Do you know what Google Hummingbird update focuses on? It pinpoints the intent behind the search queries. Before this update, Google searches were based on keywords for the desired results. Today, Google Hummingbird is the direct answer to all the content related queries. Hummingbird search update is useful because it allows conversational search, voice search and human search. Thus, Hummingbird update isn’t a recovery of SEO but an opportunity for the future.
Along with this update, Google has also made broad changes to Google’s current core search algorithm update just to see how ranking systems assess content.
Why does Google make subsequent changes every now and then? All this is designed to better understand searcher’s intent with the help of machine learning technology.
Did you know that 7% of the marketers actively invest in their content marketing strategies? Let’s see what you can do to craft a content marketing strategy that everyone loves!
Given below are a few things that top SEOs do differently for crafting a content marketing strategy that both Al and humans love.
That’s how top SEOs craft their content marketing strategy different from the competitors.
The content that provides a complete answer to any search query asked by the prospects is termed as pillar content. The idea behind pillar content is to provide value to the reader and quality rankings on Google. Content pillars are formed to help support business’s greater goals.
Simply put, pillar content gives your content a purpose.
When the content is 10x better than the top-notch content already on the search pages, it’s termed as 10X content. You can frame a 10x content pillar page keeping in mind the following points:
And, to answer all the above questions you might need to be in touch with several teams and collaborate with them to figure out how to frame an effective 10x pillar page.
Content marketing is sometimes a never-ending slog of blogs, social media posts and landing pages. Most companies fall flat in boosting their engagement and generating leads with the help of content. That’s where content pillars come to your rescue. Here’s how you can break down pillar content for social media and your website.
For this, you need to understand your audience well and perform a blend of customer and keyword research. Keep in mind the search intent and identify the buyer personas equally well.
After having a general idea what the content is going to be about, you can list and assess the existing content to see if it’s updated as per the pillar content strategy created. Content audits are important because they eliminate repeating content topics.
After identifying the main topic, it’s important to conduct in-depth research. Carry out a competitor analysis to understand content marketing tactics. Fill out the gaps and assess the areas that you could address better. Build an authoritative and broader guide to beat older rankings.
With all the information in hand, it’s time to frame your resource pillar page. Priortise all the topics as per the customer needs and industry standards. Make a table of contents at the top of your pillar page, include sub-headings with the right semantic/LSI keywords.
Build cluster pages, set a scope and a word count. Include sub headings and use a great content map as a guideline to visualise your pillar content. When both cluster pages and pillar content is ready, decide how you can add internal links to create a valuable reading journey for the users. Interlinking between different pieces of content is important for ranking in top SERPs.
The last stage involves breaking down your pillar pages into smaller pieces like social pots, infographics, videos and other social media platforms. The pillar page must be the one that’s easy to find on your website. Promotion possibilities are endless and it includes the following -
Moreover, you don’t always have to promote your main pillar. It’s recommended to promote any other content or blog posts from the topic cluster.
Think of your content like a series of pillar, a stabilising foundation for your marketing strategy.
Here’s what’s important to keep in mind while making a content promotion checklist.
With all the awareness on pillar content and other content marketing formats, it’s important to note content marketing’s dirty little secret. The secret says that good content production to promotion ratio is 50:50. The best is closer to 20:80. Content production always follows content promotion.
That being said, are you looking for a collaboration that could help you with both? TransFunnel is just a click away!
Gain expert insights to learn more about inbound methodologies and marketing automation