A huge thank you to our HUG members for a great turn-out on February 1st, 2018 at Leap Clixx to learn about "Pillar Content Creation: The Future of SEO." All the way from Hubspot, Principal Channel Consultant Evan Dean taught us about changing SEO strategies and how we can utilize a pillar content model in our content plan. He was introduced by Leap Clixx Co-Founder, Chans Weber, who also helped with the Q&A at the end!
Evan discussed how the world of online marketing & business is changing, but the desire to grow your business stays the same! When searchers are now finding search engine results through mobile browsers, through voice search and through using long tail keywords, we need to take this into account when doing search engine optimization (SEO). This is where the idea of a content pillar comes into play! Here's a quick overview of what a content pillar strategy entails:
- Overall, a content pillar is 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.
- Your pillar page that contains this long-form content around a specific core topic should be ungated (yes, ungated!). You should still give visitors the option to download the information as a PDF through a form. This way they see the value on your pillar page, but still have a chance to convert!
- When trying to determine what you will write upon as your content pillar, you can repurpose current blog posts to add value to a sub-topic cluster.
- Lastly, once you've completed your content pillar, make sure visitors can easily find your content pillar resource on your website through top navigation or your home page.
One customer, Etuma, said that they are receiving 4x as many leads (if you measure by quality) compared to before creating their content pillar. So it is definitely worth testing for your business!
Upcoming HUG Meeting
The St. Louis HubSpot User Group meets quarterly so be sure to sign up with our StLHUG group on LinkedIn so you can be the first to find out when the next event is. As always, if you have any recommended topics that you'd like to see discussed, you can add it to the LinkedIn group or in the comments here.
See you next time!