I may be wrong, but I think people are a little confused about how and why you need pillar and cornerstone content on your website.
So, today I’m going to help you figure it out.
The thing is, constantly reviewing, updating, and evolving is typical when it comes to your website.
But do you have your anchor pages and content aligned to deliver both your central business message and position your website for digital recognition and results?
Whew. That seems like a lot. What it comes down to is this:
- Is your brand message delivered consistently and with clarity throughout your site, and
- How does your website perform?
Performance is measured in a lot of different ways, honestly.
And the performance you’re going to focus on depends on your unique business and goals.
Build Your Site Framework on Pillar and Cornerstone Content
Still, the foundation of most sites, no matter the site’s purpose, is pillar content. Like the pillars on a porch, your pillar content is a framework of key subjects or topics, supporting your digital presence as a whole.
Some people think of it as an umbrella, under which all your content falls.
Building out from your pillars, your cornerstone content pieces, then, are like the foundational blocks. Usually, your cornerstones are pages and not posts.
But interestingly, when done right, your cornerstone pages are often the most shared and visited on your site. Linking to these pages from posts is often one way you can give them more juice.
For the most favorable results, I recommend that your cornerstone content is always well-written and well-produced.
I also not only recommend, but urge, you to keep your cornerstone pages updated so they always stay current.
Cornerstone Tips
So, when you create cornerstone content, keep these tips in mind:
First, #1- if possible, craft cornerstone content from evergreen content topics! What this means is making sure your subject matter and topics for cornerstone pages are always fresh or currently accurate.
To do this, constantly update these pages so they stay evergreen, and #2- carefully plan topics to match pillar (core) topics.
Pick topics that, while significant to your pillar themes, also deliver big relevance to your audience.
Your subject matter, therefore, needs to be a topic that stays relevant over time while addressing your overarching themes and visitor needs.
With these first two points in mind—staying evergreen and relevant by maintaining audience centricity—my next and biggest tip is this:
Do your due diligence. Start with research and keyword planning. Play with “Answer the Public” and swish info you find around in your mind. Give this research phase some thought and intention.
Then, go at it with a set strategy.
BUT FIRST
Note the importance of crafting significant content for cornerstone pages. They provide the solid foundational blocks on which the rest of your site content is built.
In case I didn’t stress it, significant content means epic content.
Or, if you prefer another way to explain what I mean, you’re going for what Brian Dean calls “Skyscraper Content.”
The stakes are high for this piece of your content work, so essentially, what Brian tells you to do in producing skyscraper pieces is to blow your topic out of the water. Yep, sky high! You want to create the most helpful, informative article on the topic.
Traits for Cornerstone Content
Remember, your cornerstone content pages always have certain traits. But to really get some bang for your cornerstone creation buck, think about the second part.
I’m so pleased to share this because, frankly, I have big news for you. I’m sharing a plan with you, straight from a free challenge offered a couple of years ago by Copyblogger! NEWSFLASH: I still use everything I uncovered from participating in the challenge.
Because Smart People Told Me
This is also a perfect exercise if you need new cornerstone content pages—I know I do.
Or, to help you review and refresh any pages you already have on your site. Especially if you want to take them up a notch!
Step 1: Guide to Cornerstone Content Creation: Prep Time!
Remember, I mentioned due diligence?
Well, that’s Step 1 to planning your page—doing the research. And for digital cornerstone pages, it means this:
What keywords and content categories are you going to focus on?
In this step, Copyblogger suggests you ask yourself this: “When someone searches for your topic, what words or phrases will they type into a search engine?” Think about long-tail keywords, questions, and verbal inquiries.
Then create a list of eight to ten phrases that summarize what your site is about. (You can always change and adjust them over time.) Next, determine the key categories your site will address with the content you create.
The optimal maximum number of categories you want to have for your site is ideally seven. If you can make it three, that’s even better!
The objective (and reason I’m using categories at all) is that they are a way to organize your content and to focus on relevant subjects, without getting off track with content that’s all over the place. Also, it helps clarify what your site is about.
The clearer, more specific, and more precise you are in the content you offer, the easier it is for folks to navigate. And to understand what you’re about and why they may care.
Luckily for you, I give you the key—a perfect keyword reference guide from OptinMonster to help you handle the research, step-by-step.
Planning and research may take a little time to do properly, but it’s very important for getting better results sooner.
Step 2: Pick Page and Set Goals
Now, the fun starts. You have to select one page and one page only to focus on first.
Think about starting with the page you think will give you the biggest results. Consider the topic you expect site visitors most expect and will look for on your site.
