1ketoan.com Tạo Topic và Trang kêu gọi

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Information about 1ketoan.com Tạo Topic và Trang kêu gọi

Published on November 21, 2019

Author: DchvKTonThu1ketoan

Source: slideshare.net

1. Creating Topic Clusters and Pillar Pages Professor: Justin Champion

2. WHY ARE TOPIC CLUSTERS IMPORTANT?

3. Search engines like Google are being forced to better organize and showcase content they think would be helpful to the searcher.

4. The first notable update, which really shook things up, was Google’s “Hummingbird” algorithm update in 2013. This update focused on parsing out phrases rather than focusing on specific search queries. SOURCE: PIXABAY

5. RankBrain is Google’s machine-learning artificial intelligence system. The next major update happened in 2015 with Google’s RankBrain algorithm update. SOURCE: PIXABAY

6. All this change brings opportunity for content marketers to be found. SOURCE: WIKIMEDIA

7. SEARCH ENGINES ARE NOT YOUR CUSTOMERS; HUMANS ARE.

8. CONTENT PILLAR A website page that covers a broad topic in depth and is linked to from a cluster of related content. (aka pillar page)

9. HOW DO YOU CREATE AN EFFECTIVE TOPIC CLUSTER AND PILLAR PAGE?

10. Topic Cluster and Pillar Page Overview SALES QUALIFICATION

11. What is a qualified prospect What is BANT Qualifying leads When to disqualify Qualification frameworks Why disqualifying isn’t a bad thing SALES QUALIFICATION Topic Cluster and Pillar Page Overview

12. What is a qualified prospect What is BANT Qualifying leads When to disqualify Qualification frameworks Why disqualifying isn’t a bad thing SALES QUALIFICATION Topic Cluster and Pillar Page Overview

13. Featured snippet #1 Google listing

14. Visitors can easilynavigate the page’s content Back to to button

15. 1,500+Organic, non-paid visits from search engines per month. SOURCE: HUBSPOT

16. How do you create a pillar page?

17. There are two types of pillar pages. • Resource pillar page ü Focuses on internal and external links. ü Helpful resource in connecting the reader with the most relevant sources on a specific topic.

18. • 10x content pillar page ü Mostly made up of your owned media. ü Format of this page is similar to that of an ungated ebook or guide. There are two types of pillar pages.

19. 90% OF WEBSITE VISITORS PREFER TO READ OUR LENGTHY CONTENT IN A PDF AS OPPOSED TO A WEBSITE PAGE. SOURCE: HUBSPOT

20. It’s human nature to want to take something with you if you find value in it. SOURCE: PEXELS

21. This 10x content pillar page covers a comprehensive approach to email outreach with sectioned content.

22. Mailshake offers the content as a packaged downloadable resource at the bottom of the page.

23. 10x content pillar page Downloadable content offer let’s review how a company called Etuma created their business’ first ungated 10x content pillar page.

24. 1. Choose a core topic. 2. Identify a topic cluster. 3. Create blog posts for needed subtopic content. 4. Repurpose subtopic content into a downloadable offer. 5. Deconstruct downloadable offer into a 10x content pillar page. 6. Link relevant owned media to 10x content pillar page. 7. Create a conversion path for people to access your 10x content pillar page on your website. Seven Steps to Creating a 10x Content Pillar Page

25. Etuma identified a core topic for their 10x content pillar page.

26. 1. Choose a core topic. 2. Identify a topic cluster. 3. Create blog posts for needed subtopic content. 4. Repurpose subtopic content into a downloadable offer. 5. Deconstruct downloadable offer into a 10x content pillar page. 6. Link relevant owned media to 10x content pillar page. 7. Create a conversion path for people to access your 10x content pillar page on your website. Seven Steps to Creating a 10x Content Pillar Page

27. Etuma identified their topic cluster.

28. Brainstorm a list of as many subtopics as possible that bring value to your core topic. SOURCE: PIXABAY

29. 1. Choose a core topic. 2. Identify a topic cluster. 3. Create blog posts for needed subtopic content. 4. Repurpose subtopic content into a downloadable offer. 5. Deconstruct downloadable offer into a 10x content pillar page. 6. Link relevant owned media to 10x content pillar page. 7. Create a conversion path for people to access your 10x content pillar page on your website. Seven Steps to Creating a 10x Content Pillar Page

30. Etuma needed content for their subtopic categorization systems, so they created a blog post.

31. 1. Choose a core topic. 2. Identify a topic cluster. 3. Create blog posts for needed subtopic content. 4. Repurpose subtopic content into a downloadable offer. 5. Deconstruct downloadable offer into a 10x content pillar page. 6. Link relevant owned media to 10x content pillar page. 7. Create a conversion path for people to access your 10x content pillar page on your website. Seven Steps to Creating a 10x Content Pillar Page

32. Once you have all the content you need to create your pillar page, repurpose the subtopic content into a downloadable offer.

