VRS390 – How to Build Pillar Posts That Will Drive Traffic To Your Short-Term Rental Website

“One of the exciting things about the Internet is that anyone with a PC and a modem can publish whatever content they can create. In a sense, the Internet is the multimedia equivalent of the photocopier. It allows material to be duplicated at low cost, no matter the size of the audience.
The Internet also allows information to be distributed worldwide at basically zero marginal cost to the publisher. Opportunities are remarkable, and many companies are laying plans to create content for the Internet.”

That was a quote from the 1996 essay by Bill Gates, entitled Content is King.

Here we are 25 years later and for some, this message still hasn’t hit home. The fact is that content is still king in most industries – some will say that engagement is queen and that may be more important, but you have to start with the foundations for connecting with people.

For many owners and managers, the major platforms drive their traffic and bring the reservations and that’s fine.

They may feel little need to spend time writing content and developing their websites as valuable content hubs for travelers.

But for those who want to move against the tide, be more independent and get noticed by becoming an authority in their location, it really is the only way to go.

It used to be that endless blog posts and hitting keywords along the way was the path to take.

I did this for many years and it’s only recently that a different way of organizing content has become a more relevant and successful approach.

Back in 2018, Hubspot re-engineered their method of delivering content and it’s been proven this method called the Pillar-Cluster model works.

I might be a little late to this game but it’s showing traction for our company right now so I’m sharing how it works.

In this episode you’ll hear about:

  • The continued benefits of content marketing
  • How you get more leads and get your audience to trust you
  • Why you no longer need to obsess over individual keywords
  • Focusing your content strategy around core topics
  • The basics of a pillar post
  • Topic clusters and their relevance to the pillar
  • Why internal linking is so powerful
  • How to build a pillar page
  • The long game and why you need to start this now
  • Ways to repurpose your pillar posts

Links Mentioned:

Ultimate Pillar Page Development Guide