Blogging and Social Media experts will tell you a blog should have at least 10 to 12 pillar posts. A pillar post is one which is timeless. It always applies, and will lead readers to your site as long as it exists. These articles – or posts – serve as the foundation of any blog.
Since most blogs exist to sell something, the advice makes sense. Look at any store and you will see it does the same. Seasons and fashions change, fads and trends come and go, and technology changes everything, but certain common items are always available. Swimsuits and snow shovels are seasonal, but socks and underwear are always essential.
Blogs, like stores, are not all the same. A hardware store is going to have the same basic items from season to season or even year to year. You might find snow blowers replaced by lawn mowers, but hammers, screwdrivers and drills don’t change much.
You might think a trendy clothing store – one highlighting the latest fashions – would be an exception. But while the look might change, the purpose doesn’t. A party dress is still a party dress, even if the lengths and sleeves and materials change. A little black dress can come in many forms, but they say every girl needs one.
Websites featuring one or more blogs vary in the same way. You find sites emphasizing topics which don’t change much over time, while others focus on the trending fashions, breaking news, or the latest technology. A site reviewing the latest phones will be different from one marketing guitars.
However, both sites will have pillar posts giving basic information. Perhaps the phone site will explain basic cellular technology while the guitar site provides the history of guitars.
The purpose is to lay a foundation. A blog, like a store, needs to provide a reason for those “just browsing” to come in and look around. It is a basic principle of marketing, and it applies just as much to the on-line world as it does to the brick-and-mortar one.
It might also offer a life lesson. Once, people memorized certain quotes from literature, favorite sayings, or scripture versus because they spoke to how the individual saw himself. They served as a foundation for making decisions. They helped define who the person was. They were often repeated to others to explain actions. They were pillar posts.
We all know people who seem to need to be part of the latest trend. They want the newest technology, watch the latest hit shows, and repeat whatever fashion dictates. They are like a boat with lots of wind in its sails but no rudder and no master, skirting quickly across life’s waters in no particular direction, without destination or purpose.
We all need pillar posts in our lives. We need those foundational ideas on which we base our actions and on which people can come to meet us and learn who we are – and who we are not. Otherwise, we are just drifting without an anchor. What are your pillar posts?