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Nowadays, potential customers are becoming more difficult to reach. Traditional advertising tactics used print, radio, and TV to get their message out and make their brands known, and this was effective largely because the majority of the population listened to the radio, watched TV, read the newspaper or had magazine subscriptions.
However, in the modern age, relying solely on traditional advertising tactics won’t guarantee success for your business. Radio and TV usage hit an all-time low, and environmental concerns and decreased subscribers have lowered the production scale of print media. Most, if not all, consumers are now relying on the internet for their daily source of entertainment, news, information, etc. Given this, a new industry arose in the form of digital advertising.
Digital advertising takes many forms, but one of the most popular strategies nowadays is search engine optimization (SEO). SEO is a process that seeks to bump a website’s search engine rank to increase brand visibility and organic traffic. SEO grew into prominence when experts like those from Philadelphia SEO agencies realized that the highest percentage of user traffic went to the websites on the first page of the search engine results.
There are many available SEO techniques, but the one we’ll be looking at today is something called content marketing.
Getting started with content marketing
Nowadays, audiences are warier of brands than ever. They will willingly pay a premium just for an ad-free experience, from adblockers to paying a fee to social media sites. Given this, it’s not enough just to reach out to your consumer. You have to take measures to get them to come to you. High-quality content builds trust with consumers, improves your brand reputation, and contributes to SEO.
This is where content marketing comes into play. By offering content that your user could find helpful or engaging, they’ll naturally approach you. Brands like Bon Appetit have shot to fame for their content marketing strategy, making recipe videos in a more casual style, using charismatic and personable chefs to stand before the camera and deliver the instructions, interspersed with comedic edits. Through these videos alone, they gained a massive cult following, with around 6 million subscribers and averaging millions of views per video in their prime.
You may be worried that content marketing requires a video production team. However, some brands succeeded even with just blog posts. This is because they write timely and well-written articles that meet their users’ every need. One of the things you need to utilize to succeed in content marketing is something called pillar pages.
Pillar pages cover a topic extensively while linking to related content that offers more in-depth or specialized information. Given the importance of link building in SEO, pillar pages offer a double benefit of being useful to your users and contributing to your SEO efforts.
Building your pillar pages
According to reputable Philadelphia SEO companies, there are various ways you can write pillar pages. There are three kinds of pillar pages, and each requires a different approach:
- 10x content pillar page. It generally contains your own media. Long, in-depth articles like guides or tutorials, fall under this category. You can also use pillar pages of this type to convert users by asking users to leave their email to get the webpage in an e-book format. The challenge is to create content so well-written and compelling that it will encourage users to convert. If you’re going to write a 10x content pillar page, it’s best to enlist an expert to guarantee that the information you’re delivering is accurate and up-to-date.
- Resource pillar page. It is more link centric. It offers users various links to helpful articles from the brand itself or external sources. A resource pillar page can also act as a table of contents, offering users a one-stop-shop for all the links they need surrounding the topic and helping them easily navigate through the sea of available articles.
- Product or service pillar page. It is good for describing and linking to your various products and services. If you’re a subscription that offers different service levels at various price points, you can have one page detailing the key differences of each service tier, then lead the user to pages that cover each tier in greater detail. You could also directly link them to checkout.
General tips for pillar pages
Link only reputable external sites
Ensure the site you’re linking to is secure, credible, and has accurate information. It will negatively impact your reputation if you lead your users to an unreliable source. Check external links now and then to ensure the link is still functional. The danger with external linking is that some websites change domain names, or the articles you’re linking might be deleted. Update or remove any dead links to give your customer a smooth browsing experience.
Use keywords sparingly
Using keywords on your webpage is a way to get them to show up on search results. However, if your content has a high keyword density, search engines might flag it as spam. Additionally, having too many keywords forced into your paragraphs will decrease readability and alienate users. Don’t use shortcuts when writing content. Instead of using multiple keywords on one page, write many articles that utilize different keywords.
Keep links organized
Links often show up on webpages as a different color compared to the rest of the text, so take the visual effect into account when you place your links. Resource pillar pages can get away with having lots of links on the page since that is their main purpose. However, for the other types of pillar pages, you can either use anchor texts or wait until the end of a section to link users to another article. Too many links one after the other may confuse the reader and create a poor reading experience.
Reputable Philadelphia SEO agencies have in-house writers and web developers who can build your pillar pages from scratch for those who might not have the in-house talent for content writing. They also offer consultations and material on other SEO strategies like link building, keyword targeting, etc.