How to Create a Content Cluster [Free Template]

HubSpot grew a client's organic blog traffic from 500 visitors per month to 190,000. That's a 37,900% increase. They didn't buy backlinks or spam keywords. They built content clusters.

This guide gives you that system, plus a free template you can copy and start using today.

What is a Content Cluster?

A content cluster is a content structure where:

• One pillar page covers a broad topic comprehensively (2,000-5,000+ words)

• Multiple cluster articles dive deep into specific subtopics (1,000-2,000 words each)

• All cluster articles link back to the pillar page

• The pillar page links out to all relevant cluster content

Why Content Clusters Work

Instead of asking "Does this page rank for this keyword?", Google now asks: "Is this site an authority on this topic overall?"

Content clusters signal authority through:

• Topical depth (covering every angle)

• Clear internal linking structure

• Natural coverage of hundreds of related keywords

The 4 Components of a Content Cluster

1. The Pillar Page

• 2,000-5,000+ words covering a broad topic

• High-level overview of each subtopic (200-400 words max)

• Links out to all cluster articles for depth

2. Cluster Articles

• 1,000-2,000 words on ONE specific subtopic

• Links back to pillar (2-3 times per article)

• Aim for 10-15 cluster articles minimum

3. Internal Linking Structure

• Every cluster → pillar (non-negotiable)

• Pillar → every cluster article

• Related clusters link to each other (when relevant)

• Use descriptive anchor text (not "click here")

4. Topic Relevance

All cluster articles must genuinely relate to the pillar topic. Stay tightly focused.

Step-by-Step: Create Your Content Cluster

Step 1: Choose Your Pillar Topic

Your pillar topic should be:

• Relevant to your business

• Broad enough for 10+ subtopics

• 200+ monthly searches

• Not too competitive for your site

Step 2: Research and Map Subtopics

Find subtopics using:

• Google's "People Also Ask"

• Keyword tools (Ahrefs, SEMrush)

• Competitor content analysis

• Customer questions from sales/support

Document in a spreadsheet: Subtopic | Keyword | Search Volume | Priority | Status

Step 3: Create the Pillar Page First

Pillar page structure:

1. Introduction (what, why, what you'll learn)

2. Table of contents

3. High-level sections (200-300 words each) with links to cluster articles

4. Conclusion + FAQ section

Step 4: Write Cluster Articles

For each cluster article:

1. Research the topic thoroughly

2. Create a detailed outline before writing

3. Write 1,000-2,000 words with actionable content

4. Link to pillar in intro and conclusion

5. Update pillar page with link to new article

Publish 1-2 per week. Build your cluster over 2-3 months.

Step 5: Implement Internal Linking

Linking checklist:

• Every cluster links to pillar (2-3 times)

• Pillar links to every cluster in relevant sections

• Related clusters link to each other

• Use descriptive anchor text

Step 6: Measure and Iterate

Track:

• Pillar page traffic and rankings

• Cluster article performance

• Total cluster traffic (combined)

• Conversions from cluster content

Quarterly: Update statistics, add new clusters, refresh thin content.

Free Content Cluster Template

Planning Spreadsheet Structure

Tab 1 - Cluster Overview:

Pillar Topic | Target Keyword | Search Volume | Pillar URL | Status | Launch Date

Tab 2 - Cluster Articles:

Subtopic | Keyword | Volume | Priority | Word Count | Status | URL | Links to Pillar?

Tab 3 - Internal Linking Map:

From | To | Anchor Text | Link Type

Tab 4 - Performance Tracking:

Article | Month | Organic Traffic | Keywords Top 10 | Conversions

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Real-World Examples

HubSpot's Marketing Cluster

• Pillar: "The Ultimate Guide to Marketing"

• Cluster: 50+ articles (Content, Social, Email, SEO, Video)

• Result: Hundreds of thousands of monthly visitors

Ahrefs' SEO Cluster

• Pillar: "SEO: The Complete Guide" (10,000+ words)

• Cluster: 30+ articles (3,000-5,000 words each)

• Result: Dominates "SEO" rankings, 100,000s monthly visitors

5 Common Mistakes to Avoid

1. Pillar topic too broad - If you need 50+ clusters, narrow it down

2. Loose topic connections - All clusters must be true subtopics

3. Not updating pillar with new links - Update after every new cluster article

4. Weak internal linking - Without links, it's not a cluster

5. Neglecting after launch - Quarterly refresh is essential

Your Action Plan

This Week:

• Choose 1-2 pillar topics

• Research and map 10-15 subtopics

• Create your planning spreadsheet

Week 2:

• Write and publish your pillar page

Months 1-3:

• Publish 1-2 cluster articles per week

• Update pillar with each new article

• Track performance monthly

By month 3: Complete cluster with 12-18 articles driving compound traffic growth.

Sources

• HubSpot Marketing Blog

• Ahrefs Blog

• SEMrush Blog

• Google Search Blog