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4 Ways to Reshare Content From Other Users

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4 Ways to Reshare Content From Other Users

While most social media feeds are distractingly busy,Instagram is different — you can only look at one post at a time. This makes it a great medium for businesses looking to make the most of visual elements.

And while Instagram’s simple, clean interface makes it easy to focus on users’ beautiful photography and interesting videos, it also leaves something to be desired: the ability to easily repost other users’ content. This is a major roadblock when you want to share content your target audience could benefit from.

But fear not: for every problem, the internet has afforded a solution. We tested out four different ways to repost content on Instagram in a few simple steps. All of these methods are free, but some require you to download an app from the iOS App Store or Google Play first.

To repost someone else’s Instagram post, it’s best to obtain permission first to ensure you are not infringing on someone else’s copyright or license. Additionally, giving the creator credit for their work is recommended. Once permissions are squared away, repost using one of the methods below.

The screenshot method doesn’t require other websites to repost on Instagram. It’s worth nothing that this method only works for reposting photos, not videos. Here’s how to do it:

1. Find a photo on Instagram you’d like to repost, and take a screenshot with your phone.

repost on instagram with screenshots

  • For iOS: Press down on the home and lock buttons simultaneously until your screen flashes.
  • For Android: Press down on the sleep/wake and volume down buttons simultaneously until your screen flashes.

2. Tap the new post button.

Once you’ve got your screenshot, return to your Instagram account. Tap the “new post button” in the top right of your Instagram screen.

Repost on Instagram with screenshot

Then select post from the drop down menu.

repost on instagram with screenshot

3. Resize the photo in the app.

repost on instagram with screenshots

Keep in mind that your phone will take a screenshot of everything on your screen, not just the photo you want to repost. So, be prepared to crop the sides of the screenshot to capture just the image you want to share with your followers.

After you’ve cropped or resized the photo to your liking, click “next.”

4. Edit and add filters of your choice.

repost on instagram with screenshotsEdit and filter the post like you would any other Instagram post.

5. Add a citation.

The repost won’t include a citation, so we suggest adding one by typing “@ + [username]” to credit the original poster with the photo you’re reposting.

6. Add a caption.

repost on instagram with screenshots

At the top you’ll see a preview of your post along with space for a caption. You can choose to tag people or organizations, and a location.

7. Click share

Once you’ve finished customizing the post with the options above, click share at the top right corner. The post will be live.

Instagram Reposting Apps

In addition to using the screenshot method, you can also use a third party app. The options below are our favorite apps for reposting on Instagram.

Repost: For Instagram

1. Download Repost for Instagram.

Download Repost: For Instagram for iOS or Android. The app integrates directly with Instagram so you can share content from other Instagram users from your mobile device.

Repost for Insagram start page

2. Identify a photo or video to repost.

Open your Instagram app and find a photo or video you’d like to repost from your own Instagram account. Tap your chosen photo from the original poster’s photo gallery to see its full view, as shown below.

repost on instagram using repost for Instagram

(Psst — do you follow HubSpot on Instagram?)

3. Copy the post’s share URL to your clipboard.

Once you’re on the photo’s or video’s landing page, tap the “…” icon in the upper-righthand corner of the post. Then, tap “Copy Link.”

repost on instagram using Repost for Instagram

4. Open Repost: For Instagram.

Once the photo is copied to your phone’s clipboard, open Repost: For Instagram. The post you copied will automatically be on the app’s inbox, as shown below.repost on instagram using Repost for Instagram Tap the arrow on the right hand side of the post. There, you can edit how you want the repost icon to appear on Instagram.

repost on instagram using Repost for Instagram

You can choose to copy the original caption to your post or add a new one later.

Tap the arrow icon at the top or “share.” Then, tap the Instagram icon to edit your draft.

repost on instagram with Repost for instagram app

5. Edit the post’s caption and share your repost.

Write a caption and click “ok” when finished.

repost on instagram with Repost for Instagram app

When you’re ready to share the post, tap “share” as you would a regular Instagram post.

