How to Use a Pillar Page to Improve your Content Quality
Consider the dictionary meaning of ‘pillar’ – “a firm, upright support for a superstructure”, also defined as “a fundamental precept”. Your content marketing campaign is your ‘superstructure’ that requires a ‘firm, upright support’. That’s the key function of content pillar pages. Without these essential supports, your ‘content superstructure’ will neither stand strong, nor will it attract the right attention.
A content pillar is a page of your website that focuses on a key topic of interest to your audience, and a subject that you know deeply. It’s a comprehensive overview with links to more detailed information. Pillar pages contain evergreen content that is fresh and relevant for your audience. For example, when we talk about SEO, there are a lot of elements to cover. A pillar page would be an introduction to your SEO, with links that discuss technical SEO, pay-per-clicks, organic content, and much more.
Here’s why pillar pages should be part of your digital marketing strategy.
Make Your Audience EAT Out of Your Hands!
A pillar page demonstrates your Expertise, Authoritativeness, and Trustworthiness on a subject. You’re not only trying to show your reader that your information is relevant, you’re also able to demonstrate your authority on a topic to search engines that are ranking published content by its value to users. When a pillar page is structured well, it provides context to search engines to understand your website. Pillar pages can also help your own copywriters decide how to approach content. In the example above, your writer would do well to start with a broad topic like SEO and branch out with blog posts, videos, white papers, and other types of content to help your audience understand the topic.
Organize Content for Intended Users
Search engines react to user experience. A pillar page is an excellent way to organize content for users in a way that makes sense to their needs and intent. Not only does this help the user have a better experience on your site, but it also helps them find the information they want. You can help propel them through your sales funnel very naturally, especially when you offer high-quality, relevant content. We recommend cluster posts or pages that go deeper into different aspects of the topic to let your reader explore as they want.
Identify Content Gaps
Users and search engines aren’t the only ones who benefit from pillar pages. Copywriters can use the structure to see what’s missing (and what content has already been covered) from your site, thus giving you more opportunities to provide content that users want. Pillar pages provide the ‘superstructure’ to make your website more in-depth and valuable to your audience.
Hire an Experienced Content Agency to Craft Your Pillar Content
Keeping up with content isn’t easy, even for in-house writers who have other responsibilities. If you need new ideas or more copywriters, talk to a content agency to support your online presence. Pillar pages are a great way to build your brand, but it does take time to create the content and build out the supporting pages. MintCopy can help you create content for your audience. Contact us to get more information.