What is Cornerstone Content?

In 2020, it was reported that digital ad spending grew by roughly 12 percent despite the pandemic. While digital ads are good for advertising, cornerstone content is also an effective way of marketing for businesses, but what is cornerstone content and why should it matter?

While it may sound surprising, the term 'cornerstone content' is completely alien to some businesses.

What is cornerstone content, and how can it improve your website traffic? Read this guide to learn about these types of pages and how they work. - kid dressed as yoda holding a pool noodle to be his light saber - What is Cornerstone Content? - your wp guy

The amazing thing about this type of content is that it can take businesses from getting no attention, to getting more attention than baby Yoda (Grogu) in a short span of time, ok maybe not that much attention.

So without further ado, let's cover what cornerstone content is and some interesting ways it can benefit businesses. Read on to learn more!

What Is Cornerstone Content?

In short, cornerstone content is the content that is written on websites to help you rank higher in search engines.

This content often consists of articles and many businesses use cornerstone content pieces as the main website focal point. The articles, pages, or posts that make up cornerstone content should all be SEO optimized as well.

Cornerstone content is not only used as the 'go-to page', but also the pages that offer the most value on websites.

This kind of content can be internally linked multiple times within a website. For example, websites may have multiple blog posts and certain blog posts have an internal link that links back to the cornerstone content.

To be successful with this type of content, there are a few dos and dont's that we should keep in mind.

What Is Pillar Content? 

A content pillar is an informative piece of content about a specific topic. Think macaroni art. The idea is that smaller pieces of content can be created from content pillars.

Similar to cornerstone content, pillar content can consist of very valuable information, and blogs, articles, and more are created based on pillar content.

What Is Content Planning?

Content planning is often used in alignment with cornerstone content and pillar content. It ensures that a specific topic is scheduled for use at a certain time. Kind of like we scheduled to publish this very blog!

There are multiple aspects to content planning, including when content should be released, what kind of content should be focused on, ensuring content is unique and relevant, and more.

Why Is Cornerstone Content Important? 

There are three crucial reasons why cornerstone content can help our businesses in a big way. So let's get into why it's so important now.

1. To Rank Higher

The number one reason businesses use cornerstone content is to help their website rank higher. Ranking higher through internal link usage and keyword usage allows businesses to show up before their competition on search engines.

This is because keywords on search engines are often competitive. When we don't use keywords properly we end up ranking lower in search results.

This can cause us to lose out on potential customers and ultimately potential sales. That’s a no for me dog.

So one of the fastest and most effective ways to beat competitive keywords and have websites show up first, is by using cornerstone content.

2. Industry Expert

Another reason that this type of content is important is that it helps to position businesses as an authority in their industry.  Of course, ranking higher does also help with this, but having a well-written article can demonstrate that we know exactly what we are talking about.

This can help to gain the trust of potential customers and makes them more inclined to want to work with a business that is an authority.

Both the SEO content and the way these high-value articles are written can have a huge impact in your search rankings.

3. Track Results 

Businesses who succeed tend to track their results closely and cornerstone content allows us to do this. Not only can we see how our content is performing but also where we are currently ranking in search engines.

With this information, we can make adjustments to start ranking higher in the search results. Without this feedback, it's easy to feel like we are shooting in the dark and we never really show up how we'd like to, so tracking results is crucial.

Tips for Implementing Cornerstone Content 

Just like any other area of marketing, it's always important to know some useful tips to progress faster. Cornerstone content is no different, and we have covered some of our top tips to get you in tip top below!

1. Use Internal Links 

One of the main driving forces behind ranking higher in Google is using internal links. It's important to get familiar with using links on things like internal blog posts.

Internal links let Google know that we want to rank for certain topics. Once Google notices this, it will then pick up on this pattern as it crawls our URLs. Which sounds creepy but we promise it's super awesome.

2. SEO Keyword Strategy 

Another tip is to use a strong SEO keyword strategy. Unfortunately, many businesses do this wrong and it ends up hurting their SEO ranking.

Avoid those missed opportunities by making sure you use keywords in the appropriate places and learn what keywords are best to use. It's always a good idea to seek advice from content experts to ensure keywords are ranking properly.

3. Regular Reviews 

What is cornerstone content, and how can it improve your website traffic? Read this guide to learn about these types of pages and how they work. - person sitting at a laptop with white headphones on, large on their screen is the word review - What is Cornerstone Content? - your wp guy

Review, review, review is the key to tracking progress. It's always important to look back at how well cornerstone content is working and look for areas of improvement.

If it's not working well then it may be time to make some changes. While cornerstone content can take some time to work, weekly, biweekly, and monthly reviews are always a good idea.

