Content Marketing Archives

Topic Cluster Strategy: How to Build Pillar Pages & Content Clusters

Learn a practical topic cluster strategy: choose pillar topics, research clusters, structure internal links, measure SEO impact, and scale across teams.

What is a topic cluster?

A topic cluster is an essential component of effective content marketing. SEO content model that organizes a core subject into one comprehensive pillar page supported by multiple focused cluster pages. It improves topical coverage and internal linking so search engines and readers can navigate depth and breadth efficiently; the pillar summarizes the topic, and clusters answer specific sub-questions. A key consideration is technical alignment: clusters should link to the pillar and to each other, and duplicate or near-duplicate angles should be clearly canonicalized to consolidate signals.

Core components: pillar, clusters, internal linking hub, and canonicalization

Pillar page: comprehensive, high-level guide that targets a broad topic and links out to subtopics.
Cluster pages: in-depth articles answering discrete intents, each linking back to the pillar and related clusters.
Internal linking hub: a logical web of contextual links that surfaces hierarchy and relevance; Google’s link guidelines emphasize crawlable links to help Search understand your structure (Google Search Central).
Canonicalization: designate one canonical URL for overlapping or duplicate content to consolidate ranking signals and avoid split equity (Google on canonical URLs).

Posted in Content Marketing | no responses

6 Reasons Why Content Marketing Is Important For Your Business

If you look at how “traditional” advertising and marketing strategies worked over the last 100 years, you can see that most of them were solely focused on short-term gains.

For example, a tv-ad talking about a discount for a product, a piece of direct mail that might convert some of the receivers, but once it’s sent out, most of this stuff gets ignored or thrown away. A billboard might do wonders for your brand, but if you don’t keep changing the design eventually it will just blend in with the background for people passing by the billboard every day, and you need to come up with something need to keep the attention of people.

Attention.

Attention is the magic word in advertising, and the attention of the consumers is shifting. There used to be a time that tv-ads were exciting and new, now people either go to the toilet or get annoyed that they can’t find the remote in time to fast-forward the ads.

And although there is nothing explicitly wrong with using these techniques, especially if you’re one of those businesses that still sees a massive ROI of it, if you want to be successful in the long term, you’ve got to start thinking in the long term.

You will need a strategy that is here to stay, and content marketing in any way shape or form is that long-term strategy.

Posted in Content Marketing | one respons

How To Use Flipboard To Grow Your Content Marketing Reach

As content marketers ourselves we know how much time and effort can sometimes go into creating that right piece of content.

And of course, finding the right medium to publish it to get the results that are needed to help grow our business.

The only way to be able to get those results though is by promoting your content after you hit that publish button.

Nobody will find your content otherwise.

This is even truer if you’re just starting your business, so you need to actively find ways to drive traffic to those pieces of content.

Otherwise, your time spend creating them has been all for nothing.

So what if we would tell you there is an incredible way to drive thousands of visitors, a way that contributes more than other social media platforms combined, and best of all, it is free.

This application is named one of the most important apps of all time by CNET and only takes five to ten minutes of management per day to get the results you want.

Did we get your attention?

Posted in Content Marketing | one respons

Increasing Website Traffic By Updating Old Blog Posts

Every day millions of words are being put down on websites in the hopes to attract more readers and hopefully more customers.

After all, small businesses that blog get 126% more lead growth than small businesses that do not blog.

But with millions of posts being written every day, how much of this content do you think actually get seen by their target audience?

And what happens after you hit that publish button?

You might promote the post a bit after it went live, you might put some ad budget on there to increase the traffic, you might include it in your weekly newsletter and then what?

At one point, most people just forget about the content they produced and move on after all a new publication just went live, and that needs attention as well.

But if you’re not driving traffic to those old blog post, was it worth the time and money invested in them?

It probably doesn’t make sense to spend all that time creating something and then just letting it die once the next thing comes out.

The answer to increasing your website’s traffic is one of the easiest and most simple ones you probably overlooked: older blog post.

Imagine that if each of these older posts just received 50 more visitors each day, 50 more visitors that could get in contact with you for the very first time, maybe even find more interesting content on your website and eventually turn into customers.

Your old content is key to growing your blog and taking your company to the next level, and in this post, we’re going to teach you how.

Posted in Content Marketing | no responses

Using Google Analytics to Measure and Improve Your Content Marketing

What is the first thing that comes to your mind when you hear about Google Analytics?

For most people it has probably something to do with Search Engine Optimisation (SEO), but did you know that next to that Google Analytics (GA) also holds tons of insights into how you can create better content for your business?

To save time and money for your company don’t you think it would be better if you could create better content, instead of more content?

Better content that could help you rank better for the search terms that you want to be found for? Instead of just trying to create as much content as possible hoping you eventually will rank?

There are, however, dozens of different ways to slice and dice all the information that is available in Google Analytics to come up with killer content ideas.

To help you get the most out of your valuable time and to help guide you to improve your content marketing, this post will help you set up your Google Analytics, teaches you the most common terminology you need to navigate through all the reports and help get the most out of your content marketing.

First, let’s figure out why you should be taking the time to learn and use Google Analytics for your Content Marketing.

Posted in Content Marketing | no responses

The 7 Biggest Mistakes You’re Making With Your Buyer Personas

Who are your customers?

One of the first questions any business needs to figure out before they can even start to understand the pains and frustrations that are keeping them up at night. Pains and frustrations that you hopefully can solve with your product or service, and at the same time can help fix your (content) marketing.

After all;

Content marketing is just solving the same problems that your product solves through media you create and promote.

Click To Tweet

Answering that question, however, isn’t always as easy as it seems. Creating buyer personas can be incredibly useful when planning marketing strategies as it focuses your intent on specific people instead of a broad, mysterious market.

