Beauty copywriting tips: blog topic pillars

Maintaining a blog for your beauty brand is beneficial for your overall marketing strategy. The trouble is that it can be time-consuming to create exciting, relevant, and value-added posts regularly. Make the beauty copywriting process for your blog easier by using topic pillars to keep you on track.

What is a blog topic pillar?

Topic pillars (or content pillars, buckets, umbrellas…) are themes or categories that your blog posts cover. They’re the main topics that are useful to your audience, and relevant to your brand. For example, a spa might have pillars like, ‘meet the team’, ‘skincare secrets’, ‘client experiences’, and ‘spa exclusives’. Meet the team posts could share staff news, profiles, or expertise. Skincare secrets could cover beauty trends, tips, and tricks. Client experiences may showcase before-and-afters, reviews, and testimonials (with their permission, of course). Spa exclusives could be the pillar to market new services, deals, or products.

How do topic pillars add value?

Each pillar and its related posts are adding to your brand’s online presence by showing your expertise, perspective, and offering. They make blog navigation easier by grouping your posts together, and they can be used strategically to demonstrate what’s important to your brand.

Using the spa example above, the team member pillar shows that the spa’s employees’ are part of a workplace that values and respects them. Sharing educational content with professional commentary highlights industry expertise. Client-based content can be used as proof that the venue’s treatments are effective. Promoting deals exclusively on the spa’s blog serves as a measurable marketing method. When online-only deals are redeemed in the spa, this can be a way to track conversions from blog-reader to paying client.

Why are topic pillars helpful?

If you dread seeing that alert or notification reminding you that it’s time to post again, blog pillars can help you decide what to post. Unless you’re working with a beauty copywriting professional who can do the hard work for you, it’s difficult to come up with engaging concepts on a regular basis. Having a theme ready to go helps you narrow down your ideas – and creative constraints are known to be very helpful for productivity.

Beauty copywriter recommendation

Depending on how frequently you plan on posting to your blog, it’s a good idea to have four or five pillars in rotation. Any less and you’ll be scratching your head for ideas too often. Any more and you’ll overwhelm yourself by having too many concepts to cover.

A good way to define your blog pillars is to write a list of the blogs you want to post. Think of as many as you can over the space of a week – they’ll jump out at you while you work, consume media, and speak with other people. Then, have a look at the kinds of themes that pop up and put a name to them. They can be straightforward or creative – make them broad enough and easy to understand. All that’s left is to start writing – or ask Hadley Co. to do it!

Amy Hadley

Amy Hadley is a beauty copywriter with a background in print journalism, digital media, public relations, and eCommerce. As someone contributing to the beauty industry, she encourages her clients to use words creatively, sincerely, and responsibly. This is to promote more honest and thoughtful communication in the beauty industry, and better serve its consumers.

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