Content Strategy

Pillar pages, topics, and subtopics

Last updated: November 29, 2018

Applies to:

Marketing Hub
Professional, Enterprise
Legacy Marketing Hub Basic
HubSpot CMS

The content strategy tool simplifies your content creation process by focusing your efforts around topics that are highly relevant to your customers' challenges and goals. Learn more about how pillar pages, topics, and subtopics organize and enhance your content creation process, while improving your SEO for search engines.

Pillar page

A pillar page is a comprehensive resource page that covers a topic in depth and links to high-quality content created for the supporting subtopics. This page should apply consistent on-page SEO best practices, referencing the topic in the page title, URL, and H1 tag. Ideally a pillar page sits on the top level of your website in a space that already gets a lot of organic traffic.

Content on a pillar page should also be adapted to convert visitors to leads, or leads to customers since this is the canonical piece of information you’re pushing visitors to. Your pillar page will gain authority with a number of quality inbound links from your subtopic content. To ensure that everything on the page can be crawled by SEO engines and discovered by potential customers, the pillar page should not have any content locked behind a form or a password.

Want to see how other users are building their pillar pages? Check out a few examples on the HubSpot Marketing blog.


Topics comprise a pillar page and subtopic content that you've compiled for each of your topics. A topic should contain around 6-8 subtopics that address specific questions your customers may be exploring related to the topic of your pillar page.

When you create a new topic, you'll define it with a name that summarizes the topic it will address. The content strategy tool will display the following three metrics in the Topic validation section to determine if this topic is worth writing about:

  • Domain Authority: This is a scale from 1 - 100 that determines how authoritative your domain is, and how likely you are to land on page 1 for that term. 
  • Monthly Search Volume: This is the approximate number of searches that show up each month for that term.


Subtopics are shorter pieces of content that answer a specific question about the topic covered in your pillar page. When you add a new subtopic, you'll be able to view analytics in the Subtopic validation section to determine if your subtopic is a good fit. In addition to Domain Authority and Monthly Search Volume, you will also see Topic Similarity, which measures how closely your subtopic relates back to the topic on a scale of 0 - 100%.

You can attach the following types of content to your subtopics:

  • One of your HubSpot blog posts, landing pages, or website pages
  • The full URL of a webpage
  • A link to a high-quality external resource

When you attach a blog post, landing page, or website page to a new subtopic, your topic will keep track of how many inbound links you have referring back to your pillar page.

Please note: there is currently a limit of 20 subtopics per topic. Additionally, each piece of subtopic content, such as a blog post or landing page, can only be attached to one topic.