Pillar Based Marketing, also called Pillar Content Marketing, or simply Pillar Page Strategy, is a relatively new, but highly effective approach to Search Engine Optimization which involves creating comprehensive, high-quality content on a topic that serves as a central "pillar" of a broader content strategy.

In a Pillar Based Marketing approach, webpage hierarchy can be thought of something like a spider-web, with your central topic and landing/purchase page at the center, supporting "sub-pillar" pages immediately surrounding it that are more focused and more informative dives into the topics presented on the landing page, and several blog pages that cover the common questions your customers are searching for, that push customers into the sub-pillar pages. All pages are intended to push customers always toward the center/pillar page, where the decision to purchase is made. Pillar Based Marketing aims to improve search engine optimization (SEO) by providing a rich source of information that attracts organic traffic and encourages engagement, linking, and social sharing.

A pillar based marketing diagram

Because Pillar Based Marketing addresses all of the different avenues a customer may take before actually making a purchase decision, you are focusing your marketing on what your customers are already looking for, versus swiping blindly with email campaigns, case studies, and other traditional marketing approaches that give you little data on what is working and what isn't. Search Engines know what questions people are asking, and by leveraging this data and providing supporting content around it, this heaps much more authority on your website than backlinks or citations, and gives your website a higher ranking like no other SEO strategy there is.

Sub-pillar pages are created to flesh out further the topic of the pillar page. These pages cover the major components about your product or service. They feature relevant topics that support the pillar topic, are content rich, informative, and address purchase related questions that customers are asking about your product.

Done correctly, this approach is proven to significantly increase a website's ranking, overcoming websites that have long held the top positions in the major search engines.

Pillar Based Marketing requires careful planning, research and execution, and involves a strategic approach to content creation and promotion. Data needed to fully flesh out a Pillar Based Marketing website is done with special software, and is usually handled by the SEO company. At Boost Consulting, LLC we understand the power that this marketing strategy has when it comes to SEO, and encourage this for all of our customers.

Call us today and let's see how Pillar Based Marketing can help your business!