Modern marketing content can take many forms. While marketers and business leaders may understand the importance of quality marketing content, they may not always create content in the most effective manner. To that end, today we’ll take a close look at pillar pages, which are often underutilized. Pillar pages are long, detailed articles that businesses post on their own website. If you haven’t been using pillar pages in your marketing strategy, then this blog is for you. Here are four reasons you should consider writing one ASAP:
1. SEO Boost
You don’t have to write a 5,000-word article to improve your site’s visibility and increase your SEO performance. However, all else being equal, search engines tend to value pages that are long and contain detailed content. As such, it’s possible that one pillar page will generate better results than four or five “regular” blogs. Keep in mind of course that pillar pages still need to be optimized for SEO keywords and metadata.
2. Enhanced Customer Experience
Generally speaking, the easier it is for customers to learn about a product or service, the better their experience will be with a business. So it makes a lot of sense for businesses to organize their content to streamline customer education. For instance, a business like Northwest Surgery Center could write an entire page about bunions and bunion surgery. And by answering numerous customer questions on one page, companies can more efficiently engage with their audience.
3. More Exposure
Pillar pages – unlike E-books or white papers – are meant for mass consumption. Typically, pillar pages are free for the public to access. As opposed to gated content, which is intended only for a very specific consumer, pillar pages should draw in lots of traffic and interest. This makes pillar pages particularly useful for startups and organizations looking to boost brand awareness.
4. Repurpose Content
Established businesses often have lots of old blogs, articles, and written content that no longer drives traffic. Rather than getting rid of these pages, consider consolidating them into one, coherent pillar page. Yes, marketers will need to update, rewrite, and adjust old content to form a new pillar page. But the good news is that pillar pages offer businesses a second chance to tackle an old topic.
Pillar pages can act to improve SEO performance, customer engagement, and lead generation. When written well, pillar pages can be an effective aspect of virtually any marketing plan. Whether you’re an established B2B brand, or a startup looking to catch the attention of your core audience, writing a pillar page might just be the best way to achieve your goals. Think about it next time you contemplate your content strategy!