I’ve answered the question, “what are content pillars?” before, but I didn’t go into detail about how to write pillar content for your brand. This time around, though, I’ll be tackling just that.

It is worth noting, though, that there are dozens of ways you can do this. And, furthermore, not all pillar content is written. So this will be tackling how to write these specific pieces of pillar content in the form of blog posts.

There is enough to talk about with pillar content that it will be worthwhile to discuss social media pillar content separately as well as copywriting pillar content, which is a different beast altogether from content writing.

Let’s define pillar content

As I said, I’ve talked about why you need content pillars previously, but even then I didn’t go into detail about how to define what your pillar content should be. For now, let me offer a new way of looking at pillar content and how you can make it incredibly simple to write pillar content blog posts later on.

If you want to know how to write pillar content, then you need to understand that pillar content should really fall into three categories: about your customers, about relevant problems and solutions, and about yourself.

1. Write pillar content about your customers

From here on out, make an entire portion of your content marketing strategy all about your customers. 

And, no, not just talking about them, but talking TO them. Create ways to engage with them. Point our problems they may be suffering. Talk about how they are moving forward and improving, even if it means they aren’t using your product or service.

30-40% of your content needs to be pillar content dedicated to your customers, with you only serving a very minor role in their hero’s journey.

2. Create pillar content about problems you help solve

People love hearing the stories of others, but they also love to hear stories about resolution. 

Start writing pillar blog posts about problems and solutions. Most of them can, and should, tie into the solution you offer (your product or service), but not all. In fact, including some that you specifically cannot solve through your product or service but connecting them with others who can will go a long way to building better relationships all around. 

Your customers are gonna love it and your business friends who you are referring out to will love it, too.

3. Create pillar content about yourself

This should only consume somewhere between 10-20% of your content marketing strategy, but it is important to take time to talk about yourself from time to time. Not even just your business, but actually about YOU.

People need and want to see the humans on the other side of the screen.

Make sure you are writing about yourself, your team members, and the family’s that are being supported by the customers!

What should my pillar content be?

You should make sure that you are mixing up the types and quality of your pillar content, too…

…because if you want to know how to write pillar content, then you need to understand that people crave vice content sometimes and other times they crave virtue content. 

And any content you create falls into one of those two broad categories while also fitting into one of your three pieces of pillar content.

Once you’ve got that nailed down, you’ve pretty much got a content schedule ready to go with ideas of what to post!

How do you write a pillar post?

Once you’ve got the type of content matched with a pillar concept, all you need to do is sit down and hammer out some of the details. Knowing how to write pillar content blog posts is a combination of strategy and lots and lots of art and creativity.

No one can sit you down and tell you exactly how to write great blog posts.

Honestly, I have spent so much of my time trying to learn what makes great blog content that attracts tons of attention and drives traffic like crazy…

…and there is no secret sauce!

There are lots of things you can do that are better than other routes, but I just stumbled across a post written on Medium by a guy with 160 followers…and his blog post is NUMBER ONE on Google for the keyword I was researching…

NUMBER ONE!

Do you have any idea how wild that is? He has an insignificant amount of followers (well, not insignificant to him, but in terms of SEO) with not all that much interaction on the Medium post itself…but it was a top tier piece of content that got him TONS of backlinks from reputable websites and businesses.

He is a tech writer. He has written about loads of things in tech that never quite took off. But his work was always high quality. And that high quality got noticed on one particular piece of content. And he will be reaping the rewards of that work for years to come, you can be sure of that!

So how do you write pillar content? You just write the absolute best piece of content you can!

Yo go guy, pal, or nonbinary pal!

Ready to pillar some content now?

Feel like you are ready to write some pillar content for your brand now? Because I know you can! Just remember to keep writing about your customers, write about problems and solutions, and don’t forget to write about yourself/your brand from time to time and good things will roll on in.

If you like what you see, then there is a ton more content over on the blog. For questions pointed in my general direction, you can shoot me an email. Or if you REALLY like what you see, then fill out this contact form and let’s chat about how I can help your content marketing endeavors!

As always, I appreciate you, friend!