If your website is a mountain, then its mountaintop is a resource-driven pillar page that serves as a library where you showcase your best and most relevant content on a specific topic. Writing pillar content for a page is like the cornerstone of a large portion of your website. Think of any website’s blog content as an example. If you write about On-page SEO, Off-page SEO, Link Building, and more, you will probably narrow it down further and put all the related and semi-related content under one roof – SEO.
If you think, what in the world do I mean? Here’s me breaking down how to create pillar content step-by-step.
You reach the top of a mountain when you concentrate on every step and not focus on how steep the climb is. You reverse engineer the climb. You can achieve this with your content and reach the mega mountain of Google search. Working through your process step by step, you will create valuable pieces of content that will gain you momentum, validation, and stability in your universe of “World Wide Web” and consecutively create a map on how to blaze that trail the next time as well.
Remember, “Your mountaintop is a resource-driven pillar content page that serves as a library, where you showcase your best content.”
To help you visualize that climb, let us think about a situation (hypothetical, of course) where you are a patient and have gone to your dentist for a regular dental check-up. Your dentist informs you that you are likely to develop gum disease, and they recommend that you take your oral hygiene seriously.
You don’t know much about gum disease. Hence you take out your smartphone and type “gum disease” on Google search. The screen pops up with results, and the first non-Ad link is that of COLGATE.
It says gum disease, causes, treatment, and prevention. If you want to get your answers, you might end up clicking to get complete detail about gum disease.
As Colgate’s gum disease page opens, you are taken by surprise after seeing the plethora of content. Various sections talk about contextual situations related to gum disease with reference links to more data. You can find the content that you are looking for without having to dig in deep.Now, think of Colgate’s gum disease resource page as the summit of that mountain, a “pillar of content” like the one you aimed to create your brand.
Let’s reverse engineer it with these following few but extensively vital steps and construct a path for you to make a resource pillar page of your own.
1. Decide a Head Term ( aka your Umbrella Topic)
Determine ahead term, which acts as an excellent keyword topic (Something with a very high monthly search volume). This umbrella topic serves as your mountaintop. It must be broad, usually 2 to 3 words, for example, “gum disease,” which in turn is a head term for Colgate. It is vast enough to be explained with context and sub-context.
To ensure you select the correct head-term to match your ongoing content, it should support at least one of your products or services and ought to be a term that your target audience will use when searching. Your content must be compelling enough to make your visitors transform into customers.
Decide your head-term with a monthly search volume of approximately 2000-3000, something that aligns pretty well with all your content marketing strategy. Example COLGATE’s umbrella topic, “gum disease,” has a monthly search volume of around 90,000 ]
2. Identify your “CORE” Topic
After deciding your Umbrella topic, you need to select a series of core topics (as in terminology) that aligns with your context under the “head-term.” These topics have high monthly search volume but not as enormous as the broader head term.
Most core topics are usually three to five words long; for example, “Gum disease prevention” is something that would be a great core topic that also contextually supports your central and head-term “gum disease.”
You aim to rank well and score big on the search engines. Core topics are the strategic sweet spot for achieving rankings on search engines.
You must review Google’s autocompleting and related search suggestions and research them thoroughly before crafting your keywords. The Keywords enable you to view monthly search volumes for each suggestion.
It’s not a necessity to include a core topic or put in exact head terms. Remember, search engines are artificial intelligence, and they can relate and link you with synonyms of your head term. Pay attention to the search suggestions ]
When researching search engines, do not just put your mind on monthly search volumes; instead, take the time to analyze the first page of your search results. Click on the top listings and review how each of the link’s content works and how you can improve or build upon it.
If you cannot provide a new edge to a core topic you are researching, then skip it. Creating something that already exists in bundles is the very last thing you would want to do.
3. Write a subtopic to form your topic clusters.
Choose your subtopic content based on your core topic clusters. Your subtopic content is like the base of your mountain. It is the content you create every week, such as blogs, videos, podcasts, etc.
Your core topics must be backed up with subtopic content. Think of each piece of your subtopic content to be your step toward your core topic. You may have a dozen, a few hundred, or even thousands of potential subtopic content assets. Still, the goal should always be to fill the core topic section on your resource page with best-performing subtopic content assets, thereby connecting people with the most valuable data.
Think about a potential subtopic content idea in the form of a question because most people will type search queries in the form of a question. Monthly search volume for a subtopic must range from 10 to 400. For example, COLGATE’s subtopic, “how to fight gingivitis,” attracts a monthly search volume of 320. It gradually expanded the subtopic into a blog post by feeding more context, like: “How to fight gingivitis in three easy steps.” ]
4. Write a subtopic to form your topic clusters.
You are not the only website that is striving to gain some attention. You may have the best content, but out there, when a competitor has a more substantial website authority, it is very likely that they will rank higher in search results than your website.
