About this process

  • Department: Content Services
  • Responsible: Content Writer
  • Accountable: Head of Content
  • Consult: Delivery Team
  • Inform: Project Manager
  • Date created: 25/04/2019
  • Date last updated: 25/04/2019

As their name suggests, pillar pages are a foundation of our content strategies. Sitting at the centre of our topic clusters, they essentially form a ‘gateway’ page from which a cluster of related articles link outwards.

By covering a breadth of questions and information about a topic, pillar pages provide lots of value to the human reader. Because visitors spend time on the pages, move around the links and get lots of value on the site, Google can also see that your page is informative and well-received. It ranks it more generously in the SERPs accordingly. 

Here’s how to approach writing one.

Step 1 of the process

The content writer should refer to the client’s content calendar for a clear brief of the pillar page in question.

Step 2 of the process

If appropriate, the content writer should follow the process for preparing for and carrying out an interview

Step 3 of the process

The content writer should open up and create a copy of the Pillar Page template

Step 4 of the process

Carry out any additional desk research. Working from this initial research, the details in the content calendar, and your transcription notes, sketch an outline of the piece of content.

Pillar pages are typically lengthy pages with multiple subsections linking out to more detailed articles. This is how the network of links out from the pillar page is formed. It should also feature prominent conversion points, often a recent guide or another long-form piece of content created for the client to drive conversions across the quarter.

Step 5 of the process

With a structure in place, draft the remainder of the article. Remember to include links throughout to relevant articles or webpages within the topic theme, as well as any external articles or pages that will be of interest and provide value to the reader.

Step 6 of the process

Another content writer will be designated in Teamwork as the second pair of eyes. Send the draft to this writer for their feedback and proofreading.

If the second writer feels unsure about the content from a strategic perspective, they can escalate this to the content strategist for their feedback. If they have a question about the writing itself, they can request that the head of content takes a look.

Step 7 of the process 

Once the content has been reviewed and approved internally, the content writer should send it on to the client for review. If it is the first piece of content going over, it might be helpful to remind them of our two-revision policy, and that we would like their feedback and/or signoff within five working days to keep the process moving.

Step 8 of the process

Once any edits have been implemented and the content is signed off, it should be passed onto the marketing team for upload and publication.

 

Topics: Content Processes