10 Best Tips to Create Pillar Posts for Your Blog

A well-written blog post can attract clicks.

But a pillar post? That’s how you build lasting authority, support long-term traffic, and create a content hub your audience actually wants to bookmark.

Whether you’re running a niche blog, growing your online business, or building out a content marketing strategy — pillar posts can play a key role. But not just any long article will do. To increase your chances of success, you need a clear structure, purpose-driven content, and smart internal linking.

In this post, I’m breaking down the 10 best tips I’ve learned (and actually used) to create pillar posts that are designed to rank and stay relevant — though results may vary depending on your niche, competition, and SEO consistency.

Let’s get into it.

Tip 1: Know Your Audience Inside Out

Before you write a single word, pause.

Ask yourself: Who am I actually writing this for?

It’s one of the biggest mistakes I see—people pouring hours into content without knowing who’s on the other side of the screen. That’s how pillar posts end up sounding vague, bloated, or like they’re trying to speak to everyone (which means… no one).

I’ve learned this the hard way.

Back when I started, I created long-form posts packed with value, but they weren’t landing. Once I shifted focus and started crafting content based on specific audience struggles, things changed.

That’s when I started noticing more engagement.

Here’s what helped me get clear:

Look at your current audience

Check your inbox, your DMs, your blog comments.

What are people actually asking you? What keeps coming up?

When I first launched FractalMax, most of the questions I received weren’t advanced.

They were things like:

“Where do I even start?”

“I’ve got a blog… but no one’s reading it.”

That helped me realize I was likely attracting beginners trying to build a strong foundation—not seasoned marketers.

Build a simple reader profile

You don’t need a fancy PDF persona. Just give your ideal reader a name and a few traits.

For example:

• John, 35, freelancer turned solopreneur

• Struggles with building authority online

• Has a small audience but wants to grow with purpose

• Values no-fluff, action-first advice

Now, every time you write, you’re talking to John—not “the internet.”

Never forget that you’re speaking to real humans with feelings and problems they’re trying to solve. Be respectful—you never know what someone is going through.

Tap into real conversations.

Tap into real conversations — ethically and transparently

Platforms like Reddit, Facebook groups, X, Threads, and Quora often include raw, unfiltered questions from real people.

Try searching your topic alongside phrases like “I’m stuck” or “help” to uncover authentic pain points.

Just be mindful: if you’re quoting someone’s post or comment directly, give credit. Follow each platform’s terms of use, and never present someone’s story as your own.

When you genuinely address these pain points in your content, you’re no longer offering generic advice — you’re solving real problems your audience is actively searching to fix.

Creating clear reader personas is key. As noted in a Search Engine Journal article, thinking like a publisher—understanding your audience’s questions and pain points—is essential. This helps you directly serve their needs instead of guessing what they might want.

Tip 2: Choose the Right Topic (It’s Not Just About What’s Popular)

Not every topic deserves to be a pillar post.

 Let’s be real: just because something ranks well doesn’t mean it’s the right fit for long-form, foundational content.

Pillar posts aren’t for chasing trends — they’re for solving core, evergreen problems your audience will always search for.

They’re the kinds of posts people might bookmark.

The ones that tend to get linked to.The kind of post that makes readers say, “This finally helped me figure it out.”

When I’m creating pillar posts — especially around topics like affiliate marketing that I’m genuinely passionate about and have real experience with — I focus on the recurring challenges I’ve seen come up again and again. These are based on my own business journey and audience feedback. Your experience may differ.

How to find the right pillar topic:

• Audit your own inbox or DMs. What are people struggling with?

• Use Google Autocomplete or tools like Ubersuggest. Search what your audience types — not what marketers are tweeting.

• Look at your top-performing content. Could you expand one of those into something bigger and more structured?

What to avoid:

• Topics that are too broad (“Online business” isn’t a topic—it’s a category.)

• Trends that won’t be relevant in 6 months

• Subjects where you don’t have real experience (you can’t fake depth)

Below you can see a pillar post I created about TikTok Shop

According to HubSpot, pillar pages should target broad yet specific topics—too broad (like "online business") won’t work, too narrow (like a fleeting trend) won’t last. They recommend choosing evergreen themes that naturally lead into deeper, related cluster posts. Source: Hubspot

Tip 3: Structure It Like a Pro

A great pillar post isn’t just long. It’s well-structured.

