We wanted to un-gate our most popular ebooks so that they could do double duty as the pillars at the center of our topic clusters – strengthening our SEO, driving traffic, and generating leads at all stages of the funnel. To do so, we developed a bespoke template to hold the long form content that was optimised for SEO, user experience, visitor engagement, and lead generation. The results have been fantastic – high rankings for attractive keywords, thousands of visits, and hundreds of leads.
Our most popular ebooks were excellent at generating top of the funnel leads. However, we wanted buyers at all stages of decision making to be able to benefit from the content without having to submit a form, and we wanted the long form content to benefit our SEO.
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We designed our template to have all the elements of an effective pillar page, including our main website’s navigation and footer, content optimsed for readability and engagement, structured content with internal navigation that is always present, effective internal and external linking, the option to download, and supporting CTAs linking to other resources.
The pillar page template and the un-gating of our content has resulted in improved rankings for attractive keywords and topics, increased traffic, and more marketing qualified leads through our site as a whole.
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