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5 Tips from CornerstoneContent Experts

Cornerstone content consists of those best articles andpages on your site that you want search engines to see. Cornerstone content isthe mechanism of making it easy for readers to find information and relatedcontent.

Below are some of the top tips from content experts forgetting the most out of cornerstone content.

1. Optimize for Readers First

Cathy Mc Philips, VP of Marketing at Content Marketinginstitute explains “For us, our cornerstone content answers the basicquestions. We’ve optimized them based on keywords, based on how we answer thequestions and based on the questions themselves. Our best page on our websiteis ‘What is Content Marketing?’ page. By writing for the customers, not forsearch engines, many of the keywords came out naturally.”

2.Avoid content overload

Jenny Mudarri, Wistia explains “The main challenge in cornerstonecontent is to know when to stop adding more content. The last thing any marketerwants is for anyone to bounce back once they hit your page. My tip is to beintentional about what you want to incorporate into any given cornerstonepiece. I would recommend being deliberate about what you want to incorporatecut off the post’s subtopics if they feel too tangential.”

3. Consider outsourcing

Kaleigh Moore, a SaaS Marketer explains, “Producing contentrequires lots of keyword research, ton of writing and competitive advantage. Ifyou have a small team, this can be a major time-suck and it can pull yourin-house team members away. That’s why it’s always wise to outsource theexecution of the pieces to freelance writers who are experts on the topics.This creates time and staff resources to allows you to tap into an expert’sexisting knowledge base instead of spending hours researching on your own. Thismakes scaling up of this content more realistic.”

4. Prioritize site navigation and internal linking

Jimmy Daly, Marketing Director of Animalz said, “It’s easyto publish an article, but it’s always hard to build it in an optimal way toyour site structure. Content creation is one step and you should make sure youleave time, budget and energy to build internal links and improve your designand navigation as required.”

5. Find high-volume search terms within a topic area

Louis Grenier, Content Lead at Hotjar explains “It allstarts with identifying what people are actually searching for. Knowing whatpeople search for on Google is like understanding people’s minds. Once youidentify what keywords people search for, those relevant to your business, thenumber of people that search for those and how to rank for them, you should geta prioritized list of topics you want to cover. A cornerstone content strategyshould take into consideration the topics you need to cover and the core pageyou need to build.