CONTENT PILLARS AND HUBSPOT'S METHODS

As search engines continue to prioritize helpful, comprehensive content, many businesses are adopting the pillar page and topic model to improve SEO and user experience. Popularized by HubSpot, this strategy organizes content around broad topics instead of relying solely on individual blog posts. It also aligns with Google’s emphasis on content that demonstrates expertise and satisfies search intent.

THE PURPOSE OF PILLAR PAGES

Pillar pages are long-form web pages that provide a comprehensive overview of a broad topic while linking related content, known as cluster pages, that explore specific subtopics in greater detail. These web pages are unique as they are just as long as an e-book. Google loves copy because that is what tells the robots what your pages are all about. However, users are not going to read all this copy on your page, which is why your presentation of that content is going to be crucial.

Internal links between the pillar page and its supporting content help establish authority, making it easier for search engines to understand the relationship between pages. According to HubSpot, companies that publish more educational content generate significantly more organic traffic and qualified leads than those that rely on promotional content.

GATED CONTENT NEEDS TO OFFER DIFFERENT VALUE

Gated content refers to content that user’s access by providing their contact information, usually an email address. Now that pillar pages are providing that valuable content, your gated content will need to be even more valuable. It needs to be worth giving away that email address. Therefore, it can't be a repeat of what's on that pillar page. It needs to take the conversation even further.

BLOG POSTS ARE NOT EVERYTHING

Most companies use a form of blogging as a big part of their content strategy. However, the world of online content is changing, especially with blogging. While providing quality content has not changed, blogs really can't be promotional, especially now.

Marketers need to be strategic about their content. Rather than existing as standalone pieces, blog posts work best when they support a broader pillar page by covering specific questions or long-tail keywords. This structure is known as a topic cluster which connects multiple related articles back to one central pillar page. For example, a pillar page about content marketing might link to individual blog posts covering keyword research, content calendars and SEO writing. This organization improves site navigation and authority for search engines.

Topic clusters are transforming blogging as marketers will need to create more specific pieces of cluster content that will be linked from the pillar page. By nature, blog posts are dated, meaning they are not evergreen. Google looks at the timeliness of your content. Pillar pages are longer than blog posts and are evergreen content, which is why they are more important.

E-LEARNING WILL NEED TO BE MORE ROBUST

Businesses that generate revenue through e-learning can strengthen their course offerings by incorporating a pillar content strategy. Like any product or service, online courses typically require lead nurturing before prospective customers are ready to enroll. Educational content helps establish credibility and demonstrates expertise, making it easier to build trust with potential learners.

For example, a user who discovers your website through a pillar page may be more likely to exchange their email address if they are offered a valuable resource, such as a white paper or in-depth guide, that expands on the topic. From there, online courses can focus on practical application, breaking down the concepts introduced in the resource into step-by-step instruction and actionable strategies.

Before developing an online course, identify the knowledge gaps that remain after users engage with your pillar pages and gated content. Your courses should provide unique value rather than repeating existing information. By optimizing each piece of content to serve a distinct purpose, businesses can create cohesive learning experiences that educate users, supports lead nurturing and guides prospects through the customer journey.

At the end of the day, no matter what deliverable you are creating for your audience, it comes to providing valuable content that is meaningful, not confusing.