Content creation is a bit pointless unless it’s part of a content marketing strategy. After all, your aim is to build business and get sales, not just be admired for the fabulous stuff you write. Right?

One type of content that shouldn’t be missed from your content strategy is cornerstone content. Here’s why producing great cornerstone content is so important…

Cornerstone Content

These are the foundations you must lay for your content marketing strategy to have architectural integrity.

Consider The Three Little Pigs: if you want a content strategy that’s made of straw and can be huffed and puffed down by your wolven competitors, that’s your call. But if you want to be an authority, and the go-to person for expert insights in your niche, you’re going to have to make like the third pig and invest some time in building proper foundations and a solid resource of ‘bricks-and-mortar content’.

  • Cover key topics in an in-depth way, giving people comprehensive, need-to-know information.
  • Establish your expertise and nurture your audience’s confidence in doing business with you.
  • Create compelling content that’s rewarding for your audience to read, link to and share.
  • Aggregate high value content (e.g. serialised tutorials) on landing pages and link out to individual instalments.


Cornerstone content is an opportunity to gain ground as an authority on your subject, attracting loyal readers that are ripe for conversion. Based on the quality of your content, they will invest in what you write, returning to your site regularly, linking back to your content and sharing it on social platforms. As increasing numbers of people find your cornerstone content, and approve it by engaging and sharing, Google follows suit, ranking content highly in search engine results.

You can’t bluff cornerstone content. There’s no fluff, no thinly veiled plagiarism. You must be original, authoritative and thorough. But that doesn’t mean devoid of humour or personality. Package your expertise in an easy-to-digest format, make it a pleasure to read, ensure it’s easy to find on your website — and you will be on to a winner!