CarverTC Inbound Marketing Blog

5 Tips for Revising Content to Work with a Pillar Page [Infographic]

Posted by Bob Carver on May 1, 2018 10:41:36 PM

Creating a pillar page is one of the best ways to boost SEO for core services you offer. One of the fastest ways to build a pillar page is to create it from content you already have.

There is one catch, you should revise any content you use so that it aligns with the pillar page. While you're at it, you should refresh the content so that it's current. In this infographic, I share 5 tips for revising content to work with a pillar page

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Topics: content marketing, seo, Pillar Pages

How to Measure, Track, and Optimize Pillar Page Performance [Infographic]

Posted by Bob Carver on May 1, 2018 9:56:25 PM

We've been talking a lot recently about how pillar pages can boost SEO for core services you offer. Brands that have published pillar pages are glad once the content is complete, and they've started promoting the page and the cluster content. That's when you'll see the SEO and lead generation benefit. But to maximize that benefit, you need to track performance.

Like other marketing campaigns, you should measure and track the performance of your pillar page campaigns. Because, like other marketing campaigns, pillar page campaigns are fluid. By tracking and measuring performance, you can adjust your content and promotion maximize SEO and lead generation. 

In this infographic, we show you how to measure, track, and optimize pillar page performance.

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Topics: content marketing, seo, Pillar Pages

How to Publish, Promote, and Monitor Pillar Page Content to Maximize SEO and Reach

Posted by Bob Carver on May 1, 2018 9:27:52 PM

Pillar pages are a great way to boost SEO for the services you offer. There are three general phases in a pillar page campaign; planning, content creation, and promotion. You need to do the planning, and your content needs to be great, but promotion is perhaps the most important part of a pillar page campaign.

While just having a pillar page with links pointing to it from your separate content pieces will boost your SEO, you can get much more traffic, and generate more leads, if promote the pillar page and the pillar content correctly.

To get the most traction and best results from your pillar page you need to use a promotion strategy that keeps your topic top of mind with your audience. You should also monitor performance so that you can optimize your pillar content and promotion schedule. In this article, I'll break it all down for you and tell you how to publish, promote, and monitor pillar page content to maximize SEO and reach.

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Topics: content marketing, seo, Pillar Pages

How to Map Pillar Page Topics to Keywords for the Best SEO Boost

Posted by Bob Carver on May 1, 2018 9:12:19 PM

Search engines have evolved. Keyword usage alone no longer guarantees you'll rank for the core services you offer. Search engines are now much better at determining user intent from search queries. This change is so disruptive that HubSpot changed its approach to boosting SEO rank to pillar pages. 

Creating clusters of content that link to a comprehensive pillar page on a related core topic signals search engines that you are an authority on that topic. That boosts your SEO rank for that topic. We're so enthusiastic about this we even built a guide on how to do it.

Keywords, however, still have a role to play. When you're choosing the core topic for your pillar page, and when you're selecting subtopics, it's best to select longtail keywords that your domain can rank for. In this article, I'll show you how to map pillar page topics to keywords for the best SEO boost.

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Topics: content marketing, seo, Pillar Pages

How to Create a Pillar Page from Content You Already Have

Posted by Bob Carver on May 1, 2018 8:25:58 PM

Pillar pages are a great way to boost SEO rank for the core services you offer. A pillar page provides in-depth coverage of a core topic and is supported by clusters of content.

Each piece of content in the cluster links back to the pillar page helping build your authority for the topic with search engines. In fact, it's recommended that you publish 8-22 pieces of content on your core topic.

The initial reaction from many marketing teams is, "that's a lot of content!" It is. Especially if you're building it from scratch. An easier way is to create a pillar page from content already have. There are a couple of ways to do that. In this article, I'll walk you through both.

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Topics: content marketing, seo, Pillar Pages

Creating Killer Pillar Pages: 8 Hacks to Optimize Pillar Page Engagement

Posted by Bob Carver on May 1, 2018 3:53:41 PM

Pillar pages are a great way to boost SEO rank for core services you offer. It's an approach based on how search engines have evolved from simple keyword matching to determining user intent.

There are a lot of steps that go into making a great pillar page. You have to decide on a topic, create the content or reuse content you have, build the pillar page, and promote it.

Pillar pages, by definition, cover a single topic in-depth through subtopics that make up topic clusters. That means a pillar page is perhaps the ultimate in long-form content. The pillar page should be easy to find on your site. It should be easy for visitors to find subtopics they're most interested in, skim and consume the content overall. You should also put controls in place to make sure people don't get lost on such a long page. In this article, I'm going to give you 8 tips for creating killer pillar pages that are structured to optimize engagement.

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Topics: content marketing, seo, Pillar Pages

Beyond Boosting SEO: 5 Tips for Generating Leads with Pillar Pages

Posted by Bob Carver on May 1, 2018 3:28:04 PM

Pillar pages are a great way to boost SEO, but they should also mean more than that to your business. Like all marketing activities, pillar page campaigns should help you achieve business goals. Two very common goals for pillar page campaigns are to generate leads and acquire customers.

Since pillar pages are essentially and ungated content offer, you might ask, how do you generate leads if it's ungated? In this article, I'll show you how to go beyond boosting SEO and give you 5 tips for generating leads with pillar pages.

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Topics: content marketing, seo, Pillar Pages

4 Tips to Make Long-Form Content Better [Infographic]

Posted by Bob Carver on May 1, 2018 2:53:24 PM

We've been talking a lot about how pillar pages can boost SEO. The whole idea behind a pillar page is that it covers a core topic comprehensively. That turns some people off. They say, "I don't want to put a book on my website because no-one will read it."

We can tell you from experience; our pillar pages get a lot of views (and generate a lot of leads). But the point is valid. A pillar page is the ultimate in long-form content. If your content is too "thick and chewy" people won't read it they'll leave. 

Your content has to be great, and you need to format it so that it's easy to skim and easy to consume. To help you out, we've created an infographic with 4 tips to make you pillar page, or any long-form content better!

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Topics: content marketing, seo, Pillar Pages

9 Tools to Help You Make Awesome Pillar Pages [Infographic]

Posted by Bob Carver on Apr 26, 2018 10:30:53 AM

Pillar pages are a great way to boost SEO for the core services your organization provides. To create a great pillar page, you have to identify your existing content that can be leveraged, look at topics that are popular with your target audience, and find the best keywords that map to those topics. Once you've done that, you have to publish, link, and track it all.

All of that is easier if you have the right tools!

In this infographic, we show you 9 tools that help you make awesome pillar pages no matter what marketing software you use. We tell you what they are and how we use them. Check it out!

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Topics: content marketing, seo, Pillar Pages

How to Plan and Track Pillar Pages with HubSpot's Content Strategy Tool

Posted by Bob Carver on Apr 26, 2018 6:44:00 AM

We've been talking a lot lately about how pillar pages boost SEO for your brand's core services. HubSpot has been leading the charge on this. A pillar page strategy isn’t just for brands using HubSpot; everyone should use this strategy. We're such firm believers in this we made a pillar page on how to make pillar pages!

You don't need to use HubSpot to create pillar pages; you can use with other tools too. HubSpot did, however, create a new tool called Content Strategy designed to help plan, validate, and track the performance of your pillar pages.

If you use HubSpot now or are curious about how HubSpot can help you create pillar pages to boost SEO, I'll show you how it works in this article. 

Get Started by Adding a Topic Cluster

In the HubSpot interface, Strategy in found in the Content Menu.

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Topics: content marketing, seo, Pillar Pages

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