Cornerstone Content Explained
How to Identify Your Cornerstone Content
Now, think of the main products or services your business offers—those will be your cornerstones. Additionally, along with each cornerstone, you will have supporting products or services. For instance, we’ll take web design as an example, under website design we have supporting information, like mobile-friendly websites, UX, UI, eCommerce (which is technically a cornerstone in itself), and website CRM information. Those are just a few examples of cornerstone supporting information.
Furthermore, you will have vertical content that goes hand in hand with other services, sometimes referred to as up-sales or cross-sales. An example of a vertical cornerstone content or an up-sale for websites would be website hosting and support.
Use the Model for Your Business
Don’t worry if your business doesn’t do marketing services. This model can be used for just about any service. Let’s take a landscaping contractor company, for instance, their cornerstone content would be landscaping installation and landscape maintenance. Their supporting content aka sub-services of landscaping contractor would be irrigation installation, irrigation repair, and fertilization. Finally, their vertical content would be landscape maintenance with even more sub-services. Really your services no matter what you do can be broken down pretty well.
Why it Matters
In conclusion, all this content is only going to promote your business awareness and authority in your field. Ultimately boosting your SEO and business exposure. The end benefit for more exposure and business authority would be an increase in sales and business profitability.