I’ve already done one article on how you can take your content to the next level by using a 10x concept, basically where you upgrade existing content on your site. This is a great tactic to reuse, save time, and reap the benefits of content that already has a good ground in SEO. However, it’s not the only way to really advance the content within your site.

First, what is the goal of content marketing? Well, having a blog or even resources on your site helps with a few things:

  • Brand Authority
  • Exposure
  • SEO
  • Engagement
  • Lead Generation/Nurturing

Content marketing isn’t just about getting information out there, you have to do it in a way that your audience enjoys and make it easy for them to absorb. At the same time, people want to be able everything they need in one place, they don’t want to search your site for specific topic insights. And, just like every other aspect of marketing, doing the same thing over and over isn’t going to get results. You have to reinvent and provide a new way for your site visitors to read your content. This is where Pillar Pages come in.

Bonus: 72% of marketers say content marketing increases engagement and has increased the number of leads.

What is a Pillar Page?

Think of pillar pages as resource hubs. These aren’t really blog posts but are more like separate pages the focus on key topics your audience is interested in. Particularly for B2B, this could be a great way to provide insight into what your software helps with (i.e. venture capital, performance, recruiting…).

This is where all the best information about a certain topic is stored. By focusing on the true elements of your business with the help of topic clusters (more on that later), you can then pick the best resources, downloads, and blog posts to feature on one page.

Now, before you get too crazy, this doesn’t mean you just slap content on a page willy-nilly. Instead, design, user experience, and organization are key. In fact, HubSpot has a great section of articles that explain just how Pillar Pages should be formatted to get the best response from your visitors.

Topic Clusters

Let’s get into exactly how to make a Pillar Page. The first step is Identifying your topic clusters. This will be the main topic Pillar Pages that you create.

For example, if you are a performance review software, “Employee Performance” might be a key topic that your software helps managers, well… manage. Meaning, you want a lot of emphasis on this to showcase your knowledge about this topic and all of the sub-topics. Then, it’s time for the next step – identifying the cluster content.

Cluster content is the actual articles or resources you want to feature on the page about this topic. Here is what something like this would look like using the topic I stated above:

a content cluster diagram for content marketing

After you have this all set up, it’s time to choose exactly what articles and resources you want to feature. These should be knowledgable documents that cover the set keywords that this topic cluster covers. Pillar Pages are meant to be expanded upon, so don’t worry about adding too many. Just make sure that the content you are offering is your best.

Lastly, this new Pillar Page needs to be linking out to those articles you featured, and vise-versa. This helps crawlers and your audience find more of the information they need more efficiently.

If you’re unsure exactly on how this should look for your company, Content Marketing Institute goes into more detail on what it takes to find the topic clusters that work best.

Bonus: Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.

Featuring Extras

Throughout the article, I mentioned two things: featuring resources along with articles within Pillar Pages and how content marketing helps with lead generation. Well, here’s the other really cool thing about Pillar Pages – you can feature key CTA’s and download forms to gather visitor information.

That’s right if you have a great whitepaper or printable that fits within your topic cluster then include a download form. Not only is this great for experience and engagement for your visitors, but it helps you gather leads that you may have otherwise missed out on. Use Pillar Pages to their full advantage.

Bonus: Conversion rates are 6x higher for companies and brands using content marketing than those that aren’t.

Pillar Pages are the perfect thing to give your content marketing a boost while also enhancing SEO within your site, user experience, and overall lead generation. If you’re struggling with site organization, this could be the fix that your site needs to perform well and provide the best information.

Published by Stevie Howard

I am a digital marketer that has experience in a variety of fields including social media, SEO, SEM, lead generation, content strategy, and more. I want to share my knowledge with other professionals while swapping ideas and opinions. Let's discuss!

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