Planning Pillar Page & Link StructureSOLVE
May 14, 2018 3:29 PM
Hello fellow marketers 🙂
I've been attempting to fully embrace the topic cluster and pillar page strategy at the company I work for. I have some inquiries that I want to ask you all who have already applied this strategy.
I went to a workshop for content strategy and pillar pages, and the presenter mentioned how he wrote a series of blogs to link to the 10x pillar page - which was a collection of all those blogs. And, the pillar page had a CTA to download PDF version of the content.
My question is, how do you plan and execute your pillar page the most effectively?
In the previous example, it sounds like they wrote all blogs and pillar page first, then executed the project, but that doesn't seem right.
If blogs are written & published first, then pillar page created, where do the blogs link to before the pillar page is complete? (I hope this is making sense )
Right now, I'm linking to a page on our site that will become the pillar page, so the URL will stay the same. But when I plan more in the future, that might not be the case.
Any advice on the planning and executing process will be appreciated as well.
Solved! Go to Solution.
May 14, 2018 4:40 PM
There are a number of ways you can go about your pillar page strategy, each with their pros and cons.
I'm not a big fan of writing X blog posts and then combining them into a pillar page (or an ebook for that matter) though. I think that's lazy. In my experience, this is the approach taken by those who are not really commited to content marketing.
The best strategy, I believe, is to research, write and publish your pillar page first - getting it indexed by Google. Then link any existing supporting content/posts to it and commencing on the production of new ones. Each time you publish a new post in support of your pillar page, you have the potential to improve where it ranks for search queries related the page's topic.
Hope this helps.