Once you decide on the first page to create, determine the page’s goals. More than one may apply, and that’s okay. Here’s a checklist of possible goals to select from for this single page:
✅ attract visitors; find new readers
✅ serve as a reference page for pillar topics and upcoming content
✅ get new subscribers to build connections and an email list
✅ highlight archived material or specific resources for a helpful gateway
✅ rank in search for competitive keywords to attract clicks
✅ draw traffic from organic social or other sources
✅ other
Remember, craft cornerstone content for powerful anchor pieces on your website by asking these questions:
- What topic can you make the top diggity dog, best ever for your visitors?
- What topic is foundational to your business/brand/service and demands to be covered?
- Are there any expected topics that people want and are actively looking for that you can cover?
- How can you show your expertise and trustworthiness, even original thought leadership in this content?
Step 3: Map Out Your Page Content
While the goals you identify for your page are best if tied to a measurable result, like unique visits or new list subscribers, there’s one more thing.
One component of content creation that’s somewhat less tangible but, ultimately, the most important. This thing is in the back of my mind every time I write content. Of any kind.
Engagement—since it takes place in so many forms and isn’t always measurable—engagement is the double secret backdoor goal to keep in mind when you create or publish anything. Quality content is the minimal standard, so in my mind, I’m always going for engaging. Find engaging, and you find the magic.
Mapping for Engagement
Now, back to the guide for cornerstone pages and Step 3: Map out your page by concentrating on important sections.
Your objective is to clearly explain the topic for people and to provide enough context for search engines to determine what your page is about.
Your first section to map out on your page is the Headline. If possible, work your keyword phrase into your page headline every time. Don’t be afraid to kiss 25 or more headline frogs to find your charmer. I usually write dozens before I go with my final pick.
Because your headline is the first touchpoint to attract attention and draw people in, take a little extra time to get it right. I recommend you take note of headline best practices from a multi-layered standpoint. Of course, this is a perfect time to use your favorite AI tool for some possible ideation or critique of headline choices.
In this headline writing reference, science and data offer guidelines for you. The post has tools for you to use to test your headlines for things like optimal length and even emotional value.
To address more persuasive headline copy formulas to motivate people to click, I give you my go-to writing source, Henneke, from Enchanting Marketing.
Step 3: Introduction Section
Since she is a top writing coach, I have another resource by Henneke, How to Captivate Your Readers: 3 Ways to Craft Irresistible Opening Lines, to take you right to Step 3’s next section.
Writing an introduction interesting enough to pull the reader further along makes all the difference for getting your content noticed and read.
Hint: If you’re still struggling with your core business message or pillar topics, you may want to include a bit of a competitor analysis at this early point. It will help you analyze how you can stand out, establish instant authority, and build trust over your competition.
At usually around 150 words, smart, snappy, and using short sentences and paragraphs helps the reader delve deeper with ease.
Some people like to start with writing this section; some do it last. Either way, this is the section where you want to shine with sparkling writing and polish with ruthless editing until your post feels compelling. And powerful and engaging.
Next, the Main Content Section is the meat of your page, where most of the information you are sharing belongs. If people make it to this point, you now have to work all the more with a goal of bringing them further with you.
Give readers the juicy filling they crave in the main section of your content. Fill it with valuable ideas, information, and helpful links. Link to top articles on your site related to the main topic of the page. Use visual content, offer examples, give a new spin to a broad topic, or narrow your subject to a tiny insight or how-to on a specific topic.
Don’t Forget the Link Juice on Your Cornerstone Page
Provide links to reputable outside sources to prove the data you present as well as to help establish solid connections in your industry or field. Make sure your site offers HTTPS for secure browser downloading.
Powerful links add page juice to your content and help build your page authority as well. Links to nowhere and outdated information make you look bad, like your site is broken down or something. And it’s not very professional, either.
Another hint: Make sure no links are broken on your site by testing them periodically. Make sure any resources you have on your website are current. Lisa Sicard of Inspire to Thrive suggests using the Link Whisperer plugin for the job.
Oh, and by the way, keep track of links for your posts on a spreadsheet or Trello board or somewhere. Trust me, this will come in handy for lots of reasons; you’ll see!
Finally, Final Step 4: Plan Your Call-to-Action!
If you make your cornerstone content page a hot diggity dog top page on your topic and on your site, the next challenge and opportunity is to ask people to take a next action. People are more likely to take an action if you ask. So give them a CTA or call-to-action, clearly and directly, and let them know what to do next.
Simple, right?
Well, maybe not! But since the aim for this page is higher traffic than most, why not capitalize on the extra attention? And since you’re blowing people away with knowledge and priceless information, an opportunity exists to connect further.
Readers are already liking you, so why not ask for a next action? You know, while they’re still in a good mood—like now…
So, along with my usual invitation to comment below, today I’m throwing an ask right at you: