Business owners and content marketers always look for creative and engaging ways to connect with potential customers to increase business revenue. Firstly, it is crucial to consistently create relevant and quality content to rank well on search engines.
To do so, one of the most reliable frameworks is the content pillar strategy. This allows you to enhance the value and quality of your content so it ranks. In case you are not familiar with content pillars and their uses, we will brush that up first, then look at some great content pillar examples. So, without any further ado, let’s dive right in.
What Is a Content Pillar?
A content pillar is a comprehensive blog or information page that has at least 3000 words of content that incorporate different primary, secondary, and LSI keywords, plus phrases and questions.
In simpler terms, it is a page where readers and potential customers can get a credible, comprehensive overview of a topic they are looking for. While the reader might be looking for a single question or sub-headings related to that topic, they can find a lot more quality content on the blog page.
Because it is a large piece of content, you can turn it into smaller pieces for different uses. You can break the content into infographics, small blog posts, videos, social media posts, emails, and more to distribute the content on different marketing channels. This is why it is an efficient and process-driven way to cover most of your content bases easily. Let’s check out the importance of the content pillar strategy in content marketing.
How Important Is a Content Pillar in Content Marketing?
Gone are the days when simply stuffing your content with the right keywords was enough to get you decent rankings on the search engine results page. Your content needs to offer value, useful information, and relevant keywords to rank well. The content pillar strategy is vital for the current content marketing scenario.
The content is informative and high-quality, so the audience gets exactly what they are searching for. This makes your business a trusted expert in your niche. Also, pillar content enables search engines, like Google and Bing to know that your brand is an authority, which significantly helps improve rankings.
Search engines want content that is well organized and answers the questions users are asking. A user experience is one of the top priorities for Google; it expects businesses to offer top-notch and relevant content so that readers get a delightful experience.
So, with content pillars, you will be good in the eyes of search engines plus readers, and it will help you capture business leads and drive more traffic eventually. Let us now look at some of the best content pillar examples so that you can create impactful content for your website and social media.
6 Inspiring Content Pillar Examples
#1 – HubSpot
Image Source: Hubspot
HubSpot is one of the best and most popular brands, with many pillar pages. In this particular content pillar, they have covered all the bases. The best part about this page is that it offers the reader a comprehensive guide in a downloadable PDF format at the top. It acts as a great lead capture form as well.
Then, the chapters are categorized along with internal links so users can quickly jump to the section they want to read. In the end, a well-placed CTA allows readers to explore more information or blogs of the same topic. This helps boost engagement, and readers will likely stay on the website for more time.
#2 – Typeform
Image Source: Typeform
“Nearly everything you need to know” is the tagline that Typeform used for this pillar page, and it lives up to the tagline. The whole content structure is well organized and aesthetically pleasing with bold color combinations and the correct use of font colors and styles.
This content is structured in a conversational tone, and even though it is approximately a 40-minute-long read, it keeps the user engaged until the very end. There are various quotes from industry experts and external links throughout the content to support the content and boost its credibility.
#3 – The Atlantic
Image Source: Atlantic
Atlantic is one of the most visually appealing content pillars that can easily keep the readers engaged. The way they have visualized the statistics, numbers, and information makes the content easily digestible and more enjoyable.
There’s even a navigation button on the left side that suggests similar pieces of content to keep the readers engaged and on-site for more time. Without displaying the header and footer, the Atlantic does a great job by smartly placing CTAs (to different relevant content pieces) throughout the article, while keeping the main focus on the topic.
#4 – Wine Folly
Image Source: Wine Folly
“What Is Wine Exactly?” Sometimes, a simple heading like this can do wonders for product content marketing, and this pillar page (full of rich information) proves it. Wine Folly engagingly delivers precise information with the help of unique infographics and images. The infographics enhance the page content, and you can use these to illustrate the data.
As the topic doesn’t require a formal tone, a conversational and humorous tone in this pillar makes it easily readable and understandable. One great thing to notice in this content piece is the placement of “Related Questions” and internal links to other guides. The questions and links are placed from the readers’ perspective between the content and not at the very end (as businesses generally do).
#5 – GoodUI
Image Source: GoodUI
Gamification can instantly make anything more interesting; this content pillar proves that. GoodUI consists of data from multiple A/B tests, and there are data points all around. Only when the reader clicks on a data point the information/detailed view is visible on the page.
It is an eye-catching and engaging design with lots of information. The best part is that at the end of each test section, there is a CTA where readers can contribute their findings/data.
#6 – Builtin
Image Source: Builtin
The Builtin page is dedicated to answering the question – “What Is Artificial Intelligence?” and it does that perfectly with a comprehensive guide. The guide is divided into small, relevant sections with navigable links, making it easier for the readers to skip to the part they want to explore.
The guide is supported with relevant graphics, quotes, videos, and internal and external links, making it more credible. As there are explainer videos about the topic embedded in the guide, these deliver the information in a better way.
We hope these examples will help you get a brief idea about pillar pages. It is time for you to include an efficient content pillar strategy in your marketing ventures. Each one of these pillar pages is unique and great in different ways. So, while designing your page and writing the content, you can take inspiration from these for better results.
While the design and structure are important, you should also pay attention to your target audience, as that can help set the tone for your pillar pages. Once you start publishing these pages, ensure to use and repurpose the content to promote on different marketing channels.
Hope you find the examples interesting and useful! If you are looking for more content marketing updates, check out our recent blogs.