How to Build Successful Content Pillars

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Content pillars, often known as pillar pages, are high-level introductions to a subject. They hyperlink to extra detailed assets about every subtopic to kind a content material hub.

Here are just a few advantages of utilizing a content material hub technique:

  • Better group Pillar pages basically act as a topical hub and mean you can discover a subject intimately.
  • More engagement – It’s simple for readers to seek out associated content material and eat extra.
  • More hyperlinks – People usually hyperlink to content material pillars, as they’re an excellent start line for these eager to study a matter. 

In this information, you’ll learn to create a content material pillar to your web site.

How to create content material pillars

Follow the steps under to create content material pillars to your web site.

1. Find the principle matter to create a content material pillar round

Grab a seat, a pen and paper (or laptop computer), then brainstorm concepts for content material pillars. If you’re conversant in the area of interest, many matters ought to come to thoughts. 

For instance, I’ve been breakdancing for the previous 10 years, and I can consider loads of matters for pillar pages (e.g., varieties of energy strikes, must-know footwork steps, and extra).

Alternatively, it’s also possible to use Ahrefs’ Keywords Explorer to seek out concepts. Just enter a broad time period associated to your area of interest and go to the Matching phrases report.

Matching terms report, via Ahrefs' Keywords Explorer

However, not each time period right here shall be an acceptable matter. What’d you need are matters that:

  • Have informational intent – People are in search of data, to not purchase. You can confirm this by Googling the subject. If a lot of the outcomes are weblog posts, articles, or different hubs, the subject seemingly has informational intent. 
  • Have search visitors potential – Look on the Traffic Potential (TP) column beside every key phrase to see its search visitors potential.
  • Are broad sufficient – The matter shouldn’t be so slim that there aren’t any subtopics to speak about. And it shouldn’t be so broad that your pillar web page is 50,000 phrases lengthy both. As a basic rule of thumb, search for matters with between 5 and 20 subtopics.
Venn diagram of how to choose the best topic for your content pillar

For instance, let’s examine the subject “yoga poses” in opposition to the standards:

  • Has informational intent – Almost all the outcomes are weblog posts. 
  • Has search visitors potential – The matter’s TP is 33,000 (within the U.S. alone). 
  • Is broad sufficient – There are probably lots of of yoga poses to cowl. But if we slim right down to the “best” ones for newcomers, there ought to be a pleasant vary for a pillar web page. 
SERP overview for the query "yoga poses," via Ahrefs' Keywords Explorer

If you’re a yoga website, this might be a improbable matter for a content material pillar. 

2. Figure out what it’s essential to cowl in your content material pillar

The key right here is to decide on subtopics which can be extremely associated to the principle matter. 

Here are just a few methods to seek out them:

A. From your experience

If you’re an knowledgeable or conversant in the area of interest, you then in all probability have an concept of what it’s essential to cowl. For instance, if you happen to’re a yoga trainer, you seemingly already know the several types of yoga poses that newcomers ought to grasp first. 

B. Check Wikipedia

If your matter exists on Wikipedia, it’s an effective way to seek out subtopics since all the pieces is already organized correctly. 

For instance, Wikipedia has a web page referred to as “List of asanas,” the place totally different yoga poses are organized in a desk:

List of asanas, via Wikipedia

C. Look at on-line programs

Online programs exist for nearly any matter, they usually’re often structured in a logical method. Therefore, they’re additionally good locations to search for related subtopics. 

For instance, this course on Udemy covers the important thing poses for yoga:

Outline of a course on the key poses of yoga, via Udemy

D. Analyze the competitors

Since the principle purpose of a content material pillar is to rank for the principle matter, you possibly can take a look at the present top-ranking pages to see what they’re protecting. 

For instance, the top-ranking page for “yoga poses” has already coated the important poses for newcomers:

VeryWell's article on the best yoga poses for beginners

Since the subtopics are organized neatly in a hierarchical method—H2s, H3s, H4s, and so forth.,—a great way to see all of them at one look is to put in Ahrefs’ search engine optimisation Toolbar and open the Content report.

Content report for VeryWell's article on the best yoga poses for beginners, via Ahrefs' SEO Toolbar


This is solely analysis to your content material pillar. You need to be sure to’re not lacking out on necessary subtopics. But you’re not making an attempt to squeeze in each subtopic both. Use your experience and style to determine what you need to embody in your pillar web page.

3. Create your content material pillar

With your analysis accomplished, it’s time to create your content material pillar.

Think of it as a “portal.” Your purpose is to present readers a jump-off level for additional discovery of the subject. So maintain it comparatively mild. 

You’re not making an attempt to say all the pieces about each subtopic. Leave it to your cluster pages to offer extra element. Stick to what individuals have to know.

For instance, our newbie’s information to search engine optimisation solely has a one-sentence introduction to every chapter:

Ahrefs' beginner's guide to SEO

If you have got the funds, think about making a customized design to your content material pillar. This is what we did for our personal. Not solely does an excellent design make it simpler for readers to eat content material, but it surely additionally stands out amongst different guides—hopefully resulting in extra shares, hyperlinks, and visitors. 

But if you happen to can’t afford a customized design now, don’t fear. You don’t want an unimaginable design to create helpful content material pillars. Take a take a look at Zapier’s pillar page about remote work—it’s mainly textual content:

Zapier's pillar page on remote work

4. Create your cluster pages

Even although a content material pillar is a stand-alone web page, it’s nearly ineffective with out its supporting cluster pages. So while you’re accomplished with the principle pillar web page, it’s time to create the remainder of the hub. 

With the subtopics laid out, you already know what it’s essential to create. It’s merely a matter of executing. But it’ll take time. 

Watch this video to learn to create content material to your cluster pages:

If you have got present content material items that match the “hub,” then merely interlink them collectively. 

5. Promote your content material pillar

Don’t await the content material pillar to be found—advertise proactively and let individuals know. 

Here are just a few techniques you possibly can use:

  • Share it together with your viewers – Email listing, social media accounts, and so forth. Share it wherever you have got a following.
  • Get it included in newsletters – There ought to be many newsletters devoted to curating one of the best content material in your area of interest. Find the emails of those e-newsletter writers and pitch your content material pillar for inclusion.
  • Share it on communities – If you’re an energetic member of any communities—Facebook teams, Slack, Discord, Reddit, boards—share your content material pillar with them.
  • Build hyperlinks – Links are an necessary Google rating issue. So if you’d like your content material pillar to rank excessive, you’ll have to construct hyperlinks. Read this start-to-finish information on the best way to construct hyperlinks to your pillar web page. 

Recommended studying: 13 Content Promotion Tactics to Get More Eyeballs on Your Content 

Content pillar examples

Check out these profitable content material pillars to encourage your personal:

You can discover extra pillar web page examples right here. 

Learn extra

If you’re in search of extra guides on the best way to create content material pillars, I’d advocate testing these articles:

Any questions or feedback? Let me know on Twitter

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