Pillar & Post Content Method — James Scherer // Codeless.io

James Scherer, Codeless VP of Growth, discusses content marketing strategies. Sustainable and scalable content marketing strategies require more than just PPC investments. Instead, content marketing strategies should enable our priority pages to start and continue ranking for high intent, high volume key phrases. Today, James talks about the post and pillar content marketing method.
About the speaker

James Scherer

Codeless.io

 - Codeless.io

James is VP of Growth at Codeless

Show Notes

  • 01:21
    The post and pillar method in content marketing
    Start by identifying three to five categories of content you want to show up for in search. Create three to five content pillars per category, and 15-25 supporting pieces of content per category.
  • 05:28
    Using the post and pillar method for content and traffic growth
    Focus and invest in the pages that target high volume search terms. Getting a ranking position for those search terms enables you to drive significant traffic.
  • 08:32
    Passing link equity from highly ranked pages to priority pages
    Invest in support content that has the ability to rank highly. Then, its about leveraging the link equity of those pages to get pillar pages indexed quicker.
  • 10:20
    Creating intentional content strategies
    Writers and editors need to understand the intention behind every piece of content they create. As a result, they can do a better job of linking them intentionally with each other.
  • 12:57
    How to build an effective post and pillar methodology
    Publish all of your pillars in Q1, and support content throughout Q2. At Q2s end, identify and invest in support content within the categories finding traction with Google.
  • 14:47
    How to rank for competitive key phrases
    Publishing content concurrently opens up more opportunities for success. Plus, building credibility through support content increases ranking potential for competitive key phrases.
  • 16:33
    Post and pillar method ROI vs PPC ROI
    Success from PPC only lasts as long as youre paying. Whereas, the post and pillar method returns compound as you continue to rank for high intent, high volume search terms.

Quotes

  • "For anybody who wants to do content, identify three to five content categories you want to be seen for. Create three to five pillars per category, and 15-25 content support pieces per category." -James Scherer, VP of Growth, Codeless

  • "I write the pillar pieces first, then I create the support content that does internal backlinks to the pieces. The idea is that over time, I'll support them to a ranking position." -James Scherer, VP of Growth, Codeless

  • "The category isn't a single page. It holds my pillars and posts. My pillars are what I invest heavily into, and I'll invest a bit less into each piece of content supporting the pillars." -James Scherer, VP of Growth, Codeless

  • "I focus on driving energy towards pages targeting high volume search terms. If I can get a ranking position for those search terms, then I'm driving significant traffic." -James Scherer, VP of Growth, Codeless

  • "Can the pillar post model be used for non-blog growth? Absolutely. Create a high volume of good quality support content that focuses its attention, from a link perspective, on a single URL." -James Scherer, VP of Growth, Codeless

  • "I want to plant the seed that becomes a high ranking URL down the line and get my pillars indexed as soon as possible. I water it and make the roots, support content, as healthy as they can be." -James Scherer, VP of Growth, Codeless

  • "I want to throw as much possibility into the black hole that is SEO and see what sticks. And I can only know that if I publish concurrently." -James Scherer, VP of Growth, Codeless

  • "Google rewards a URL or domain having credibility within a space. If youre able to build credibility up through support content, your pillar pieces are more likely to rank down the line." -James Scherer, VP of Growth, Codeless

  • "We have a client who went from not having a blog to 55,000 unique monthly visitors ongoing. And they're growing about 75% month on month." -James Scherer, VP of Growth, Codeless

  • "I recommend people optimize their content on a three to six month basis of going in and making sure everything's tidy." -James Scherer, VP of Growth, Codeless

  • "It's very rare that the algorithm changes so intensely that a high ranking domain just stops ranking for anything. With PPC, if you stop paying for that thing, you're done." -James Scherer, VP of Growth, Codeless

About the speaker

James Scherer

Codeless.io

 - Codeless.io

James is VP of Growth at Codeless

Up Next: