Content pillars are the foundational topics around which you build clusters of related articles, boosting SEO, authority, and user engagement. This post explains what content pillars are, why they matter, and how to plan, execute, and measure a pillar strategy complete with examples from HubSpot and Moz. You’ll finish with an actionable checklist and FAQs to launch your first pillar page.
What Are Content Pillars?
Content pillars (aka “pillar pages”) are in-depth hub pages that cover a core topic comprehensively, with “spoke” pages linking back on subtopics. This hub-and-spoke model signals topical authority to search engines, improving rankings . Pillar pages typically run 2,000+ words, include multimedia, and serve as a central reference for a topic cluster.
SEO Benefit of the Hub-and-Spoke Model
–Authority boost: Internal links from spokes pass link equity to the pillar.
–User experience: Visitors find all key info in one place, reducing bounce.
–Keyword coverage: Clusters let you rank for long-tail variations around the main term.
Why You Need Content Pillars in Your Strategy
Improve Organic Traffic & Authority
Brands using pillar pages see up to 40% more organic traffic . By concentrating link equity on a single hub, you outrank fragmented blog posts.
Enhance Brand Consistency & UX
A pillar ensures consistent messaging and design. Users navigate related articles via clear menus, boosting time on site.
How to Identify Your Core Content Pillars
1. Align with business goals: Choose topics tied to your offerings (e.g., “content pillars” for an SEO agency).
2. Assess audience needs: Survey customers or analyze support tickets to surface top questions .
3. Validate with keyword research: Look for 400–8,000 monthly searches with medium competitiveness.
Conducting Keyword Research for Pillars
| Tool | Usage | Volume Sweet Spot |
| Google Keyword Planner | Find high-volume head terms | 4,000–8,000/mo |
| SEMrush Keyword Magic | Analyze competitive difficulty & intent | 1,000–5,000/mo |
| Ubersuggest | Discover long-tail variations | 400–2,000/mo |
Use filters for relevancy and prioritize keywords with keyword difficulty under 60.
Mapping Topic Clusters Around Your Pillars
1. Create a cluster map: Draw your pillar at center, spokes for each subtopic.
2. Internal linking: Each spoke must link back to the pillar and to related spokes .
3. Example: For “content pillars,” spokes could be “how to choose pillars,” “pillar page examples,” and “measuring pillar performance.”
Types of Pillar Pages: “What Is,” “How-To,” and “Guide”
| Format | Focus | Mini-Example Title |
| What Is | Definition & overview | What Is a Content Pillar? |
| How-To | Step-by-step instructions | How to Build a Content Pillar Strategy |
| Guide | Comprehensive resource + tools | The Ultimate Guide to Content Pillars in 2025 |
Each format serves distinct user intent: awareness, action, and deep research.
Measuring Pillar Performance (KPIs & Tools)
| KPI | Tool | Why It Matters |
| Organic traffic | Google Analytics | Shows reach of pillar hub |
| Time on page | GA Behavior reports | Indicates engagement depth |
| Backlinks | Ahrefs | Measures authority gained |
| Conversions | Google Analytics | Tracks business outcome |
Review quarterly to spot declines and update content.
Common Mistakes to Avoid with Content Pillars
1. Overly broad topics: Too many spokes dilute relevance.
2. Poor linking structure: Missing reciprocal links weakens SEO .
3. Neglecting updates: Outdated data harms authority; schedule quarterly reviews .
Content Pillars Examples from Top Brands
HubSpot
HubSpot’s “What Is Inbound Marketing?” pillar spans 3,500 words, 20 internal links, and video explainers .
Moz
Moz’s “Beginner’s Guide to SEO” is a 10-chapter guide with quizzes and downloadable assets .
Next Steps: Building Your First Content Pillar Strategy
| Step | Action | Timeline |
| 1 | Audit existing content | Week 1 |
| 2 | Keyword & audience research | Weeks 2–3 |
| 3 | Outline pillar & cluster topics | Week 4 |
| 4 | Write & publish pillar + 3 spokes | Weeks 5–7 |
| 5 | Promote & build backlinks | Weeks 8–10 |
| 6 | Review KPIs & update | Quarterly ongoing |
FAQs
1. What exactly is a content pillar?
A content pillar is an in-depth hub page covering a core topic, linking to related subtopic pages (spokes). See “What Are Content Pillars?” above.
2. How many content pillars should I have?
Aim for 3–5 pillars to focus your authority without spreading too thin social-media best practices recommend this range.
3. What’s the difference between a pillar page and a blog post?
Pillar pages act as comprehensive hubs (conversion-focused), while blog posts (spokes) address specific queries (informational).
4. How often should I update my pillar pages?
Quarterly reviews ensure accuracy and freshness; Clariant Creative suggests at least four updates per year.
5. Which tools are best for mapping topic clusters?
Top tools include SEMrush Keyword Magic, HubSpot Topics Tool, and Ubersuggest for visualizing cluster structure.
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