If you are feeling a bit overwhelmed at the thought of creating a pillar page, don't fret. If you are approaching this in a strategic manner, it isn't that hard. While the exact steps will vary slightly depending on which type of pillar page you choose to create, the general process looks like this:
1) Carefully Choose Your Subject
This is the hardest part so be sure to choose your subject carefully. It needs to align with your buyer persona's needs, be very relevant to your business, generate enough search volume, and have enough breadth and depth to be explored further in more detailed sub-topic posts.
2) Audit Your Existing Content
After picking your main topic, thoroughly audit your existing content. If you are already using the HubSpot Content Strategy tool, you will already have a significant head start. If not, now is the time to add a topic cluster for your pillar page subject and link all existing content assets.
Ask yourself if there is anything that needs re-writing or updating. Create an editorial calendar to fill any gaps and other sub-topics you wish to expand into.
3) Choose Your Pillar Page Type
Now, it is time to choose which type of pillar page you wish to create. Choose a:
- Resource Pillar Page if you have most of the content already in house and/or the topic was extensively covered by external sources but you need a page that organizes it all into a bigger picture.
- 10x Content Pillar Page if you picked a topic that has not been previously covered but deserves to be and you have the thought leadership, research, and knowledge to do it.
- Inspirational Pillar Page if you want to showcase different project ideas, industry best practices, and other inspirational ideas.
4) Design Your Own Or Download An Existing Pillar Page Template
Too many marketers get hung up on the design aspects of pillar pages thinking if they cannot publish a rockstar pillar page, then they shouldn't publish one at all. But don't let that deter you. There are plenty of great, easy-to-use templates on the HubSpot Marketplace that allow you to start right now. In fact, this page is built on the Mollison Pillar Page Template, named after the father of Permaculture, Bill Mollison.
5) Outline Your Content & Start Writing
Now, the easy part begins: writing. Outlining your content in chapters, sub-chapters, and bullet points will help you stay on target. Since this will be a very long piece of content, you have to make sure you write on point and don't waffle on. After you are finished, it helps to let it sit for a day or two and revisit it again. Don't forget to get someone else to edit it!
6) Optimize and Promote It
Once you hit publish, you might want to sit back and wait. But your work isn't done just yet. Be sure to optimize all the on-page SEO (like writing a meta description, adding alt image tags, ensuring you are using H1, H2 correctly, etc.) and link it where appropriate. Again, let your content clusters guide you to find the right articles to link to and from, but be sure they are relevant to your topic. Finally, add Call-to-Action buttons strategically over your website (e.g., blog sidebar or under relevant blog articles) and promote it via email, social media, and whatever channel you usually utilize to get the word about your content out.
Now, you are done — congratulations!