Content Marketing Blog mint

Content Marketing Blog

8 Steps to Creating Cornerstone Content

In any major building project, it’s a banner day when the cornerstone is laid. The cornerstone determines the entire scope of the foundation for the building. Cornerstones are often engraved with the date and major players in construction. How does this process translate to an SEO strategy?

Cornerstone content is the foundation of your website. It’s what your customer needs to know about your business to get the most out of your website. Not only does it give your customer relevant information, it also helps search engines learn more about your site. That’s the core function of your SEO strategy. Here are eight tips for developing cornerstone content. 

1. Choose Cornerstone Pages Carefully

Cornerstone pages are those that are most relevant to your site. You’re not trying to sell products but provide information to customers instead. You want your cornerstone pages to rank well. These pages should feature prominently in your SEO strategy.

2. Use the Right Keywords

Cornerstone pages must include the most important keywords that immediately come to mind with your business. Although these keywords are generally the hardest to rank for in SEO, these are what your customers are using to find businesses like yours. Supporting content will be the long-tail keywords. When you include a combination of the two, you can rank for a main topic and sub-topics.

3. Include Compelling Title Tags and Headlines

Having title tags and headers that outline information serves dual purposes. Modern consumers skim content to quickly get to the information they want. Search engines use titles and headers to index information. Break up content into manageable pieces for organization and readability.

4. Create Evergreen and Impressive Content

Evergreen content is that which lasts. An article about your product and how to use it won’t change over time, but information about an event does. Cornerstone pages should include information that is timeless. Saving your best content for these pages can ensure that you’re providing relevant information to your customers.

5. Add Relevant Content

Find a balance in your cornerstone content to be informative and relevant without providing so much information that customers can’t find what they want. A cornerstone page doesn’t need the depth and breadth of every niche of the topic. But it does need to be comprehensive. Think about your readers first, then optimize the page for better search visibility.

6. Link Back to Your Cornerstone Page

On of the building blocks of SEO is backlinks. Linking back to your cornerstone pages is a good strategy to demonstrate to search engines what is relevant to your site. Use blog posts and other content pieces to direct your users back to your cornerstone information.

7. Create a Plan to Build Your Website

Just as the construction crew needs a blueprint to successfully create a building, you, too, need a plan to develop a winning website. Develop your cornerstone page. Work on publishing more content that supports your cornerstone. The cornerstone page is your core content. Links off your cornerstone page are sub-topics that provide deeper knowledge.

8. Craft Shareable Content

When customers share content, it’s reflected in your SEO rankings. Think about crafting videos or infographics that people want to share. Sharable content increases organic search rankings and sends other relevant customers to your site.

If you’re struggling to define an effective content marketing strategy, let the MintCopy team help you develop a long-term plan that builds trust with your customers and puts you on a strong footing with search engines. Our SEO writers craft successful cornerstone content that acts as a foundation to get prospects into your sales funnel. Invest in your online presence and digital footprint. Actions speak louder than words, but strong words drive positive actions. 

Use our online form to get in touch. You can also follow us on FacebookLinkedIn, and Twitter to stay up-to-date with the latest content marketing trends.

Resources:

Share


Recent Posts

Sheetal Pinto - 7/9/2020 06:00

Sharing Your Brand Story through Content

In today’s marketplace, it’s not enough to have a great product or service. The best brands go much deeper and connect to consumers on an emotional level. Just think about the brands you personally love and buy. Talkwalker, a social analytics firm, just released its list of the world’s favorite brands. You’ll probably never guess which international icon tops the list - Lego. Other brands that made the top 10 were - The Container Store, Celebrity Cruises and Four Seasons Hotel. Most people played with Lego as children, which is one reason we connect so readily with the product. As adults, we buy Lego for our children and maybe even invest in some of their kits for ourselves. It’s a brand we love because it’s part of our story. Every brand on the Talkwalker’s Top 10 list has at least one thing in common. They all use storytelling to connect with consumers as part of their brand love message.

Sheetal Pinto - 6/30/2020 06:02

Build Your Brand with Employee Generated Content

Getting your audience to notice your content is easier said than done. Your message is one of thousands seen each day. Breaking through the noise is a challenge, even for the most beloved brands. Content is the lifeblood of your SEO strategy and a way to provide information about your brand. Modern customers don’t only face a mountain of promotional content, they’re also cynical. One way to reach an audience is through employee generated content. In fact, you may be already be reaching your customers through EGC without even realizing it. Let’s explore this type of content and its benefits.