33. 1. Choose a core topic. 2. Identify a topic cluster. 3. Create blog posts for needed subtopic content. 4. Repurpose subtopic content into a downloadable offer. 5. Deconstruct downloadable offer into a 10x content pillar page. 6. Link relevant owned media to 10x content pillar page. 7. Create a conversion path for people to access your 10x content pillar page on your website. Seven Steps to Creating a 10x Content Pillar Page

34. DESIGN IS SOMETIMES FORGOTTEN AND IT’S JUST AS IMPORTANT, IF NOT MORE IMPORANT, THAN THE CONTENT ON THE PAGE.

35. 10x Content Pillar Page Layout Tips

36. 10x Content Pillar Page Layout Tips

37. 3. Core topic referenced in H1 tag 2. Core topic referenced in URL 1. Core topic referenced in page title 10x Content Pillar Page Layout Tips

38. 4. Conversion-focused landing page elements 3. Core topic referenced in H1 tag 2. Core topic referenced in URL 1. Core topic referenced in page title 10x Content Pillar Page Layout Tips

39. 4. Conversion-focused landing page elements 5. Anchor-linked table of contents 3. Core topic referenced in H1 tag 2. Core topic referenced in URL 1. Core topic referenced in page title 10x Content Pillar Page Layout Tips

40. 4. Conversion-focused landing page elements 5. Anchor-linked table of contents 3. Core topic referenced in H1 tag 2. Core topic referenced in URL 6. Website navigation 1. Core topic referenced in page title 10x Content Pillar Page Layout Tips

41. 4. Conversion-focused landing page elements 5. Anchor-linked table of contents 3. Core topic referenced in H1 tag 2. Core topic referenced in URL 6. Website navigation 1. Core topic referenced in page title 7. Definition of core topic 10x Content Pillar Page Layout Tips

42. 8. Images with core topic referenced in alt text 10x Content Pillar Page Layout Tips

43. 8. Images with core topic referenced in alt text 9. H2 tags for section headers 10x Content Pillar Page Layout Tips

44. 10. Links to relevant internal resources 8. Images with core topic referenced in alt text 9. H2 tags for section headers 10x Content Pillar Page Layout Tips

45. 11. Links to relevant external resources 10. Links to relevant internal resources 8. Images with core topic referenced in alt text 9. H2 tags for section headers 10x Content Pillar Page Layout Tips

46. 11. Links to relevant external resources 10. Links to relevant internal resources 8. Images with core topic referenced in alt text 9. H2 tags for section headers 12. Reference your core topic throughout the page 10x Content Pillar Page Layout Tips

47. 11. Links to relevant external resources 10. Links to relevant internal resources 8. Images with core topic referenced in alt text 9. H2 tags for section headers 13. Back-to-top button 12. Reference your core topic throughout the page 10x Content Pillar Page Layout Tips

48. 1. Choose a core topic. 2. Identify a topic cluster. 3. Create blog posts for needed subtopic content. 4. Repurpose subtopic content into a downloadable offer. 5. Deconstruct downloadable offer into a 10x content pillar page. 6. Link relevant owned media to 10x content pillar page. 7. Create a conversion path for people to access your 10x content pillar page on your website. Seven Steps to Creating a 10x Content Pillar Page

49. Etuma linked over 20 relevant pieces of content to their 10x content pillar page. They took the time to create descriptive anchor text to let the searcher and search engine know where they’re going.

