This interview is with Jenn Greenleaf, Managing Editor at nDash.

Jenn Greenleaf, Managing Editor, nDash

Could you tell us a bit about yourself and your journey to becoming an expert in content management systems, hub pages, content clusters, and pillar pages?

My journey into content management and strategy has been a blend of curiosity, research, and hands-on experience. I’ve always been drawn to the mechanics of how content works—how it’s structured, how it reaches the right audience, and how it drives meaningful engagement. Early in my career, I worked as a copyeditor and editor in chief for various publications, which gave me a deep appreciation for research, organization, and clarity.

That foundation naturally led me to the world of digital content, where I became fascinated with how content ecosystems function, particularly in SEO-driven environments. At nDash, I’ve had the opportunity to work closely with brands that need content strategies that go beyond one-off blog posts. That’s where hub pages, content clusters, and pillar pages come in—they’re essential for creating content that’s not only discoverable but also valuable over time. My expertise comes from years of testing, refining, and implementing these structures to help brands scale their content efforts while maintaining quality and cohesion.

What sparked your interest in this field, and what were some pivotal moments in your career that solidified your expertise?

I've always been drawn to the intersection of research, writing, and storytelling—three pillars that naturally led me to content marketing. My early career as a copy editor and later as an Editor-in-Chief for a trade newspaper gave me a deep appreciation for structure, accuracy, and the impact of well-crafted narratives. Those roles taught me that content isn't just about words on a page; it's about strategy, clarity, and connecting with an audience in a way that truly resonates.

One pivotal moment was transitioning from editorial work into marketing, where I realized that the same principles I valued in journalism—fact-checking, organization, and compelling storytelling—were just as crucial in building brand authority. Another was joining nDash, where I saw firsthand how brands and freelancers can collaborate to create exceptional content. Managing content strategy at scale, while ensuring every piece aligns with a brand's voice and goals, cemented my expertise in both the creative and operational sides of content marketing.

Can you share an example of a successful content cluster or pillar page strategy you've implemented? What made it successful?

One of the most effective content strategies I’ve implemented was for a tech company looking to build a demand-generation engine. We started with a cornerstone piece of content—a demand-gen guide that served as the primary hub page. Then, we built supporting assets around it, including blog posts, case studies, infographics, and social media content. Each piece was designed to drive traffic back to the hub while reinforcing key messaging from different angles.

What made this strategy successful was how each component worked together to create a cohesive user journey. The blog posts tackled specific pain points, the case studies provided real-world validation, and the infographics made complex ideas more digestible. Over time, we leveled up the strategy by adding FAQ pages based on common customer queries, which significantly improved SEO performance and engagement. This approach didn’t just generate leads—it positioned the brand as a trusted resource, driving long-term value beyond the initial campaign.

What are some common mistakes you see businesses make when implementing content clusters or pillar pages within their content management system?

One of the biggest mistakes I see businesses make with content clusters and pillar pages is treating them as one-and-done projects rather than evolving assets. A strong content-cluster strategy requires continuous optimization—updating pillar pages as new insights emerge, refining internal linking structures, and ensuring supporting content remains relevant. Another common issue is a lack of strategic interlinking. Businesses often create a pillar page and related blog posts but fail to connect them effectively.

Without a clear path guiding users between the content, they lose opportunities to boost engagement and authority. I also see companies focusing too much on keyword stuffing instead of user experience. A well-structured content cluster should answer real questions and provide actionable insights, not just rank for specific terms. Pillar pages should feel like valuable resources, not keyword dumps. Finally, businesses sometimes spread their content too thin—creating too many low-value blog posts instead of investing in depth. A few high-quality, well-researched supporting pieces are far more effective than dozens of shallow articles that don’t add real value to the audience.

How do you approach keyword research and mapping when creating content clusters and pillar pages?

When developing content clusters and pillar pages, my role is to research and structure the information so freelance writers have a clear road map. I use tools like Ahrefs to ensure we're targeting the right audience and search intent, whether I'm conducting keyword research myself or working from a provided keyword list. If I'm starting from scratch, I begin by identifying a core topic that aligns with business objectives and audience pain points. I perform in-depth keyword research to find a mix of high-volume, competitive terms and long-tail keywords that indicate specific user intent. I also analyze competitor content to identify gaps we can fill.

Once I have the keywords, I map them to the content structure—assigning the primary keyword to the pillar page and supporting keywords to blog posts, case studies, and FAQs. I then create a detailed content brief for the writer, outlining target keywords, suggested subheadings, key points to cover, and internal links to include. When I'm provided with a keyword list, my approach shifts to optimizing how those keywords fit within a broader content strategy. I analyze the list to determine search intent, competition, and how well the keywords align with the brand's goals.

From there, I categorize the keywords—identifying which should be used for a pillar page and which should serve as supporting content. If I see gaps, I might suggest additional keywords to round out the strategy. In both cases, my focus is on ensuring that the keywords aren't just inserted into content but are strategically mapped to create a cohesive, engaging, and search-optimized content ecosystem. My role is to provide writers with the structure and insights they need to craft content that ranks well and delivers real value to the audience.

What advice would you give to someone struggling to choose the right content management system to support their content cluster strategy?

When choosing a content management system (CMS) to support a content-cluster strategy, the key is to prioritize flexibility, scalability, and ease of use. The right CMS should make it easy to create and manage pillar pages, interlink supporting content, and optimize for SEO—without requiring constant developer intervention.

First, consider your long-term content goals. If your strategy involves frequent updates, extensive internal linking, and multimedia content, look for a CMS that supports dynamic content organization and customizable URL structures. Platforms like WordPress with a solid SEO plugin (e.g., Yoast or Rank Math) work well for this, but if you need something more enterprise-grade, HubSpot or Contentful might be better options.