Why Is Cornerstone Content Important to Your Small Business?

Cornerstone content provides small business owners with the opportunity to create an engaging and informative website that stands out from the competition. It can help you target long-tail keywords and improve your ranking in search engine results, as well as increase credibility through word-of-mouth marketing. This type of content not only serves as a helpful introduction to visitors but also helps provide more detailed information on specific topics, making it easier for your customers to find what they’re looking for and increasing your chances of converting.

Moreover, creating cornerstone content enables you to optimize different sections of your website, which can further increase organic search traffic. By providing comprehensive and up-to-date information, customers can quickly identify which products or services best suit their needs.

Get Started Today

Creating amazing cornerstone content doesn't have to be a difficult process. There are some very effective strategies to help businesses rank higher on search engines.

At Your WP Guy, we specialize in helping businesses rank higher. We also keep your website fast, secure, and working - all while you’re sleeping.

So if you would like to learn more about how we can help you, then request an appointment now.

What is Cornerstone Content? Summary

• Digital ad spending grew by 12% in 2020 despite the pandemic.

• Cornerstone content is valuable content written on websites to help with rankings and can be used as a main focal point.

• It should be SEO optimized and internally linked multiple times within the website.

• Pillar content is an informative piece of content about a specific topic used to generate smaller pieces of content.

• Content planning is used to ensure unique, relevant content is released at the right times.

• Cornerstone content helps to rank higher, creates authority in an industry, and allows for tracking results.

• To make sure cornerstone content works well, internal links should be used, a strong keyword strategy should be employed and regular reviews should take place.

How does cornerstone content differ from pillar content?

How does cornerstone content differ from pillar content?

Cornerstone content and pillar content are related concepts but serve slightly different purposes. Cornerstone content is the central, high-value content on a website that covers broad topics and often includes the most important information. It acts as a foundational piece that helps you rank higher in search engines and offers significant value to your audience.

In contrast, pillar content is informative content about specific subtopics derived from cornerstone content. It supports and complements the cornerstone content by providing more detailed insights and can be used to create additional articles, blog posts, and resources. Both cornerstone and pillar content are essential components of a successful content strategy, with cornerstone content serving as the anchor and pillar content as the supporting structure.

How can I effectively implement cornerstone content for my business?

How can I effectively implement cornerstone content for my business?

Implementing cornerstone content effectively involves a few key strategies:

  1. Thorough Research: Start by researching and identifying topics that are relevant to your industry and valuable to your audience. Consider what your target audience is searching for online.

  2. Keyword Optimization: Use strong SEO keyword strategies when creating your cornerstone content. Select keywords that are relevant to your topic and have good search volume. Incorporate these keywords naturally throughout your content, including in headings, subheadings, and the body of the text.

  3. Internal Linking: Incorporate internal links within your cornerstone content to connect it with other relevant pages or blog posts on your website. This helps search engines understand the hierarchy and importance of your content.

  4. Comprehensive Information: Ensure that your cornerstone content provides comprehensive information on the chosen topic. Address common questions and provide in-depth insights to make it a valuable resource for your audience.

  5. Regular Updates: Keep your cornerstone content up to date. As your industry evolves or new information becomes available, make necessary revisions to maintain its relevance and accuracy.

  6. Promotion: Promote your cornerstone content through various channels, such as social media, email newsletters, and guest posting on other websites. The more exposure it gets, the more likely it is to attract backlinks and traffic.

  7. Track and Analyze: Use tools like Google Analytics to track the performance of your cornerstone content. Monitor its ranking in search engine results and engagement metrics to identify areas for improvement.

By following these strategies, you can effectively implement cornerstone content that not only benefits your search engine ranking but also provides value to your audience, establishing your authority in your industry.

Can you explain the significance of content planning in conjunction with cornerstone content?

Can you explain the significance of content planning in conjunction with cornerstone content?

Content planning plays a vital role in maximizing the effectiveness of cornerstone content. Here's why it's significant:

  1. Strategic Timing: Content planning allows you to schedule the release of your cornerstone content at strategic times. This ensures that it aligns with your overall content strategy and marketing goals. For example, you can time the release to coincide with industry events, product launches, or seasonal trends.

  2. Consistency: Planning helps you maintain a consistent flow of content on your website. When cornerstone content is released alongside related pillar content and other articles, it creates a cohesive and comprehensive resource for your audience. Consistency in publishing also signals to search engines that your website is active and authoritative.

  3. Relevancy: Content planning ensures that your content remains relevant to your target audience. It allows you to adapt your content strategy based on changing trends, customer needs, and market dynamics. This adaptability keeps your cornerstone content evergreen and appealing to your audience.

