HUG May 18 - Smart Reporting and Topic Clusters
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Slides from the May 18 Manchester HUG discussing Smart Reporting with Brian Gallagher from HubSpot, and Topic Clusters with Rikki Lear, Director of Digital 22.
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HUG May 18 - Smart Reporting and Topic Clusters
- 2. Agenda ● Introductions ● Smart Reporting - Brian Gallagher from HubSpot ● Topic Clusters - Rikki Lear from Digital 22 ● Q&A - your questions answered
- 3. The aim of our HUGs is for like minded people to share their experiences and tactics so everyone can improve their inbound results. Each session will focus on a particular aspect of inbound marketing so that you can leave a better marketer. #ManchesterHUG
- 4. Smart Reporting INTRODUCING Brian Gallagher SE - May 2018
- 8. 100 years ago “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” - John Wanamaker -
- 11. “They can’t do what we do and they hate us for us for it” 60 years ago
- 12. This can lead to many sleepless nights
- 13. 10 Years ago
- 15. So marketers should spend less time reporting...
- 21. Don’t Confuse Analysis & Reporting Analysis is for… ● Planning Strategy Changes ● Validating A/B Tests ● Optimising Tactics ● Troubleshooting Reporting is for… ● Predicting Revenue Growth ● Sharing Results ● Determining Success of current strategy ● Democratising Marketing Data
- 22. 1. Concise 2. Intuitive 3. Automated
- 25. 1. Concise 2. Intuitive 3. Automated
- 26. Channels
- 27. Web Content
- 28. Campaigns
- 29. Automation
- 30. 1. Concise 2. Intuitive 3. Automated
- 35. Topic Cluster: A selection of content grouped together to own a topic in search engines...
- 36. Pillar Page: The focal point of the Topic Cluster. It broadly answers every question* on the topic... * every question your persona needs answering
- 39. Search has changed ● Queries are becoming longer and more complex ● We ask much more ‘conversational’ questions ● We rely on search engines to understand context ● Started with Google Hummingbird in 2013 ○ Google started delivering results that understood semantics and intent ○ The first real move from keywords to topics Searches by keywords Searches by volume
- 40. ● This isn’t a new fad, this is the future of search and content ● Will continue in this direction as we force search engines to be more ‘human’ ● Therefore; how we think about, plan and structure content needs to change... So marketers need to adapt
- 41. www.digital22.com How does it work?
- 42. Combination of 3 ‘old’ SEO tactics...
- 43. 1. Skyscraper / 10x content
- 45. 3. Site architecture / silos
- 46. Plus 1 newer trend...
- 47. User metrics
- 51. www.digital22.com Benefits of Topic Clusters (and the process)
- 52. - Help your personas - answers their questions - Improves user metrics / keep people engaged - Attracts links - Rank higher / get more organic traffic - Find gaps in content strategy - Good time to optimise old posts (low quality/traffic, duplicate etc) - Measure a topic which makes proving ROI easier - hard to track on single posts - Give your content purpose - Helps sales - great to send to prospects before calls
- 53. Wait… that sounds great for traffic but we are going to give all this away without asking for an email address? Leads
- 54. ● Let the prospect get the value they need (and see the value in your company) without forcing the conversion ● Optionally download the guide ● CTAs or forms throughout the page where relevant HubSpot… "The beauty of this model is that you can spend a lot more time optimizing your pillar content for conversions and your cluster content for traffic."
- 56. - Target only big keywords (time v reward) - Pillar page: - Not a dumping ground for anything to do with a topic - think of your persona needs, questions etc - Be the authority by giving a broad understanding of the topic - It’s the appendix - use the posts for the long tail questions - It has to be good enough for people to link to you - Blogs in clusters: - Only link within the cluster. Keeps the topic relevant and organised (don’t confuse the search engine) - On post link to other posts which the reader will find interesting - keep the user engaged, low bounce etc - Design / layout really matters
- 61. Mix of media types
- 62. Top of the funnel CTAs
- 63. Bottom of the funnel CTAs
- 66. Top of the funnel CTAs
- 67. Breaks up colours, fonts and layout types
- 69. Content strategy tool ● Track the full topic including ROI ● Offers suggestions ● Key planning metrics: ○ Domain authority ○ Relevancy ○ Search volume ● Core topic similarity - want 60+ other search engines won’t understand its related ● It will show the internal links
- 71. Get suggestions Find related blogs
- 72. www.digital22.com How to get started
- 73. Step by step 1. Review your existing content a. Could be the foundations i. Repurpose an ebook and set of blogs ii. Persona and keyword research already done 2. Organise your content into topics (a spreadsheet helps!) a. Potential pillar content b. Cluster content 3. Look for gaps - easy to do when laid out like this 4. Analyse your content (what worked, what didn't) 5. Research new topics a. Personas; what questions are they asking? b. You still need to do keyword research i. Search a topic and look at “People also ask” 6. Internal link the content 7. Track and analyse (using HubSpot Content Tool) a. Traffic, leads and customers of the full topic cluster
- 76. Save the date ● 8th August ● 18th October - Dan Tyre from HubSpot manchester.hubspotusergroups.com