When you start your business blog, it can feel impossible on what to write first. Eventually, you and your content creators will hit a good stride. But then, once you run through your first list of brainstormed ideas and breaking news, there will be a lull. It can seem like you've written everything there is to be written about your business's core services.
That's where topic curation comes in. Your business blog will take off in search engine rankings and your analytics if you have a constant list of topics that resonate with your audience and feed into each other. Even the structure of your business blog can help you build an endless stream of new content and content updates.
Build your pillar content with core, niche topics.
No two articles are the same. Every article has a unique message and resonates with members of your audience in different ways, even if the underlying call to action is the same. However, there are general categories of articles, and your website needs to have a mix of article types to maximize your brand's reach. First, start with your core content.
What's a pillar article?
Every business has between three and five core concepts that they focus on. No matter what those topics are, you have enough expertise about it to fill dozens of pages. The best way to prove that to your target market is to give them long-form articles that explain each core concept and give the readers useful information they can use for themselves. Once you create pillars that focus on the core ideas that bring consumers toyour online doors, you can fill your site with more and more long-form, pillar content. But that's the strategy for the long-haul. Start with basic, wide-reaching concepts.
These articles can operate as stand-alone masterpieces. Because they're so long, useful, and detail-oriented, they rank highly in search engine results and bring new visitors to your website. Not only does this increase your brand's reach, but the content also persuades the new visitors that you know what you're talking about. They're far more likely to convert into subscribers and, after that, customers.
There are a lot of different ways to structure a pillar article. You can take a broad topic like "how to start a business" and have several subheadings that explain each part of the central topic, from filing your business entity to filing taxes. Some pillar articles take the form of lists and provide dozens of examples of how to perform one action, like "30 templates for cold emailing prospective clients. It's important to use those subheadings and have lots of internal lists. You can also break up the content with great images, short videos, and infographics.
Splinter off from your pillar post with shorter more technical posts.
Just because pillar posts are long doesn't mean they're the spot for every bit of knowledge about a topic. That "how to start a business" article might have a section about filing taxes, but it shouldn't go into depth about the difference between assets and inventory. The list of cold email templates should break down each example so readers know what techniques are valuable, but that article isn't the place for how to automate your email marketing system.
Those ideas should be in separate articles all by themselves. This is important for multiple reasons but has two key benefits:
- Most readers won't want to know the granular details immediately.A long article might already be overwhelming, even though it has a lot of value. But if you start getting into the nitty-gritty details that a consumer isn't ready for, they'll just leave your article.
- Separate articles are easier for consumers to search for and find their answers quickly.If someone is searching for those technical business tax details, they want an article with concrete answers. They don't want to scroll through other business advice, so they'll skip over articles with titles that don't look promising. Creating specific articles also helps with SEO for those niche search terms.
As you start pulling together articles about more specific concepts, weave them into your pillar post. Add a hyperlink that will lead curious audiences to the new article. Also, add a link to the new article back to your pillar content for readers who want to see how a small detail fits into the bigger picture.
Internal links are helpful in their own right. The number of and the quality of interactions with internal links are both metrics that search engines use to measure how valuable and legitimate your content is likely to be. But they also help your human readers more easily navigate to the answers they need. It also means they'll spend more time on your website because you keep giving them invitations to relevant, valuable content.
The longer a consumer spends on your site, the more likely they are to become a paying customer. Ultimately, that's what content marketing is all about.
How else can pillar articles help build up your business?
Building a large library of good content is a long-term marketing strategy. It incorporates everything from SEO to establishing your brand as a knowledge authority. Just like climbing your way to the top of search engine results, it takes time and consistent effort. But once your articles are written, there are plenty of ways to maximize their value. Here are two:
Offer the article as a download that readers can take with them.
Readers know when an article is valuable. But they also know when they don't have time to read the whole thing and aren't likely to find it again. Give them a solution in the form of a downloadable PDF. Not only is it a great way to gain new subscribers who already value your content, but it also makes your business seem more reliable. Offering your content both as PDFs that readers need to submit their email address for and as freely available content, or "updating" your content, doesn't stop people from subscribing like it may seem to. It encourages it.
Keep a link to it on your homepage.
Pillar articles aren't just articles. They're resources. So make sure visitors can find it from the navigation bar on every screen. This will drive more traffic to the page itself, and it lets new visitors know that you're an expert, even if they didn't come to your site through that article first.
Good content gets stronger and stronger over time. Your long-form articles will be even better if you connect similar articles and weave everything back to your pillar content. Go to BOLD Worldwide for SEO strategiesthat bring customers straight to your store.