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Pillar Pages are core pages on a website that comprehensively cover a particular topic. Often, these pages are thousands of words long, and contain a trover of information and resources related to the core topic.

This can help both the page and the site as a whole rank in search engines for a specific topic.

A Buyer Persona, or Customer Persona, is a hypothetical customer of your brand that is representative of a specific type of customer that your product or service appeals to. In creating a fictionalized version of these ideal customers, it allows companies to create ads and other content that is specifically targeted at these persona types, and is thus more likely to perform well.

A Customer Journey is the path a customer takes through various engagements with a company and its content and services. This is often visualized as a map or other infographic for marketers to be able to see the stages of engagement of a company’s customers. This allows marketers to create ads and content for specific stages in this journey.