3 Tips for Writing Pillar Content

Here are three tips for writing pillar content that will help structure your posts, attract leads and gain better page rankings.

In case you missed our series on writing for SEO, pillar content is a highly effective way to define your brand, drive traffic, and convert website visitors to leads. But in order to be effective, these pages should be strategically designed to do their proper job in telling search engines what your site is all about.

Before we go further, let’s take a step back and talk about exactly what pillar content is. As search engines adjust their algorithms to favor topic-based content, savvy marketers are turning to topic clusters to structure their content.

“This method uses a single pillar page as the main hub of content for a given topic. All of your content assets related to that topic link back to the pillar page,” explains HubSpot blogger Amanda Zantal-Wiener.

Need some ideas for writing and structuring effective pillar content? Here are three tips to get you started.

3 tips for writing pillar content

1) Start thinking about your site differently.

Not so long ago, SEO optimization was all about keywords. But search engines are changing. As their algorithms get more sophisticated, they look for websites that can provide depth and breadth on a particular topic. That means topic-based content wins you better page rank. It’s time to start thinking about your site as a collection of topics rather than a collection of keywords.

2) Consider your core audience.

“Think about the top interests and challenges of your core audience personas to give you ideas for pillar page content,” says HubSpot blogger Sophia Bernazzani.

Good content marketing is all about cultivating your reputation as a trusted resource for your audience, and pillar pages are no exception. Chose topics that answer the needs of your target audience. Topics should be broad enough to be able to generate multiple related blog posts, but narrow enough that you can cover all related content on a single pillar page.

3) Your content is about answering questions.

“Pillar pages should answer any question or query a searcher might have about a topic — which will make them want to click on your pillar page when they enter a Google search term that your page ranks for,” writes Bernazzani. The goal is to draw site visitors with savvy pillar content, and let them explore all content in your topic cluster.