A 10x content pillar page is a comprehensive, in-depth guide that is ten times better than the best-ranking content on a specific, broad topic. It serves as the centrepiece of a topic cluster, which is a group of interlinked web pages covering related subtopics. This content strategy is designed to establish authority, improve search engine optimisation (SEO), and provide exceptional value to users.
Core components of a 10x content pillar page
Its core characteristics
Comprehensive coverage
The page provides a detailed, authoritative overview of a broad topic. Rather than a surface-level article, it functions like an ungated e-book or extensive report.
Exceptional quality
It is highly trustworthy, useful, and interesting. This is achieved through deep research, unique insights, and a focus on solving a problem for the reader.
Superior user experience (UX)
The page is well-designed, easy to read, and mobile-friendly. It uses clear headings, a table of contents, and a clean layout to improve scannability and navigation.
Strategic internal linking
The pillar page links out to more specific, in-depth articles (cluster pages) on related subtopics. Critically, those cluster pages also link back to the pillar page, reinforcing the topical hub.
Originality
It offers a unique angle or perspective that goes beyond rehashing what is already available in search results.
How to create a 10x content pillar page
#1 Select a broad, core topic
Choose a topic that is central to your business, addresses a real audience pain point, and has enough depth to support a full cluster of content. Avoid topics that are too narrow or too competitive for your site’s authority.
#2 Conduct deep research and competitor analysis
Review the top-ranking results for your chosen topic. Identify their strengths and weaknesses, and find content gaps or overlooked angles that you can cover more thoroughly.
#3 Map out the topic cluster
Based on your research, plan the subtopics that will become your individual cluster pages. Create a content outline that includes your pillar page and how it will link to these more specific articles.
#4 Write the pillar page
Focus on writing high-quality, in-depth, and scannable content that fully addresses the broad topic. Use clear headings (H1, H2, H3) and a table of contents for easy navigation.
#5 Develop the cluster content
Write the more specific, detailed articles that support the pillar page. For example, if your pillar page is “The Ultimate Guide to Email Marketing,” a cluster page might be “10 Best Email Subject Lines for Conversions”.
#6 Create internal links
Add contextual internal links from your pillar page to the relevant cluster pages, and link back from the cluster pages to the pillar page. This forms the “hub and spoke” structure that signals to search engines your topical authority.
#7 Optimize for SEO and user experience
Use relevant keywords in your headings and meta descriptions. Integrate visuals, infographics, or videos to make the page more engaging. Offer the content as a downloadable PDF in exchange for a user’s email address.
#8 Promote and update
Promote your new pillar page through social media and email marketing. Remember to refresh and update the content over time to maintain its relevance and accuracy.
Example of a topic cluster
Pillar Page: “The Ultimate Guide to Modern Digital Marketing”
Cluster Pages (linking to and from the pillar):
- “On-Page SEO Best Practices for 2025”
- “Beginner’s Guide to Content Marketing Strategy”
- “How to Use Email Marketing Automation”
- “Building an Effective Social Media Content Calendar”
- “Understanding Search Intent for Higher Rankings”
Action Point
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