You likely know that having an effective content marketing strategy is a must for your site. However, do you know what to do if your content isn't generating the response you hoped for? Or if your revenue isn't going up even though you put time and effort into creating new content?
I've found myself in this position in the past and had to find new ways to improve my content strategy. One of the most effective methods I've discovered is content pillars. Pillar content focuses on a certain topic rather than a keyword. You can create a large amount of valuable content around a single pillar.
Pillars are key topics or themes that help you focus on content clusters. Pillar pages cover a topic or head keyword, leaving room for more in-depth reporting through cluster blog posts that link back to the original pillar page. You may have also heard these called flagship content or cornerstone content.
There are many potential benefits that content pillars offer. These include:
- Make it easier for search engines and people to navigate your content.
- Increase rankings for linked pages.
- Focus content on what your customers want.
You will find three main types of pillar pages and the one you use depends on your marketing goals. These include:
How-to articles provide valuable content for your brand and allows you to position yourself as an expert on a certain topic. Using how-to pages is a good option if you want to reach people searching for information.
Long-form blogs are smart candidates for, "What is" or, "What are" pillar pages. These will go in-depth into a certain topic. You can divide the subtopics into additional segments and chapters, which is beneficial for the complex subject matter.
Guide formats need to provide an authoritative summary of a topic. Once written, multiple pages should provide support and link to it.
Remember, the purpose of these pages is to give your audience what they are looking for. To do this, you must consider who your audience is. This will help you determine the type of content that you should create as pillar content.
As you can see, there are more than a few reasons to add content pillars to your website. Being informed and knowing what these pages offer will help you achieve the desired goals with your blog and website. Just be sure you focus the content for your pillar pages on your audience's questions and what they want to know. This is going to help ensure your efforts are successful.