Using InstaRepost

1. Download InstaRepost.

Download InstaRepost for Android devices to share content from other Instagram users from your own Instagram account via your mobile device.

2. Give InstaRepost access to your Instagram account.

Open InstaRepost, log in using your Instagram credentials, and authorize it to access photos, friends, and similar content associated with your Instagram account.

Repost on Instagram with InstaPost app

3. Use InstaRepost to look up the original poster’s username.

InstaRepost will only show you a small selection from your Instagram feed. If you know what post you’re looking for, tap the magnifying glass icon on the bottom toolbar of the InstaRepost app to access the Explore tab. Enter the username of the person whose photo you want to repost.

Repost on Instagram with InstaPost app

Image Source

Repost on Instagram with InstaPost app

Image Source

4. Save the photo to your phone’s camera roll.

Once you’ve found a post you want to reshare, tap the arrow in the lower right hand corner. Then, tap “Repost,” then “Repost” again. This will first save the photo to your mobile device’s native camera roll, where you can retrieve it in the Instagram app.

Repost on Instagram with InstaPost app

Repost on Instagram with InstaPost app

Navigate to your Instagram app and tap “Library.” You’ll see the post saved to your phone’s camera roll. Tap the photo to pull it into Instagram.

repost on instagram using InstaRepost app

5. Add a filter and a citation, and share your repost.

Add a filter and edit the post as you would any other. Then, select “Next” and tap the caption field to paste the original caption. The repost won’t automatically include a citation, so we suggest adding one by typing “@ + [username]” to credit the content’s original poster. Then, press “Share.”

repost on instagram with InstaRepost app

repost on instagram with InstaRepost app

Here’s how the post appears on your Instagram profile:

repost on instagram with InstaRepost app

Using DownloadGram

DownloadGram lets Instagram users download high-resolution copies of Instagram photos and videos to repost from their own accounts. Luckily, there isn’t an app you need to download to repost using this process. Here’s how to do it:

1. Open Instagram and find a photo or video to repost.

Open your Instagram app and find the post you want to repost. Tap the “…” icon in the upper righthand corner of the post and click “Copy Share URL” (this button will be the same for both iOS and Android mobile devices).

Repost on Instagram with DownloadGram

Repost on Instagram with DownloadGram

2. Paste the post’s share URL into DownloadGram.

Open your mobile internet browser and navigate to DownloadGram — or simply, downloadgram.org. Paste the URL into the text box that appears on the website’s homepage. Then, tap “Download.”

Repost on Instagram with DownloadGram

Tap the “Download Image” button that appears further down DownloadGram’s homepage.

Repost on Instagram with DownloadGram

3. Download the post.

You’ll be directed to a new webpage with the content ready to download. Tap the download icon — the box with an upward-facing arrow, as shown below — then tap “save image.”

Repost on Instagram with DownloadGram

Repost on Instagram with DownloadGram

4. Open Instagram and find the photo or video in your camera roll.

Return to your Instagram app. The image will be saved to your phone’s native camera roll, so edit it as you would any other Instagram post.

Repost on Instagram with DownloadGram

5. Add a caption and share your repost.

The repost won’t include a citation, so we suggest adding one by typing “@ + [username]” to credit the original poster with the photo or video. Then, press “Share.” Here’s how the post appears on your Instagram profile:

Repost on Instagram with DownloadGram

1. Open the instagram app and find the photo or video you’d like to add to your story.

repost on instagram stories

2. Click the paper plane icon at the bottom of the post.

3. Click “add to your story.”

repost video to Instagram Story

4. Personalize the draft post with stickers or text.

repost Instagram stroriesYou should see a draft of your story. Use the icons at the top to modify text, color, stickers and other animations.

5. Click “your story” in the bottom left corner.

You also have the option to click “close friends” on the right, bottom corner (shown above) if you only want a select group to view your story. Then your new post should show up in your story like in the example below.

repost on instagram storiesWith stories, the same best practices should be followed as for sharing a post. If you don’t know the person and suspect the content you’d like to re-share might be licensed material, ask for permission first. Give credit to the original posters whenever possible.

