What is Cornerstone Content?
Cornerstone content is the foundation of your website. Think of it as your most important, comprehensive content that covers the core topics your business specializes in.
This content serves as the central hub that other pages on your website connect to. When someone visits your site, cornerstone content is what you want them to read first. It represents your expertise and authority in your field.
Cornerstone content is typically longer than regular blog posts. It covers broad topics thoroughly and provides complete information about subjects your customers care about most.
Why Cornerstone Content Matters for Your Business
Establishes Your Expertise
When you create comprehensive content about your industry, you show customers that you know what you’re talking about. This builds trust before they even contact you.
Improves Search Engine Rankings
Search engines like Google favor websites that demonstrate expertise on specific topics. When you have strong cornerstone content, Google sees your site as an authority.
Saves You Time
Instead of answering the same questions repeatedly, you direct customers to your cornerstone content. This reduces phone calls and emails about basic information.
Generates More Leads
People who find valuable information on your website are more likely to become customers. Quality content attracts serious buyers, not just browsers.
How Cornerstone Content Impacts Your Business
Increased Website Traffic
Good cornerstone content ranks higher in search results. This means more people find your business when they search for services you offer.
Better Customer Education
Educated customers make buying decisions faster. When prospects understand your industry, they appreciate your value more.
Competitive Advantage
Most businesses in traditional industries neglect their website content. Creating cornerstone content sets you apart from competitors who rely only on basic company information.
Long-term Value
Unlike advertisements that stop working when you stop paying, cornerstone content continues attracting customers for years.
What Makes Good Cornerstone Content
Comprehensive Coverage
Your cornerstone content should answer all the basic questions customers have about your industry or services. Leave nothing important uncovered.
Easy to Understand
Write in simple language. Avoid industry jargon that confuses potential customers. Remember, you’re educating people who don’t know your business yet.
Practical Information
Include actionable advice people find immediately useful. This builds goodwill and positions you as helpful, not just promotional.
Regular Updates
Keep your cornerstone content current. Outdated information damages your credibility and search engine rankings.
Examples of Cornerstone Content for Different Businesses
Construction Company
“Complete Guide to Home Renovation Planning” – covering permits, budgets, timelines, and what to expect during construction.
Accounting Firm
“Small Business Tax Guide” – explaining deductions, record-keeping requirements, and tax planning strategies.
Insurance Agency
“Understanding Business Insurance Coverage” – breaking down different policy types and what protection each provides.
Restaurant
“Guide to Catering Your Corporate Event” – covering menu options, guest counts, setup requirements, and pricing.
How to Create Your Cornerstone Content
Step 1: Choose Your Main Topic
Select the subject your customers ask about most. This should be something central to your business that demonstrates your expertise.
Step 2: Research Customer Questions
List every question customers ask about this topic. Your cornerstone content should answer all of them.
Step 3: Create an Outline
Organize your information logically. Start with basics and progress to more detailed information.
Step 4: Write Comprehensive Content
Aim for at least 2,000 words. Cover your topic thoroughly without leaving important gaps.
Step 5: Make it Readable
Use short paragraphs, bullet points, and subheadings. Include examples that relate to your local market.
Step 6: Add Internal Links
Connect your cornerstone content to other relevant pages on your website. This helps visitors find more information and improves search rankings.
Common Mistakes to Avoid
Making it Too Sales-Focused
Cornerstone content should educate, not sell. Save promotional messages for other parts of your website.
Using Complex Language
Write for your customers, not your industry peers. Simple explanations work better than technical terminology.
Neglecting Updates
Outdated information hurts your credibility. Review and refresh your cornerstone content at least twice per year.
Forgetting Mobile Users
Many people read content on phones. Make sure your content displays properly on mobile devices.
Measuring Success
Website Analytics
Track how many people visit your cornerstone content pages. Higher numbers indicate better search engine performance.
Customer Feedback
Ask new customers how they found you. Many will mention finding helpful information on your website.
Lead Quality
Customers who read your cornerstone content before contacting you are typically more qualified and ready to buy.
Search Rankings
Monitor where your cornerstone content appears in search results for important keywords related to your business.
Getting Started Today
Start with one piece of cornerstone content focused on your most important service or product. Perfect this before creating additional cornerstone pieces.
Remember, cornerstone content is an investment that pays dividends for years. The time you spend creating comprehensive, helpful content today will attract customers long into the future.
Focus on serving your customers’ information needs first. When you help people understand your industry, they naturally turn to you when they need services.
Your cornerstone content becomes your best salesperson, working around the clock to educate prospects and demonstrate why your business deserves their trust.
