Want to be the top website for your topic? Here's a secret some successful websites use, content pillars. Even though they've been around for a while, content pillars can still be a powerful tool to boost your SEO and content marketing – but only if you use them correctly.
So, what are content pillars, and how can you make them work for your content creation plan?
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Content pillars explained
Content pillars group content around a theme, acting as departmental connections for your target audience. It covers a broad topic that interests your target audience, in a nutshell, content pillars are a way to organize your website's information and attract your target audience.
Content pillars & content clusters - an SEO love story
Cluster content is how SEO and content pillars work together. They link back to the main content pillars for more info. You have a bunch of interesting content that works together because they are connected! Search engines love this structure because it helps them understand your content and how it connects. By using lots of relevant keywords throughout your guidebook and chapters, you have a better chance of showing up in more search results
Click here to learn more about linking and why it is like gold in SEO.
Building authority & ranking high in search engines
Content pillars help build your authority in any niche from B2B to any broad topic by the in-depth, informative content you are offering readers. Search engines love websites with well-created content. These pieces provide information in specific details related to the main topic, which strengthens your expertise in the eyes of search engines and users.
How to create pillar content - a plan
Building a content strategy with your audience in Mind
The foundation of a strong content strategy is understanding your audience. You need to identify their interests, challenges, and online behavior. Conduct surveys, analyze social media data, or research your competitors to learn more about your target audience.
Finding the right topics
Once you understand your audience, use keyword research tools to find topics relevant to them and have a good search volume. Look beyond high-volume keywords and consider long-tail keywords that indicate users are ready to take action. Analyze the search intent behind your keywords to ensure your content addresses their needs.
Aligning content with your brand
Your content pillars should reflect your brand identity and expertise. Choose topics that showcase your authority within a specific niche. This will help you build trust and establish yourself as a thought leader in your industry.
Creating your content pillars
1. Asses your existing content
Audit your existing content to see if you have anything relevant to your chosen pillar topic. Look for blog posts, infographics, videos, or even social media content that you can repurpose into new formats. The audit may also reveal gaps in your content that you can address with new content creation.
2. Research your competitors
Analyze what your top competitors are doing in terms of content strategy. See what topics they cover, what formats they use, and where there might be opportunities for you to differentiate yourself. Look for ways to offer a more in-depth analysis, a unique perspective, or a fresh format that competitors still need to explore.
3. Create the content pillars
- Structure your pillar page. This is the central hub for all your content on a particular topic. It should provide a comprehensive overview and include clear navigation to related content pieces.
- Write compelling cluster content. Create high-quality content pieces that address your subtopics. This could include blog posts, case studies, white papers, videos, or infographics. Ensure each piece is well-optimized for relevant keywords.
- Visual appeal matters. Use high-quality visuals to break up text, enhance understanding, and improve user experience.
4. Content pillar interlinking
Interlink your pillar page with each piece of cluster content. This creates a clear information hierarchy, helps search engines understand your content structure, and improves user navigation. Use relevant keywords as anchor text when linking your pillar and cluster content.
5. Promote your content
Promote your site and content across various channels like social media, paid ads, and email marketing. Customize your PR or promotion strategy for each platform and its audience.
6. Reasses make improvements if needed
Track your content's performance using SEO analytics tools. Pay attention to metrics like organic traffic, engagement rates, and conversions to understand what's working and what needs improvement. You can update your content pillars with fresh information to maintain relevance.
Final thoughts
Pillar Content is a key part of any SEO content strategy. If you need help creating better content an SEO specialist or full-service Webflow agency can help you achieve your goals.
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