Find out how to Construct Profitable Content material Pillars

  • December 31, 2022
  • elkenz
  • 7 min read

Content material 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 below are just a few advantages of utilizing a content material hub technique:

  • Higher group Pillar pages primarily act as a topical hub and assist you to discover a subject intimately.
  • Extra engagement – It’s straightforward for readers to seek out associated content material and eat extra.
  • Extra hyperlinks – Folks usually hyperlink to content material pillars, as they’re an excellent place to begin for these eager to find out about a matter. 

On this information, you’ll discover ways to create a content material pillar to your web site.

Find out how to create content material pillars

Comply with the steps under to create content material pillars to your web site.

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

Seize a seat, a pen and paper (or laptop computer), then brainstorm concepts for content material pillars. Should you’re conversant in 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., kinds of energy strikes, must-know footwork steps, and extra).

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

Matching terms report, via Ahrefs' Keywords Explorer

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

  • Have informational intent – Persons are in search of info, to not purchase. You’ll be able to confirm this by Googling the subject. If a lot of the outcomes are weblog posts, articles, or different hubs, the subject doubtless has informational intent. 
  • Have search visitors potential – Take a look at the Site visitors Potential (TP) column beside every key phrase to see its search visitors potential.
  • Are broad sufficient – The subject shouldn’t be so slender that there aren’t any subtopics to speak about. 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” towards the factors:

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

Should you’re a yoga web site, this could possibly be a incredible matter for a content material pillar. 

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

The important thing right here is to decide on subtopics which can be extremely associated to the primary matter. 

Listed below are just a few methods to seek out them:

A. Out of your experience

Should you’re an skilled or conversant in the area of interest, you then most likely have an concept of what you might want to cowl. For instance, for those who’re a yoga instructor, you doubtless already know the several types of yoga poses that newcomers ought to grasp first. 

B. Verify Wikipedia

In case your matter exists on Wikipedia, it’s an effective way to seek out subtopics since all the pieces is already organized correctly. 

For instance, Wikipedia has a web page referred to as “Record of asanas,” the place completely different yoga poses are organized in a desk:

List of asanas, via Wikipedia

C. Take a look at on-line programs

On-line 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 foremost aim of a content material pillar is to rank for the primary matter, you may have a look at the present top-ranking pages to see what they’re overlaying. 

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

VeryWell's article on the best yoga poses for beginners

Because the subtopics are organized neatly in a hierarchical method—H2s, H3s, H4s, and many others.,—a great way to see all of them at one look is to put in Ahrefs’ website positioning Toolbar and open the Content material report.

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


That is merely analysis to your content material pillar. You wish to be sure to’re not lacking out on vital subtopics. However you’re not attempting to squeeze in each subtopic both. Use your experience and style to determine what it’s best to embody in your pillar web page.

3. Create your content material pillar

Together with your analysis accomplished, it’s time to create your content material pillar.

Consider it as a “portal.” Your aim is to provide readers a jump-off level for additional discovery of the subject. So hold it comparatively gentle. 

You’re not attempting to say all the pieces about each subtopic. Depart it to your cluster pages to supply extra element. Stick with what individuals must know.

For instance, our newbie’s information to website positioning solely has a one-sentence introduction to every chapter:

Ahrefs' beginner's guide to SEO

When you’ve got the price range, take into account making a customized design to your content material pillar. That is what we did for our personal. Not solely does an excellent design make it simpler for readers to eat content material, but it surely additionally stands out amongst different guides—hopefully resulting in extra shares, hyperlinks, and visitors. 

However for those who 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 web page about distant work—it’s principally textual content:

Zapier's pillar page on remote work

4. Create your cluster pages

Although a content material pillar is a stand-alone web page, it’s virtually ineffective with out its supporting cluster pages. So whenever you’re accomplished with the primary pillar web page, it’s time to create the remainder of the hub. 

With the subtopics laid out, you already know what you might want to create. It’s merely a matter of executing. However it’ll take time. 

Watch this video to discover ways to create content material to your cluster pages:

When you’ve got present content material items that match the “hub,” then merely interlink them collectively. 

5. Promote your content material pillar

Don’t look forward to the content material pillar to be found—put it on the market proactively and let individuals know. 

Listed below are just a few techniques you may use:

  • Share it together with your viewers – Electronic mail listing, social media accounts, and many others. Share it wherever you’ve a following.
  • Get it included in newsletters – There must be many newsletters devoted to curating one of the best content material in your area of interest. Discover the emails of those publication writers and pitch your content material pillar for inclusion.
  • Share it on communities – Should you’re an lively member of any communities—Fb teams, Slack, Discord, Reddit, boards—share your content material pillar with them.
  • Construct hyperlinks – Hyperlinks are an vital Google rating issue. So if you would like your content material pillar to rank excessive, you’ll must construct hyperlinks. Learn this start-to-finish information on methods to construct hyperlinks to your pillar web page. 

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

Content material pillar examples

Try these profitable content material pillars to encourage your personal:

You could find extra pillar web page examples right here. 

Be taught extra

Should you’re in search of extra guides on methods to create content material pillars, I’d suggest trying out these articles:

Any questions or feedback? Let me know on Twitter

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