In today’s world of digital marketing, creating content that naturally attracts backlinks is like hitting the jackpot. Not only does it improve your website’s SEO, but it also boosts your domain authority and brings in more traffic. The secret to achieving this is creating pillar content. From my experience as a blogger and content marketer, I’ve realized that pillar content is not just about long-form articles but about producing content that stands out, adds value, and becomes a go-to resource for others.
In this post, I’ll share everything I’ve learned about creating pillar content that attracts links naturally, step by step.
What is Pillar Content?
Pillar content is detailed, well-researched, and evergreen content that serves as the foundation of your website. Think of it as a resource hub that provides comprehensive information about a particular topic. For example, if you run a digital marketing blog, a pillar post could be “The Ultimate Guide to SEO in 2024”.
Pillar content isn’t just about its length; it’s about depth, clarity, and relevance. It’s the type of content that other creators want to link to because it’s informative, credible, and useful.
Why Does Pillar Content Attract Links?
From my own experience, here’s why pillar content works wonders for link-building:
- Credibility and Authority: Pillar content establishes you as an expert in your niche. People trust well-researched content and are more likely to link to it.
- Evergreen Nature: Since it remains relevant for a long time, evergreen content keeps attracting links over the years.
- Resourceful Value: Others in your industry or niche will link to your content if it provides answers to common questions or serves as a reference guide.
- Engagement Boost: High-quality content drives traffic, shares, and comments, increasing its chances of being discovered by linkers.
How to Create Pillar Content That Attracts Links
1. Understand Your Audience
The first step to creating any content is understanding your audience. Who are you writing for? What are their problems? What are they searching for?
For example, if your target audience is small business owners, think about their challenges—like managing budgets, learning SEO, or finding affordable tools. Create content that solves these problems comprehensively.
2. Choose a Topic That Stands Out
Your topic needs to be unique and valuable. A great way to find such topics is by researching your competitors. Look at their pillar posts and identify gaps you can fill.
For instance, while researching competitors’ blogs, I noticed many covered “Email Marketing Tips” but skipped over the best free email tools. So, I wrote a guide on “Top Free Email Tools for Small Businesses”, which naturally attracted links because it addressed a gap.
3. Do In-Depth Research
Research is the backbone of any pillar post. I usually spend more time researching than writing. Use credible sources like:
- Government websites (.gov)
- Educational websites (.edu)
- Industry studies and reports
- Interviews with experts
Always back your points with data. This not only improves your credibility but also makes others more confident in linking to your post.
4. Structure Your Content Properly
A well-organized pillar post is easier to read and navigate. Here’s how I structure mine:
- Introduction: Explain the purpose of the post and what readers can expect.
- Subheadings: Break the content into smaller sections using H2 and H3 tags.
- Bullet Points: Use bullet points for quick summaries or lists.
- FAQs: Address common questions at the end.
- Conclusion: Summarize the key points and include a call-to-action.
5. Focus on Evergreen Topics
Content that remains relevant for years will naturally attract more links over time. For instance, topics like “How to Save Money on Groceries” or “Beginner’s Guide to Yoga” are evergreen, while something like “Top Trends for 2024” has a short lifespan.
Strategies to Boost Backlink Potential
Creating pillar content is just the start. You also need to promote it smartly to ensure it gets noticed by the right people.
1. Reach Out to Other Creators
After publishing, I email other bloggers and website owners in my niche, letting them know about my post. But instead of outright asking for a backlink, I highlight how the content might be helpful for their audience.
2. Leverage Social Media
Sharing your content on platforms like LinkedIn, Twitter, and Facebook can lead to higher visibility. I’ve found that niche groups on Facebook and LinkedIn work wonders for driving traffic to my pillar posts.
3. Submit to Content Aggregators
Platforms like Medium, Reddit, and GrowthHackers are great for sharing pillar content. When I posted one of my guides on Reddit’s “SEO” community, it got hundreds of upvotes and a few organic backlinks.
4. Turn It Into Multiple Formats
Repurpose your pillar content into videos, infographics, and slideshows. Visual content is highly shareable and often attracts more links. Tools like Canva make it easy to create stunning visuals.
5. Internal Linking
I always link my new pillar content to older, relevant blog posts. This helps with SEO and ensures readers can navigate through my content seamlessly.
Real-Life Example
Let me share a quick story about one of my most successful pillar posts. I run a blog about digital tools, and a few years ago, I created a guide called “Best Free Tools for Graphic Designers”. It was a detailed post with a list of tools, how to use them, and even some tutorials.
Here’s what I did:
- Research: I spent hours finding the best tools that were actually free.
- Added Value: I included tips, pros and cons, and direct download links.
- Promotion: I shared it on design forums, emailed tool creators, and posted in Facebook groups.
The result? Within a year, it became one of my most linked-to posts, with over 50 backlinks from high-authority sites.
Mistakes to Avoid
While creating pillar content, there are some common mistakes to avoid:
- Focusing Only on Word Count: Long content isn’t always better. Focus on quality over quantity.
- Not Updating Content: Even evergreen content needs occasional updates. Keep it fresh.
- Skipping Visuals: A wall of text can be overwhelming. Add images, charts, and infographics to break it up.
- Ignoring Keywords: Research and use relevant keywords naturally. It improves discoverability.
Tools to Help You Create Pillar Content
Here are some tools I swear by:
- SEMrush or Ahrefs: For keyword research and competitor analysis.
- Grammarly: To check grammar and readability.
- Canva: For creating infographics and visuals.
- Google Analytics: To track traffic and understand your audience better.
Conclusion
Creating pillar content is a long-term investment. It takes effort, research, and patience, but the rewards are worth it. From boosting your website’s SEO to building credibility and attracting links naturally, pillar content is the backbone of any successful blog or website.
The key is to always think from your audience’s perspective. If you were a reader, would you bookmark your post? Would you share it? If the answer is yes, you’re on the right track.
So, what are you waiting for? Start brainstorming your next pillar topic, and watch the links roll in naturally!
