You may have heard the term pillar page
or pillar content thrown around a lot during content strategy meetings. Although
it’s a term that most content marketers are familiar with, the method for
creating a successful pillar content strategy is much more unfamiliar, which is
why we have created these easy-to-follow steps for creating your own pillar
content strategy.

What is pillar content?

A pillar content page is a blog or
website page offering valuable and in-depth information regarding a certain
topic. The content is generally quite lengthy as the full topic needs to be
covered in detail for a pillar content strategy to work, and for the page to
appear authoritative on search engines; which is on the criteria checklist for
Google when deciding which pieces of content to rank highly.

How do you create pillar content?

However, although the pillar post
needs to be detailed and cover a range of information on a certain topic, it
also needs to be expandable so that supportive content can be created. These expandable
and relevant
supportive pieces of content will link back to your pillar post blog or page
and vice versa, to create a solid internal linking system; again this is to
help tick off another key piece of criteria the Google uses to decide which
order to rank content in. For more tips on how you can write quality
SEO compatible content, then check out our previous post.

pillar-content-strategy

Creating a pillar content strategy:

1. Decide on an overall topic which
is plentiful in information and varying angles you can work with, but that can
also be easily expanded. If you’re struggling to come up with any suitable
content ideas, we recommend using Answer
The Public
; it’s an easy tool which offers a range of angles to work any topic
from.

2. In a similar fashion to a mind
map, map out your first tier of additional content. Then, create clusters of
further content pieces that could also fall under a similar theme around this
additional related content, so multiple posts are now surrounding the first
tier of additional content identified expanding from the pillar piece.

3. Once you have finalised the main
pillar topic, the first tier of sub-content and the extra content pieces in
clusters around them, you can then start to write your main pillar post. For
now, you can highlight/map where you can link to any expanded content pieces
extending from the pillar piece, so you know where links can be added at a
later date.

4. After that, you can create all
the extended content, ensuring that you are linking back to the pillar content
in every single piece for the strategy to slowly build and allow all your
content under that pillar topic to really thrive in terms of rankings.

How long should a pillar page be?

As previously mentioned, the main pillar
content page or blog needs to show to Google that you are an authoritative
source and, therefore, the piece needs to be fairly long to cover a range of
areas on the topic that you’ve highlighted as your first tier of extended
content. If you’re unsure, aim for around 5000 words initially. Without going
too overboard and writing a book; generally speaking the longer the word count,
the better.

What is so beneficial about pillar
content?

In short, a pillar content strategy
is useful for creating organic traffic to your website or blog in the following
ways:

  • Helps all pillar content related posts rank
    higher on google:

The main related and linked posts
you will create in one pillar content strategy will show your authority and
dominate the information given on that particular topic and related topics,
which means higher rankings across the board.

  • Can help you improve your overall internal
    linking system on your website:

Once you have a pillar content
strategy in place, you can adopt the same internal linking principles with your
other pages, ensuring that you link to other blogs and website pages within all
your content to help you boost rankings across the board.

  • Improve UX on your website:

With a clear internal linking
system users of your site can flow through your blog and pages in a much more
orderly fashion, taking them to relevant pages and allowing them to find what
information they require easily.

If you have any further questions on
developing pillar content strategies, and how Zelst could do this for your business so you can be
seen and get found on Google organically, then please contact us. Alternatively, keep reading our blog for more great content and SEO strategy tips.