  4. Optimization: You can optimize your content plan by aligning cornerstone content with specific business objectives. For instance, if you have a product launch planned, your cornerstone content can support it by providing educational material and driving organic traffic.

  5. Resource Allocation: Planning helps allocate resources efficiently. It ensures that you have the necessary time, talent, and tools to create high-quality cornerstone content and the associated pillar content.

In summary, content planning ensures that your cornerstone content remains strategically aligned with your business goals, maintains relevancy, and contributes to a cohesive content ecosystem on your website. It's a crucial component of a successful content strategy.

Why is cornerstone content important for small businesses specifically?

Why is cornerstone content important for small businesses specifically?

Cornerstone content holds particular importance for small businesses for several reasons:

  1. Improved Visibility: Small businesses often struggle to compete with larger, more established competitors in search engine rankings. Cornerstone content provides a strategic advantage by helping them rank higher for specific keywords and topics. This increased visibility can lead to more organic traffic and potential customers.

  2. Targeting Long-Tail Keywords: Small businesses can use cornerstone content to target long-tail keywords—specific, niche search phrases that potential customers are likely to use. While these keywords may have lower search volume individually, they collectively attract highly targeted traffic that is more likely to convert into customers.

  3. Enhanced Credibility: Well-researched and informative cornerstone content positions small businesses as experts in their field. This credibility can be a powerful factor in attracting and retaining customers, as people tend to trust businesses that demonstrate knowledge and authority.

  4. Word-of-Mouth Marketing: High-quality cornerstone content often gets shared by satisfied customers and industry peers. This word-of-mouth marketing can extend the reach of a small business, bringing in new leads and opportunities.

  5. Comprehensive Information: Cornerstone content allows small businesses to provide comprehensive information about their products, services, or industry. This comprehensive approach helps visitors find all the information they need in one place, making it easier for them to make informed decisions and choose your business over competitors.

  6. Optimized Website Sections: Creating cornerstone content naturally optimizes different sections of your website. This can lead to improved overall website performance, including increased organic search traffic to other pages and posts.

In summary, cornerstone content is a powerful tool that small businesses can leverage to improve their online visibility, credibility, and customer engagement. It helps them stand out in a crowded digital landscape and effectively compete with larger players in their industry.

How can small businesses get started with creating effective cornerstone content?

How can small businesses get started with creating effective cornerstone content?

Small businesses can begin creating effective cornerstone content by following these steps:

  1. Topic Selection: Identify topics that are both relevant to your industry and of interest to your target audience. Consider conducting keyword research to discover topics with good search volume and moderate competition.

  2. Keyword Research: Once you've chosen a topic, conduct keyword research to find relevant keywords and phrases. These will help guide your content creation and optimize it for search engines.

  3. Content Structure: Plan the structure of your cornerstone content. Break it down into sections, each covering a specific aspect of the topic. This structure will make it easier for readers to navigate and find the information they need.

  4. In-Depth Research: Invest time in thorough research to provide valuable, accurate, and up-to-date information in your cornerstone content. Cite reputable sources and include data, statistics, and examples to support your points.

  5. High-Quality Writing: Craft your content with care. Ensure it is well-written, free of grammatical errors, and engaging to read. Use clear headings, subheadings, and bullet points to improve readability.

  6. Internal Linking: Incorporate internal links to relevant pages and posts on your website. This not only helps with SEO but also guides visitors to explore more of your content.

  7. Visual Elements: Enhance your content with visual elements like images, infographics, and videos. These can break up text, make the content more engaging, and illustrate key points.

  8. Optimization: Optimize your content for SEO by strategically placing keywords in headings, subheadings, and the body of the text. Pay attention to meta titles, meta descriptions, and alt tags for images.

  9. Promotion: Once your cornerstone content is published, promote it across your digital channels. Share it on social media, include it in email newsletters, and consider reaching out to industry influencers for potential backlinks and shares.

  10. Regular Updates: Periodically revisit and update your cornerstone content to keep it current and relevant. This shows your commitment to providing valuable information.

By following these steps, small businesses can create effective cornerstone content that not only improves their online presence but also establishes them as credible sources of information in their respective industries.

Can you explain the significance of tracking results in the context of cornerstone content?

Can you explain the significance of tracking results in the context of cornerstone content?

Tracking results is crucial for small businesses, especially in the context of cornerstone content, for several reasons:

  1. Performance Evaluation: By monitoring the performance of your cornerstone content, you can assess its effectiveness in achieving your goals. You can track metrics such as organic traffic, keyword rankings, and user engagement to evaluate its impact.

