Occasionally, individuals inquire about my top content marketing suggestion. These are often those new to content marketing, perhaps with a new website or business, or those who haven’t yet attempted to increase traffic and build an audience through this approach. They seek that one key action to kickstart their brand building using content. My response is always consistent: Create a cornerstone content piece.

This might raise questions like: What does it even mean? Why is it so crucial? How do you actually achieve it? Today, we address these very questions!

What is cornerstone content?

Cornerstone content refers to a valuable, fundamental piece of content designed to boost traffic and brand awareness by showcasing your offerings. It should align perfectly with your business goals, establishing your industry authority and attracting a consistent flow of visitors likely to be interested in your products or services eventually. However, remember that cornerstone content typically sits at the top of the funnel. This means it should be accessible and free, without any paywalls or registration forms, and you shouldn’t expect immediate conversions from every visitor. The primary objective here is to create a positive initial impression, leaving a favorable perception of your brand. This ensures that when they are ready to convert, they’re more likely to choose you. The analogy of a cornerstone originates from masonry. As the folks at Dictionary.com define it, a cornerstone is: 1. a stone joining two masonry walls at their intersection. 2. a stone marking the symbolic starting point in the construction of a significant building, usually engraved with the date and laid with special ceremonies. 3. something crucial, vital, or fundamental: A free press forms the cornerstone of a democratic government. 4. the primary foundation upon which something is built or developed: His argument rested on the cornerstone of equality for all. This definition is relevant because your cornerstone content should mirror these aspects. It should support your other content as your website expands and form a core element of your traffic base. You might also consider incorporating that “special ceremonies” element – more on that when we discuss content promotion.

What are the benefits of a cornerstone content piece?

Cornerstone content offers several advantages for your business:

• Enhanced brand visibility
• Attraction of relevant site traffic
• Organic link building (benefiting your entire site’s SEO)
• Establishment of authority, trust, and positive brand perception
• Fueling your marketing funnel (such as building an email list) If you’re seeking my guidance on content marketing, these outcomes likely resonate with you. A cornerstone content piece is the most effective way to concentrate your initial content marketing efforts and resources on something that will generate compounding, enduring value for your business.

Evergreen content is news that remains relevant

Examples of cornerstone content

If you’re still unsure, let’s consider a few examples. Moz, an SEO software provider, logically chose a Beginner’s Guide to SEO as their cornerstone content piece. This can also be classified as a pillar page. It’s a comprehensive, authoritative resource accessible online or as a downloadable PDF, often recommended to individuals learning SEO. This piece generates substantial traffic, backlinks, and leads for Moz, leading them to prioritize its continuous updates. You’ll notice its prominent promotion on their homepage.

That’s a B2B example; now for B2C. Paula’s Choice, a niche skincare brand with a devoted following, almost cult-like, offers more than just products. Their website features an ingredient dictionary decoding those complex chemical names on skincare products and their potential effects. They also host a dedicated website called Beautypedia, providing expert and user reviews of various brands, analyzing ingredient efficacy versus hype, highlighting overpriced or potentially harmful products, and more. A brilliant approach!

Here’s another one: My colleague, Allen, recently sought to transfer funds from Etrade and came across a complimentary risk assessment calculator from Wealthfront. He was so impressed with the results that it persuaded him to opt for their financial planning services. Excellent work, Wealthfront! This demonstrates how offering something valuable for free can yield significant returns.

This highlights how a free tool can be a form of content. Take our own Free Keyword Tool, launched years ago. Today, it ranks among the top five most visited pages on our website, attracting over half a million visitors annually. It’s also one of the most frequently linked pages, driving a significant portion of our initial user actions.

So, when brainstorming your cornerstone content, think beyond articles and guides and consider other content formats. Another example from our own content that I consider cornerstone: our advertising benchmarks for Google AdWords and Facebook advertising. As we provide software solutions for managing AdWords and Facebook campaigns, we leveraged our extensive customer data to establish guidelines for advertisers, highlighting average benchmarks to surpass for key metrics like click-through and conversion rates.

Once again, these content pieces generate significant traffic, backlinks, and leads because our target audience finds them genuinely useful, and this data is not readily available elsewhere. Now that we’ve defined cornerstone content and its importance, let’s delve into the seven steps involved in crafting your own.

Step 1: Choosing your content topic and format

The initial step is paramount. Selecting the right topic for your cornerstone content piece is as crucial as its execution.

