CONTENT MARKETING

Looking for a content marketing strategy that delivers real business outcomes?

Research has shown that small businesses that blog receive 126% more lead growth than those that do not. Content creation is by far the most effective SEO technique and content marketing generates 3 times as many leads as traditional outbound marketing per dollar spent. So it’s little wonder that 57% of businesses rate content marketing as their top priority.

But with so many organisations now vying for our limited attention, you need a content strategy that can cut through the noise.

At BizWisdom our proven approach to content marketing combines leading content strategy with outstanding creative execution to craft content that will deliver measurable results for your brand.

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BizWisdom’s topic cluster methodology

The topic cluster approach is a highly effective, multilayered approach to building a content marketing program. It combines a pillar topic – a long form guide on a topic of up to 6000 words – with a series of supporting subtopics expanded from the core pillar, to form a “cluster” of content.

The interlinked nature of the topic cluster creates content that is highly accessible to users, rewarded by search engines and which can be easily repurposed into downloadable lead magnets, social media content or email sequences for use within marketing automation platforms such as HubSpot or Active Campaign.

The pillar page

Your pillar page will form the heart of your content marketing hub. It is a long-form guide on a core topic which outlines the key themes and ideas at a high level.

The pillar page provides the central core of a broad topic, while the sub-topics expand upon the pillar page, providing further detailed insight on a specific content niche.

Pillar pages provide the important structure that serves both user experience and search engine optimisation objectives whilst providing a rich source of material which can be repackaged into a downloadable lead magnet.

Sub Topics

The sub topics support the overall topic cluster by providing breadth of content, direct answers to specific questions and by creating pathways for both search engines and users to your pillar page.

By appearing in search engines for specific searches, sub topics will often be the first point of interaction for new users with your site. The sub topics therefore, can introduce new users to your site and subsequently your brand and then push them toward your pillar content and into your marketing funnel.

In this way content is used to position your brand as an authoritative voice within your category, introduce new users to your brand and generate leads by exchanging downloadable versions of your valuable content in exchange for personal information such as name, email or phone number.