Share Your Favorite Instagram Posts

Now that you’ve learned how to repost on Instagram, you can diversify your profile with content sourced from friends, family, and brands. Use the methods above — being sure to cite the source of the original post — to quickly and easily reshare your favorite content.

This article was originally published November 18, 2020 and has been updated for comprehensiveness.

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Looking for a Content Marketing Job? Follow This Advice To Get Noticed

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Looking for a Content Marketing Job? Follow This Advice To Get Noticed

Does anyone enjoy job hunting regardless of the circumstances?

But if you’ve recently lost your content marketing job or fear the ax might fall soon, you feel pressure to do it – and like you have no time to waste.

The good news is that excellent content marketing jobs are available for the taking (or the making if you’re entrepreneurially minded.)

To rise in the challenge you didn’t want, you must condense years of knowledge, skills, and experience into compelling materials to attract a new employer. Then you must get your carefully crafted profiles in front of recruiters. The key to success for both steps involves standing out from all the other candidates competing for the role you want.

In a recent Ask the #CMWorld Community livestream, Work It Daily’s J.T. O’Donnell and TogetHER Digital’s Amy Vaughan shared what today’s recruiters want and the disruptive ways to get on their radar.

Take a disruptive approach to find your next #ContentMarketing job, says @JTODonnell and @CafeScribbler via @joderama @CMIContent. Click To Tweet

You can watch the conversation or scroll down to read the highlights of their productive chat.

Take time to grieve, but don’t wallow

The Holmes-Rahe Stress Scale puts job loss among the top 10 stressful life events. When headlines fill the news about massive tech and media company layoffs, corporate hiring freezes, AI replacing creators’ jobs, and a slowing economy, a job loss can feel downright paralyzing.

Ignoring those feelings won’t make them go away and might make it more challenging to focus on finding your next job.

That’s why J.T. recommends taking some time to grieve before you begin a job search. “It’s an unexpected loss. You need to feel it and go through the emotions,” she says.

But don’t get so lost in your misery that you miss a new role that might pop up. “In my experience, people often end up in a new position and say, ‘This turned out better than I expected. I would’ve never come across this opportunity if this change wasn’t forced upon me,’” J.T. says. “Know that a lot of other people have ended up on the better side of it and get ready to move forward.”

Update your job search tools – and how you use them

First, revisit your resume and LinkedIn profiles. You need to ensure they’re updated, consistent, and precisely targeted to the roles you’re considering.

If it’s been a while since you last looked for work, you may need to relearn the rules of a productive job search.

For example, while application tracking systems (ATS) have been around since the 1990s, their time-saving features have made recruiters more reliant on digital tools in recent years. In fact, a 2018 study found nearly 99% of Fortune 500 companies use them. Advanced functionality has improved the software’s ability to create more accurate candidate profiles and match them to applicants’ work history details.

Optimizing your resume with keywords in the job description is essential to getting your resume discovered by potential employers.

Optimize your resume with keywords in the job description to get your resume discovered through digital application systems (and employers), says @joderama via @CMIContent. Click To Tweet

You also need to know formatting and information trends to make it past the digital gatekeepers. Your resume should be easily skimmable, results-focused, and tailored to the role in the application.

In a related discussion on CMI’s Slack channel, Headstart Copywriting’s Susan Varty shared a resume template that follows modern digital processes and trends.

The template structure, as shown in the image below, separates information into clear sections. She also details what to write in each section:

  • About: Here, you’ll introduce yourself, mention the role you’re interested in, and describe your qualifications in a relevant way.
  • Career highlights: These should be active statements that summarize the accomplishments you’re most proud of, so recruiters can skim the copy and understand who you are and what you can offer.
  • Work experience: Rather than list the roles you’ve played, use this section to describe how your work has helped previous employers achieve their business goals.

Click to download

J.T. also recommends updating your LinkedIn profile to ensure it aligns with what appears on your resume. “Recruiters pay attention to the resume and LinkedIn work history section. The information that appears there should be identical. Otherwise, they may be confused about which version is accurate,” she explains.

