Create multi-format content
Most teams stop at blog posts, and that’s a big mistake. The brands that own the SERPs, like HubSpot, Monday.com, and Salesforce, build topic clusters beyond the blog. They include webinars, videos, social content, and more.
Diversifying formats helps them show up across every stage of the buyer journey. To do the same, you need an omnichannel content strategy that ranks in search and reaches your target audience wherever they spend time.
Here’s how to build it:
Create pillar pages
Your pillar page should be the most complete resource on the topic. It sets the direction for the topic cluster and becomes the anchor for both search engines and readers.
When writing a pillar page:
- Write in-depth content
- Link to each supporting piece
- Show product workflows where relevant
- Include expert quotes, stats, and credible sources
Support with blog content
Break your pillar into focused subtopics. Each blog post should target a specific keyword or intent and link back to the pillar.
As you write:
- Review top-ranking pages for each subtopic
- Find gaps in their coverage and go deeper
- Use entities naturally to strengthen relevance
- Add product tie-ins that feel helpful, not salesy
- Include visuals like screenshots and embedded videos to increase user engagement
Diversify your content format
Google looks at more than your blog. Off-page signals also shape your authority, so your content should exist across multiple platforms.
Create:
Webinars: Invite internal experts or SMEs to share actionable insights. It’s great for lead gen and Brand Authority.
Short-form videos: Repurpose webinar clips or turn blog posts into quick videos for LinkedIn, YouTube, and Instagram.
Courses or certifications: These work well for broad topics like SEO or email marketing. At Moz, we use courses like 30 Days of SEO to deliver value while building trust.
Social content: Turn blog takeaways into LinkedIn posts, Twitter threads, or carousels that drive awareness and traffic.
Guest posts & third-party mentions: Partner with relevant blogs or publications to earn backlinks and build off-site authority.
Build internal links
Internal links connect your topic cluster strategy. Without them, your content sits in silos and loses authority.
Here’s a simple internal linking structure for your topic cluster:
Link from pillar → cluster
Link from cluster → pillar
If you’ve mapped your cluster using the template, you should already know which pages need to link where. All that’s left is implementation.
I also recommend using the content brief template while outlining. It includes a section for internal linking, so you plan your cluster links before you start writing.