As a result, creating buyer personas should be an essential part of building any successful inbound marketing strategy. When do you think about your ideal customer for your market? What are the first things that come to mind?

B2B marketers can most of the time answer pretty straightforward by describing the type of companies that fall into their target markets. But even if you know which type of companies you want to attract, the problem they are trying to solve, the ideal customer that they are trying to attract are individual people.

Keeping that in mind, describing your ideal customer might be a bit more difficult than you first think.

When done right though, creating engaging content for your ideal customers can become a lot easier. And since creating engaging content is what we all want, you should take your time to figure out what your buyer personas are.

Everybody’s got their process for putting together buyer personas. We’ve even shown you before how you can use Google Analytics and social media to help you build better buyer personas. And although “All Roads Lead to Rome,” there can be some common mistakes on your way out there.

So as you start building your buyer personas, be aware and avoid these common mistakes that can ruin your marketing strategies.

Posted in Content Marketing | no responses

How to Run a Business with 100% Remote Customers

It’s official. People prefer to shop online. With over 96% of Americans shopping online, it’s no wonder there are so many businesses going digital with their strategy. The days of brick and mortar businesses are long behind us as we march into this new era of online business. With everything from custom app development to grocery shopping being done virtually, there’s no excuse for not taking your business into cyberspace.

It’s common knowledge that running a business online is a smart decision in 2018, but does that mean it’s as easy as big-name businesses make it seem? There are a lot of get-rich-quick schemes targeting business owners looking to make big bucks online. The truth is there’s nothing easy about making it as an online business! Actually, competition for online businesses today is at an all-time high! Just review the Statistica stats below to see just how many Americans shop online regularly.

Online Shopping Frequency - How often do Americans shop online

Stats via Statistica

If the competition is so fierce, how do businesses succeed online? Is there no hope for small businesses who want to compete with big names like Amazon? The good news is that as this wild west of online businesses becomes more dense with these get-rich-quick marketers, there’s more room for authentic businesses to stand out.

Are you ready to launch your own online business? There are more tools than ever to build a website from the ground up. You don’t have to be a computer guru to launch a successful online business! Where do you start? How do you run a business when your customers are 100% remote? It’s all about your strategy. This guide will help you launch your online business from start to finish!

Posted in Content Marketing | no responses

Google AdWords for Your Business: A Step-by-Step Guide

Imagine you’re talking with one of your closest friends and they tell you about this interesting bird fact that they read. “Did you know there’s only one bird in the world that has nostrils at the end of its beak? It’s the… Ah… One second,” your friend says, hesitating.

“Hold on. Let me Google it.”

Google, the search engine giant, is both a noun and a verb. The act of searching online is often referred to as “googling” something (Google’s official feelings about using “Googling” to refer to searching on any other search engine aside.) That the public has strongly embraced the use of “Google” as a verb in our vernacular is unsurprising, considering the market share Google as compared to competitors. In 2017, Google averaged a net search share of 74.54%—while Yahoo, Bing, and others averaged a 5% to 10% market share.

With a high market share and around 3.5 billion searches per day, gaining visibility on Google is a goal for many company’s advertising efforts.

Posted in Content Marketing, Inbound Marketing | 2 responses

The Ultimate Guide to Carrying Out Your Competitive Content Analysis

Content creation is by far the most important marketing segment these days, and it’s the reason why you need to stay up to date with the latest developments in the field.

No matter how innovative and creative you might be, you still have to monitor competitors’ activities to stay one step ahead of them. Competitive research and analysis are secret ingredients of a successful content marketing.

According to a recent study, content marketing leaders experience almost eight times more site traffic than their less efficient counterparts. That’s precisely why you have to invest time and efforts into market research.

In this article, we will show you the guide to carrying out your competitive content analysis.

Posted in Content Marketing | no responses

Google Featured Snippets: The Complete Guide To Hitting Position Zero On Google

Since Google’s search engine was launched, companies and website owners have been competing against each other to hit the top spot on Google for particular keywords related to the products and services they offer.

As the internet grows, more and more businesses are launching a website and also tapping into the world search engine optimisation. Today, improving Google ranking of a website is considered one of the most important aspects of being successful on the internet.

While paid advertising solutions often provide effective results when trying to attract new visitors and grow sales over a short period, these methods can cost a lot of money.

The results provided by Google search rankings, also called organic search traffic, are usually considered more valuable. Traffic that lands on a website as the result of a search can be customised to be highly targeted – many companies have been able to adjust their search engine optimisation strategy in such a way to only attract visitors that are very likely to convert to a customer through their techniques.

The way Google indexes websites and determines which site should rank higher for particular keywords are continually changing. Google frequently announces new updates to their search algorithm. Google Hummingbird, Mobile Friendly Update, Panda Update and Penguin Update are only some of the most recent updates Google has made to their search algorithms, as reported by Search Engine Land.

The search giant also frequently launches new features that enhance the user’s experience while using their search engine. While companies were all battling for the top position on Google, which was usually referred to as position number one, many companies are now changing their strategy and instead aiming for position “0” (zero) to attract more people to their website.

Posted in Content Marketing, Inbound Marketing | one respons

Topic Cluster Strategy: How to Build Pillar Pages & Content Clusters

What is a topic cluster?

Core components: pillar, clusters, internal linking hub, and canonicalization

Using Google Analytics to Measure and Improve Your Content Marketing

How to Run a Business with 100% Remote Customers

Google AdWords for Your Business: A Step-by-Step Guide

The Ultimate Guide to Carrying Out Your Competitive Content Analysis

Google Featured Snippets: The Complete Guide To Hitting Position Zero On Google

Pin It on Pinterest

Awesome, actionable marketing advice. Delivered weekly.