How to Use Hubspot’s Pillar-Cluster Model to Transform Your Blog

The content strategy behind Hubspot’s pillar-cluster model has become a proven way to organize blogs, improve search visibility, and make articles easier for readers and search engines to navigate.

This guide explains exactly how the model works and how you can apply it to your own site step by step, following the same principles shared on the official Hubspot blog.

What the Hubspot Pillar-Cluster Model Is

The pillar-cluster model is a way to structure your content so that every article has a clear purpose and relationship to a broader topic.

Instead of publishing isolated posts, you create:

Pillar pages that cover a broad core topic in depth.
Cluster content that targets subtopics and long-tail questions.
Internal links that connect pillars and clusters in a logical web.

This model was popularized by Hubspot’s marketing team after they saw major gains in organic traffic and rankings by reorganizing existing blog posts into topic-based clusters.

Why Hubspot Rebuilt Its Blog Around Topics

Search engines have moved from simple keyword matching to understanding topics and intent. Hubspot responded by shifting its blog from a keyword-led approach to a topic-led architecture.

Their goals were to:

Reduce internal competition between similar posts.
Help search engines understand which page is the authority for a topic.
Improve user experience with tightly related content paths.

By mapping hundreds of posts into clusters, Hubspot created clear signals about topical authority, which contributed to more stable and often higher rankings.

Core Components of the Hubspot Topic Strategy

To replicate this approach, you need three core components: a topic, a pillar page, and a cluster of supporting content.

Selecting Your Core Topic Like Hubspot

Start with a broad topic that is central to your business and has strong search demand.

Your topic should be:

Wide enough to support many subtopics.
Directly connected to your product or service.
Valuable and evergreen for your audience.

For example, Hubspot uses topics like “content marketing”, “sales enablement”, or “customer service” because they align tightly with their platform and audience needs.

Creating a Hubspot-Style Pillar Page

A pillar page is the centerpiece of your cluster. It offers a comprehensive, high-level guide to the chosen topic.

An effective pillar page should:

Provide an in-depth overview of the topic.
Answer fundamental questions beginners ask.
Link out to detailed cluster posts for deeper dives.
Be optimized around the core topic phrase, not just a narrow keyword.

Hubspot typically treats pillar pages as long-form, reference-style resources that can be updated over time as the topic evolves.

Building Cluster Content Around Your Pillar

Cluster content supports the pillar by covering specific angles, tools, or questions related to the primary topic.

These articles usually:

Target long-tail search queries.
Offer actionable how-to guidance.
Dive into one narrow area referenced on the pillar page.
Link back to the pillar and, where relevant, to each other.

In the Hubspot model, every cluster post strengthens the topical authority of the pillar, and the pillar, in turn, helps clusters gain visibility.

Step-by-Step: Implementing the Hubspot Pillar-Cluster Model

You can adopt this framework on any site, whether you already have a large archive or are just getting started.

1. Audit and Group Your Existing Content

First, review your current posts to understand what you already cover.

Export a list of all your articles and URLs.
Tag each one with a primary topic.
Identify overlapping or duplicate posts that compete with each other.

Just as Hubspot did, you may find that several posts target almost identical keywords or questions. These become prime candidates for consolidation into stronger pillar or cluster pieces.

2. Choose Priority Topics for Pillars

Next, pick a small set of high-value topics to develop into pillars.

When selecting topics, consider:

Relevance to your products or services.
Existing content you can reuse or expand.
Search volume and business potential.

Hubspot focused initially on core business areas to maximize the impact of its restructuring on leads and customer acquisition.

3. Design Your Pillar Structure

Outline the sections of your future pillar page before you write or rewrite any content.

A typical structure may include:

Definition and fundamentals of the topic.
Key strategies or frameworks.
Tools and examples.
Common challenges and solutions.
Links to detailed guides (your clusters).

This is similar to how Hubspot builds educational resources that serve as complete starting points for new learners.

4. Map and Create Cluster Articles

For each section of your pillar, list related subtopics that deserve their own article.

Examples of cluster ideas might be:

Step-by-step tutorials.
Tool comparisons.
Templates and checklists.
Case studies or examples.

Hubspot often turns recurring questions from its audience into cluster posts so the pillar can link to precise answers instead of covering everything superficially.

5. Interlink Like Hubspot for Maximum Impact

Internal linking is the backbone of the model.

Follow this structure:

Every cluster post links back to the pillar page using descriptive anchor text.
The pillar page links out to each cluster article in the relevant section.
Related clusters link to each other where it helps readers.

This mirrored hierarchy makes it easy for search engines and users to understand which page is the main resource and which posts expand on specific questions.

6. Optimize, Measure, and Iterate

After publishing or restructuring, monitor performance:

Track organic traffic and rankings for your pillar topics.
Review engagement metrics like time on page and scroll depth.
Update and expand content as new questions or trends emerge.

Hubspot treats pillar pages as living documents, regularly revisiting them to keep information fresh and competitive.

Practical Tips Inspired by Hubspot’s Approach

To get more from this framework, apply the following best practices when building your own clusters.

Use Clear, Reader-First Formatting

Structure your content with:

Short paragraphs for readability.
Descriptive headings and subheadings.
Bulleted and numbered lists for steps and tips.
Visuals, charts, or examples where helpful.

This style, frequently used by Hubspot, improves engagement and signals quality to search engines.

Align Content with the Buyer Journey

Map pillar and cluster topics to stages in your buyer’s journey:

Awareness: educational guides and definitions.
Consideration: comparisons, frameworks, and strategies.
Decision: case studies, demos, and implementation content.

By doing this, you can replicate how Hubspot guides readers from learning a concept to evaluating solutions.

Support Your Strategy with the Right Tools

While you can apply these principles using many CMS platforms, marketing and SEO tools help you manage clusters at scale.

Agencies like Consultevo specialize in strategic content planning and can help implement a pillar-cluster framework modeled on successful examples from leaders in the space.

Adopt the Hubspot Pillar-Cluster Model for Long-Term SEO Growth

By structuring your blog around topic-based pillars and clusters, you create a system that supports both search engines and human readers.

The Hubspot pillar-cluster model shows that a well-organized content architecture can unlock significant gains from the articles you already have and set a clear blueprint for every new piece you publish.

Start with a single core topic, build a strong pillar page, surround it with focused cluster content, and connect everything with thoughtful internal links. Over time, you will build the topical authority and clarity that modern search algorithms reward.

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