The information that appears on your resume should be identical to your work history section on @LinkedIn, says @JTODonnell via @joderama @CMIContent. Click To Tweet

Stand out with a disruptive job search approach

Amy says recruiters will read resumes – and cover letters – that make it to their desks, but they spend only a few seconds on each.

You can’t expect to compete based on skills alone. But demonstrating your personal motivation to do the job for that employer can give you an advantage, J.T. says.

Finding the best opportunities where you can convey that motivation requires a disruptive job search. The technique helps you discover a relevant connection between your passions and career intentions and communicate it to employers who stand to benefit.

The more intentional and storified approach should work well for content marketers because you’re well-equipped to follow it. It also circumvents the gatekeeping systems by giving you a more relatable connection to prospective employers.

Take a more intentional and storified approach in your #ContentMarketing job search, says @joderama via @CMIContent. Click To Tweet

J.T. summarizes the disruptive job search process:

  • Pinpoint the work you’re most passionate about: Think carefully about the kinds of work you want to do, not just where you might want to do it. What lights you up? What do people come to you specifically for? This will be the centering principle for your candidate story.
  • Create a bucket list of company targets: Don’t just apply for any and every role that matches your skills and interests. Research companies to find 10 to 20 that would genuinely benefit from your unique perspectives and specialized focus.
  • Get clear on why you want to work for each company: Hearing that they’re a great place to work and offer great benefits isn’t enough to prove you understand the business and its goals. What is it about them that you’ve come to learn is different and special?
  • Make a personal connection: Think about what you can bring to the role at the company. Be specific about your knowledge of what they do, who their customers are, and how you can contribute to the business outcomes you know they want to achieve.
  • Craft the details into a cover letter: Once you’ve outlined your relevant connection points, you can put those details into a cover letter that speaks to your unique understanding of the business and the distinct value you can contribute. “When you can get that story into someone’s hands at an organization, you’ll be amazed at what can happen,” J.T. says.

(Net)work your story into a job

“People need to meet you and see continuity in what you say and do. That can’t always happen unless they get that chance to meet you in person,” Amy says.

Networking can feel one-sided and awkward when you’re under pressure to find a new role. But you can make it more productive with these tips from J.T. and Amy:

1. Turn on LinkedIn creator mode

J.T. points out that LinkedIn has pivoted itself into a creator tool. Use it to prove the points you would discuss in a cover letter and attract the right attention.

Activating creator mode on your profile tells LinkedIn’s algorithm to note (and share with others) the content you share. It also gives access to additional tools that can extend your reach.

Here’s how to turn creator mode on:

  • Click the Me icon in the nav bar at the top of your LinkedIn homepage.
  • Click View Profile.
  • Scroll down to the Resources section of your profile. If it shows “Creator mode: Off,” switch it to on.

Click Next on the Creator mode preview pop-up window.

  • Add up to 5 topics (hashtags) to indicate what you post about the most.
  • Click Done.

2. Create and share relevant content on your feed

Think about your specialization areas and speak about them regularly in your LinkedIn feed. Creating new content (or reposting your content on other platforms) on those subjects helps prove your expertise.

You can also curate and add commentary to third-party news, articles, videos, and other relevant stories. It shows you’re in touch with what’s happening in that space and have something of value to add to the conversation.

Be sure to post consistently – J.T. recommends at least once a day – to build an audience of followers.

3. Use hashtags responsibly

Using the right hashtags on your LinkedIn content can introduce your content to people who aren’t in your network. But, Amy points out, it can also help you tap into a hidden job market – roles that don’t get posted but have recruiters looking to fill them.

She explains recruiters may take this approach when they have a great opportunity that would attract a lot of candidate interest and don’t want to get bombarded with applicants.

4. Incorporate personal passions into your work persona

Attracting an audience with your thought leadership content can help you rank higher on LinkedIn searches and gain the attention of more recruiters. But since just about any job applicant can position themselves as an expert, Amy suggests taking an extra step to stand out from the pack: Cultivate a personality brand.

