How to Create Content for Your Audience and for Search Engines

For content strategies to work, we believe in taking an innovative approach to content marketing that harmonises the needs of both humans and search engines. Let's learn how to craft content that resonates with your audience while also satisfying the technical nuances of SEO.

Understanding Topic Cluster Methodology

Topic Cluster Methodology represents a seismic shift in SEO. It involves creating content that revolves around topic clusters and pillar pages, enhancing the depth and breadth of your subject matter. This approach aligns with Google's Hummingbird and Rankbrain updates, focusing on understanding searcher intent and interpreting nuanced queries.

The Art of Crafting Pillar Content

Pillar content is your marketing strategy’s backbone. It’s a comprehensive resource page that delves into a broad topic, linked to a cluster of related content. This core topic should be:

• Industry-specific and educational
• A “head tail” keyword between 2-4 words in length
• Supportive of your product or service

Benefits of Ungating Content

We’re witnessing a shift towards ungating content. By making your premium content freely accessible, you attract more organic traffic and achieve higher quality conversions. This approach aligns with the human experience, offering a relevant download that 90% of your website visitors prefer.

Designing a 10X Content Pillar Page

Imagine a page that’s like an ungated eBook - a deep dive into your core topic, abundant with owned content. A perfect example is the “Beginner’s Guide to SEO.” This should be paired with a resource pillar page, a bookmarkable reference with owned content and outbound links, like “Customer Acquisition Strategies for Entrepreneurs.”

Pillar Page Layout Tips

Craft your pillar page with meticulous attention to detail:

• Include the core topic in the page title, URL, and H1 tag.
• Use an anchor-linked table of contents, relevant images, H2 tags for sections.
• Embed links to both internal and external resources that enhance your topic’s understanding.

Promoting Your Content Effectively

Content promotion is vital. Short-term tactics include email campaigns, social media posts, outreach, and community engagement on platforms like Quora. Long-term strategies involve building relationships with industry influencers, guest blogging, boosting top-performing content on social media, and content syndication.

Conclusion: Building a Robust Content Marketing Framework

By integrating these strategies, your content marketing becomes a powerful tool that not only appeals to search engines but also provides immense value to your audience.

Remember, the essence of effective content marketing lies in understanding and addressing your audience's needs while seamlessly integrating SEO best practices.

We hope this offers valuable insights into creating a successful content marketing strategy. Stay tuned for more updates and strategies to enhance your marketing efforts!