For example, One of COLGATE’s biggest competitions, “Crest,” created a specific page on gum disease. It offered content with heaps of texts and images. But, where do you think this page ranks on Google?
Crest’s “gum disease” page is visible on the 9th page of Google search results. A bit shocking but true.
Why is the Crest page ranked so unfairly lower than COLGATE’s? They both offer valuable data. And have links that direct us to relevant information. They are both names that have been heard in the populous, but COLGATE’s inbound links are more than double what Crest has. Hence, you now know what is going to help you keep your head above the water.
5. Focus on creating your first topic cluster
The initial four steps were a lot to take in, but the best lesson is to focus your senses towards creating your very own 1st cluster of related content that links to a pillar content page for a core topic. It takes some time to create great content, long-lasting, and trustworthy content.
When creating your 1st topic cluster, I recommend creating 100x pillar content. Making a 100x content pillar page is like taking a deep dive into a core topic. The format is very much similar to a guide with a packaged downloadable information of the page’s content, for people who want to print or save that information.
An efficient way of creating your 100x content pillar page is to create the downloadable information. If you do not have a guide, consider creating a long-term content creation plan and reverse engineer it via a series of related blog posts.
The average first-page ranking ranks efficiently for about 1,000 other relevant keywords. Keeping that in mind, narrowing the focus of your topic clusters around one core topic will be super beneficial. Remember, if you can get a first-page ranking for your core topic, chances are there will be other rankings that Google will reward you with.]
Honor your FlairLiberate your inner self by expressing the pure form of YOU! Your content should reflect a little streak of yourself. Do not judge yourself harshly; instead, let those 10, 20, 10,000 posts, blogs, and videos be your practice sessions, the ones that would polish your content and bring out the gold in you.
Never Compromise with the Quality
If one cares about what they are posting online and strives to play each shot as their best shot, they’re already ahead of most people. To the best of their capabilities, creators who put in the work are bound to stand out, even in the overwhelming sea of content being published daily.
A conscious effort to reach out is always going to help. For people or companies to grow, it’s paramount to observe the surroundings and keep the chords connected in one way or another.
You can do so, by –
- Develop a multi-channel social media strategy
- This would boost the level of engagement from your audience
- Spread more brand awareness about your business
- Improve the quantity and quality of conversions
- Select your customers’ favorite platforms and hit bingo
Select the social media platforms where you are likely to find the maximum eyeballs. Instead of randomly choosing one, build your social media presence at the place where it matters.
- Take the help of the Visual Aid.
It is not a hidden fact that nowadays, a major chunk of the population is on Facebook and Instagram. While other platforms have this option, too, there is no running away from pictures. People on social media are more attracted to pictures because humans are, after all, visual creatures. This means you should share more visual content such as videos, collages, short films, documentaries, slideshows, etc.
- Tailor content, according to the mixed media.
Have a unique style but find new ways to depict it individually on every social platform. Your brand should be reflected in the same way, but the methods can be altered well to suit that specific platform.
Consistency is the Key
Keep your Brand Voice, Tone, and Vision consistent. It’s not easy to say that you’re a stand-up comedian; you need to show and prove that you are funny, you need to develop further your ideas to support your approach. You cannot just control people’s perceptions, you have to work hard to keep it the way you want, or you can damage an otherwise flawless reputation.
Stay Positive and True
It is essential to be humanly relatable. The world is not what we see in the digital space but far more prominent and earthly than the ‘worldwide web’ could ever express. Therefore, one must keep in mind their audience and curate engaging and real content. When it comes to social media, transparency is everything. Successful brands using social media for business know the importance of humanizing and its value to their customer’s loyalty. The greater reason you make your social media presence felt is to expand and score profits for your business, but that should not mean you go out there and hard sell your audience. Always have the notion of helping rather than selling.
In the end, keep in mind that social media is free, but it still is an undoubted force of power, which can grow you a solid follower base for eternity, and help your business skyrocket, only if used in the right way.
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Craft Content provides copywriting and content writing services to budding entrepreneurs and merging businesses who want to explore a new angle to engage their audience with crazy good copy. Craft Content specializes in fashion, food, and travel copywriting delivering content pieces from lengthy articles to the shortest ads. If you’re someone who wanna experience the magic of copywriting and content writing, avail of our content writing and copywriting services.
I’m a writer and I do not simply pen down my thoughts. Rather, I’m someone who puts down the entire conversation between my inner mind and me. I make sure that my mind is jaded and tired but happy when I’m done for the day.