If you’re a regular CMI reader, you’re probably familiar with the reasons to build a personal brand (and if not, I’d highly recommend reading Ann Gynn’s definitive post on the topic). But, Amy says, a personality brand is a bit different.

As she explains, job searchers often struggle to associate their passions outside of work with the work they want to be known for. But creating stories that tie together those interests can make a person more memorable to recruiters and others who can help advance the job search.

Amy explains what this might look like: “[In my content], I talk a lot about groundedness, nature, and empathetic leadership. To me, those things are all tied together because I like to be very grounded in how I lead and very calm in how I approach difficult work situations. Or maybe you are an endurance athlete, and you can build a connection on how your love of endurance sports goes hand in hand with your strong work ethic.”

The content related to your personality brand can make your networking feel more organic. “If you’re reaching out to people in your network just to get a job, they’re going to sniff that out,” Amy says. But if they know you because you’ve shared a relatable story or something of value, they may be more willing to connect with you and help with your search.

Use your content marketing strengths to prove your value to employers

Losing a job never feels good. But with a more precise job search approach, stories that demonstrate your unique expertise, and ways to create a personal connection, your unemployment status won’t last long.

Want more help with your job search journey? Register to attend TogetHER Digital’s free virtual career fair for women in digital on Feb. 23, 2023. And for more-detailed job search help (including action plans, templates, and examples), J.T. O’Donnell is offering our readers an exclusive $20 discount on Work It Daily’s job search packages. Use code CM20 when you sign up.
Need more guidance to hone your content marketing skills? Enroll in CMI University and get 12-month on-demand access to an extensive curriculum designed to help you do your job more effectively.

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Cover image by Joseph Kalinowski/Content Marketing Institute



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Pillar Pages: Why and How You Should Add Them to Your Content Strategy

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Pillar Pages: Why and How You Should Add Them to Your Content Strategy

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

In a recent study, we found that our pillar pages are magnets for links, organic traffic, and newsletter subscribers — especially compared to regular blog posts. Here are the results that both types of SEO content generated over the course of a year:

Do these results mean you should ditch your blog strategy in favor of pillar pages? Not exactly.

Here’s the catch: You really can’t have one without the other, and it all comes down to content mapping. I’ll explain exactly what I mean in this article.

What is a pillar page?

A pillar page is a piece of content that comprehensively covers a broad topic. Pillar page — also sometimes referred to as hub and spoke — content weaves together a wide range of relevant subtopics (spokes), organizes them all in one place (hub), and effectively showcases your subject matter expertise for the broad topic.

Pillar page content should be easy to navigate for readers looking to learn — at a high level — about a particular topic, but should also offer relevant resources for them to dive deeper. 

Example of related resources found on a pillar page.

It’s kind of like the choose-your-own-adventure of content marketing.

Topical authority: why it’s important

When it comes to content creation for SEO and digital marketing, you don’t want to create content around any old topic. Instead, you want to reinforce your brand’s topical authority with every new piece of content you create (be it a blog, a pillar page, an eBook, etc.).

Let’s put it this way: If you’re in the business of selling mechanical keyboards, it doesn’t make sense to publish a blog article about the best recipes for a summer BBQ. Unless you’re recommending that your customers grill and eat their mechanical keyboards, which is (highly) unlikely.

Instead, it’s more helpful to your brand — and your audience — if you cover topics related to mechanical keyboards, like:

  • What is a mechanical keyboard?

  • Mechanical keyboards vs. regular keyboards.

  • Custom mechanical keyboards.

  • How to transition to a mechanical keyboard.

  • Pros and cons of a mechanical keyboard.

By covering as many topics related to mechanical keyboards as possible, you’re building a foundation of informational content that tells search engines: “Hey, I know a lot about mechanical keyboards!”

And the more content you have that starts to rank for important search terms related to mechanical keyboards, the more likely searchers will see you as an authority on the subject. Ideally, they will start coming back to your content when they need to learn more about this specific topic.

