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The Power of Content Wheels in Content Marketing: A Comprehensive Guide

Content Marketing & Content Wheels

The BRIM DESIGN team first came across this concept of a content wheel through a SEMrush training event, and it made sense instantaneously to the entire team. We have always been a proponent of holistic approaches to solving problems in business, and why wouldn’t marketing and content creation be the same? We already enjoy making a large variety of content that speaks to different people, so this concept was an instant hit with the entire team.

There are two substantial negatives to content marketing and content wheels. As I go through the negatives upfront, we also want to state we are advocates for content marketing and content wheels. We simply prefer addressing the negatives upfront instead of the end. Here are those two negatives we see. Content naturally has a long lead time for ROI; however, the success of content marketing is like the “compounding interest” effect. The gains over a long period of time will be substantially more significant than short-term marketing. The two negatives we come across and are aware of in content marketing are always the following:

Quantity of content

What is a good amount of content to create varies based on the topic, industry, and content marketing strategy. We recommend having a substantial pillar article covering the main topic comprehensively and multiple satellite pieces that delve deeper into relevant subtopics. You’ll want to strive for a balance between breadth and depth, considering the needs and preferences of your target audience. You’ll need to focus on creating high-quality, valuable content rather than a specific quantity. Always plan for scalability by adding new pillar articles and satellite pieces over time, always staying relevant, and keeping your content fresh. It appears Search Engines are looking for the ripest fruit when it comes to content, and like a shopper at a grocery store, it won’t pick up the last remaining apple no matter how good it looks; you need to have valid, fresh, and more than a couple of content pieces before you are seen as an authority figure. I would encourage you to regularly assess the performance and gather feedback to optimize your content and the content wheel’s impact.


The costs of content creation can vary depending on factors such as the type and complexity of the content, quality requirements, industry standards, and available resources. For instance, in-house content creation may involve salaries, benefits, tools, and overhead costs. Freelance writers and contributors may charge fees per piece, with additional revisions and visual content costs. Content agencies or marketing agencies may require monthly or project-based fees covering strategy development, planning, execution, and distribution. Content creation tools and software have subscription or one-time purchase costs. Content promotion and distribution incur expenses for advertising and marketing tools. Ongoing content upkeep includes audits, updates, repurposing, and maintenance costs. Assessing specific needs and resources is important to establish a realistic content creation budget.

As you can imagine, these two things alone can be complete deterrents if you are unaware of them. Would I suggest this to any business owner? No. I have worked with instant gratification owners, and this marketing style is not for the instant gratification owners. You will be disappointed in the first couple of weeks, re-allocate those funds somewhere else, and waste whatever efforts you put forward. If you are this kind of person, then don’t do this marketing model. This is a long-term strategy and, like a fruit tree, will bare a small amount of fruit within the first season or two, but will produce excellent and abundant fruit over time.

What Content marketing does well is build a long-lasting audience who become advocates for your brand and become champions for you. If we bring this down to the rawness of marketing, they are those who will be your word-of-mouth advocates. There is still no better marketing ploy than word-of-mouth marketing.

There is a way to offset some of these costs and employ a strategic approach to maximize efficiency in content creation. The content wheel has ultimately become a favorite of our team.

In today’s fast-paced digital landscape, content marketing plays a pivotal role in engaging audiences, boosting brand awareness, and driving conversions. To maximize the impact of your content efforts, it’s crucial to adopt a strategic approach. Here enters content wheels – an innovative technique gaining traction in content marketing. In this blog post, we’ll delve into the concept of content wheels, explore their benefits, and provide practical tips to create an effective content wheel strategy.

Understanding Content Wheels:

Content wheels, also known as content clusters or topic clusters, are an organized way of structuring and linking related content pieces on your website or blog. Unlike standalone articles, content wheels revolve around a central pillar topic, supported by multiple satellite pieces that explore various subtopics related to the central theme. This interconnected structure enhances user experience, improves search engine visibility, and boosts organic traffic.

