No matter what your business sells, whether it’s a copywriting service or a great shoe polish product, you likely have only a few things that you are known for (or want to be known for). Those few things are the pillars of your business. They hold up your business.
Copywriting for these pillar (topic) pages takes special consideration. These pages function as essential sales tools. They are the primary information structures on which the rest of your content is held.
Pillar content answers questions
I don’t mean FAQ-style question/answer (although FAQs can be good pillar content), what I mean is that your pillar content is your most important customer-centric information that addresses a fundamental customer need or question.
Copywriters always try to answer these needs. But as the name implies, your pillar content is the big, sturdy content that all the rest of your copywriting will point to. Copyblogger calls this kind of content cornerstone content which is a nice way of thinking of it.
If you make software, a trial version of your software is your pillar to which all other content will point. If you are in legal services, your pillar content could be a guide or other specific page dedicated to the one legal service that is your focus.
In a very real sense, your pillar content is focussed on your Unique Selling Proposition (USP) and it’s really the kind of content we’ve been talking about in the Website Copywriting Dissected series:
- White papers
- Case studies
SEO and pillars
Throughout this series, I have emphasised the search implications of all your copywriting efforts. With pillar content, a focussed and polished approach to search engine optimisation is even more important. Your pillar content should have your most important SEO terms, and if SEOmoz is right that social network = rankings, you should be integrating/sharing this content through your social network immediately.
Focus, focus, focus
Pillar content will attract visitors to your site. It represents the best of what you have to offer. It is the main piece of your website copywriting project. It’s Pillar content!
Do yourself the favour and focus on these pages. Write them well. Re-write them. Get them right. Get feedback. Make them the best they can be.
If you’re not certain of your skills in getting these all-important pages right, get in touch.
Coming next in the series: Copywriting a product sales page