Content Marketing Strategy – Spot On
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Content Marketing Strategy – Spot On


Pillar pages are the new way of crafting content Instead of writing a blog post about one unique keyword pillar pages allow you to write several blog posts about one core topic. You may be wondering why this is important Well the way people search is changing. Over the last several years marketers have researched relevant keywords to attract visitors Now the way search is being used has changed yet again For example, people now search with longer, more conversational queries. As search behavior has changed technologies have begun to evolve as well and rather than focusing on returning search results on specific keywords Search engines like Google are aiming to provide people with results that are closely related to their search. So how do pillar pages work? Rather than providing you with an infinite number of blog posts that use specific keywords, we partner with you to develop a pillar page that focuses on your expertise in a particular industry topic. A pillar page is… an authoritative piece on your website designed to deliver the type of content search engines want to serve – which is the best, most accurate information. Longer than a blog post, since search engines are delivering the best results for the searcher, pillar pages will have more information. And lastly on a topic you know best You’re not only optimizing for search engines, you will increase opportunities for visitors to convert to leads on your site. Once you’ve worked with Spot On to build your first pillar page, we work behind the scenes with Hubspot’s Content Strategy tool to create a topic cluster with blog posts related to your pillar page. Using this tool will automatically show existing blog posts related to the pillar page and reveal where there might be gaps in your content and Allow us to build sub topics in the form of 8 to 20 blog posts while that might seem like a wide range It’s because some topics may provide more options than others But the most important thing to remember is that topic should be validated through HubSpot’s tool. This is determined by domain authority, relevancy, monthly search volume, and core topic similarity. So what is the result? How will you know if it’s working? HubSpot displays the most important metrics surrounding your topics including, total views, contacts viewed, customers viewed, and backlinks. These results will tell our team how well the topic cluster is working and from there we can tweak and make improvements to ensure your content is not only being viewed But also converting visitors to leads and leads to customers

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