Benefits of Content Wheels & Content Marketing

Enhanced SEO:

Content Wheels leverage linking between pillar and satellite pieces, signaling to search engines that your website provides comprehensive and valuable content on a specific subject. This approach can elevate your organic search rankings and enhance overall visibility.

Improved User Experience:

Content wheels offer a seamless browsing experience by providing a wealth of related information and guiding users through interconnected content. Visitors can navigate effortlessly between topics of interest, increasing engagement and reducing bounce rates.

Authority and Thought Leadership:

Developing a content wheel demonstrates expertise and thought leadership in your industry. By covering various aspects of a topic, you establish yourself as a trusted resource and build credibility with your audience.

Repurposing Opportunities:

Content wheels present ample opportunities for repurposing and recycling existing content. Extracting subtopics from pillar articles can transform them into standalone pieces, infographics, videos, or podcasts, amplifying your content reach across different channels.

Building an Effective Content Wheel Strategy:

Identify the Pillar Topic

Select a broad, overarching topic that aligns with your business goals, target audience’s interests, and industry relevance. This will serve as the centerpiece of your content wheel.

Research Subtopics:

Conduct keyword research, analyze search trends, and explore audience questions to identify relevant subtopics to cover within your content wheel.

Create High-Quality Pillar Content:

Develop a comprehensive, in-depth pillar article that serves as the foundation of your content wheel. Cover the main topic extensively, providing value to your readers and showcasing your expertise.

Craft Satellite Content:

Based on the identified subtopics, create supporting satellite content that delves deeper into specific aspects of the main topic. Ensure each satellite piece links back to the pillar article and incorporates internal links to other satellite pieces.

Optimize for SEO:

Incorporate relevant keywords, use descriptive headings, optimize meta tags, and ensure proper internal linking within your content wheel. This will help search engines understand the context and relevance of your content.


Content wheels offer a strategic and efficient approach to content marketing, enabling you to create an interconnected web of content that enhances SEO, improves user experience, and establishes your authority in the industry. By investing time and effort in developing a well-structured content wheel strategy, you can drive organic traffic, engage your audience, and elevate your brand’s visibility. Start mapping out your content wheel today to unlock the power of interconnected content marketing.

Remember, creating a content wheel is an ongoing process. Continuously update and expand your content wheel by adding new pillar articles and satellite pieces to stay relevant and meet evolving audience needs. Monitor performance using analytics tools, track metrics like organic traffic and conversion rates, and fine-tune your strategy accordingly. Promote your content wheel through various channels, leveraging social media, email marketing and influencer collaborations to amplify reach.

In conclusion, content wheels are a powerful tool in your content marketing arsenal. By organizing and interlinking related content pieces, you create a cohesive ecosystem that enhances SEO and user experience and establishes your brand as a trusted authority in your industry. Embrace the concept of content wheels, invest in strategic planning and execution, and watch as your content marketing efforts soar to new heights.

To start spinning your content wheel effectively, here are a few actionable tips:

  • Conduct thorough keyword research to identify relevant subtopics and optimize your content for search engines.

  • Create high-quality pillar content that covers the main topic extensively and provides valuable insights to readers.

  • Develop satellite content that explores specific aspects of the main topic, ensuring proper internal linking and relevance to the pillar content.

  • Optimize your content for SEO by incorporating keywords, descriptive headings, and relevant meta tags.

  • Regularly monitor the performance of your content wheel using analytics tools to track key metrics and make data-driven improvements.

  • Promote your content wheel through various channels, leveraging social media platforms, email marketing campaigns, and collaborations with industry influencers.

By following these strategies, you can unlock the potential of content wheels to drive organic traffic, engage your audience, and position your brand as an industry leader.

So, what are you waiting for? Start implementing content wheels in your content marketing strategy today and take your online visibility and success to new heights. If you need help, call us today to learn more about what SEO | BRIM DESIGN | Raleigh NC can do to assist you in creating your business. We work with small to large corporations and ensure we take a holistic approach to marketing your brand.

Reach out today to learn more about our service offering at


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