Pillar pages + blogs = a match made in content marketing heaven

A well-executed and organized pillar page is one of the best ways to showcase to your audience (and search engines) that you have topical authority in a specific area. Blog posts help you achieve topical authority by allowing you to cover a wide range of relevant subtopics in great detail, and pillar pages organize all of that content into a nice, user-friendly package.

Let’s take a look at this tactic in action.

We built our content marketing guide as a pillar page, which allowed us to cover a slew of subtopics related to the broader topic of content marketing, all in one piece of collateral. 

All of these subtopics are organized into sections on the page, with a hyperlinked table of contents at the top to allow readers to pick and choose exactly what they’d like to learn about:

Then, throughout the page, we offer readers the opportunity to go deeper and learn more about each subtopic by linking to relevant blog content:

What is content mapping?

A pillar page is a great tactic if you’ve got a lot of existing blog content all focused on a particular parent topic. It’s one of our favorite ways at Brafton to repurpose and repromote our blogs.

But you can also create a pillar page with all brand-new content — it’ll just take more research, planning, and production time to complete.

Enter: content mapping.

Content mapping is the process of assessing your target audience, understanding what they are trying to achieve, and helping them along that journey with branded educational and commercial content. Its scope can span the entirety of your content marketing strategy or a single piece of pillar page content.

Why content mapping matters in content marketing

The planning (or content mapping) of a pillar page is just as important as the research done to choose the correct keyword to target for your business.

Pillar pages are kind of like the books of the marketing world. If you were an expert birder, for example, you wouldn’t set out to write a book about bird-watching without doing any research. Especially if you’ve spent a lot of time writing and publishing articles about bird-watching on your blog. You’d want to understand a few things before starting that book, like:

  1. Which of my blog posts generated the most interest from new and returning readers? (i.e. pages with the most new and returning visitors, as seen in your web analytics tool).

  2. Which blogs kept readers coming back for more? (i.e. pages with the most newsletter subscriptions, or the best newsletter subscription rates).

  3. Which blogs did my industry peers find most useful? (i.e. pages with the greatest number of high-quality referring domains and backlinks).

These questions can be answered by looking through your web analytics tools, such as Google Analytics and Moz Pro.

Example of content analysis by top linking domains.

You’d also want to understand what the competition looks like before you spend dozens of hours writing thousands of words to fill a book.

You’d want to answer questions, like:

  1. What do my competitors’ books on bird-watching look like? (i.e. the types of bird-watching subtopics the page 1 results cover).

  2. What does Google think searchers want to see when they search for bird-watching? (i.e. the types of content that are found on page 1 for your target keyword — and surprise! it might not be books).

  3. How long and detailed are my competitors’ books? (i.e. the level of complexity and comprehensiveness of the content ranking on page 1).

These questions can be answered by manually reviewing relevant SERPs and utilizing TF-IDF tools like Clearscope or MarketMuse to understand the breadth of subtopics and types of content ranking on the first page.

Example of manual SERP inspection.
Example of TF-IDF content analysis.

Once you understand which of your content performs best and which content Google and other search engines prefer to rank highly for your target keyword, you can start piecing together a plan for your pillar page.

A note about internal linking

Before we dive into the how-to portion of this piece, we should also acknowledge the importance of internal linking to this whole process.

And I’m not just talking about throwing in a link to a related product/service at the end of the page and calling it a day. The internal linking structure of your pillar page is literally the glue that holds the whole thing together. It helps readers easily navigate to related resources to continue learning from your brand. And it helps search engines understand the relationship between your pillar page content and the additional content you’re highlighting on the page.

But when it comes to internal linking, there is such a thing as too much of a good thing.

Including too many internal links throughout your content can cause a frustrating user experience or look spammy, so use caution and make sure the only internal linking you do on the page is extremely relevant to the parent topic.

If you’re unsure whether or not you’ve got too many internal links on the page, you can run it through Moz’s On-Page Grader tool, which automatically counts the number of links on your page and flags if you’ve got too many.

