Imagine a potential customer called you and inquired about your business. What would you say? Most likely, you’d outline the essential facts of your product, what value you could provide them and go through some of the specifics of their situation. The conversation would not only demonstrate that you know what you’re talking about, it would likely also build trust that you can help.

But most companies can’t talk to every potential customer to thoroughly explain how their product and expertise can help a customer’s situation. And even if you could, customers wouldn’t know to call you in the first place. This is where cornerstone content comes in. Cornerstone content allows you showcase your expertise and value to a wide audience. Specifically, it can help:

  • Attract new visitors
  • Earn new backlinks
  • Improve SEO
  • Increase subscribers
  • Establish authority

Done well, cornerstone content will get you more fans, followers and shares on social media which can further boost your perceived authority and your reach. A good example is Hubspot, which grew by 50% in 2013, thanks in part to the value-driven content they consistently created.

 

The Basics of Cornerstone Content

Cornerstone content usually serves as the foundation of your website or blog. Therefore, it’s strength has a direct impact on the effectiveness of your overall website.

It’s a unique kind of content compared to your typical blog post. Cornerstone posts tend to be longer and more in-depth, providing a great amount of value to readers, answering questions, solving problems and establishing you as an expert in your field. HubSpot’s eBook, How to Turn Facebook Fans into Paying Customers is a shining example of actionable cornerstone content.

 

How to Create Effective Cornerstone Content

Here are a few guidelines in mind to help you get your cornerstone pieces started and make them impactful:

1. Keyword Research

Since one of the central goals of cornerstone content is to help you rank well in relevant search engine results, it’s important to put some serious thought into your choice of keywords. Come up with a list of 8 to 10 keyword phrases your customers would potentially be searching for and craft a cornerstone article for each.

 

2. Quality Writing and Editing

A clear, well-defined structure is critical. It should begin with an attention-grabbing introduction that lets readers know what value they are going to get. The body of the article should be accessible and split into logical sections. Take time to edit your post before publishing, checking for typos, misspellings and missing information.

 

3. Formatting & Visuals

It’s hard to engage with a ‘wall of text,’ especially on a screen. Good formatting can make your content much more eye-catching and readable. Ensure that no paragraph is more than a few sentences and include:

  • Lots of visuals: images, infographics and/or videos
  • Subheadings
  • Bold text for key ideas
  • Bullet points and numbered lists

 

4. Call to Action

The goal of cornerstone content is to have lots of people read it and want to further engage with you. Encourage readers to take action in your piece with a CTA such as:

  • Leave us a comment – eliciting opinions or experiences can help develop a real sense of community on a blog and can provide valuable feedback for your business.
  • Subscribe – the more of your content a reader gets to see (such as a newsletter), the more likely they are to become a customer.
  • Follow Us – Keep in touch and boost your social commuity by making it easy for readers to follow your social pages.
  • Promote – if the subject of your cornerstone article relates to a particular product or service you offer, ensure you mention it at the end and link to the specific website page.

Cornerstone content can have a huge impact on your traffic, your SEO and your business’s online authority. Whether you’re a veteran blogger or just getting a new business off the ground, a strong set of cornerstone posts can help you achieve your content marketing goals. Although these articles may take more time and effort to create, they can help you snag a top position in the search results and grow your business.