In this module, we will learn about the different content formats we can use in a content pillar SEO strategy. Each content format has its own benefits and choosing one over another will have an impact on SEO performance. But how to choose what’s the appropriate content format for each topic? We’ll have an in-depth look at the growing list of different content formats, what they are, which search intents they target and when to use which.

And finally, we will see as well how to analyse SERP pages to extract search intent and the criteria to choose a content format for each keyword.


  • Uber Pillar/Category –  An uber pillar is a resources page listing that displays (and links to) content on a particular topic and includes at least one piece of pillar content in the listing. This is the category page for that specific content cluster. It should include not just the links to related content on that topic, but some content as well. The content is not presented just in chronological order but is designed to feature the evergreen content of each pillar.
  • Pillar Page/Hub page – A pillar page is a piece of premium content that lives all on-page that is typically between 3,500-4,500 words long. It is aimed at a large search-volume keyword topic and a linking strategy between that main topic and at least 8-22 subtopic pages is required.
  • Resource Pillar/Guide – A resource pillar is an article that links to and displays content on a particular topic. This is distinctly different than a category page, as a resource pillar can include internal and external content. A resource pillar is great to group content around a particular topic.
  • Series – A blog series is a collection of at least 2 articles that targets the same short-tail keyword. The structure of the post titles is typically “[Keyword]: [Blog Topic]”. It can be a limited series or an ongoing weekly / monthly series (i.e. “marketing news of the week”). Each article in a limited series links to the previous and next article in the series at least. Ongoing series are usually grouped in a tag for easy reference and grouping.
  • Long form – An article that is at least 1,500 words long and provides an in-depth view of a particular subject.
  • Glossary – A short article that simply provides the definition of a term and aims to get a SERP listing on Google.
  • List – An article made of a list, usually with some kind of extra detail to each item.
  • Example – A variation on the list’s type of article, with a small introduction that summarizes the key information and a list of valuable examples that reflect the application of that information.
  • How-to – A step by step solutions article that guides the reader and gives instructions to achieve a particular outcome.
  • Tool – A functional content asset that is used to achieve a certain function or solve a pain point.
  • Kit/Template – A downloadable or linkable document that users can download to solve a specific pain point or process.
  • Tag – A feature in a CMS used to organise articles based on Entities i.e. people, places, events, things and subtopics.

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