What is Pillar-Based Marketing?

At its core, pillar-based marketing is a content strategy that focuses on creating a central hub (or pillar) of comprehensive content around a specific topic. From this central content, smaller, related pieces — such as blog posts, social media updates, and infographics — branch out, linking back to the pillar. This approach not only boosts SEO but ensures a consistent message across multiple channels.

At the heart of pillar-based marketing is the integration of search data and SEO, ensuring that each content piece addresses what people are actively searching for online. By aligning content creation with real-world search trends, businesses can boost their visibility in search engine results, driving more relevant traffic.

How to Implement a Pillar Content Strategy 

A successful strategy involves three key content types: Pillars, Sub-Pillars, and Blogs. 

• Pillars: Pillars are long-form, in-depth content pieces — around 1,500-3,000 words — covering the central topic. This dense content conveys authority and expertise.
• Sub-Pillars: These pages dive into more specific aspects of the main topic, thereby supporting your pillar content. These pages are shorter than pillar pages — typically 500-1,000 words.
• Blogs: Blog pages are tightly focused articles — around 300-500 words — which address niche questions or topics directly related to your business’s core offering, and these pages should link back to both the Pillar and Sub-Pillars to create a well-structured content network.

To start a pillar content strategy, businesses and governments need to identify core topics that are both relevant to their audience and broad enough to allow for multiple subtopics. For example, a local retail shop might use "Eco-Friendly Products" as their pillar. A fitness studio might use "Home Workout Routines" as their pillar, offering subtopics on exercises, equipment, and nutrition tips.

Conduct thorough keyword research to identify the most relevant search terms and questions your audience is using. By addressing these in your Pillar content, you ensure that your strategy is driven by real-world search intent, maximizing your chances of appearing in top search results.

The final step is creating high-quality, detailed content that serves as the foundation of the strategy. From there, related content such as blog posts or social media updates can be created, each linking back to the original pillar.

The Role of Digital Marketing Technologies in Your Strategy

The evolution of digital marketing technologies plays a critical role in executing a successful pillar content strategy. From analytics tools that track audience engagement to social media scheduling platforms, these technologies allow businesses and governments to distribute and measure the impact of their content effectively.

For instance, a city government might use email marketing platforms to disseminate updates about local initiatives, linking back to a central, comprehensive post about those initiatives. Similarly, small businesses can harness types of internet marketing—such as search engine optimization (SEO) and pay-per-click advertising (PPC)—to drive traffic back to their pillar content. Interlinking these content pieces—linking blogs back to Sub-Pillars and Pillars—not only helps users navigate your content but also increases the SEO authority of your Pillar page, further boosting its ranking in search engines.

Digital Media and Advertising: Expanding Your Reach

To truly make the most of digital media and advertising, small businesses and city governments need to focus on creating a seamless connection between their pillar content and digital advertising efforts. Targeted ads on social media and search engines can drive traffic to pillar content, which in turn helps foster deeper engagement with the audience.

For example, small businesses can promote their comprehensive guides or case studies through digital media and advertising, while city governments might use similar tactics to highlight public services or upcoming community events.

Why Choose JET Advertising for Your Pillar-Based Marketing Strategy?

Whether you're a small business looking to increase brand visibility or a city government aiming to engage with residents, JET Advertising can help you implement a pillar content strategy tailored to your needs. With years of experience in digital media and advertising, JET Advertising specializes in crafting custom solutions that drive measurable results. Our team can help you leverage the latest digital marketing technologies to ensure your content not only reaches but resonates with your target audience.

From web design to social media campaigns, we provide comprehensive digital marketing services that integrate seamlessly with your existing strategies. Let us guide you in building an effective pillar content strategy that boosts engagement and strengthens your online presence.

Ready to take your marketing to the next level? Contact JET Advertising today to take your marketing to the next level!