Giant pillar page vs hub-and-spoke. I pick by keyword spread.

Giant pillar page vs hub-and-spoke. I pick by keyword spread.
Both are 'topic cluster' tactics, people treat them as the same. They're not, and choosing wrong buries you.
— One fat 4k pillar: use when the head term and its variations all share ONE intent. 'email marketing guide' type stuff. Consolidate, dominate.
— Hub + 8 spokes: use when subtopics each have their own real search demand and different intent. Don't cram 'best time to send' into the pillar, it has 2k searches of its own.
My tell: if a subtopic could rank standalone, it gets its own URL. Always.
Map your next cluster before you write a word.