No one wants to scroll through an endless wall of text — even if the info is gold.

Think of it like building a house. You need a solid framework that guides people through the experience.

At the beginning, when I wrote in-depth pillar posts, the value was there — but the flow was off. It felt a bit messy, and I could tell it wasn’t landing the way I hoped.

Once I started using a clear structure, everything shifted. Not only was it easier to write, but the response improved, too.

When I shared the articles in LinkedIn groups, I began seeing more engagement — some people left thoughtful comments, which hadn’t happened before.

Here’s how to structure a pillar post:

Start with a strong intro

Hook the reader. Let them know what they’ll get, why it matters, and who it’s for. Set expectations right away — don’t waste time.

Break it into clear, skimmable sections

Use H2s and H3s to create a natural flow. Think chapters in a book. Each section should guide the reader from one idea to the next without getting lost.

Here's an example:

Add a table of contents

It’s optional, but incredibly useful for longer pillar posts — both for user experience and navigation.

Bonus: Google may use it to generate sitelinks in search results, which can improve how your content appears in the SERPs (Results can vary.)

Internal linking is not optional

Link to relevant blog posts, tools, and resources — ideally your own. This can help improve SEO, increase time on site, and position your content as part of a broader, interconnected hub.

I always connect my pillar posts to smaller, related articles to create a helpful, reader-friendly structure. Over time, this strategy may support better visibility and engagement.

Recap and call to action

Don’t just end the post abruptly. Summarize the key takeaways, then invite the reader to explore further — whether that’s subscribing, downloading a free resource, or reading the next related guide.

One thing I learned early on: most people don’t read every word — they scan.

That’s why I keep paragraphs short, use bold highlights, and include visual cues to make the post easier to follow.

Your content might be full of value — but if the structure is hard to follow, it won’t land the way you want it to.

Clear structure creates clarity, builds trust, and may help your content perform better over time.

Tip 4: Make It Visually Engaging

Let’s be honest — people don’t just read online; they scan, skim, and bounce quickly if a post feels overwhelming. That’s why visuals aren’t just a bonus — they’re a core part of your pillar post strategy.

When I first started building long-form pillar posts, I focused almost entirely on the writing.

But big blocks of text, no matter how valuable, made people leave faster. The turning point? I began adding visuals like screenshots and infographics to break things up, and I noticed a clear improvement in engagement, especially when sharing content on LinkedIn.

I’ve also learned a lot from writing on X. Over time, I’ve moved from long text blocks to short, punchy chunks and bullet points. This small shift made my content easier to read — and easier to remember.

Here’s how to keep readers engaged with visuals:

Use relevant images, not filler

Skip the generic stock photos. Every image should serve a purpose. If you’re explaining a sales funnel, show a diagram — not a random photo of people in a meeting.

Personally, I like to use illustration-style visuals because they’re part of the FractalMax blog identity. Feel free to find a visual style that makes your blog stand out, too.

Embed videos when it makes sense

Explaining a step-by-step process? Use a short screencast. Trying to build connection? A quick face-to-camera clip can go a long way. Videos add depth and help build trust quickly.

Custom graphics go a long way

Even basic visuals made in Canva — like branded checklists, flowcharts, or frameworks — can make your post feel more premium. These help your content stand out and boost perceived value.

Keep formatting clean

It’s not just about images. Use whitespace, bold key phrases, bullet points, and short paragraphs to make the post easy to scan. Visual clarity is just as important as visual media.

Remember: a great visual doesn’t just decorate your content — it communicates.

It helps your ideas land faster, stay longer, and feel more actionable.

Ahrefs highlights that top-tier pillar pages include engaging visuals, custom designs, and internal navigation tools. Their own "Beginner's Guide to SEO" features visual chapter breakdowns and animations that improve readability and time-on-page. Source: Ahrefs 

Tip 5: Go Deep — Not Wide

One of the biggest mistakes people make with pillar content? Trying to cover everything and ending up saying nothing.

Pillar posts work when they go deep on one specific problem — and solve it thoroughly.

