Why You Need To Start Using Pillar Content Marketing Strategies

Why should you care about pillar content? The way we search for things on search engines like Google has changed and seemingly, the world of content marketing and search engine optimization has changed too. We ask our machines human questions and we expect a human reply. For example, it’s considered normal to ask your computer: “where should I go for dinner tonight?” and we expect our computer to reply to us in a people-friendly manner. This is the future of search and it will continue to evolve. This means we will have to adapt to the new world of digital marketing and social media marketing with human-like machines. 

What Is Pillar Content? 

Pillar content is substantive and informative content on a specific topic that can be broken into different sections. Guides and reports are good examples of pillar content. Pillar content needs a pillar page and cluster topics. Your pillar page unites all the topics that belong to your central theme.

Topic clusters focus on narrow topics found on your pillar page. For example, your pillar page could discuss digital marketing and that same page contains a link to a cluster article that discusses email marketing or lead generation services as a digital marketing technique. Topic cluster content helps Google realise you’re an authority on a particular subject matter. Hence, the more you write about a single topic on your website, the higher Google will rank you for that topic. Pillar content can be thought of as an ebook with many hyperlinks.

Why Should You Use Pillar Content?

Google has become more people-friendly and this means your digital marketing strategy should also evolve. The way people search for things has evolved and people’s questions have grown more complex in nature. We’ve also gotten used to asking our search engines questions that are conversational – we speak to Google as if it’s a human. So it is no surprise that the way we think about content creation and the way we structure content needs to change.

Pillar content also increases the level of organisation in your content – people can navigate easily through your website services, blogs, infographics, portfolio and videos – a legitimate SEO benefit. You can also include a download option at the top of your pillar content so that you can turn your visitors into leads. The information you gain from the visitor who chooses to download your content can be used for further content marketing. In addition, creating a comprehensive guide or infographic that is educational and useful will also sell the content itself. In order to do this, you need to identify your target audience and what they want to read about. You also need to consider what questions they will ask and what problem they are trying to solve.

Pillar content can act as a multi-purpose, traffic-driving, brand reputation management, and lead-converting content marketing tool. There is no escaping the future of search so it would be a wise decision to start reading comprehensive guides on pillar content now – see what I did there? 

Find out more about creating pillar content by contacting our adaptive SEO team today!