the pillar post copywriter
what exactly is a pillar post?
A “pillar post” is an evergreen document located on your homepage that defines your business and establishes your brand. It can be as short as a 1000 word blog or article, or as long as a mini eBook. It’s something that brings visitors back to your site over and over. It’s designed to be shared and commented on. It’s informative and targeted. It’s the story you want your audience to hear and act on.
WHAT CAN A great pillar post DO?
- Tells your target audience what your business is about.
- Shares key ideas and philosophies.
- Answers questions.
- Demonstrates the tone of your business.
- Educates your readers.
- Encourages people to share your business.
RENEWABLE ENERGY IS SERIOUS business!
But if your audience is confused or bored by your content,
they’ll never know how serious it is.
Be THAT business!
If you use a mailing list to grow your business and share your ideas, you’ve got to talk to your subscribers!
Now, it’s true that some business emails, quite honestly, deserve to go straight to SPAM. But what if you were the business who got your own folder in your subscribers’ mailbox? You own FOLDER!
Regular, real communication makes your business relevant and builds trust. You know that – it’s how strangers become friends. People who interact with your business are the same: the more you deliver quality content that adds to their lives, the better your relationship will be and the more they’ll commit to you.
If you have a mailing list and want a better conversations, then get in touch.
Dive into the digital toybox
Multimedia blogs are to humans what burritos are to beagles!
Blogs have changed over the years. Long pages of unbroken text don’t grip visitors anymore. But add short films, GIFs, animation, graphs, graphics and Doodle Vids (those crazy hand-drawn animated thingies) and you’ve just put stuff on your site that’ll glue your visitors to it from start to finish.
Take a moment to think about your audience. They want to be informed, educated, and taken seriously, but they also want to be captivated, engaged and (since your target market is human) entertained.
So, you've got something to say...
The more informed your target market is, the more likely they are to engage with you, learn from you and stay with you.
Clear, concise how-to articles, whitepapers, case studies, newsletter and infographics are a great way to teach your market about your business so they can become smart, informed partners. And unless you want a headache with your 10 a.m. coffee, my guess is you prefer to deal with a smart, informed audience.
Stop throwing stones at high-speed trains
Getting engagement and commitment from your audience is a long haul game.
Sending out a few sporadic emails, posting the occasional blog and slapping your “mission statement” on a static website is equivalent to throwing stones at a high-speed train. No impact!
A clear, result driven communication strategy designed to suit your business, your target market and your message is not only easy to implement, it’s easy to sustain because it’s integrated with how you think and how you work.
Years as a writer
Articles, blogs, infographics, how-to features...
Cups of delicious bean-to-cup coffee a year
Give folk a reason to stick around
Fact is, humans have the attention span of a beagle in a biscuit factory! And that’s OK. That’s life. So, instead of trying to put a leash on your audience in the hopes of keeping them still, give them a reason to stick around.
If your audience likes to be entertained, entertain them. If your message is complicated, simplify and teach. If your mission is to inform your market, then make it easy and worth their while!
Your target market connects with you to achieve something, or to feel something, or to learn something. Know what that is and let them have it.
People connect with businesses they know. Connect with your audience.
Get to know them. Let them know you.
That’s how great conversations happen.
The pillar post copywriter
- Pillar posts that establish your brand.
- Multimedia, engaging blogs that entertain and inform.
- Autoresponders and email communication that connects with your audience.
- Newsletters and company magazines that your readers look forward to.
- Content-rich material that educates and informs, including infographics, whitepapers and articles.
- A complete, sustainable communication schedule that gets your message across without overwhelming your audience.