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Pillar Content Strategy

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Q3 Knoxville HUG Meetup presentation by Evan Dean on Pillar Content Strategy

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  • For anyone on the fence around pillar content, it works! HubSpot is doing groundbreaking work with this strategy, and I, for one, am all in. Giving people exactly what they want/need, in an easy to digest format, and then letting them download it for later offline use - it's a win-win for everyone.
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Pillar Content Strategy

  1. 1. Pillar Content Creation: The Future of SEO @KnoxvilleHUG #KnoxHUG
  2. 2. Principal Channel Consultant at HubSpot edean@HubSpot.com Meet Our Guest Speaker: Evan Dean
  3. 3. Meet the Knoxville HUG Leader and Co-Leader Holly Yalove @HollyYalove Torrie Boggs @shesgotknoxy www.vieodesign.com • Agency Partner Certification • Inbound Marketing Certification • HubSpot Marketing Software Certification • HubSpot Design Certification • Contextual Marketing Certification • Inbound Sales Certification • Growth Driven Design Agency Certification • Email Marketing Certification • Content Marketing Certification • HubSpot Beta Tester • Certified Google Partner Agency Certifications:
  4. 4. HUG NEWS Future Meetups October 26, 2017 with Sarah Posnak from HubSpot INBOUND 2017: September 26-28, 2017 Boston, MA
  5. 5. HubSpot Product Updates –More New Reports for your HubSpot Dashboards: Dozens of new out-of-the-box reports that can be added to any of your HubSpot dashboards with one click. No extra fees.
  6. 6. HubSpot Product Updates • Companies Database: Now in Marketing navigation under “Contacts” • Lead Flows: Now located under the Content menu in your account • Settings, Permissions, & Teams Changes: New design, more granular permissions, Teams option to create groups of users inside HubSpot.
  7. 7. HubSpot Product Updates • Social Media Tool Upgrades: New social tools are now the default and emoji’s now available for social publishing • New Unbounce Button: An easier way to unbounce contacts without having to contact HS Support
  8. 8. HubSpot Product Updates • Timeline API Extensions: Allows integrators to extend their software into HubSpot via a modal window. • Facebook Video Support for Social Tool • Sort Deals Option Added (HubSpot CRM)
  9. 9. HubSpot Product Updates • New: Set Properties for Moving Between Deal Stages (HubSpot CRM) • New HubSpot Sales Pro Feature: “Messages” - a live chat feature built for sales teams.
  10. 10. HubSpot Product Updates • Now Sunseted: LinkedIn Ads removed from Ads Add-On (HS will revisit at a later date) and LinkedIn groups publishing (no longer supported). • New HubSpot Connect Integrations: Wistia (integration update), LinkedIn Sales Navigator, Databox, Klipfolio, Quuu, LiveChat, Promo (by Slidely), Azuqua, Shakr, Stitch, GetAccept, GoDaddy Connect, AskNicely
  11. 11. Pillar Content Creation: The Future of SEO Evan Dean
  12. 12. TODAY’S GOAL Learn how to craft a content marketing strategy that both humans and search engines will love
  13. 13. HAVE A QUESTION? Please don’t hesitate to raise your hand!
  14. 14. BY THE END OF TODAY’S SESSION, YOU’LL HAVE: • An understanding of the changes occurring in the SEO landscape • Learned about content pillars, a new approach to content strategy • An understanding of how to build a content resource page
  15. 15. The world is changing But the desire to grow isn’t
  16. 16. How have you approached SEO up to this point?
  17. 17. The Changing Landscape Why a new approach to SEO?
  18. 18. Where things were: ● Manipulation by Google ● Keyword ranking ● Keyword stuffing SEARCH ENGINES HAVE CHANGED Where things are: ● Query driven ● Rank Brain ● More factors affecting “rank”
  19. 19. ● The rise of mobile search ● Voice search ● Importance of long tail keywords THE SEARCHER HAS CHANGED
  20. 20. 44% of B2B and B2C marketers have a documented content strategy 47% of B2B and B2C marketers have a challenge producing engaging content Statistics from the Content Marketing Institute
  21. 21. A New Framework
  22. 22. Think of your content like a series of pillars, a stabilizing foundation for your content plan. SOURCE: WIKIPEDIA
  23. 23. CONTENT PILLAR A broad piece of website content that’s comprised of, and connected to, a series of owned media topic clusters that cover a specific core topic in-depth.
  24. 24. CONTENT PILLAR OVERVIEW SALES QUALIFICATION
  25. 25. What is a qualified prospect? What is BANT? Qualifying leads When to disqualify? Qualification frameworks? Why disqualifying isn’t a bad thing SALES QUALIFICATION CONTENT PILLAR OVERVIEW
  26. 26. What is a qualified prospect? What is BANT? Qualifying leads When to disqualify? Qualification frameworks? Why disqualifying isn’t a bad thing SALES QUALIFICATION CONTENT PILLAR OVERVIEW
  27. 27. Featured snippet #1 Google ranking
  28. 28. Visitors can easily navigate the page’s content
  29. 29. 1,500+organic, non-paid website visits per month from search engines. SOURCE: HUBSPOT
  30. 30. Hold up! Did you really write “ungated content”?
