This technique works to enhance your user’s experience by providing internal links and an interesting customer journey for lead hopefuls. A pillar post (or content cluster) will be a very long blog that targets many aspects that relate to each other. Then, each of these aspects will direct the reader into smaller blogs that place a focus on one aspect. This is a good way to establish authority on a topic without covering everything in a cluttered way in one piece, which can confuse the search bots.