Ensure your target audience can find and engage with you in a crowded online space. Pillar pages boost SEO and help organize and interlink your content.
Standing out amidst the sea of online content can be challenging these days. Most online searches display millions of results of different types of content, blogs, videos, and more.
For example, “How to make a pizza” returns over 1.5 Billion results! It can seem impossible for your company, products, or services to get found by potential customers as you’re likely seeing millions of results for the keywords you want to rank for as well.
That’s where the power of a pillar page and content cluster strategy comes into play. By strategically organizing and interlinking your content, you can not only boost your website’s Search Engine Optimization (SEO) but also provide a valuable and cohesive user experience. Organized content around targeted keywords will help you get to the top of search engine results pages.
This important topic was recently discussed at a Boston HubSpot User Group (HUG) meeting with content marketing expert, George B. Thomas.
A quick shameless plug for the Boston HUG before we go further – these meetups are free educational events for area marketers and HubSpotters to network, connect, and learn together. You can learn more about the HUG and register for upcoming events here.
George really knows his stuff. In fact, you may recognize him as the host of the HubHeroes Podcast or from his highly-rated INBOUND session.
I thoroughly enjoyed his presentation about pillar pages and you can watch the full replay here:
Let’s dive into pillar pages and content clusters highlighting tips from George’s session along the way.
Creating a solid foundation for a pillar page requires careful planning and thoughtful execution.
In the session, George asks, “Are you doing what you need to be doing to do the things you need to do?” Meaning – are you creating enough content? Are you creating the right content? Are you using rich media?
Stop and think about the amount of content you’re creating and the rate at which you’re creating it. Determine how your audience likes to learn. This will ensure you’re creating the right high-quality content for your audience. George suggests asking your audience how they like to learn by using a dropdown question on your website forms.
Here are the key steps to help you establish a strong base for your pillar page:
I think George says it best, “You can’t do pillar pages willy-nilly, you need a strategy.”
Many organizations don’t strategize enough when it comes to pillar pages, but this can be a crucial mistake.
Now that you’ve conducted your pillar page research and established a foundation, organize your findings into a logical structure by creating an outline.
Identify the main sections and subtopics that will make up your pillar page. This outline will serve as a strategic roadmap to ensure a cohesive and comprehensive flow of information.
Use a templated outline to organize everything. George has a fantastic pillar page tool available for download on his website.
Understanding your audience and their preferred learning styles is crucial when developing pillar pages because it allows you to create content that resonates and engages with them effectively. Knowing your audience enables you to tailor your messaging, tone, and delivery to match their needs and preferences.
By understanding how they like to learn, whether it’s through visual aids, step-by-step instructions, or in-depth explanations, you can choose the most appropriate format and presentation style for your pillar page. This ensures that your content is not only informative but also easily digestible and enjoyable for your audience.
When you cater to their learning preferences, you enhance their overall experience, increase their engagement, and establish a stronger connection with them, ultimately leading to higher levels of trust, loyalty, and the desired outcomes you seek.
George recommends sending out an SOS when creating your content. This acronym stands for:
By following these steps, you can create a pillar page that positions your website as a go-to destination for valuable information and insights.
There are a lot of great examples of pillar pages, like these 9 examples from HubSpot. For even more inspiration, George highlighted these examples during the session:
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By design, pillar pages are heavy on content and often contain thousands of words. To make these pages more usable and less intimidating to the reader, George recommends using colored blocks, small paragraphs, and easy-to-navigate links.
A table of contents is also vitally important allowing visitors to click and jump to the section they need. Images, icons, quotes, etc. are all useful tools to help break up the pillar page text.
Developing a killer pillar page and content cluster strategy is essential for gaining visibility and engaging your target audience in today’s content-saturated digital landscape. By organizing and interlinking your content strategically, you can not only improve your website’s SEO but also deliver a cohesive user experience.
A big part of content marketing is understanding your audience and their preferred learning styles to create resonant and engaging content. By catering to their preferences, you enhance their experience, increase engagement, and foster a stronger connection.
Additionally, follow George’s suggested tips, such as using templated outlines, optimizing content strategically, and ensuring ongoing updates. Remember, pillar pages require a thoughtful strategy to stand out and provide maximum value to your audience.
You too can create comprehensive and user-friendly pillar pages that capture attention, drive traffic, and establish your website as an authoritative resource. Start your pillar page journey today!