  31. 31. Pillar content resource page Downloadable content offer Let’s review how HubSpot helped this marketer create their business’ first ungated, conversion-focused content pillar.
  32. 32. How do you create a content pillar?
  33. 33. REVERSE ENGINEERING CONTENT The process of working backwards to create long-term content from a series of existing media content
  34. 34. Swag Time
  35. 35. • Create a sustainable content creation process • Connect weekly content tasks to long-term content goals • Create a pre-promotion plan for your content • Unify messaging of content across multiple channels REASONS TO REVERSE ENGINEER CONTENT
  36. 36. 1. Choose a core topic 2. Identify sub topic cluster 3. Create blog posts for needed sub topic cluster content 4. Repurpose sub topic cluster content into a downloadable offer 5. Deconstruct downloadable offer into a content pillar resource page 6. Link relevant content to content pillar resource page 7. Create a conversion path for people to access your content pillar resource page on your website 7 STEPS TO REVERSE ENGINEERING A CONTENT PILLAR
  37. 37. 1. Choose a core topic 2. Identify sub topic cluster 3. Create blog posts for needed sub topic cluster content 4. Repurpose sub topic cluster content into a downloadable offer 5. Deconstruct downloadable offer into a content pillar resource page 6. Link relevant content to content pillar resource page 7. Create a conversion path for people to access your content pillar resource page on your website 7 STEPS TO REVERSE ENGINEERING A CONTENT PILLAR
  38. 38. Etuma helps businesses transform unstructured text data into business decision-making information.
  39. 39. Core topic should be a broad term. The term: • Is between 2-4 words in length • Is industry specific, educational • Supports product or service Core topic = text analysis
  40. 40. TEXT ANALYSIS
  41. 41. 1. Choose a core topic 2. Identify sub topic cluster 3. Create blog posts for needed sub topic cluster content 4. Repurpose sub topic cluster content into a downloadable offer 5. Deconstruct downloadable offer into a content pillar resource page 6. Link relevant content to content pillar resource page 7. Create a conversion path for people to access your content pillar resource page on your website 7 STEPS TO REVERSE ENGINEERING A CONTENT PILLAR
  42. 42. Four pages of blog content Video content on YouTube Identify current owned media that’s relevant to your core topic.
  43. 43. Make a list of as many subtopics as possible that bring value to your core topic.
  44. 44. Text analysis solution requirement Text analysis tool Text analysis reporting requirements Categorization system Categorizing customer comments Correct analysis method TEXT ANALYSIS
  45. 45. 1. Choose a core topic 2. Identify sub topic cluster 3. Create blog posts for needed sub topic cluster content 4. Repurpose sub topic cluster content into a downloadable offer 5. Deconstruct downloadable offer into a content pillar resource page 6. Link relevant content to content pillar resource page 7. Create a conversion path for people to access your content pillar resource page on your website 7 STEPS TO REVERSE ENGINEERING A CONTENT PILLAR
  46. 46. Etuma needs content for their sub topic, categorization systems, so they created a blog post.
  47. 47. 1. Choose a core topic 2. Identify sub topic cluster 3. Create blog posts for needed sub topic cluster content 4. Repurpose sub topic cluster content into a downloadable offer 5. Deconstruct downloadable offer into a content pillar resource page 6. Link relevant content to content pillar resource page 7. Create a conversion path for people to access your content pillar resource page on your website 7 STEPS TO REVERSE ENGINEERING A CONTENT PILLAR
  48. 48. Assemble your downloadable content offer by repurposing your sub topic content. SOURCE: PIXABAY
  49. 49. Take the time to create a custom cover. 79% of people said a cover mattered in the decision- making process. SOURCE: THE BOOK SMUGGLERS
  50. 50. 1. Choose a core topic 2. Identify sub topic cluster 3. Create blog posts for needed sub topic cluster content 4. Repurpose sub topic cluster content into a downloadable offer 5. Deconstruct downloadable offer into a content pillar resource page 6. Link relevant content to content pillar resource page 7. Create a conversion path for people to access your content pillar resource page on your website 7 STEPS TO REVERSE ENGINEERING A CONTENT PILLAR
  51. 51. Etuma already created and formatted their text analysis content. Now it’s time to reformat it on a webpage.
