Imagine that every potential client for your business reads your blog. Does that excite you? Do you have enough quality content to convince them that they need you? If not, it might be time to reevaluate what you’re publishing.
Cornerstone content should represent the foundation of your business – what people need to know about your industry and your company. These blogs should contain the key pieces of information that you would tell a potential client, and often offer a direct solution to a common impediment or problem.
In addition to being an incredible resource for a potential client or site visitor, cornerstone content increases the value of your site in three ways:
Search Engine Optimization
Cornerstone content should be focused on your main offerings or purpose as a business, so the keywords and title tags should support your organic search results. By following best practices for SEO when constructing cornerstone content, you can create high-quality pages that increase your organic search results.
Each piece of content should be authoritative and contain concise, quality information. This increases your authority and trustworthiness with your readers, and makes them want to learn more about your business. In addition, these articles are more likely to be linked to by quality pages and increase your backlinks (and in turn, trust flow).
As long as your content is truly useful and demonstrates your brand’s knowledge on a particular topic or issue, people will want to engage with your brand more. Well-placed newsletter subscription links, CTAs, or webforms will lead to submissions, subscriptions, and valuable information on potential clients.
So how should you go about building your cornerstone content? We recommend using strategies similar to what Copyblogger recommends:
- First, choose a few topics or categories that are key to the success of your business. For a digital marketing agency, this might be search engine optimization or content marketing.
- Second, create a long-tail keyword to center your blog around. Utilize this keyword for your SEO tactics (title tag, headline, keyword optimization).
- Third, link to several high-quality pieces of content that you’ve already created. This will not only help with retention, but will show that you aren’t simply a one-trick content pony.
- Lastly, fill in your content. Make sure that it is comprehensive and high-value, and suited for your target consumer. Then sit back and watch your traffic and leads start rolling in.
Do you have any suggestions for writing content? Have you written successful cornerstone content? Post a link in the comments below!