Content marketers know how important it is to create content that brings in more consumers and clients to a business. However, with optimization evolving over the years, content marketers are forced to educate and reeducate themselves on how to put out quality content, and what to target.
That’s where topic clusters come in!
Topic clusters are the next generation of content marketing boosters that help create quality content that users can engage with. How is that? In this article, we’ll explore the possibilities that topic clusters bring, and how they’re transforming search engine optimization (SEO) as we know it.
Working With SEO
“Nowadays, companies and brands are using SEO in the form of targeted long-tail keywords to make their websites more scalable and searchable online,” says Jesus Mendez, a content writer.
“And since companies and brands are competing with each other to attract online users, there’s a need to get ahead of the competition. With the topic cluster model, on the other hand, helps businesses focus more on targeting a specific topic so that their brand is recognized as an expert or authority online. Using this model not only reduces the risk of their content competing with each other for SERP rankings, but it also boosts their SEO with quality backlinks.”
Assists Content Marketing
Topic clusters also help you improve your content by assisting your content marketing in the following ways:
- Establishes Brand As An Authority
Since more and more online users prefer and value content published by brands that are established as an authority in their industry and niche, topic clusters help brands get to that status. And, it all starts with clarity which helps “define your brand”. This makes the message clear for existing and potential clients to understand. Thus, to define your brand is to establish it as an authority.
- Improves UX
Having a good user experience (UX) is important for websites, because it helps users navigate the site with ease. Poor-quality UX makes it hard for users to find what they need on your site. It can even waste their time and scare them away.
But with topic clusters, readers are able to find the right content that they’re looking for. This model allows them to stay on your site longer. Additionally, they might explore other things while they’re there, thus leading to potential conversions.
A topic cluster model consists of the following components:
- Pillar Page – an article that consists of 3,000 to 5,000 words. It covers all aspects of a specific topic, while still leaving room for another cluster to cover.
- Cluster Content – the second component of this model which is connected to the pillar page. This component is responsible for centering around a specific topic, while focusing on a targeted keyword related to the desired rank topic. This component also contains a text link that returns readers to the pillar page.
- Hyperlinks – The most important component of the three, hyperlinks bind the pillar page and the cluster content to each other, while connecting the different cluster content to each other.
How To Use Topic Clusters In Content Marketing Strategies
“When using topic clusters in your content marketing strategy, you have to keep in mind of the topic that you want to focus on, along with how you’ll execute the clusters,” says Alexander Middleton, a digital marketer. “When you incorporate topic clusters, you have to make sure that they fit well with your content.”
With that said, here are 4 steps on how to use topic cluster in your content marketing strategy:
- Step 1: Choose Your Topic
Decide what topic you want to rank. Here, the topic should be specific and broad enough that you can cover all aspects of one pillar page, and that you can write several articles about said topic. Don’t be too broad, and don’t be too specific.
- Step 2: Find Your Content Clusters
You’ll need 5 to 10 content clusters to go with your chosen topic. There are online generator tools that can show you a list of the most frequently asked questions about your chosen topic based on search queries.
- Step 3: Review Existing Content
Review your current content to see if it needs to be updated, and then link it to your pillar page. This helps you maximize your current content, and fill in any gaps that you might find.
- Step 4: Link Content Together
Finally, be sure to link your completed content clusters to not only the pillar page, but also to each other. When linking them, the links should be two-way, and that they go to each of your content clusters.
Topic clusters are a revolutionary way for content marketers to organize their content to better compete with other businesses. While targeted long-tail keywords are still around, topic clusters make their job even more effective, especially when it comes to SEO. As a result, your content will reach your target audience, and give them desired results.
So, give the topic cluster model a shot, and let it work for your website today!