How to Build Successful Content Pillars

How to Build Successful Content Pillars

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

Listed here are a couple of advantages of utilizing a Content material hub technique:

  • Higher group – Pillar pages primarily act as a topical hub and permit you to discover a subject intimately.
  • Extra engagement – It’s straightforward for readers to discover associated Content material and devour extra.
  • Extra hyperlinks – Folks usually hyperlink to Content material pillars, as they’re place to begin for those wanting to find out about a matter.

With this information, you’ll learn the way to create a Content material pillar for your website.

How to create content material pillars

Comply with the steps beneath to create Content material pillars for your website.

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

Seize a seat, a pen and paper (or a laptop computer), then brainstorm concepts for Content material pillars. For those who’re aware of the area of interest, many subjects ought to come to thoughts.

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

Alternatively, you too can use Ahrefs’ Key phrases, Explorer, to discover concepts. Simply enter a broad period associated with your area of interest and go to the Matching phrases report.

Matching terms report, via Ahrefs' Keywords Explorer

Nevertheless, not each period right here shall be an appropriate matter. What’d you need are subjects that:

  • Have informational intent – Individuals are in search of info, not to purchase. You may 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 site visitors potential – Have a look at the Site visitors Potential (TP) column beside every key phrase to see its search site visitors potential.
  • Are broad sufficient – The subject shouldn’t be so slender that there aren’t any subtopics to discuss. And it shouldn’t be so broad that your pillar web page is 50,000 phrases lengthy both. As a normal rule of thumb, search for subjects 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” toward the standards:

  • Has informational intent – Virtually all the outcomes are weblog posts.
  • Has search site visitors potential – The subject’s TP is 33,000 (within the U.S. alone).
  • Is broad sufficient – There are doubtlessly a whole bunch of yoga poses to cowl. But when we slender down to the “best” ones for rookies, there needs to be a pleasant variation for a pillar web page.
SERP overview for the query "yoga poses," via Ahrefs' Keywords Explorer

For those who’re a yoga website, this could be an unbelievable matter for a Content material pillar.

2. Work out what you want to cowl in your content material pillar

The important thing right here is to select subtopics that are extremely associated with the principle matter.

Listed here are a couple of methods to discover them:

A. Out of your experience

For those who’re knowledgeable or aware of the area of interest, then you definitely in all probability have a thought of what you want to cowl. For instance, in case you’re a yoga trainer, you seemingly already know the various kinds of yoga poses that rookies ought to grasp first.

B. Examine Wikipedia

In case your matter exists on Wikipedia, it’s a good way to discover subtopics since all the things are already organized correctly.

For instance, Wikipedia has a web page known as “List of asanas,” the place different yoga poses are organized on a desk:

List of asanas, via Wikipedia

C. Have a look at online programs

Online programs exist for nearly any matter, they usually’re normally structured in a logical method. Subsequently, 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

Because the essential purpose of a Content material pillar is to rank for the principle matter, you may take a look at the present top-ranking pages to see what they’re masking.

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

VeryWell's article on the best yoga poses for beginners

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

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


That is merely an analysis of your Content material pillar. You need to be sure you’re not lacking in necessary subtopics. However, you’re not attempting to squeeze in each subtopic. Use your experience and style to work out what you must embrace in your pillar web page.

3. Create your content material pillar

Along with your analysis performed, it’s time to create your Content material pillar.

Consider it as a “portal.” Your purpose is to give readers a jump-off level for additional discovery of the subject. So preserve it comparatively gently.

You’re not attempting to say all the things about each subtopic. Depart it to your cluster pages to present extra elements. Stick to what individuals want to know.

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

Ahrefs' beginner's guide to SEO

When you have the finances, think about making a customized design for your Content material pillar. That is what we did for our personal. Not solely does the design make it simpler for readers to devour Content material, however, it additionally stands out amongst different guides—hopefully, main to extra shares, hyperlinks, and site visitors.

However in case you can’t afford a customized design now, don’t fear. You don’t want an unbelievable design to create helpful Content material pillars. Check out Zapier’s pillar page about remote work—it’s mainly textual Content:

Zapier's pillar page on remote work

4. Create your cluster pages

Though a Content material pillar is a stand-alone web page, it’s virtually ineffective without its supporting cluster pages. So whenever you’re performing 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 you want to create. It’s merely a matter of executing. However, it’ll take time.

Watch this video to learn the way to create Content material for your cluster pages:

When you have current Content material items that match the “hub,” than merely interlink them collectively.

5. Promote your content material pillar

Don’t await for the Content material pillar to be found—put it on the market proactively and let individuals know.

Listed here are a couple of techniques you may use:

  • Share it along with your viewers – Electronic mail listing, social media accounts, and so on. Share it wherever you’ve got a following.
  • Get it included in newsletters – There need to be many newsletters devoted to curating one of the best Content materials in your area of interest. discover the emails of those e-newsletter writers and pitch your Content material pillar for inclusion.
  • Share it on communities – For those who’re genetic members of any communities—Fb teams, Slack, Discord, Reddit, boards—share your Content material pillar with them.
  • Build hyperlinks – Hyperlinks are a necessary Google rating issue. So if you need your Content material pillar to rank excessively, you’ll want to construct hyperlinks. Learn this start-to-finish information on how to construct hyperlinks to your pillar web page.

Beneficial studying: 13 Content Promotion Ways to Get Extra Eyeballs on Your Content

Content pillar examples

Try these profitable Content material pillars to encourage your personal:

You could find extra pillar web page examples right here.

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