Hero vs. Support Content: How to Structure Your Content Library

Not all content serves the same purpose. Some pieces are designed to dominate—comprehensive guides that become definitive resources. Others support those pieces, covering narrower angles and driving traffic to the main guides.

Understanding this distinction is how you build a content library that compounds, rather than a random collection of disconnected posts.

What Is Hero Content?

Definition

Hero content (also called pillar content or cornerstone content) is:

• Comprehensive: 1,500-3,000+ words covering a topic thoroughly
• Authoritative: Designed to be the best resource on the topic
• Central: Other content links to and supports it
• Evergreen: Valuable for years with periodic updates

Characteristics

Hero content typically:

• Targets competitive, high-volume keywords
• Answers the main question AND anticipated follow-ups
• Includes everything someone needs to know
• Takes significant time and effort to create
• Gets updated regularly to maintain quality

Examples

• "The Complete Guide to Water Heater Replacement"
• "HVAC Maintenance: Everything Homeowners Need to Know"
• "How Much Does a New Roof Cost? A Complete Breakdown"
• "Understanding Your Home's Electrical System"

These are foundational pieces that establish authority on major topics.

What Is Support Content?

Definition

Support content (also called cluster content or supporting posts) is:

• Focused: 750-1,500 words on a specific subtopic
• Targeted: Addresses narrower, long-tail keywords
• Connected: Links to and from hero content
• Tactical: Captures specific search queries

Characteristics

Support content typically:

• Targets less competitive, more specific keywords
• Answers one question thoroughly
• Provides depth on topics touched in hero content
• Is faster and easier to create
• May need less frequent updates

Examples

For a hero piece on water heater replacement:

• "Tankless vs. Traditional Water Heaters: Which Is Right for You?"
• "5 Signs Your Water Heater Is About to Fail"
• "What Size Water Heater Do I Need?"
• "How Long Do Water Heaters Last?"

Each supports the main topic while capturing specific searches.

Why You Need Both

Hero Content Alone Isn't Enough

Comprehensive guides can't target every keyword variation. A single post on water heaters can't rank for:

• "tankless vs traditional water heater"
• "water heater making noise"
• "how to drain a water heater"
• "water heater pilot light keeps going out"

Each of these needs dedicated content.

Support Content Alone Doesn't Build Authority

A bunch of scattered blog posts without central hubs doesn't signal expertise. You have fragments without a clear structure.

Support content also needs somewhere to send readers who want more information—hero content provides that destination.

Together They Compound

The combination creates topical authority:

• Hero content establishes you as comprehensive on a topic
• Support content captures traffic from related searches
• Internal links pass authority between pieces
• The cluster signals deep expertise to Google

A well-structured content cluster outperforms individual disconnected pieces.

How to Balance Hero and Support Content

The Ratio

A typical effective ratio is:

• 1 hero piece for every 3-5 support pieces

This ensures you have central hubs with enough supporting content to build each cluster.

This is our default pack structure. Over each quarter, we deliver a hero article in Month-1, followed by supporting topics that build the full cluster across your first 90 days. You see the complete architecture in your 12-month roadmap, and the first pack demonstrates how hero and support content work together to drive results.

Content Calendar Balance

In monthly publishing:

4 posts/month:

• 1 hero (week 1)
• 3 support (weeks 2-4)

3 posts/month:

• 1 hero (week 1)
• 2 support (weeks 2-3)
• Alternating: 3rd support vs. additional hero

6 posts/month:

• 1-2 hero
• 4-5 support

Adjust based on your capacity and goals.

Building Clusters

Plan hero and support content together:

Step 1: Identify major topics (become hero pieces)
Step 2: For each hero, list subtopics and questions (become support pieces)
Step 3: Plan hero to publish first
Step 4: Schedule support content in following weeks
Step 5: Internal link support pieces to hero and each other

This systematic approach builds coherent clusters.

Creating Effective Hero Content

Start with Research

Before writing:

• What are people searching for on this topic?
• What do existing top results cover?
• What gaps exist in current coverage?
• What questions do your customers ask?