  2. Identifying Areas for Improvement: Regularly reviewing the performance allows you to identify areas that may need improvement. For instance, if certain keywords aren't performing well, you can adjust your SEO strategy. If user engagement is low, you can enhance the content's readability or update outdated information.

  3. Competitor Analysis: Monitoring your cornerstone content also involves keeping an eye on your competitors. Analyze their content strategies and see where you can differentiate or improve. This competitive intelligence can inform your content planning and optimization efforts.

  4. Adaptation to Trends: Industries and consumer preferences evolve over time. Tracking results enables you to stay updated with trends and changing search behaviors. You can then adapt your cornerstone content to remain relevant and meet current needs.

  5. ROI Measurement: Small businesses often operate with limited resources. By tracking results, you can measure the return on investment (ROI) of your cornerstone content efforts. This helps you allocate resources wisely and make informed decisions about future content creation.

  6. Goal Achievement: If you set specific goals for your cornerstone content, tracking results helps you determine whether you've met those objectives. Whether your goals are to increase website traffic, generate leads, or boost sales, data-driven insights enable you to measure your success.

In summary, tracking results associated with your cornerstone content is not just about analyzing numbers; it's about optimizing your content strategy to achieve better outcomes. It allows you to adapt, improve, and make data-backed decisions to ensure your content remains effective over time.

What are some best practices for using internal links effectively in cornerstone content?

What are some best practices for using internal links effectively in cornerstone content?

Using internal links effectively in your cornerstone content is essential for both SEO and user experience. Here are some best practices:

  1. Relevance: Ensure that the internal links you incorporate are relevant to the content and context. They should provide additional value to the reader by leading to related or supporting information.

  2. Anchor Text: Use descriptive and keyword-rich anchor text for your internal links. This not only helps readers understand where the link leads but also provides search engines with valuable context about the linked page.

  3. Natural Flow: Integrate internal links seamlessly into the text so that they fit naturally within the content. Avoid overloading your cornerstone content with too many links, which can be distracting.

  4. Hierarchy: Consider the hierarchy of your internal links. The most important pages or posts should receive the most internal links. Prioritize linking to pillar content and other cornerstone content that complements the current topic.

  5. User-Friendly Experience: Think about the user experience when placing internal links. Make it easy for readers to navigate and find relevant information within your website. Use clear and concise labels for links.

  6. Diversity: Diversify your internal links by including links to different types of content, such as blog posts, product pages, or resource pages. This provides readers with a comprehensive experience.

  7. Regular Audits: Periodically audit your cornerstone content to ensure that internal links are still accurate and relevant. As your website grows and evolves, new content may become available for linking.

  8. Tracking: Use tools like Google Analytics to track the performance of internal links. Monitor which links are clicked most frequently and which pages receive the most traffic through internal linking.

  9. Mobile Optimization: Ensure that your internal links are mobile-friendly. Many users access websites on mobile devices, so it's important that links are easily clickable and don't disrupt the mobile user experience.

  10. Quality over Quantity: Remember that the quality of your internal links matters more than the quantity. A few well-placed, highly relevant internal links can be more effective than many irrelevant ones.

By following these best practices, you can use internal links effectively in your cornerstone content to enhance user experience, improve SEO, and guide visitors to valuable resources on your website.

What should I consider when developing a strong SEO keyword strategy for my cornerstone content?

What should I consider when developing a strong SEO keyword strategy for my cornerstone content?

Developing a strong SEO keyword strategy for your cornerstone content is crucial for improving its search engine ranking. Here's what to consider:

  1. Keyword Research: Start by conducting thorough keyword research. Identify keywords and phrases related to your cornerstone content topic. Look for keywords with decent search volume and manageable competition.

  2. Long-Tail Keywords: Incorporate long-tail keywords, which are more specific and less competitive. Long-tail keywords often attract highly targeted traffic that is more likely to convert.

  3. Semantic Keywords: Consider using semantic keywords, which are related terms and synonyms of your primary keywords. Google's algorithms have become more sophisticated and understand the context of content.

  4. Keyword Placement: Strategically place your chosen keywords in key areas of your cornerstone content. Include them in the title, headings, subheadings, and throughout the body of the text. However, use keywords naturally and avoid keyword stuffing, which can harm your SEO.

  5. Keyword Variations: Use variations of your primary keyword to avoid repetition and make your content more engaging. This also helps you capture different search queries.

  6. Competitor Analysis: Research your competitors to see which keywords they are targeting in similar content. This can provide insights and help you identify gaps in your keyword strategy.