Tip: Keep in mind that this tool will count ALL links found on the page, including those in your main navigation and footer, so the “Too Many Links” warning could be a false positive.

As Moz explains: Google recommends you don’t go over 100 internal links per page, because it can dilute the SEO value sent from the pillar page to the linked pages, and it can also make it more challenging for users and crawlers to navigate all of the content.

Two data-led ways to map out content for a pillar page

There are a couple of different ways to approach the construction of this type of content, but they each rely on organic search data to lead the way.

1. Planning a pillar page and related resources (all from scratch)

Let’s pretend you don’t have any prior content created about a particular topic. You’re basically starting from scratch. Let’s also assume the topic you’ve selected is both core and commercially valuable to your business, and that your domain realistically has a chance of ranking on page 1 for that keyword.

Let’s say you’re a pet food company and one of your main products is cat dental treats. Once you’ve determined that this is the exact keyword you want to target (“cat dental treats”), it’s time to start your research.

Step 1: Manually inspect SERP to understand searcher intent

First, we’ll start by manually inspecting the first SERP for this keyword, and answering the following questions:

  1. What types of content are on the first page of results?

  2. Why are people searching for “cat dental treats”?

By answering these two questions in our SERP analysis, we’ll make sure that our plan for creating a pillar page to rank actually makes sense and it’s what searchers want to see on the SERP. We’ll also better understand all the reasons behind why someone might search this keyword (and we can then address those reasons in the content we create).

So let’s answer these questions:

Question 1: What types of content are on the first page of results?

Answer 1: The first SERP includes a variety of product ads, a People Also Ask section, and a selection of organic blogs and product pages.

Types of content found on the SERP for “cat dental treats.”

Question 2: Why are people searching for “cat dental treats”?

Answer 2: From a quick analysis of the SERP, we can deduce that people want to know why and how cat dental treats are important to a cat’s health, and they also want to know which cat dental treats work best. Perhaps most importantly, it’s highly likely that they plan to purchase cat dental treats for their furry companion(s) in the near future.

Step 2: Select related keyword ideas for blog content

Since you don’t just want to create a pillar page for just the primary keyword, you also want to pinpoint a selection of related subtopics to be written as blog content.

For this part of the process, head over to your keyword research tool, plug in your target keyword and (with an eye for topics that you’re well-suited to cover), jot down a list of keywords and phrases.

Here’s our list of potential blog topics:

  • Best cat dental treats.

  • How do cat dental treats work?

  • What to look for in cat dental treats.

  • Do cat dental treats work?

  • Can cat dental treats replace brushing?

  • Vet recommended cat dental treats.

  • Grain-free cat dental treats.

Step 3: Choose subtopics to cover in your pillar page content

Next, you’ll want to review the subtopics mentioned in the top ranking results. While this process can be done manually (by clicking into each result on the SERP and jotting down the topics mentioned), a TF-IDF tool like MarketMuse makes this part of the process much quicker:

These TF-IDF tools analyze the top 10-20 results for your target keyword and automatically present the common subtopics mentioned in each piece. This gives you a very good understanding of what you’ll also need to cover in your piece to compete for a top-ranking spot.

Here’s the list of subtopics we’ll want to cover in this pillar page, based on our MarketMuse data:

Step 4: Create your outline and plan content

Now it’s time to connect the dots from your research. The best way to do this is to start by structuring your pillar page outline, and then going back in and filling in the areas where you want to create supporting blog content.

Here’s an example of what the end result might look like:

H1: The Complete Guide to Cat Dental Treats: For a Fresh-Breath Feline Friend

H2: What are cat dental treats and how do they work?

  • Topics to cover: Cat dental treats
  • Blog post to support section:
    Title: How Cat Dental Treats Work (& Why Your Kitty Needs Them)
    Keyword: how do cat dental treats work

H2: What are the benefits of cat dental treats?

  • Topics to cover: Clean teeth, fresh breath
  • Blog post to support section:
    Title: Do Cat Dental Treats Really Work? (Here’s What The Experts Say)
    Keyword: do cat dental treats work

H2: Are cat dental treats an acceptable alternative to brushing?