Begin by stepping into your target audience’s shoes, as they are the ones you aim to reach. Ask yourself:

• What major challenges do my ideal customers face? What pressing questions do they seek answers to?
• Which of these problems haven’t been effectively addressed by existing online content? Are there crucial questions lacking satisfactory answers?
• Among these problems, are there any you’re uniquely equipped to solve? Do you possess specialized knowledge, insights, or data that could benefit those facing these issues? Dedicate ample time to ponder these questions. Gather input from your entire team and engage in conversations with your actual customers. Your cornerstone content must resonate with your audience. Once you’ve identified a substantial problem or question, conduct thorough competitor research to ensure you offer something novel. For instance, you might think a mattress buying guide is a fantastic cornerstone content idea. However, that space is already saturated (and surprisingly controversial!), potentially hindering your ability to create something unique or 10X better than existing resources.

Ranking for competitive keywords is challenging without creating something significantly superior to what’s currently ranking Your goal is to identify a gap, an entry point. The ideal topic for your cornerstone content piece is something people are actively searching for but not finding satisfactory results for. This allows you to step in as the solution provider. After settling on a topic, consider the most effective format to deliver the desired information:

• A comprehensive how-to guide? (like the SEO guide for beginners mentioned earlier)
• A video or a video series? (like Home Depot’s DIY project series)
• Data visualization? (like a timeline or map)
• A searchable database? (like the beauty review site)
• A free tool or app? (like a mortgage calculator or a photo editor) Delivering highly valuable information or guidance in the right format is key to exceptional cornerstone content.

Step 2: Keyword research

With your topic in mind, the next step involves keyword research. Ensure ample search volume exists for keywords related to your chosen topic, as keyword volume reflects interest and demand. High search volume in Google or other search engines signifies a substantial opportunity to capture traffic and make a positive first impression. Suppose we’re creating cornerstone content for a boutique men’s grooming store selling vintage-style shaving supplies, beard oil, mustache wax, and other hipster essentials. A quick search in nexus-security’s Free Keyword Tool reveals that “how to grow a beard faster” is a HIGHLY popular keyword.

Over 33K monthly searches indicate SIGNIFICANT demand! Let’s Google this keyword and see if the demand is being met:

Wikihow holds the coveted featured snippet (accompanied by an uncomfortably close-up image of a hair follicle). However, scrolling to where their guide ranks reveals a dismal user rating (59% is a failing grade):

This indicates user dissatisfaction with Wikihow’s answer; the query intent remains unfulfilled, yet it still occupies position zero. To me, this signals OPPORTUNITY. Outranking Wikihow for that featured snippet could attract tens of thousands of monthly visits from high-potential customers. A tempting prospect, wouldn’t you agree? Now, let’s double-check that keyword in another tool. SEM Rush provides numerous related variations for the base keyword “how to grow a beard.” These related queries from aspiring beard enthusiasts can inform the structure of our cornerstone content piece:

Pay close attention, as these searches speak volumes. Your target audience, in this hypothetical scenario, craves guidance on growing fuller, thicker, more attractive beards, and they want them quickly! As the beard expert, you must step up and provide solutions. To tackle this, we’ll create a detailed guide outlining ten steps to cultivating an impressive beard. Include visuals demonstrating the process and consider a video for those who prefer that format (bonus: you could rank for the same keywords on YouTube).

Step 3: Content planning

DIY or outsource?

First, determine if you’ll handle content production internally or outsource it. This depends on your team size and resources. With a dedicated marketing team, in-house production is feasible. However, as a one or two-person operation, allocating the necessary time while managing other business aspects might prove challenging. If you choose to outsource, refer to our 3-Step Guide to Hiring an Agency or Any Third-Party Vendor. Remember, you can opt for a hybrid approach: handle research internally and hire a freelancer to transform it into a visual asset like an infographic or video.

Set milestones

Regardless of your production method, adopt a project management mindset and establish milestones to keep things on track. Remember, your cornerstone content needs to be exceptional, so don’t expect it to materialize overnight.

Nobody mentioned anything about biology! Creating a comprehensive guide could take up to a month. Projects requiring designers and developers (like a free tool) will take considerably longer. Be realistic in your timeline but maintain momentum. (If you’re feeling lost, here are some tips on how to manage a project.)

Gather your resources

Estimate costs and allocate budget accordingly. These will vary depending on the content type. Potential costs include:

• Freelance writer fees (don’t skimp here – quality writers might charge up to a dollar per word)
• Design expenses
• Development costs
• Promotion budget (social media promotion can be very cost-effective for content amplification) Don’t hesitate to invest in this! If you have any doubts, revisit the “benefits” section.

