Multiple brands are adopting content marketing as their main strategy for lead generation and sales growth. Statistics show that 80% of B2B companies currently utilize content marketing for lead generation with the help of a pillar page. There are multiple reasons why e-commerce businesses center on this for sales and brand promotion, including:
● Gaining more users
● Turning into a relevant thought leader in the market
● Linking cold leads with the brand
As a brand owner, you have to focus on improving your content marketing plan to challenge the growing competition in the market. To build a customer base through content marketing, one needs to post 100+ blogs, which takes time. Also, posting many articles frequently can reduce the quality of the work, thus affecting your lead generation goals and sales rate.
In this context, having a defined theme inside the content would prove useful. You can do so by organizing topic clusters or pillar pages. With this strategy, you can publish high-quality posts and gain a higher SERP ranking. In this article, we shall discuss these in detail, including how to use them successfully.
What is a Pillar Page?
The pillar page in content marketing is a website topic with major keywords, further broken down into various sub-topics. On this page, viewers can see a summary of the subtopic.
Here, long-tail phrases are interconnected with the pillar pages. Such a structure is possible when the major keyword topic and pillar page link together, including smaller articles that target the latter.
Altogether, the pillar page becomes a central area that attracts most articles for a topic. It showcases the depth of the page on the main subject matter of the topic. With many articles interlinking to it, viewers expect that the content on the pillar page is naturally more relevant and informative. After that, the SERP ranking and page authority increase.
How to benefit from a Pillar Page content strategy
Statistically, 70% of brands consider quality more important than quantity. For this purpose, they utilize the pillar page tactic to increase the topical authority of their website. However, a well-planned content cluster strategy is necessary at this point.
There are particular advantages to creating topic cluster structures in websites, including:
● Boosting website organization; allows crawlers to scan the web content simpler
● Making it easier to add all relevant niche-specific content in the content; Google recognizes it for content validity or expertise level
● Users can properly navigate through the website to find exactly what they are searching for quickly.
● To note, the term content cluster covers both the pillar/money page (i.e., main page) and supportive pages. The former depicts the main subject of the topic while the latter shows the supporting article. These supporting content pages center around one specific part of the original topic in detail.
● Supportive pages contain a lot of long-tail phrases, while pillar pages highlight head keywords more. Both types of pages link with the main content topic.
You should enhance the web content of the pillar page and those that link to it with additional elements. For example, infographics, videos, and images improve the interest of the consumers in completing their sales funnel via online posts.
Statistics show that 93% of brands that added videos to their social media posts got new customers. So, add them to boost the SERP ranking of the website.
Examples of top-ranking pillar pages
Attractive and usable pillar pages can boost the ranking of online e-commerce and other websites highly. Here are some examples to give you a better idea.
The pillar page of the marketing agency of Campaign Creators is a good example of a high-quality pillar page. The main page of this website is designed in the form of a lead-nurturing resource page.
It highlights the master class that these leaders provide. In terms of pillar page benefits, it links the thematic content available with detailed topic clusters of the business. These are available in many formats.
Statistics show the organic search engine-centric web traffic to this website increased by 744% since the pillar content was first posted. In addition, their organic leads improved at a 455% rate.
This brand provides interested travelers with biking options and content centered around this. In addition, bikers can easily get information on important roof gears and other necessary biking equipment through this pillar page.
The pillar page shows content on the different car bike racks that AutoGuide provides. Later, they add a content list for easier navigation. Users can reach different parts of the content with some clicks.
The main reason why this is a suitable pillar page example is due to its ease of use. Each available product information has explanatory content, with pros, cons, and the ‘Shop Now’ CTA.
Shopify is easily one of the most well-known and usable websites in the context of e-commerce. This blog is one of the best examples of pillar pages. The interlinking is available in the content list for each of the article subtopics.
The content creator has added necessary content in simple words and linked resources for the information. As a result, viewers find the information credible and reach the necessary sites for further details.
The web page of Colgate is another top pillar page example. Here, the details include what constitutes bad breath and additional information like causes, signs and symptoms, prevention, diagnosis, and treatment.
Aside from that, the pillar page links with other sub-topics in this context for readers to access additional information.
The content is engaging, informational, and easy to read for the users. Also, the additional information sections allow Google crawlers to check for connections between different pillars. This improves its overall SERP ranking.
The pillar page of HubSpot resembles similar blog contents of the brand. This is instrumental in enhancing the SEO authority of sites in some cases.
Through this resource page, users can find specific details and queries on productivity apps. Additional elements that improve the SEO quality of the page are its blog-centric title, features, image, and byline. The latter is a part of a topic cluster.
To note, the extra ‘Related Articles section’ links to additional pages. This improves readability for the visitors, page credibility, and consequently, the SERP ranking of the site.
A premier site for fashion, the pillar page of InStyle is useful for customers looking for different items and styles. All are available on one page. What makes the pillar page of InStyle a high-level choice is that it categorizes both their items to purchase and blogs about different styling choices.
The opt of the pillar page displays a content box with articles on fashion tips and related links. Afterward, readers can find the information they need through this content and directly shop for the item they want through the internal link.
This site is useful for creating appealing pillar pages. To note, the resource page of this site is high-level as well, with a user-friendly design and visually attractive elements. For example, users get a list in different colors that distinguish between site units and chapters.
There is a section bar available at the bottom left side of the page. Through these, viewers can track content subjects when they are scrolling through the page.
The progress bar shows users where they are on the page while scrolling upward and downward. The simple yet organized layout of the pillar page ensures that readers do not lose their position of reading.
The pillar page of REI has a navigational structure. The main details of the content interlink with the cluster pages. There are some sentences visible that inform viewers of the electric bikes available here, in short.
This sets up the keyword list and links to other cluster pages for other detailed content. With a cluster of multiple pages displaying the information, navigating this is simpler for users.
The service pillar page of this brand showcases the services and products they offer. Here, the details the resource page links to are the pay-per-click management services of Vital.
Readers would find information on multiple queries they have about the services available from this brand. The content available on the pillar page includes information like service types, account setup, and monthly management advantages.
The CTA available at the end connects viewers to the main purpose of the brand. It urges viewers to reach out to their experts to avail of their services.
To note, while the content is mostly informative and text-centric on this page, it is well optimized for search engines.
This page covers information on encryption key management. However, a table of content is available that links to the cluster content further down the page.
Users can scroll through this information more easily and access information they find valuable quickly. The CTA at the end links the guide that users can download on this concept.
Overall, pillar pages are useful for boosting the content quality of e-commerce sites and generative leads. In this concern, you should take the time to navigate through different pillar page strategies and understand the tactics properly.
This would help you develop successful content clusters for your blogs to improve site ranking and conversion rates.