Structure for Comprehensiveness

A typical hero structure:

1. Introduction: Why this matters, what readers will learn
2. Core sections: Main subtopics (3-7 major sections)
3. Details and depth: Comprehensive coverage within each section
4. FAQs: Address common questions directly
5. Conclusion: Summary and next steps

Include Everything Important

Hero content should be the one piece someone needs. If they have to search for additional information after reading your guide, it's not comprehensive enough.

Plan for Updates

Hero content must stay current. Include:

• Dates that can be updated
• Information likely to change flagged
• Structure that allows adding sections
• No time-specific references that date quickly

Creating Effective Support Content

Target Specific Intent

Each support piece should answer one specific question or address one specific angle. Don't try to cover too much.

Too broad: "Water Heater Problems and Solutions"
Appropriately focused: "Why Is My Water Heater Making a Knocking Sound?"

Link to Hero Content

Every support piece should:

• Reference the hero piece where appropriate
• Link to it for readers wanting more information
• Be linked FROM the hero piece

This creates the cluster structure that signals topical authority.

Provide Complete Answers

Even though support content is narrower, it should still:

• Thoroughly answer the targeted question
• Include specific, actionable information
• Not require readers to search elsewhere

Narrow focus doesn't mean thin content.

Cover Different Angles

Support content for a cluster should cover different aspects:

• Problem-focused: "What causes X problem?"
• Decision-focused: "X vs. Y comparison"
• Cost-focused: "How much does X cost?"
• Process-focused: "What to expect during X"
• DIY-focused: "Can I do X myself?"

This captures searchers at different stages with different needs.

Internal Linking Strategy

From Support to Hero

Every support piece should link to its hero:

• Natural mentions within content
• "For a complete guide, see..." references
• Related reading suggestions

From Hero to Support

Hero content should link to support pieces:

• "For more on [subtopic], see our guide to..."
• In-content links where subtopics are mentioned
• Resource lists at the end

Support to Support

Related support pieces should link to each other:

• "Related: [Other support piece]"
• Contextual links where topics overlap
• "You might also be interested in..."

The Hub-and-Spoke Model

Think of it as a wheel:

• Hero content is the hub (center)
• Support content are spokes (radiating out)
• Each spoke connects to the hub
• Nearby spokes connect to each other

This structure helps both users and search engines navigate your content.

Examples of Hero/Support Clusters

HVAC Cluster

Hero: "The Complete Guide to Home HVAC Systems"

Support:

• "How Often Should You Change Your HVAC Filter?"
• "HVAC Maintenance Checklist for Homeowners"
• "What Size AC Unit Do I Need?"
• "Central Air vs. Ductless Mini-Split: Comparison"
• "Signs Your HVAC System Needs Repair"

Roofing Cluster

Hero: "Everything You Need to Know About Roof Replacement"

Support:

• "How Long Does a Roof Last? Lifespan by Material"
• "Asphalt vs. Metal Roofing: Which Is Right for You?"
• "Signs You Need a New Roof vs. Repairs"
• "What to Expect During a Roof Replacement"
• "How to Choose a Roofing Contractor"

Plumbing Cluster

Hero: "The Complete Guide to Home Plumbing"

Support:

• "How to Prevent Frozen Pipes This Winter"
• "Signs You Have a Hidden Water Leak"
• "Tankless vs. Tank Water Heaters"
• "What Causes Low Water Pressure?"
• "When to Call a Plumber vs. DIY"

The Bottom Line

Hero and support content work together to build topical authority.

Hero content:

• Comprehensive guides on major topics
• Established authority and trust
• Central hubs for content clusters

Support content:

• Focused pieces on specific subtopics
• Captures long-tail search traffic
• Reinforces hero content

Plan them together, link them intentionally, and you build a content library that compounds in value rather than collecting dust.

---

Your free Month-1 pack includes a hero article plus the supporting topics we'd recommend building into a full cluster over your first quarter. You'll see exactly how we structure content for topical authority—not theory, but a working example built for your business. The roadmap shows you the full plan; the pack proves it works.

Related Guides

• The Complete Content Calendar Guide for Local Service Businesses
• Why Long-Form Content Works for Local Service Businesses
• Evergreen vs. Seasonal Content: Building a Mix That Works Year-Round
• How Often Should a Local Business Actually Publish Content?