Step 4: Content creation

It’s time to roll up your sleeves (perhaps with some stylish sleeve garters, given your dapper aesthetic) and dive into content creation – the actual writing process.

Bartenders sure do love rolling up their sleeves (source) This stage will vary depending on your topic and format. However, keep these points in mind:

• Quality is paramount. Your content should solidify your brand’s reputation, be entirely accurate, genuinely helpful, and offer a “Wow” experience for potential customers. Hire the best talent you can afford, factor in ample time for revisions, and seek external expert feedback before launching.
• Quality encompasses various aspects. Your content should be visually appealing, user-friendly, and easy to navigate on any device.
• Keep your keyword research handy! Incorporate your identified keywords naturally within the text. Let them guide your content’s structure. For instance, your beard guide should dedicate a “chapter” or section to beard growth duration.
• Intent is key. Focus on tackling a topic you thoroughly understand and ensure your content genuinely solves the problem, leading visitors to their desired outcome (you wouldn’t want a dismal 59% approval rating, would you?).

Now that’s a happy customer

• Infuse your brand voice. Showcase your values and establish a genuine connection – be authentic.
• Avoid being overly promotional. A mattress guide solely promoting your brand won’t inspire trust. Your goal is to solve a problem objectively. Remember, cornerstone content sits at the top of the funnel. Throughout this process, prioritize your target audience and strive to create something they’ll love and share.

Step 5: Optimization

One of the primary goals of cornerstone content is attracting new visitors and shaping their initial perception of your brand. Ideally, it becomes a bookmarked resource. However, as you’re aiming for growth, ensure your content is optimized for organic search visibility and shareability on platforms like Twitter and Facebook.

Optimizing your content for SEO

Hopefully, SEO isn’t a new concept. Content thrives when your site architecture is SEO-friendly (check out our SEO basics guide if this is unfamiliar territory). Today, we’ll focus on optimizing your new content, assuming your website’s SEO foundation is sound. First, let’s leverage those keywords! Your primary keyword – the one with the highest volume and relevance to your content – should appear in both the title and the URL. Optimize your title (or headline) for SEO, but ensure it’s also enticing and clickable for human readers. “How to Grow a Beard: Video” might suffice, but “How to Grow a Full, Manly Beard in 4 Weeks” is far more captivating. Explore these tips on crafting compelling headlines.

Integrate your keywords within the body of your content. Avoid keyword stuffing, but don’t shy away from naturally incorporating them. In long-form guides, they fit seamlessly into section headings. For instance:

This signals to both search engines and readers that your content is relevant to their queries. It also facilitates easy scanning and navigation, crucial for web readers. Don’t neglect image optimization – use relevant keywords in image file names and alt text, and ensure your images are optimized for fast loading (and use plenty of images – around one per 100-200 words). If you’re creating a video or infographic, provide supplementary text for Google to “read,” such as a transcript. Be mindful of infographics, as they don’t always translate well to mobile. Consider responsive, interactive data visualizations instead of relying solely on large image files. In fact, regardless of the content type, prioritize mobile-friendliness! The “mobile-first index” is our reality. While these on-page elements are crucial, don’t overlook off-page SEO (backlinks). Create internal links pointing to your new cornerstone content, preferably from high-value, engaging pages on your site, like your homepage. Additionally, strive to acquire external backlinks – more on that in the promotion section.

Optimizing your content for social

Shareability is partly determined by the content itself: Is it genuinely valuable? Does it evoke an emotional response? Beyond that, you need to make sharing effortless. Here’s how to boost your cornerstone content’s shareability:

• Incorporate social sharing buttons for one-click sharing. Numerous plugins simplify this, or you can customize your own if you have the resources. Keep those buttons visible.

Via WordPress

• When creating content, consider who might share it, not just who might read it. Quote or reference industry influencers likely to share it with their followers.
• Create platform-specific images or videos summarizing your content. For videos, choose an eye-catching thumbnail (smiling faces tend to perform well). Use a visually appealing featured image for platforms like Twitter and Facebook, aligning with your brand. Finally, don’t solely rely on organic social promotion – more on this in the next section.

Optimizing for action

Remember, cornerstone content shouldn’t be overly salesy. It’s perfectly acceptable if visitors don’t convert immediately. Don’t expect a sky-high conversion rate at this stage. That being said, don’t eliminate the possibility of converting visitors! Incorporate subtle, low-pressure next-step offers within your content. For instance, implement an exit-intent pop-up that appears as visitors are about to leave, encouraging them to join your email list (perhaps offering a 20% discount on their first order for signing up).

