Why You Need To Start Using Pillar Content Marketing Strategies

We have come a long way since the early days of Google. Along the way, consumers in Atlanta and other markets have changed the ways they search for products and information on the world wide web. With it, content marketing has also changed. To better understand queries and serve relevant content to users in their different locations, search engines are constantly updating their algorithms. 

As its engineers figure out better ways the search engine can understand the intent behind user queries, Google has become more human-like. That is where search and digital marketing as a whole is evolving to and as a marketer or business owner you need to adapt your content accordingly. Your pillar content must reflect this shift.

Understanding Pillar Content

Pillar content is substantive and informative content on a specific topic that can be broken into different sections. Guides and reports are good examples of pillar content. Pillar content needs a pillar page and cluster topics. Your pillar page unites all the topics that belong to your central theme. 

Topic clusters focus on narrow topics found on your pillar page. For example, your pillar page could discuss digital marketing and that same page contains a link to a cluster article that discusses email marketing as a digital marketing technique. Topic cluster content helps Google realize you’re an authority on a particular subject matter. Hence, the more you write about a single topic on your website, the higher Google will rank you for that topic. Pillar content can be thought of as an ebook with many hyperlinks.

Why It’s Important To Use Pillar Content?

Google has become more people-friendly and this means your digital marketing strategy should also evolve. The way people search for things has evolved and people’s questions have grown more complex in nature. 

We’ve also gotten used to asking our search engines questions that are conversational – we speak to Google as if it’s a human. So it is no surprise that the way we think about content creation and the way we structure content needs to change. 

Pillar content also increases the level of organization in your content – people can navigate easily through your website, blogs, infographics and videos – a legitimate SEO benefit. You can also include a download option at the top of your pillar content so that you can turn your visitors into leads. 

The information you gain from the visitor who chooses to download your content can be used for further content marketing. In addition, creating a comprehensive guide or infographic that is educational and useful will also sell the content itself. In order to do this, you need to identify your target audience and what they want to read about. You also need to consider what questions they will ask and what problem they are trying to solve.

Pillar content can help search engines understand the topic your content is covering. It convinces search engines that your content is valuable and can be served to users. That helps drive more traffic to your website and helps you convert more leads.

The businesses that invest in pillar content will find it easier to attract the right traffic to the website. If you want to try this strategy for your business in Atlanta but aren’t where to start, WSI Digital Boost is here to help. Contact us here to explore all your options with pillar content.