What exactly is pillar content?
Content Marketing
In the constantly evolving landscape of digital marketing, where Google is constantly improving its algorithms content marketing is still considered the main way of moving your company up Google’s ranks.
So, whether you’re a mobile hairdresser or solicitor, to get your company on page one of Google often you need content marketing added to your website.
This could be:
- Blog posts
- Infographics
- Youtube videos
- Evergreen content marketing
With 91% of businesses integrating YouTube videos into their marketing and B2C entities increasingly relying on concise articles and blog posts, the shift towards content-centric marketing strategies is undeniable.
This is why in most large seo agencies, there is often a team of copywriters. As these people are needed to write blog posts and main pages for businesses.
We would say you would be hard-pressed to find a digital marketing agency in Cardiff, that wouldn’t say that content marketing is essential when improving a company’s SEO.
What is pillar content?
Pillar content is the cornerstone of any robust content marketing strategy. Sometimes some marketing companies also refer to this as “evergreen content marketing” as well.
This concept revolves around creating comprehensive, long-form content, (often in excess of 3,000 words) which is centred around a key theme or subject matter. So, for example, if you want to sell more kitchen appliances, you may start writing a number of articles offering advice such as “how to purchase the right dishwasher for you.
Often therefore marketing companies write in-depth report, a detailed web article, or an immersive eBook – these are quintessential examples of pillar content.
How to leverage pillar content marketing to generate “cluster content marketing”
The true power of pillar content or “ever-green content marketing” lies in its ability to spawn ‘Cluster Content’.
This term refers to a suite of shorter, targeted content marketing pieces designed to address specific keywords and enhance organic SEO performance.
Imagine creating a single, substantial pillar piece of content marketing and then designing and publishing also infographics, social media posts, guest and internal blog posts to support it.
This can help SEO consultants to better target a keyword.
For example, if your business is regularly is writing about “e-bikes”- and offering advice about this product, then Googlebot and Googles algorithms will notice this.
Your business should start to move up Google’s SERP’s, for terms related to “e-bikes”- if you write a lot of quality, white-hat content marketing. However, do remember that all work should follow Google’s EEAT advice.
So, what are the main benefits of pillar content or evergreen content marketing?
Understanding the concept of pillar content marketing is one thing, but grasping its multifaceted benefits is crucial.
For SEO consultants and content marketers alike, pillar content can draw in thousands, possibly millions of organic visitors if this work is done right.
Then you can simply log into your Google Analytics account and watch the organic visitor numbers start to increase.
However, for the organic visitor numbers to increase, the work needs to be high quality.
It needs to be the following:
-Follow Google’s Webmaster Guidelines
– Be written by an expert
– Be written so the work is white hat
– Must follow Google’s EEAT advice
Would your business benefit from having “evergreen content marketing”?
As a marketing expert, it’s essential to recognise the role of pillar content (evergreen content marketing) in helping to improve your business search engine optimisation.
By selecting broad topics relevant to your business and creating extensive pillar content, that’s white hat, you lay the groundwork for you to improve your company’s search engine optimisation.
This approach not only elevates your organic SEO game but also boosts website’s organic traffic, and can sometimes enhance your backlink profile, and optimises keyword usage.
In Conclusion:
The digital marketing landscape is fiercely competitive, and content marketing has risen as one of the main ways to improve a business’s organic SEO.