Also, utilize cookies for remarketing. After captivating them with your exceptional content and turning them into brand enthusiasts, re-engage them with remarketing ads, reminding them of your existence and enticing them to return. Knowing their interest in beard growth, strategically display ads showcasing your best-selling shaving kit whenever they log into Facebook. To explore this tactic further, refer to our guides on Facebook and Google Display Network remarketing.

Step 6: Promotion

Investing significant effort into content creation and neglecting promotion is counterproductive. You want it to make an impact. As new content takes time to rank organically (especially for new businesses), explore alternative avenues for immediate visibility.

Buzzsumo recently published a great case study detailing how they achieved viral success with a blog post leveraging internal data. Take inspiration from their approach and try these strategies:

Email promotion

Leverage your email list! Send a dedicated email blast announcing your new content. Top-of-funnel emails like this often achieve excellent open and click-through rates. Go beyond mass emails and engage in targeted outreach. Craft personalized emails for individuals likely to be interested in reading, sharing, or – ideally – linking to your content. Here are some valuable tips for writing an awesome outreach email.

Personalization goes a long way! When identifying targets, look for influential figures and already popular content within your niche. If you stumble upon a valuable resource list for well-dressed, well-groomed gentlemen, reach out to the author and suggest including your beard-growing guide (offer an incentive, like promoting their content in return).

Social media promotion

Organic social media promotion is a no-brainer. Share your content across all your social channels. However, don’t stop there:

• Customize your messaging and visuals for each platform. Different content resonates differently on various platforms. For example, videos excel on Facebook; create a video version of your content specifically for Facebook and include a link to the full guide.
• Share consistently. REALLY consistently. Incorporate your content into a regular posting schedule for continuous exposure to new audiences.
• Focus on platforms relevant to your industry. Operating in the grooming industry? Create visually appealing images featuring well-groomed men (with beards as the focal point, naturally) for platforms like Instagram and Pinterest.

Impressive beard content, indeed! However, organic reach might not be sufficient. Fortunately, paid social media promotion offers a cost-effective solution for amplifying your content, encouraging organic engagement. Our founder, Larry Kim, is a paid social media promotion guru. Some of his top tips for content marketers include:

• Target your audience; avoid generic broadcasting. For instance, on Facebook, promote your guide to men aged 18-29. On Twitter, target specific hashtags.

• Prioritize relevance. Most social platforms utilize relevancy algorithms (Facebook’s is called Relevance Score). Higher engagement rates maintain your ad’s visibility and lower your cost per engagement. Replicate high-performing headlines and images! Allocate budget for promoting your social media posts and ensure they reach your target demographic. In the Buzzsumo case study mentioned earlier, Steve Rayson states: “We invested $648.00 in Facebook ads, generating over 2,000 clicks and acquiring 3 new paying customers.” Impressive ROI, wouldn’t you say? Notice their strategic targeting: “Our initial ad targeted employees of major publications like BuzzFeed, Refinery29, Quartz, and Mashable.” This secured valuable backlinks, creating a ripple effect as increased exposure often leads to more backlinks.

Step 7: Maintenance

The final ingredient for successful cornerstone content is time. Allow your masterpiece a few months to garner attention, shares, and backlinks while monitoring its performance. Initially, traffic might primarily originate from email and social media. However, over time, you should observe an increase in organic search traffic. Let’s fast-forward. You’ve executed everything flawlessly (it must be tough being so perfect) and are thrilled with your content’s performance. Time to relax?

Don’t get complacent just yet, outline man Not quite. For your content to remain evergreen, conduct quarterly check-ups to ensure everything runs smoothly and identify areas for improvement:

• Keep it updated. Incorporate any new trends in beard care. If you recommend products, ensure they’re still available and prices are accurate.
• For apps or tools, can you add features, improve UX, or enhance speed?
• Run CRO tests to maximize business value. Experiment with different exit offers or initial emails for new subscribers.
• If your content continues to perform well after several years, consider periodic style updates. Refresh outdated fonts, images, or layouts to maintain a contemporary feel.

Nobody puts baby in a corner

4400 words later, I sincerely hope you’re eager to create your website’s inaugural cornerstone content piece. While it requires effort, the sense of accomplishment will be immense. Feel free to leave any questions in the comments.