Guide: understanding topic clusters and pillar pages

To have a successful content strategy, the first step is to build its foundation, composed of topic clusters (also called thematic clusters) and pillar pages. Believe it or not, the vast majority of a content marketing plan stems from these two concepts.

Let us explore together what a topic cluster and a pillar page are, and what purpose they serve.

Let's go!

Topic clusters and pillar pages

What are topic clusters?

Every content marketing strategy is based on a set of topic groups. These are the bedrock of the entire strategy.

But what exactly is a thematic cluster?

Most people think topic clusters apply only to blog posts. In fact, topic clusters include all types of content — from landing pages to blog posts, social media publications, newsletters, and even offline printed resources.

All these pieces of content have one thing in common: they all belong to a topic cluster.

How are topic clusters created?

To create topic groups (topic clusters), analyse your business and your brand message. Consider what the business wishes to achieve and what it has done so far to meet its growth objectives.

Before creating and developing topic cluster strategies, conduct a content gap analysis using your ideal customer persona. A gap analysis identifies the specific information that your ideal audience wants and that the business can provide.

These gaps turn into topics. Which in turn become topic clusters.

Another approach is to examine existing content and review analytics results. Group content by theme or category and see which group performed best. Each group is then turned into a topic.

Here is a video from HubSpot to help you get a clearer picture of the overall concept:

What is a pillar page?

If the topic cluster is a web, the pillar pages are the spider's nests. Revisiting the idea that a thematic cluster has a main topic and sub-topics, a pillar page is the foundation of each one.

A pillar page has two functions:

• To offer valuable calls to action that will grow a brand's business through leads and sales.
• To exist as a valuable inbound link from all the content created for that topic cluster.

As new content is created to complement the topic, the pillar page is added as a link. This could be blog posts, social media publications, YouTube videos, Instagram Stories, and so on. The idea is that the connection between a pillar page and the content created for that topic cluster is in constant flux.

How do you create a pillar page?

The simplest way to think about creating a pillar page is to think in terms of landing pages. Landing pages are pages on a website that fulfil a specific function — from collecting email addresses via a downloadable product to selling a specific line of physical items. In many ways, a landing page can be a pillar page.

Optimised pillar pages include short and long-tail keywords relating to the topic cluster, custom videos, numbered lists such as how-tos or FAQs, calls to action, and plenty of valuable content that will not only push the page to the top of search results but also provide an excellent resource for customers.

Topic clusters and pillar pages — test and repeat

A content marketing strategy is not complete with just one topic cluster and one pillar page. A good strategy requires at least three or more. Sub-topics can also have their own pillar pages! The total number depends on the size of the business, its blog, and the number of products on offer.

Analyse conversions across all pillar pages and the content that flows from them. Run A/B tests on copy and visuals to see what works and what does not.

Repeat what works and improve what does not.

The importance of quality content

Even though the foundation of content marketing consists of topic clusters and pillar pages, they mean nothing if their value is not first-rate. Only well-crafted and optimised content will contribute to business growth.

Remember that topic clusters and pillar pages cannot be pulled from thin air. Initial market research and gap analysis must be detailed and thorough. Tap into the real needs of customers and consumers. Be empathetic towards their experiences and try to put yourself in their shoes. That is the best way to truly determine whether the gap analysis faithfully reflects your niche.

To conclude

Content marketing is a technique that requires a methodical approach. There are many steps to follow for a successful strategy, and knowing how to create topic clusters with pillar pages is key. Remember to inject value into all content and to optimise for SEO.

Post your questions in the comments!