50. 1. Choose a core topic. 2. Identify a topic cluster. 3. Create blog posts for needed subtopic content. 4. Repurpose subtopic content into a downloadable offer. 5. Deconstruct downloadable offer into a 10x content pillar page. 6. Link relevant owned media to 10x content pillar page. 7. Create a conversion path for people to access your 10x content pillar page on your website. Seven Steps to Creating a 10x Content Pillar Page

51. The goal here is to let people know this content is available. Consider places, like: • Top navigation

52. The goal here is to let people know this content is available. Consider places, like: • Top navigation • Dedicated section with CTA near the top of homepage

53. 1. Choose a core topic. 2. Identify a topic cluster. 3. Create blog posts for needed subtopic content. 4. Repurpose subtopic content into a downloadable offer. 5. Deconstruct downloadable offer into a 10x content pillar page. 6. Link relevant owned media to 10x content pillar page. 7. Create a conversion path for people to access your 10x content pillar page on your website. Seven Steps to Creating a 10x Content Pillar Page

54. “We are receiving about 4x leads (if you measure by quality) compared to before the text analysis content pillar.” Etuma

55. Consider deconstructing your current awareness- or consideration-stage offers into 10x content pillar pages.

56. In four months our non-paid, organic traffic coming from engines increased 329%. Traditional landing page for guide. Converted landing page into an ungated website page with a relevant conversion point.

57. WHAT’S AN EXAMPLE OF A SUCCESSFUL PILLAR PAGE?

58. Your pillar page should always be under construction. SOURCE: FLICKR

59. Townsend Security is a full-service data security provider.

60. Townsend Security created a comprehensive 10x content pillar page around a broad topic. The goal was to become the thought leader on ‘encryption key management.’

61. • Thoughtfully answering questions on Quora. • Adding insights to other blog posts through blog commenting. • Contributing through leadership guest posts published on other websites. Townsend inserted links to their pillar page by:

62. 1. Offer various forms of media per section for the reader to engage with. 2. Sprinkle in relevant content offers that will help buyer personas continue educating themselves through the buyer’s journey. 3. Insert a heatmap on pillar page to better understand performance and optimization next steps. 4. Grow a subtopic into its own topic cluster and pillar page. Four Opportunities to Help Grow Your Pillar Page

63. Townsend turned the images into interactive infographics with pop-up text using HTML5.

64. Townsend repurposed various data points into infographic-like images.

65. Townsend repurposed content on the page into a video.

66. 1. Offer various forms of media per section for the reader to engage with. 2. Sprinkle in relevant content offers that will help buyer personas continue educating themselves through the buyer’s journey. 3. Insert a heatmap on pillar page to better understand performance and optimization next steps. 4. Grow a subtopic into its own topic cluster and pillar page. Four Opportunities to Help Grow Your Pillar Page

67. Townsend offered additional content offers throughout the page based on relevancy, like an ebook and a whitepaper.

68. Show what other content you have to offer when it makes sense. SOURCE: PIXABAY

69. Find a way to keep people coming back to your content. Continue to educate or entertain them (or both). If you don’t, someone else will. SOURCE: PIXABAY

70. March 2017 saw a record amount of total visitors to Townsend’s website.

71. 63%Of people who visited the encryption key management pillar page decided to download it and take it with them. SOURCE: TOWNSEND SECURITY

72. Townsend’s 10x content pillar page claimed the number one position on Google for ‘encryption key management.’ It also shared the featured snippet with Wikipedia.

73. 1. Offer various forms of media per section for the reader to engage with. 2. Sprinkle in relevant content offers that will help buyer personas continue educating themselves through the buyer’s journey. 3. Insert a heatmap on pillar page to better understand performance and optimization next steps. 4. Grow a subtopic into its own topic cluster and pillar page. Four Opportunities to Help Grow Your Pillar Page

74. Here’s a screenshot of Townsend’s heatmap at the top of their pillar page.

75. The CTA for the guide ¾ of the way down the page led to the most conversions.

76. 1. Offer various forms of media per section for the reader to engage with. 2. Sprinkle in relevant content offers that will help buyer personas continue educating themselves through the buyer’s journey. 3. Insert a heatmap on pillar page to better understand performance and optimization next steps. 4. Grow a subtopic into its own topic cluster and pillar page. Four Opportunities to Help Grow Your Pillar Page

77. News traveled up to the CEO, who was so delighted by their results that he decided to create Townsend’s next pillar page, ‘SQL server encryption.’

78. SQL server encryption is a subtopic of encryption key management.

79. THANK YOU.

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