When I first transitioned from regular blog posts to pillar content, I used to think I had to mention every angle of a topic in one post. But surface-level coverage doesn’t rank. It doesn’t convert either.

What works is depth — and the willingness to break bigger topics into clusters.

Here’s what going deep looks like:

• Answer core questions your audience has — with examples, steps, and nuances.

• Add your experience. I always share what worked for me, what didn’t, and what I’d do differently. That context is what makes content real and valuable.

• Use data, stats, and sources to back up claims. That builds trust and helps your content stand out.

• Break off subtopics into separate posts and link to them. That’s how you build content clusters — and how pillar posts become real SEO assets.

It’s not about writing long content for the sake of it. It’s about creating something complete, helpful, and worth bookmarking.

Your reader should walk away thinking,

 “This answered everything I needed — and I trust this person now.”

For example, this is a marketing funnel image I use when discussing lead conversion rates.It helps support what I’m sharing — I’m not just saying I achieved a 40% lead conversion rate; I’m showing the process that led to it.

Disclaimer: This result is based on my personal experience with a specific campaign. Results are not guaranteed and will vary depending on your niche, offer, audience, and marketing strategy.

Tip 6: Add Internal Links That Make Sense

If you’re serious about content strategy, pillar posts shouldn’t stand alone.

They’re part of a bigger structure — a content ecosystem — and internal links are what tie it all together.

When I first started building pillar posts, I didn’t think much about internal linking. But once I saw how much it helped with both user experience and SEO, I made it part of my content workflow. Now, every time I publish a new article, I look at which other posts it can naturally connect with.

Here’s why internal linking matters:

• It helps Google understand your site structure. You’re not just writing random posts. You’re building topic clusters that reinforce each other.

• It keeps people on your site longer. Instead of reading one post and bouncing, readers click through and explore.

• It supports your SEO rankings. You’re distributing authority to related pages and giving context to your content.

  
  

But here’s the key: only link when it’s relevant.

If you're writing a guide on content marketing strategy and mention SEO optimization, don’t force a link to your homepage just for the sake of it.

Mention affiliate strategies? Link to your detailed guide on affiliate marketing for beginners — if you’ve written one and it adds genuine value.

Bringing up social proof? That’s a great time to connect with a post about building trust online.

Every link should feel helpful — not random or self-serving.

When done right, internal links can turn your pillar post into a gateway. They guide your reader deeper into your content ecosystem — and that’s where real connection and potential conversions can happen.

Important: If your content includes affiliate links, make sure to disclose them clearly. Transparency isn’t just good practice — it’s required by the FTC and helps build long-term trust with your audience.

Tip 7: Optimize for Search Intent

Creating a great pillar post isn’t just about writing a ton of valuable content—it’s about matching what your audience is actually searching for. This is where understanding search intent becomes critical.

Search intent is the “why” behind a Google search query. Is the person looking to learn something? Make a purchase? Compare options? When your content aligns with that intent, you stand a much better chance of ranking—and converting.

Here’s how to do it:

• Check the SERP (Search Engine Results Page): Type your main keyword into Google and see what’s ranking. Are the top results how-tos? Product comparisons? Guides? That’s your clue.

• Use keyword modifiers: Words like “how,” “best,” “vs,” “examples,” and “checklist” signal different types of intent (informational, navigational, transactional).

• Structure accordingly: If most top posts are step-by-step tutorials, don’t write an opinion piece. If they’re product roundups, lean into that format.

Matching intent keeps readers satisfied—and search engines happy.

Search Engine Journal recommends replicating the layout, headers, and content type (e.g., guides, checklists, comparisons) of top-ranking pages for your target phrase. This ensures your content structure aligns with what searchers—and search engines—expect. Source: Search Engine Journal 

Tip 8: Include Real-Life Experience

Here’s something that’s often overlooked when people write pillar posts: your experience is your edge.

AI can summarize. Others can copy ideas. But what they can’t replicate? Your real-world insights, lessons learned, and unique perspective.

When I create pillar posts, I always ask myself:

What did I personally learn the hard way that others need to know up front?

That’s the kind of insight that makes your post stand out — not just with readers, but with search engines too.

If you’re writing an article about affiliate marketing, and you’ve personally tested a strategy that backfired or worked incredibly well, talk about it. Don’t just say “email marketing works.” Share what type of emails you sent.

