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Whilst we strive to create fresh content for our websites on a regular basis, there are also benefits of having cornerstone content.

What is cornerstone content?

Cornerstone content can be long-form articles, guides, or tutorials that cover a broad range of topics in your niche. This type of content is typically evergreen, meaning it remains relevant and valuable for a long time, even as trends and news in your industry change. Cornerstone content often covers the most important topics in your industry and provides comprehensive information. As such, it is often the most linked-to and shared content on your website.

If you are a food blogger for example, and you regularly create blogs with individual recipes for healthy meals, your cornerstone piece will be the background to what constitutes healthy eating. It may include some science, statistics, and diagrams. The rest of what you publish on a regular basis will link back to this piece.

There are several benefits of cornerstone content including:

Provides Value to Your Audience

Your cornerstone content on a particular topic will likely be your longest piece, which goes into the most depth. It will be well-researched and have multiple links to external sources of information. Because of its in-depth nature, it will be highly regarded by your reader.

Boosts Your SEO

As with any piece on your website, your cornerstone copy will be optimised for SEO. By creating comprehensive, authoritative content, you can attract links from other websites and improve your website’s authority.

Increases Engagement

As your cornerstone content is typically longer and more in-depth than other types of content on your website, visitors are more likely to spend time reading it and exploring your other content while they are there.

Generates Leads and Sales

By demonstrating your expertise and knowledge, cornerstone content can help generate leads and sales for your business. You can build trust with potential customers and increase their likelihood of buying.

Establishes You as an Authority

Creating high-quality, comprehensive content on essential topics in your industry can help establish you as an authority in your field. This can help increase your visibility and reputation and attract more visitors to your website.

Creating cornerstone content takes time and effort, but it is essential to any successful content marketing strategy. To develop effective cornerstone content, you should:

Choose the Right Topics

Choosing important and relevant topics for your audience is essential when creating cornerstone content. I like to use tools such as www.answerthepublic.com. This is a great way to find exactly what people are searching for. When it comes to creating your most important reference material, you want to be sure that you are covering all the information that your audience desires. Other helpful tools include Google Trends, and looking at what comes up in the ‘people also ask’ section of Google search results.

 

screen shot from Google results

Cornerstone content screenshot

 

Create High-Quality Content

Cornerstone content should be well-written, visually appealing, and easy to read. As these are usually longer, more in-depth articles, use images, graphs, and other visual elements to break up the text and keep things interesting.

In conclusion, cornerstone content is essential to any successful content marketing strategy. It provides value to your audience, boosts your SEO, increases engagement, generates leads and sales, and establishes you as an authority. By creating high-quality, comprehensive content on the most popular topic in your industry, you attract people to your website and keep them there for longer.

If you currently do not have any articles on your website that fall into this category, create some this month rather than writing about something time-sensitive and topical. It will pay dividends in the long run.

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