10x Pillar Pages: What are they and how do you make one?
June 25, 2020 •DJ Team
A pillar page topic cluster is a way of organizing content so that all of the topics that are related to the original page, or pillar page, are linked. This is not strictly about linking content but about organizing it. This gives you a good way to assess your current content, weed out pieces that are not performing well or don't support your pillar pages, and to schedule new pieces.
Ideally, your pillar post meaning will relate to the cluster of keyword phrases that you want your website to rank for in search engines. Before developing your pillar page strategy, you want to start with your overall marketing position and your content marketing strategy. The SEO keyword research here will reveal the topics and that you should be aiming for in terms of search and that can help you narrow down the wider subject matter of your pillar page and the cluster topics for your supporting posts and content.
What Are 10x Pillar Pages?
When talking about cluster content, the phrase 10x pillar pages has become more and more common. It was first referenced by MOZ in one of their Whiteboard Friday editions several years ago. They weren't specifically talking about pillar pages, but about content itself. When they said 10x content, they meant that the content was 10 times better than the highest-ranking content for that search term. So to develop a pillar page template that is 10x, you want to develop content that's rich and robust
You're still aiming for the search term, not other pillar pages. But what you need to remember is that your content needs to make improvements to all of the things that you see lacking in those other high-ranking pieces. The user experience on the page should be better. The content should answer your audience's pain point or question more accurately. If there's a specific technique employed in their content that you're using, you have to look for ways to outmaneuver them.
But it's not about competition alone. You also need to develop a pillar page that is unique. This might include special imaging or graphics or statistics that are useful. Infographics can be amazing for pillar pages because they include quotable information that is intensely shareable. The cluster content you're linking to might include videos or blog posts, ebooks, or infographics. There is no hard and fast rule here. The whole strategy works by gathering insights into your target audience and really delivering what they want and need.
Pillar Marketing | What's the Strategy?
Pillar strategy starts by defining where you want to rank and what keywords your target audience will most likely use to find exactly what you offer. In this way, pillar marketing offers a better approach than separate blog posts or content bursts on several different topics related to your field. It puts your topic clusters together in a way that allows the audience to find what they need easily on your site, improving function for them and organization for you.
You can do some competitive analysis to determine topic clusters examples that are being used effectively by other websites in your space. This can give you insight into the type of content that your audience may enjoy, where there is a crossover of target audience members. It is also important to differentiate your content from that of others. Remember to always consider what your own marketing position is when you developed the content for your tribe.
How Do You Create Content Marketing Pillars?
SEO pillars improve the way that your website ranks and can increase traffic. But there is no one size fits all content pillar template. You can develop a pillar cluster model in several different ways. You might choose to use a visual method to map your clusters so that you can easily see where each post or piece of content fits around a larger theme which will become your pillar page.
Content marketing pillars offer valuable content that's often very shareable. These might be free guides or larger pieces of content with a lot of statistics and useful information. They are often visually appealing and the page should be user friendly to promote interaction with your website and encourage your audience to take the next step in your funnel.
What to include:
- Make the content very shareable
- Free guides
- Lots of statistics
- Useful Information
- User friendly
There's no set guideline on the length of a pillar page, though they generally tend to be longer, often upwards of 2000 words. It all needs to be high-quality content. Increasing the word count does not mean adding a lot of extra information. It means increasing good information.
Most readers do not want to read blocks of text, so it's important that you format in a way that's easily digestible. Shorter, punchier sentences and shorter paragraphs tend to perform well in longer content. You should also include images, bullet points, numbers, and/or headers to break up content in a way that makes it easier to skim.
In the end, the type of content pillar you create will reflect your brand and the type of information that your target audience wants, which should be unique and well written.
If you’re just getting started on creating pillar content and need some direction, DemandJump can recommend specific content to create in order to take traffic share from competition. More importantly, we'll show you how to write it.
Where traditional content tools simply provide data, the DemandJump platform recommends specific content to write, providing rich content outlines for each recommendation, allowing marketers to create valuable content while automating hours of keyword and SEO research - all the marketer has to do is input a topic.
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