keep up to speed with changes in your industry, and make adjustments accordingly. Your pillar content needs to stand the test of time, so providing out-of-date or just plain incorrect information can damage your reputation as a brand.

In Summary…

Pillar content is one of the most important elements of your website. Without a strong foundation of pillar content, the rest of your website is just disjointed bits and pieces that will serve you no favors. We hope this article will help get you started in creating kickass content that you can continue building upon for years to come.

Instagram

  • Just two unusually tall dudes hangin' out. 💁‍♂️ Behind the scenes of a #WIDSIX photoshoot with Brian Frey (@agenttallfrey) and John (@roopedogg)! 📸
  • This month we are celebrating #SoberSeptember 🧘‍♂️ with a proud #ClientShoutout! Arizona Addiction Recovery Center (@arizonaaddictioncenters) and Scottsdale Recovery Center (@scottsdalerecoverycenter) are helping people beat addiction and live happy, healthy lives of sobriety.🌻 #azaddiction
  • Is there really such a thing as "too many" #WIDSIX stickers?🤔 We don't think so!😋 Photo snapped at @thehenryrestaurant 📸
  • Behind every cutting-edge device and innovative software is a team of programmers who make our modern day technology possible.💻⌨🖱
-
#DayOfTheProgrammer is celebrated on the 256th day of every year. The number 256 was chosen because it is the number of distinct values that can be represented with an eight-bit byte.👾
  • We will always remember that day, those lives, and the loss. We're forever changed and shaped by that fateful day and we stand with those who are hurting today. 🇺🇸 #NeverForget
  • Our resident tea-drinker☕ Josh (@jtsheble) snapped this photo at Copper Star Coffee (@copperstarcoffee) — topped off with a #widdy of course.😎⭐ Go grab a drink and support a locally-owned shop!
  • The #WIDSIX truck made a pit stop at the BMX/skate park in Showlow, AZ last weekend! 🚴
  • Happy Labor Day from the #WIDSIX family!⭐ How's everyone spending their three-day weekend?!🎡⛺🛌
  • In our industry, there's enormous pressure to create more content more quickly than ever before. But what happens when we sacrifice creativity and quality for the sake of quantity? 😰
-
At #WIDSIX, we believe in authenticity and providing value above everything: which is why you'll never get mass-produced, cookie-cutter content from us. #keepcreativityalive‼
  • August may be #NationalGolfMonth 🏌️‍♂️ but our client and realtor extraordinaire Brian Frey (@agenttallfrey) is ALWAYS coming out swinging — on the green and in the real estate game!🔥

Follow Me!

Don't Be Shy. Let's Chat.

We Don't Bite + Talk is Cheap Free - Reach Out

or stop by our spot and chat.

PHX AZ HQ / Map It!
4455 E Camelback Rd, D258
Phoenix, AZ, 85018