Second, evaluate how well the CMS handles taxonomy and internal linking. Your CMS should allow you to easily structure pillar pages and supporting content with a logical hierarchy. Features like built-in categories, tags, and automated internal linking tools can help maintain a strong content ecosystem.

Third, assess how SEO-friendly the platform is. Look for a CMS that allows custom metadata, schema markup, and automated redirects—especially if you're planning to restructure existing content clusters.

Finally, consider your team’s technical expertise. If you need a solution that non-technical users can manage efficiently, opt for a CMS with a user-friendly interface and built-in content templates. If you have developers on hand, a headless CMS like Contentful or Strapi might offer the customization you need.

The best CMS is the one that balances functionality with ease of use, allowing your content-cluster strategy to scale without unnecessary roadblocks.

How do you measure the success of your content clusters and pillar pages, and what key metrics do you focus on?

Since I don’t have direct access to performance metrics for client content, I focus on measuring the success of the content clusters and pillar pages created for nDash’s own marketing efforts. When evaluating performance, the team and I look at a combination of SEO, engagement, and conversion metrics to understand how well the content is driving traffic and meeting business goals.

• Organic traffic and rankings: Using tools like Google Search Console and Ahrefs, we monitor how our pillar pages and supporting content rank over time. We look at keyword positions, search impressions, and click-through rates to see if the content is attracting the right audience.

• Internal linking and engagement: We track how well users navigate between content pieces. High click-through rates on internal links and lower bounce rates indicate that the cluster strategy is effectively guiding readers through the content journey.

• Time on page and scroll depth: Since pillar pages are designed to be comprehensive, we check whether readers are engaging with the content by measuring time on page and how far they scroll. If engagement is low, it may signal that the content needs better structure or more compelling subheadings.

• Backlinks and shares: Strong content clusters naturally attract backlinks and social shares, which help boost domain authority and reach. We look at how often pillar pages are referenced in external content and shared by industry professionals.

• Conversions and lead generation: We monitor how well pillar pages contribute to lead generation—whether through newsletter signups, demo requests, or other conversions. If a cluster isn’t driving meaningful engagement, we reassess CTAs and alignment with audience pain points.

These key indicators help us refine content strategies and ensure that what we produce continues to provide value and drive results.

What role does internal linking play in maximizing the effectiveness of content clusters within a content management system?

Internal linking is critical to maximizing the effectiveness of content clusters within a content-management system. It’s what ties the entire cluster together, guiding both users and search engines through related content in a logical, structured way.

From an SEO perspective, internal links help distribute authority across the cluster. When a pillar page links to supporting blog posts—and those blog posts link back—it signals to search engines that the pillar page is the central authority on the topic. This can improve rankings for both the pillar and supporting content.

For user experience, internal linking keeps visitors engaged by leading them to relevant, deeper-dive content. If a reader lands on a blog post and sees links to FAQs, case studies, or a more comprehensive guide, they’re more likely to stay on the site longer and explore related topics. This not only boosts time on site but also increases the chances of conversion.

To maximize effectiveness, internal links should be intentional. That means:

• Using descriptive anchor text to give users and search engines clear context about the linked content.

• Prioritizing logical connections between pillar and supporting content, ensuring links feel natural rather than forced.

• Keeping links updated to prevent broken paths and maintain content relevance.

When implemented strategically, internal linking strengthens the structure of content clusters, improves discoverability, and enhances the overall effectiveness of a content-marketing strategy.

Looking ahead, what are some emerging trends or technologies that you believe will shape the future of content management systems and content strategy?

Looking ahead, the future of content-management systems and content strategy will be shaped by the growing emphasis on thought leadership, user-generated content, and authentic storytelling. Audiences are becoming more discerning, seeking content that provides real expertise, personal insights, and community-driven perspectives rather than just polished marketing messages.

One major trend is the shift toward modular content strategies. Instead of creating static long-form pieces, brands are repurposing content across multiple formats—turning a white paper into blog posts, LinkedIn articles, infographics, and discussion threads.

Content-management systems are evolving to support this approach with improved workflows, dynamic content tagging, and reusable content blocks that make it easier to scale. Another key development is greater integration of content and community. Businesses are realizing that engagement isn’t just about publishing—it’s about fostering discussions. CMS platforms are adding features that support community-driven content, from embedded user comments and testimonials to seamless integrations with forums and social platforms.

Finally, data-driven content optimization is becoming essential. While creativity and authenticity remain at the core of great content, brands are using deeper analytics to understand what resonates. This means not just tracking traffic, but analyzing engagement patterns, reader sentiment, and how content influences long-term brand trust. The brands that succeed in the future will be those that embrace authenticity, adaptability, and audience-first storytelling, leveraging their CMS not just as a publishing tool, but as a strategic hub for thought leadership and meaningful engagement.

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

Content marketing isn’t just about producing more—it’s about producing with purpose. Whether it’s thought leadership, user-generated content, or brand storytelling, the key is to focus on authenticity and delivering real value to your audience. Strategies will evolve, platforms will change, but content that prioritizes trust and expertise will always stand out.

For brands looking to refine their content approach, the best starting point is understanding their audience—not just what they search for, but what challenges they face and what insights they truly need. When content is built around those principles, it naturally earns engagement, authority, and long-term impact.

And for anyone struggling with content strategy, my advice is simple: Think bigger than individual pieces. Content works best when it’s part of a larger ecosystem, reinforcing key messages across multiple formats and channels. When done right, it doesn’t just attract an audience—it builds a lasting relationship with them.