The Ultimate Guide to High-Performing Content Pillars
- viranchi1
- Nov 24, 2022
- 3 min read
Let's start with a fact: content marketing is not easy in 2023. Almost every strategy or technique you read on the internet has been used and tested by several marketers, and most of these strategies deliver little results.
So, what should you do to make your content marketing plan more impactful? The answer is simple—create high-performing content pillars.
Read on to learn about content pillars: everything from the whys to the hows.
Content Pillars - A Primer
The concept of a content pillar is relatively simple; it refers to long-form content pieces, such as eBooks, hub pages, long reads, ultimate guides, etc. Here's one by HubSpot:
Pillar pages provide readers with a wholesome overview of the main topic and every sub-topic that comes under it. The primary purpose of a content pillar is to provide detailed information about the main topic.
Content Clusters and Content Pillars - How Are They Linked?
To make their content pillars more impactful and searchable, content creators create a content cluster(s) around pillar pages.
A content cluster (also known as a topic cluster) refers to a set of related articles directly guiding the readers to a pillar page. It establishes the website's topical authority over a subject and increases the duration readers spend on your content.
So, while a content pillar is at the core of your content hub, one or more cluster pages capture the readers' attention and direct them to your pillar page.
Some typical examples of content clusters are emails, social media posts, gated content, landing pages, SMSes, etc.
High-Performing Content Pillars - Why Are They Important?
SEO (Search Engine Optimization) is a vital part of designing high-performing content pillars. An SEO strategy focusing on your content pillar can enable your content to rank for all the relevant popular keywords on top search engines.
So, a high-performing content pillar is one whose keyword density has been optimized with an aim to improve its ranking on search engines. Better rankings bring enhanced traffic, higher visibility, increased brand awareness, and more leads.
Designing High-Performance Content Pillars - Things to Consider
As mentioned earlier, high-performing content pillars increase the average time readers spend on your website. Plus, the more you update your pillar pages, the more visible your content becomes on search engines.
The following four tips can help you design high-performing content pillars:
Audience Analysis - Analyze your audience and find their pain points. You can then use your content pillars to address and solve the same issues.
Choose the Topic - After analyzing your audience, figure out the main topic, sub-topics, and the top keywords in that category.
Introduce Your Topic- Once you've decided to solve your readers’ issues, introduce the topic to them. However, be subtle when presenting your brand since sales content may drive them away.
Create the Page - Create the page while being as specific and detailed as possible. The interface and structure of your pillar page must be simple enough to attract your audience.
Conclusion
After you're done with the content pillar design, track the analytics to see how customers respond to your content. Getting an idea of the reader's behavior will help you tweak your pillar page to make it even more attractive.
And if you're clueless about the right approach, you can always get in touch with the best content creation services to help you navigate the murky waters of content marketing. To know more about content writing services and their various types visit our website.
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