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Marketing Executive

Jamie Gentile-Clarke

Managing Director

Matt Cooke

Website Manager

Nathan McEvoy-Swann

Head of Digital and CRM

Charita Chutoorgoon

When you create any kind of content for your website, the aim is not just to attract 

, but rather relevant traffic. That’s because if users don’t find your website a good match for what they are truly looking for, they are unlikely to convert. 

One of the ways you can ensure all of your marketing content is aligned with your commercial aims as a business is to use content pillars. 

, we create content pillars to help structure the content we produce on behalf of our clients. 

Allow us to explain how content pillars can benefit your marketing strategy and how to go about creating them. 

Content pillars involve basing your marketing strategy on key topic clusters. 

 relevant content pillars for our marketing may include:

If we take SEO as an example, we can cover a broad range of topics spanning from that one content pillar such as backlinks, anchor text, Google updates or meta descriptions. 

Depending on what your business offers in terms of products or services, your content pillars should also clearly relate to what it is you do. 

Why Content Pillars Are Useful For Your Marketing Strategy 

Have you ever taken a look at your website in Google Search Console, or another SEO tool and found a random bunch of things your website is ranking for that offer no relevance to what you offer?

As we noted above, it might seem like attracting 

 to your website is a good thing. But it can actually mean you are wasting time, energy and ultimately money creating content that won’t produce an ROI. 

If you look at some of our content pillars above relating to digital marketing (as we are a digital marketing agency), let’s imagine we ignore these when coming up with content ideas. Instead, we decide to write about completely random topics such as trending celebrity news or even sock reviews. 

Even if such topics happen to be trending, because they don’t relate to what we actually provide as a digital marketing agency in Nottingham, they are unlikely to earn us any conversions as a result. 

Many websites actually fall into this trap, especially when their content hasn’t been created with any kind of strategy in mind. 

So what content pillars do to help here is ensure relevance, while also giving you related ideas to write about from the main pillar without going completely off-piste. 

The good news about creating content pillars is you don’t have to get too technical here. 

It’s simply a case of identifying key topics that can act as pillars so that related content can be created in response. 

Ideally, start by doing an audit of your existing content. This should hopefully flag up any issues with the types of things your content is ranking for online (across Google, YouTube and social media). 

Next, define the integral pillars that your content strategy will be based on. These should relate to the products and services that your business provides. 

Don’t worry about creating a broad list of content ideas right away. For now, you just need to identify the key pillars that your content will be anchored to (i.e. how we use SEO or PPC as content pillars).

Document your content pillars and create a plan of how you will expand on them to create broader topic clusters. These should then start appearing in your wider content strategy throughout the year so that each main content pillar is getting attention.  

When you next go to audit your content, you should then find your website is ranking for terms which better align with the services you provide as a business. 

Need Help Improving Your Content Strategy? 

Don’t know where to start when it comes to all things content pillars or 

It’s not always easy to align your content with your audience, especially when content strategies take time, effort and expertise to perfect. That’s where Imaginaire can help, as we’re a leading UK digital marketing and web development agency. 

To find out more about how we can help your business succeed online, please drop us a

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A Guide to Content Pillars