What results you got. 

What you’d do differently.

Reminder: If you’re sharing results or mentioning tools you’re affiliated with, clearly disclose that relationship — as required by the FTC.

When I started with pillar content, I realized I was often writing the post I wish I had when I began. That mindset changed everything. It helped me structure content in a way that guides people through the fog, instead of just throwing facts at them.

A few ways to bring your experience in:

• Share a challenge you faced in your journey and how you solved it.

• Mention specific results you got after applying a tactic.

• Talk about what didn’t work — people value honesty.

People don’t just want information. They want guidance they can trust. That’s why your story — even if it’s messy, imperfect, or still unfolding — adds massive value to your pillar posts.

I've also written a few pillar posts where I did extensive research on the topic because I found it genuinely interesting. But it's always more challenging when you can’t share your own specific results.

Just one thing—don’t simply copy and paste AI-generated content (especially if you’re not familiar with the topic). Use it as a starting point, then refine it with your own insights and voice.

And if you include affiliate links or sponsored recommendations in your post, make that clear to your readers.

Tip 9: Keep It Evergreen and Updated

Here’s the truth: most pillar posts don’t fail because they’re bad.

They fail because they go stale.

If you want your content to keep ranking, keep getting shared, and keep delivering value, you have to keep it fresh.

A good pillar post is designed to be evergreen — meaning it stays relevant over time. But that doesn’t mean “set it and forget it.”

Platforms evolve. Tools change. New data comes out. And if your pillar post still mentions outdated platforms or dead strategies, readers will bounce — fast.

What I do:

• I often do a check-in every 3 to 6 months for my main pillar pages.

• I review the external links, update screenshots, swap outdated examples.

• If there’s a major update in the industry (new algorithm, regulation, trend), I do my best to integrate it fast so my content stays current.

You don’t always need to rewrite the whole thing. Sometimes, a few tweaks are enough to keep your post ranking and relevant.

Google rewards content that stays fresh.

Your readers do too.

So if you're building pillar posts to rank, convert, and grow your authority…

Make updating part of your strategy — not an afterthought. Google loves updated content — and so do your readers.

Tip 10: Build Internal Links Around It

A pillar post isn’t just a long article. It’s the centerpiece of a topic cluster—and for that to work, internal linking is non-negotiable.

Think of your pillar post as the hub. Around it? Spokes. These are supporting articles, each diving deep into a specific subtopic. And they all link back to your pillar.

Why does this matter?

Because internal linking does three powerful things:

1. It helps your readers. They can easily find more detailed info without leaving your site.

2. It helps search engines. It shows structure, relevance, and boosts the SEO of your entire cluster.

3. It builds topical authority. When someone lands on your pillar, they’re not hitting a dead end—they’re entering your ecosystem.

How I do it:

• I create supporting posts before or right after publishing the main pillar.

• I link from the pillar to those articles at natural points in the content.

• And I make sure each supporting article links back to the pillar too.

This web of connections not only increases session duration and improves ranking…

It positions you as someone who doesn’t just know the topic — you own it.

If you’re not building internal links, you’re wasting the potential of your pillar post.

Reminder: If any of your supporting articles include affiliate links, make sure to clearly disclose them in each post. Transparency isn’t just good practice — it’s required by the FTC.

Conclusion

Pillar posts aren’t just another piece of content. They’re strategic assets that position your website as a go-to resource in your niche.

When done right, pillar posts can:

• Attract long-term organic traffic (Google, bing, etc)

• Boost your credibility and authority

• Keep readers engaged and exploring your site

• Support your entire content marketing strategy

But pillar posts only work when you approach them with intention — not just by writing something long, but by creating content that’s genuinely useful, clearly structured, and easy to navigate.

I’ve used these exact strategies across different areas of my business and in my experience, pillar content has made a real difference.

Now it's your turn.

Start building your first pillar post or optimize the ones you already have using these 10 tips.

👉 Need help with content marketing strategy? We can help, contact us.

You can check out the resources section to find marketing tools

Got questions? Head to the FAQ below. And don’t skip the Glossary if you're new to the terms used in this post.

Let’s make your content work harder — and smarter.

