High-quality cornerstone content is a great place to start when you're trying to raise awareness of your business and attract more customers. The material that serves as the backbone of your website should be very relevant to your company objectives, since this is what will first draw in visitors and ultimately convert them into paying customers.
Keep in mind that a cornerstone piece of content is normally quite top-of-funnel; it should be open and free (not kept behind a paywall or registration form), and you shouldn't expect everyone who reads this material to purchase anything or convert. In reality, the point of cornerstone content is to provide a good first impression, making visitors feel good about your business is the core idea. If you do this, they will be much more likely to come to you when they are ready to convert.
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The masonry industry provided us with the metaphor of the cornerstone. According to the experts at Dictionary.com, a cornerstone is defined as:
- A stone that connects two intersecting masonry walls.
- The date-inscribed, ceremonially-laid stone that marks the official beginning of work of a significant structure.
- The freedom of the press is a cornerstone of a democratic government.
The primary basis for something's construction or growth: Fundamental to his case was the idea that all human beings are of inalienable equal worth. Because your cornerstone material should also serve as a foundation for the rest of your site's content and draw in a substantial number of visitors, this description is helpful. (You should also learn from the section on "proper ceremonies"; more on this later when we discuss content marketing.)
What are the Benefits of a Cornerstone Content Piece?
There are several positive outcomes for your company from producing and distributing authoritative content:
- Boosts the profile of your company
- Attracts the right kind of site visitors
- Creates links organically (which is good for SEO in general).
- Creates credibility, admiration, and enthusiasm for the brand
- Adds to the content in your sales funnel (helping you build an email list, for example)
For sure, you want all of these results if you're seeking my advice on content promotion. Moreover, a cornerstone article is the ideal approach to concentrate your first content marketing efforts and resources on something that will provide lasting, compounding value for your company. An MBA in digital marketing can give you better insight into this topic.
Why are Cornerstone Articles so Important for SEO?
SEO campaigns rely heavily on foundational content. Popular search phrases might be difficult to rank for, but a cornerstone strategy can help you overcome that challenge. Writing many articles on the same topic might confuse Google, so be sure to highlight the most vital ones. You'll be poisoning your own chances of doing well in search results if you don't. By properly linking your content together, you may let Google know which of your pieces is most crucial.
Link Structure for Cornerstones
Anchor pieces deserve a prominent spot on your site. A visitor to your homepage should be able to easily navigate to the most important pieces of content on your site. In addition, you should make sure that every other article on the site that deals with the same subject area links back to the primary page. Your site's growth will be accompanied by a deluge of new blog articles that expand upon the first piece and provide further information and references. With this kind of internal linking structure, your most important content pages will have a better chance of showing up in Google search results.
Perhaps the following allegory can shed some light on this principle: Picture yourself perusing a map of a geographical area. There will be a system in place that links even the smallest communities with the largest metropolises. However, there will be a lot more highways that go to the major cities than to the little ones. Those hubs are where most of your traffic originates and are thus vital to your overall success. In this analogy, your more niche articles resemble the rural areas. Some roads (links) run to them, but not near as many as to the major urban centres.
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Writing for search engines is tricky business.
Most marketers will tell you that the content that ranks the best will be a certain length or feature this keyword or that, but there's plenty more that you can do when writing to rank effectively.Click here to read the full article on SEO writing.