  • Topics to cover: Cats dental health
  • Blog post to support section:
    Title: Cat Dental Treats Vs Brushing: Everything You Need To Know
    Keyword: can cat dental treats replace brushing

H2: Do vets recommend using cat dental treats?

  • Topics to cover: Veterinary oral health council
  • Blog post to support section:
    Title: Vets Recommend Using Cat Dental Treats — Here’s Why
    Keyword: vet recommended cat dental treats

H2: The best cat dental treats to try

  • Topics to cover: Purina dentalife, Feline greenies, natural ingredients, artificial flavors.
  • Blog post to support section:
    Title: 5 Of The Best Cat Dental Treats & Why We Love Them
    Keyword: best cat dental treats
  • Blog post #2 to support section:
    Title: What To Look For In Cat Dental Treats
    Keyword: what to look for in cat dental treats

Creating an outline for a pillar page isn’t easy, but once laid out, it helps us understand the content that needs to be produced to bring the whole thing to life.

Here is our list of content to create (based on our outline):

  1. Pillar page: The Complete Guide to Cat Dental Treats: For a Fresh-Breath Feline Friend

  2. Blog #1: How Cat Dental Treats Work (& Why Your Kitty Needs Them)

  3. Blog #2: Do Cat Dental Treats Really Work? (Here’s What The Experts Say)

  4. Blog #3: Cat Dental Treats Vs Brushing: Everything You Need To Know

  5. Blog #4: Vets Recommend Using Cat Dental Treats — Here’s Why

  6. Blog #5: 5 Of The Best Cat Dental Treats & Why We Love Them

  7. Blog #6: What To Look For In Cat Dental Treats

The best way to tackle this list of content is to create and publish the six blog posts first, then once they are live, you can write the pillar page content, placing hyperlinks to the supporting blog posts directly in the copy.

2. Planning a pillar page from top performing content

For this next method, let’s say you already have a ton of published content about a particular topic, and you’d like to reuse and repromote that content within a pillar page dedicated to that topic.

All of the steps in the previous process apply, but for Step 2 (Select Related Keyword Ideas for Blog Content), do the following:

First, you’ll want to understand which of your existing pieces generates the most interest from your audience. Let’s use our web analytics data for this. In this example, we’ll look at Google Search Console data because it shows the actual search performance of our website content.

Let’s use the topic of “content creation” as our desired pillar page keyword. Search for the query in Google Search Console (choose the “Queries containing” option): 

Pull all of the pages currently generating impressions and clicks from terms containing your topic, placing those with the highest clicks and impressions at the top of your list. Here’s what this might look like: 

As you can see, most of the content we’ve created that also ranks for keywords containing “content creation” is blog content. These will be highly useful as related resources on our pillar page.

Now, go back to your TF-IDF tool and select the subtopics related to “content creation” that you want to cover in your pillar page. Example:

  • Social media content

  • Content creation tool

  • Content creators

  • Content strategy

  • Content creation process

Finally, map your existing blog content to those “content creation” subtopics. The initial mapping may look something like this:

You may not be able to map each blog perfectly to the subtopic you’re covering in your pillar page, but that’s  OK. What’s important is that you’re providing readers with relevant content (where applicable) and that content, as you’ve seen in your Search Console data, is already proven to perform well with your organic search audience.

Pillar page planning templates and resources

Pillar pages take an incredible amount of time and planning to execute, but they are worth every penny.

Here’s an example of the success we saw after producing one of our more recent pillar pages, “How to Rank on Google:”

Growth of referring domains and links to the page since its launch in April 2022.

Here’s a template of the outline used to bring the page to life (and you can use it for your own pillar page). Just make a copy and off you go. Good luck!

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11 Free Email Hacks to Step Up Your Productivity

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11 Free Email Hacks to Step Up Your Productivity

If you’re anything like me, a solid portion of your day is sifting through your inbox, sending emails to junk, and responding to time-sensitive emails.

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