Thanks for reading,

Laurence

Frequently Asked Questions

What exactly is a pillar post?

Pillar posts are like big, important articles that cover a main topic really well. They help your website become a go-to place for information on that subject. They also help search engines understand what your site is about, which can bring more visitors.

How many pillar posts should I have?

You can have as many pillar posts as you need, but each one should have at least 4-5 smaller articles (called cluster pages) that are related to it. These smaller articles should link back to the main pillar post. The more good pillar posts you have, and the more keywords they cover, the better your chances of getting more visitors to your site.

What are some tips for making a successful pillar post?

To make a good pillar post, first, know who you're writing for and what problems they have. Then, pick a topic that you can write a lot about and that solves those problems. Make sure to include pictures, videos, and charts to keep people interested. Also, share your post on social media and through email to get more eyes on it.

How is a pillar post different from a regular blog post?

A pillar post is a long, complete article that covers a big topic in detail. It's meant to be the main resource for that subject on your website.

What are the main benefits of creating pillar posts?

Pillar posts help your website in a few ways: they make your site look like an expert in its field, they help search engines understand your content better, and they make it easier for visitors to find what they're looking for by organizing your information clearly.

Are there different types of pillar pages?

There are different kinds of pillar pages. 'How-To' pages explain steps to do something. 'What Is' pages define a topic. 'Tool' pages offer a free tool and link to related content.

What's the process for creating an effective pillar post?

To create a good pillar post, you need to plan carefully. Start by researching your audience and topic. Then, write your content, making sure it's easy to read and includes visuals. Finally, promote your post to reach a wider audience.

Can I use some existing content to create a pillar post?

Yes, you can turn existing content into a pillar post. For example, if you have a detailed guide or white paper, you can expand it and organize it into a pillar page, adding new sections and linking to related older posts.

Glossary

Pillar Post

A long-form, in-depth blog post that acts as the foundation for a topic.

Example: “How to Start Affiliate Marketing” can be a pillar post that links to smaller, related articles.

Content Hub

A central space on your website where multiple pieces of related content connect and support one another.

Example: A page on “Email Marketing” that links to related guides on subject lines, tools, and sequences.

Internal Linking

Linking to other relevant pages within your own website to guide readers and help SEO.

Example: Linking your blog post on “SEO Basics” from your “Content Strategy” article.

Topic Cluster

A group of related blog posts built around one core pillar page.Example: A “Content Marketing” pillar post with supporting articles on blog formats, SEO, and keyword research.

Search Intent

The reason behind a user’s search query — what they actually want to find or do.

Example: Someone searching “best blogging platform for beginners” likely wants a comparison, not a tutorial.

Evergreen Content

Content that stays relevant and valuable over time.

Example: A guide on “How to Write a Blog Post” is evergreen, unlike a post about 2022 SEO trends.

Bounce Rate

The percentage of visitors who leave your site after viewing just one page.

Example: A high bounce rate may indicate your content isn’t engaging or easy to navigate.

Skimmable Content

Writing that’s easy to scan — with headings, short paragraphs, and visual cues.

Example: This glossary is skimmable because each term is bolded and explained in short sections.

Content Cluster

A structured approach where a main pillar post links out to and is linked back by multiple subtopics.

Example: Your “Content Marketing Strategy” post is the cluster hub, while articles on “email funnels,” “SEO tips,” and “audience research” are the spokes.

Topical Authority

How trustworthy and knowledgeable your site appears on a specific subject, based on your content depth and structure.

Example: Publishing 10+ well-linked articles about blogging boosts your topical authority in that niche.

DMs (Direct Messages)

Private messages sent through platforms like X (Twitter), Facebook, or Instagram.

Example: A reader might DM you with a question about a tip you shared in your post.

SERP (Search Engine Results Page)

The page you see after typing a query into a search engine like Google.

Example: Typing “how to start a blog” into Google and seeing the list of results — that’s the SERP.

SEO (Search Engine Optimization)

The process of optimizing your content to rank higher in search engine results.

Example: Using keywords, internal links, and good structure to make your blog more visible on Google.

User Experience (UX)

How easy, helpful, and enjoyable your content or website is for visitors.

Example: Clean design, fast loading, and clear navigation all improve UX.