Choose pillar page topics strategically

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 11, 2021, 5:10 PM UTC

A pillar page – long-form content – gives basic information on a particular topic and provides links to detailed cluster pages.

Pillar pages serve as the basis for topic clusters, which provide detailed insights about a specific aspect of the mentioned topic. Creating umbrella-like pillar pages can help brands improve search rankings, establish authority and create content for every stage of the buyer’s journey.

Along with helping businesses cohesively organise their content library, a pillar page strategy can also help improve the domain authority. Businesses should consider the buyer persona while choosing the pillar page topic and identify potential questions that their target audiences could ask during an online search.

To further relevancy, marketers should enter their pillar page topic into the search bar and analyse SERPs. They should also audit their content to identify gaps and opportunities necessary for creating effective pillar pages.

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