  7. User Intent: Understand the intent behind the keywords you target. Are users looking for information, products, services, or answers? Tailor your content to meet their specific needs and intent.

  8. Local SEO: If your business serves a local audience, consider incorporating local keywords and phrases to optimize for local search results.

  9. Monitoring and Adjustment: Continuously monitor the performance of your cornerstone content using tools like Google Analytics. Track how well your keywords are ranking and adjust your strategy as needed.

  10. Content Quality: Remember that high-quality, valuable content is essential. Even if you optimize for keywords, the content should deliver on its promise and provide genuine value to your audience.

  11. User Experience: Ensure that your cornerstone content is easy to read and navigate. A positive user experience can indirectly improve SEO by increasing user engagement and reducing bounce rates.

By considering these factors and carefully planning your SEO keyword strategy, you can enhance the visibility and ranking of your cornerstone content in search engine results.

How often should small businesses review and update their cornerstone content?

How often should small businesses review and update their cornerstone content?

The frequency of reviewing and updating cornerstone content can vary depending on factors like industry trends and the rate of content saturation. Here are some guidelines:

  1. Quarterly Reviews: Consider conducting quarterly reviews of your cornerstone content. This schedule allows you to stay on top of any immediate changes in your industry and keep your content relatively up-to-date.

  2. Biannual Reviews: For industries with slower-moving trends, biannual reviews may suffice. This frequency provides a balance between staying current and not overwhelming your content team.

  3. Annual Updates: If your industry experiences minimal change, annual updates may be appropriate. However, ensure that your content remains relevant and accurate to maintain its value.

  4. Major Changes: Major industry shifts, algorithm updates by search engines, or significant changes within your business may warrant immediate updates to your cornerstone content. Monitor these developments closely.

  5. Performance-Based Updates: Regularly track the performance of your cornerstone content. If you notice declining traffic, engagement, or rankings, it's a sign that an update may be necessary.

  6. User Feedback: Pay attention to user feedback and comments on your cornerstone content. If readers point out inaccuracies or request additional information, take their input into account and make necessary updates.

  7. Competitor Analysis: Keep an eye on how your competitors are updating their content. If they are consistently refreshing their cornerstone content, it may be a signal that you should do the same to remain competitive.

  8. Content Calendar: Integrate cornerstone content updates into your content calendar. This ensures that you have dedicated time and resources for this important task.

Remember that the goal of updating cornerstone content is to maintain its relevance, accuracy, and value to your audience. Even if you don't make significant changes during every update, periodic reviews help you identify opportunities for improvement and ensure that your content continues to perform well in search engine results.

How can a small business ensure that its cornerstone content aligns with its overall content strategy?

How can a small business ensure that its cornerstone content aligns with its overall content strategy?

Aligning cornerstone content with your overall content strategy is crucial for achieving your business goals. Here's how to ensure alignment:

  1. Set Clear Objectives: Define clear objectives for your cornerstone content that align with your business goals. Are you aiming to increase organic traffic, generate leads, or establish authority in your industry? Knowing your objectives will guide your content creation.

  2. Keyword Alignment: Ensure that the keywords you target in your cornerstone content align with your broader SEO strategy. These keywords should reflect the topics and themes that matter most to your business.

  3. Integration with Pillar Content: Your cornerstone content should seamlessly integrate with your pillar content and other articles. They should form a cohesive content ecosystem, with cornerstone content serving as the foundation and pillar content providing additional depth.

  4. Content Calendar: Plan your cornerstone content creation and updates as part of your content calendar. This ensures that it fits into your overall content schedule and supports other marketing initiatives.

  5. Consistent Branding: Maintain consistent branding and messaging in your cornerstone content. It should reflect your brand's tone, style, and values to create a unified online presence.

  6. Cross-Promotion: Promote your cornerstone content across various channels, including social media, email marketing, and partnerships. This cross-promotion should align with your broader marketing efforts.

  7. Measurement and Reporting: Regularly measure the performance of your cornerstone content and its impact on your overall content strategy. Adjust your approach based on data and insights to ensure alignment with your goals.

  8. Audience-Centric Approach: Always keep your target audience in mind. Your cornerstone content should address their needs, pain points, and questions while aligning with your business objectives.

  9. Feedback Loops: Encourage feedback from your audience and internal teams. Use this feedback to refine your cornerstone content and overall content strategy over time.

  10. Flexibility: Be flexible in adapting your cornerstone content strategy as needed. The digital landscape and market dynamics can change, and your strategy should evolve accordingly.

By taking these steps, small businesses can ensure that their cornerstone content not only stands as a valuable asset but also plays a central role in achieving their broader content and business objectives.