Last year, HubSpot, an inbound marketing and sales software that helps companies attract visitors, convert leads and close customers, announced the development of a new content strategy tool to make it easier to organize content around robust topics and to improve Google rankings. The goal of the tool is to help marketers move away from writing one-off pieces of content focusing on a specific long-tail keyword and instead focus on topic “clusters” to establish an overall topic authority with the search engines.
After completing Beta testing, the HubSpot Content Strategy tool is now available. The following overview describes the tool and how it may benefit your company.
One of the biggest draws of the Content Strategy tool is the ability to build content around topic clusters, which HubSpot calls a pillar page. The pillar page is the authoritative page around which you build content clusters and brainstorm additional content. Your pillar page likely is your website product or service page, and long-form content – around 1,000 words – will make your pillar page robust, which helps Google recognize your company as an authority on that topic.
Once you have identified your core topic cluster, the next step is to develop subtopics with linked content that will help you establish authority for your core topic. HubSpot’s Content Strategy tool helps you create clusters of keyword-relevant blog posts around those pillar pages, which will increase the authority of your site on those pages.
Say you offer financial services to real estate companies. You may want to create a topic around tax incentives available to real estate companies. Your content may address such topics as historic tax credits, R&D tax credits, and so on. The content tool may suggest additional topics, such as the 179D tax deduction for energy-efficient commercial buildings or real estate investment trusts (REITs).
If you already use HubSpot to manage your content, the content tool will pull in your blogs related to your core topic and populate your content page. You can click on individual subtopic bubbles to choose relevant blog posts to attach to your content.
Even if you don’t use HubSpot for your content, you also have the ability to link content (subtopics) from other sources.
Once you have completed your page, the content tool makes it easy to see how robust your content is, and helps you identify where you have gaps (see graphic below). An appealing feature of the new Content Strategy tool is that it will provide content recommendations to fill those gaps based on the topic’s’ relevance, competition and popularity.
Through HubSpot’s Content Strategy tool, you can determine your domain authority and the relevancy of your topics. You can see how each subtopic has performed, and how many converted into new contacts. The Content Strategy tool includes the following measurement markers:
- Relevancy: This is expressed as a 0-100 percent score on how relevant the topic is based on other topics that are currently live on your domain. If you have a low score, you will want to make some changes to build credibility.
- Domain Authority: This is a metric ranging from 0-100 used to assess the trustworthiness of your site based on the number of links from other sites you have, and the authority of those domains. Any number in the 40 to 50 percent range is good; while less than 20 percent is weak.
- Core Similarity: This expresses how closely related your subtopic is to the main pillar topic.
- Monthly Search Volume: This is the search volume for the core topic or subtopic you’ve entered.
In addition to making it easier to see all of your content in one place, the new Content Strategy tool makes it easy to create content your customers/clients want to read while elevating your company in search engine rankings. Search engines reward websites that cover topics in a comprehensive and organized manner; following this strategy improves your chances of driving quality search traffic to your website.
If you would like a free demo of the new Content Strategy tool, just complete the form to the right and we’ll get in touch with you. If you have questions about other digital marketing needs, please contact Bob Goricki, director of digital marketing, at 440-449-6800 or email Bob.