When implementing a content marketing strategy, you should have a structure for your content. Instead of creating random content that isn’t related, you need to group everything under categories and have it all link together. To do this, you should be creating [cornerstone content] (link to what is cornerstone content) with layers of subtopics (cluster topics) under each cornerstone topic. While you may plan and publish your content in this way, you need to send signals to search engines that your content is structured in this hierarchy. This is done through internal linking.