We're so familiar with the internet that we speak to it like our best friend. We no longer type “best beach restaurants San Diego” but instead we say to Alexa: “Where should I go to eat tonight by the beach?” And she knows we mean we are looking for dinner, in San Diego where we are located, and that we want her best recommendations. Amazing!

So what does this mean for marketers? It means the way people search for information has changed. For eCommerce marketers specifically, this is very important. If you're looking to stand out in a crowd online, against a multitude of brands offering similar services and products to your own, understanding how your users search for information related to your business is a key pillar of your overall eCommerce marketing strategy.

But wait, there are 1000 different ways to phrase a question, so how do you create valuable content for each version?

You don't!

It's time to make the switch from keywords to topics. Cover the topics that people want to know about, and do them in a way that makes you an authority who ranks first in search results. So if you're ready to implement a new content strategy that will deliver the content people are searching for today, here's what we're talking about. . .


Topic Clusters: The Next Evolution of SEO via Hubspot

“The cluster setup also signals to search engines that there is real breadth and depth in the content, which gives the pillar page more authority on the topic. Algorithms like Google’s RankBrain reward this orderly linking with higher search placement.”

We know that “the new face of SEO” can sound intimidating, but it's actually pretty simple when you break it down. In this article, you will learn how search engines used to work, how they have changed based on user behavior, and how a new content strategy can maximize the value of the content you create. Sit back, relax, and get ready to dive into the world of the new SEO!

How To's

How to Create a Pillar Page via hubspot

“Like the magnificent architectural wonders that hold up The Pantheon in Rome, pillars will help you hold up your blog's architecture, too.”

Since you're still reading, I can assume you agree that pillars are a must. So what now? How can you take this new framework and implement it so that your company can start reaping its benefits? Well, thankfully HubSpot has put together a list of 4 simple steps you can take to create a pillar page of your own!


“now you're not questioning whether or not your content is actually making a statement or if its bringing impact because you know how it's connected to this larger picture.

If you're the type of person who likes to talk through ideas with examples to help connect the dots, this video is for you. Justin Champion, HubSpot professor uncovers why pillars are a must, discusses some common roadblocks, and takes us on the journey of implementing a pillar strategy while using real life examples of client experience.

How to Structure Your Editorial Calendar in the Age of the Topic Cluster Content Model via hubspot

“The faster you write and publish blog posts that answer all questions about your topic, the higher these clusters will rank in search.”

Now that we understand the basic “why” and “how” of content pillars, let's take the strategy to our day-to-day operations. How do you set up your calendar around these pillar topics? This article will take you through the steps from pillar creation, to keyword selection, to content writing, scheduling and more. If you still have some questions about the day-to-day implementation of your new strategy, this article should take care of them without a problem!

Free Course

Content Marketing Course via Hubspot

What better way to learn about the importance and mastery of pillar pages than with an in-depth free course from the masters themselves: HubSpot? If you are interested in understanding everything you need to know about content pillars, this course is a must for you. Don't forget to take some notes!


5 Pillar Page Examples to Get You Started With Your Own via hubspot

“Using topics you want to rank for, create content based on specific keywords related to that topic that are inter-(hyper)linked -- that can support efforts for greater search engine authority.”

Now that you understand why content pillars are changing the world of content marketing and SEO, and why they are so crucial to your overall content strategy, let's see some in action! Here are 5 great examples of pillar pages, customized for 5 different companies so you can see how they function in reality!

The Beginner's Guide to SEO via moz

So you now see how different companies have formulated their pillar pages to best serve them. Now, let's take a look at a live site functioning with a content pillar strategy. Check out the link to see the pillar page, than scroll through the site to see how specific content was created around the pillars. This should be just the thing to get you ready to start your own!

This blog post is part of Your Definitive Guide to Lead Generation blog series.

Content pillars are one of the most important parts of lead generation. To learn more, download The 30 Greatest Lead Generation Tips, Tricks & Ideas!


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Originally published October 11, 2017, updated March 19, 2021
Tags: lead generation SEO content marketing content pillars