  52. 52. CONTENT PILLAR LAYOUT TIPS • Core topic referenced in page title • Core topic referenced in URL • Top navigation • Core topic referenced in H1 tag • Definition of core topic (if applicable) • Conversion-focused landing page elements • Anchor-linked table of contents • Images with core topic referenced in alt text • H2 tags for section headers • Related core topic terms throughout the page’s content • Links to relevant internal resources • Links to relevant external resources • Back to top button
  53. 53. CONTENT PILLAR LAYOUT TIPS Conversion-focused landing page elements Anchor-linked table of contents Core topic referenced in H1 tag Core topic referenced in URL Top navigation Core topic referenced in page title Definition of core topic
  54. 54. CONTENT PILLAR LAYOUT TIPS Links to relevant external resources Links to relevant internal resources Images with core topic referenced in alt text H2 tags for section headers Back to top button Core topic referenced throughout page
  55. 55. 1. Choose a core topic 2. Identify sub topic cluster 3. Create blog posts for needed sub topic cluster content 4. Repurpose sub topic cluster content into a downloadable offer 5. Deconstruct downloadable offer into a content pillar resource page 6. Link relevant content to content pillar resource page 7. Create a conversion path for people to access your content pillar resource page on your website 7 STEPS TO REVERSE ENGINEERING A CONTENT PILLAR
  56. 56. Text analysis solution requirement Text analysis tool Text analysis reporting requirements Categorization system Categorizing customer comments Correct analysis method TEXT ANALYSIS
  57. 57. Etuma inserted a link in content that was relevant to their content pillar.
  58. 58. 1. Choose a core topic 2. Identify sub topic cluster 3. Create blog posts for needed sub topic cluster content 4. Repurpose sub topic cluster content into a downloadable offer 5. Deconstruct downloadable offer into a content pillar resource page 6. Link relevant content to content pillar resource page 7. Create a conversion path for people to access your content pillar resource page on your website 7 STEPS TO REVERSE ENGINEERING A CONTENT PILLAR
  59. 59. Make sure people can easily find your content pillar resource page on your website.
  60. 60. Make sure people can easily find your content pillar resource page on your website. Consider places, like: • Top navigation
  61. 61. Make sure people can easily find your content pillar resource page on your website. Consider places, like: • Top navigation • Dedicated section with CTA near the top of homepage
  62. 62. 1. Choose a core topic 2. Identify sub topic cluster 3. Create blog posts for needed sub topic cluster content 4. Repurpose sub topic cluster content into a downloadable offer 5. Deconstruct downloadable offer into a content pillar resource page 6. Link relevant content to content pillar resource page 7. Create a conversion path for people to access your content pillar resource page on your website 7 STEPS TO REVERSE ENGINEERING A CONTENT PILLAR
  63. 63. What did Etuma have to say about this process?
  64. 64. “You've really made me understand the whole inbound marketing process way better!” - Matti, Etuma
  65. 65. “We are receiving about 4x leads (if you measure by quality) compared to before the text analysis content pillar.” - Matti, Etuma
  66. 66. “I've created content pillar pages for the three buyer’s journey stages.” - Matti, Etuma
  67. 67. GROWING YOUR CONTENT PILLAR
  68. 68. Your content pillar is always under construction. Maintenance, updates, and additions are needed to keep it performing at a high level. SOURCE: FLICKR
  69. 69. Townsend Security is a full-service software security provider.
  70. 70. Townsend Security decided to fight back by creating an ungated, comprehensive content pillar resource page around a broad topic. Goal: become thought leader on encryption key management.
  71. 71. How did this content pillar perform?
  72. 72. Unpaid, organic traffic coming from search engines increased 40% in less than 3 months. March 2017 was a record-breaking month.
  73. 73. 63%of people who visited the encryption key management content pillar downloaded the guide. SOURCE: TOWNSEND SECURITY
  74. 74. Townsend also claims the #2 listing on Google for ‘Encryption Key Management’.
  75. 75. Townsend’s CEO stepped up to create their next content pillar. Content is becoming a business-wide initiative, not just a marketing initiative.
  76. 76. CONTENT PILLARS PROVIDE VALUE FOR ANYONE CREATING EDUCATIONAL, ENGAGING CONTENT
  77. 77. QUESTIONS? SOURCE: WIKIPEDIA
  78. 78. APPENDIX: ● Topic Clusters: The Next Evolution of SEO ● Topics Over Keywords: A Simple Framework for More Effective Content Creation ● Examples: ○ The Ultimate Guide to Sales Qualification ○ THE DEFINITIVE GUIDE TO ENCRYPTION KEY MANAGEMENT FUNDAMENTALS ○ Customer Acquisition Strategies for Entrepreneurs
  79. 79. FIND A PARTNER Total time: 2 minutes If you haven’t already, introduce yourself to a neighbor. Tell them about: • What business you’re representing • Something that’s interesting about you
  80. 80. ACTIVITY: PILLAR CONTENT PART 1: Choose a core topic for the content pillar you want to create (3 Min) 1. Identify a topic that you want to become a subject matter expert on and rank for on Google; it must be educational (awareness-stage focused) but directly supports one of your products or services. 1. Perform a series of searches on Google and see what content already exists around this topic. 1. Define final core topic based on research.
  81. 81. ACTIVITY 2: PILLAR CONTENT PART 2: Determine sub topic cluster content that supports core topic (3 Min) 1. Search owned media channels for content you already have (i.e. website pages, blog posts, videos, etc.). 1. Brainstorm content topic ideas that you don’t currently have content for that are strong enough to live on their own page but are relevant to and support your core topic. 1. Select six of the strongest sub topics with which to create your initial content pillar.

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