Sheetal Pinto - 6/25/2020 06:00

An Email Subject Line that Called for Action Against Racial Inequality 

The changes that have occurred since the May 25 death of George Floyd have been ground-breaking. On Juneteenth, the AP Stylebook changed to capitalize Black when it’s used in a racial, ethnic or cultural sense. Statues that glorified white supremacy have come down. Millions of dollars have been pledged to fight racial inequality at every level. School Boards are rethinking how they’re using local police. These changes are certainly overdue. One viral email from a Goldman Sachs managing director demonstrates that every person and business needs to address racial inequality. Content is such a big part of your marketing strategy, it pays to take a deeper look into your own emails, blog posts and other marketing material.

Sheetal Pinto - 6/18/2020 06:00

Your Content Must Reflect Diversity, Inclusion and Equity

The peaceful and not-so-peaceful protests in the past few weeks following the tragic death of George Floyd have revealed the systemic racial division across the United States. Fortunately, people all over the world, including here in Canada and several European countries, are recognizing that we have to work together to fight racism. We must speak out against police brutality, racist policies, and bigotry. Our children need to be taught to be kind and fair, regardless of race, skin colour, gender, or socio-economic status.

Sheetal Pinto - 6/11/2020 06:00

In any major building project, it’s a banner day when the cornerstone is laid. The cornerstone determines the entire scope of the foundation for the building. Cornerstones are often engraved with the date and major players in construction. How does this process translate to an SEO strategy?

Sheetal Pinto - 6/4/2020 06:00

Make Sure Your E-Commerce Content is Search and User Friendly

Under COVID-19, more businesses are having to focus on their e-commerce platform. Traditional marketing is no longer sufficient for most organizations. If you’re building your e-commerce site to compete in the marketplace, you need to focus on quality content. SEO content drives search, which brings customers to your site. Content that is relevant to customers converts into sales. Customer engagement on your website boosts your SEO results. Content will be the driving force behind your digital marketing efforts as you transition your brick and mortar business to compete online. 

Sheetal Pinto - 5/28/2020 06:00

Make Sure Your Email Marketing Content is Ready Too!

If your business is getting ready to reopen as coronavirus restrictions lift, you’ve got a lot of things to consider. Being proactive can save you some steps and protect your brand’s image under the new normal. As you’re buying more sanitizer and cleaning supplies, getting inventory ready and confirming details to reopen your onsite business, make sure to check your digital marketing status. Emails that aren’t sensitive to customers or provide tone-deaf communications can embarrass your business and reduce your response rate. Your audience is being bombarded with emails about COVID-19. Keep your message from being deleted in an over-crowded inbox by getting your digital marketing strategy in order before you reopen.

Sheetal Pinto - 5/21/2020 06:00

…Empathy

Most organizations in the world today are trying to figure out what is the new normal. Consumer behavior is changing. We saw it after Hurricane Katrina, the Great Recession of 2009, and 9/11. Smart businesses adapt their marketing to these changes. Whether it’s social media, print or email, your communication needs to be sensitive to your consumers. Empathy should be the overarching theme and tone in your emails during a crisis.

Sheetal Pinto - 5/14/2020 06:00

If it's Too Long to Read, it's Too Easy to Ignore!

The Neilson Norman Group, a company that studies user-experience, estimates that most users, on an average web page, only read a maximum 28% of the words. According to NNG, “more realistically, users will read about 20% of the text on the average page.” New users tend to read less, while an established audience may read more. Longer content isn’t always consumed by the reader. The TLDR syndrome, otherwise known as “too long; didn’t read,” is real. The solution is finding ways to keep the user engaged, rather than just posting shorter articles.

Sheetal Pinto - 5/7/2020 06:00

How to Maintain Quality and Communicate Positively

Even though many states are beginning to lift shelter-in-place regulations, COVID-19 will continue to be a major influence on consumer priorities and business trends over the next few months. The way you market your business and communicate with customers should reflect your brand and the current state of the economy. Here are content marketing guidelines that you can use to stay relevant to your audience and still maintain a strong online presence.