Content Strategy Tools: Topic Clusters and Pillar Pages

Many companies still speculate and experiment in order to rank their content on Google’s not so transparent algorithm. However, there are a few proven ways to help your content jump the queue to the top search engine ranks. One such marketing method is forming ‘pillar pages’ and ‘topic clusters’. 

In the marketing world, these terms are extremely common. However, many people have misconceptions about what pillar pages and topic clusters are, so they might not be what you think. Let’s get them straight and tell you how to use them right.

Pillar Pages and Topic Clusters Demystified

Pillar pages are comprehensive content pieces on a broader topic. This content will include a high-level overview of the subject, discussing several facets of the primary topic as subtopics. This will then be the foundation for a widespread network of content pieces on those subtopics, which will be linked back to the pillar page. 

Generally, a pillar page will contain educational content on a single topic. Since they are meant to inform a core idea, using high-quality informational keywords in pillar pages almost always leads to higher search rankings. This, in turn, will boost your organization’s credibility. As a rule, pillar pages are long-form content with many companies relying on customized page templates and other formatting options to bolster customer engagement.

An example of a pillar page can be - ‘Everything you need to know about the importance of visual content marketing’. This pillar page can have subtopics like pictures, videos, infographics, memes or gifs, editing tools, social media, and more.

The subtopics mentioned in the above example are instances of topic clusters. In definition, topic clusters are related pieces of content that can be strategically linked back to a pillar page to make the SEO component tick. Unlike the pillar page, these cluster pieces will have in-depth information on those subtopics. Again, if we take our pillar page to be ‘The Importance of Visual Content Marketing”, the topic clusters can be - 

• How to choose the best pictures and videos for your content?
• How do memes or gifs help catch attention?
• How to use pictures and videos on social media to promote content?

It is not hard to see that these topics are all related to the central core pillar page. Yet, the topic clusters specifically explore the different ideas that that pillar page has touched upon.

Tools such as HubSpot CMS let companies organize their pillar page and topic cluster content through easily accessible in-built topic cluster tools. If you are new to HubSpot, working with an experienced partner on topic clusters can do wonders for your ROI.

Benefits of Pillar Pages and Topic Clusters

Let us take a look at why pillar pages and topic clusters are all the rage in today’s content marketing scenario:

The Content Blueprint

A major disadvantage that plenty of businesses face when they start content marketing is that they don’t have a comprehensive strategy. Churning out content just for the sake of it can lead to disorganized and fragmented content that doesn’t make much sense in the larger context of the website.

In contrast, pillar pages and topic clusters offer a complete blueprint of the content creation strategy companies should take. With the initial broad topic serving as the central pillar page, companies can ideate content from related topic clusters. This way, companies save tons of time and provide structured content.

Enhanced SEO Performance

Search engines like Google understand and favor comprehensive and well-structured content. An interconnected network of pillar pages and topic clusters asserts that your website is an authoritative source on the subject matter. This helps boost your SEO because it aligns with experience, expertise, authority, and trust (E-E-A-T), which in turn helps your backlinked content rank higher, improve brand visibility, and increase organic traffic. 

While there is no guarantee that using EEAT can rank your content, it serves as a good indicator of what Google and other search engines generally look for in an article. 

Smooth User Experience

Imagine that you, as a reader, are looking for a specific content niche but have to almost go through an entire website to find it. Frustrating, right? Topic clusters and pillar pages solve this problem entirely. If your readers land on the pillar page, they can find their desired content amongst the numerous subtopics. 

As they are interconnected, even if readers land on one of the topic clusters, they can navigate back to the pillar page. This creates a better and smoother user experience, leading to increased traffic, more time spent on your content and website, and lower bounce rates.

Leads and Conversion Rate Boost

When you build a comprehensive, in-depth information reservoir on a topic, both users and search engines will start seeing you as an authority source on that topic. As this increases user engagement, you get more data to help you understand your readers' interests and preferences. The process of turning that reader into a lead and thus guiding that lead through your sales funnel becomes easy. Hence, your conversion rate increases, and you get the best ROI for your content and marketing strategy.

Saying Yes to Pillar Pages and Topic Clusters

Pillar pagesandtopic clusters are some of the most potent content strategy tools. They enhance your search engine rankings, user experience, and engagement and declutter your website's content pool. 

While creating these pages can seem easy, it's best to find an expert to build a content strategy around them. Remember that when executed well, pillar pages and topic clusters can really boost your company’s growth and reputation.