How to Craft Your Content Strategy, According to HubSpot’s Pillar Page Manager

When your business invests in content marketing, you improve your ability to engage your buyer personas, convert more leads, boost brand awareness, and connect with your audience. This leads me to two questions for marketers: 1) Does your company already actively invest in content marketing? 2) Will you continue — or begin — this worthwhile investment in 2020?

Statistic: 70% of marketers are actively investing in content marketing

Keep Creating Clustered Content to Build Topic Authority

Once upon a time (in 2017), HubSpot’s blog hit a massivetraffic plateau. Our team put their heads together and, after identifying some macro trends in search and content, decided to reorganize HubSpot’s blog into topic clusters. That reorganization, along with the introduction of a search insights report, led to a 25% YoY increase in traffic and improved our search rankings for over two million keywords.

In short, the topic cluster methodology works — keep investing in it. Here’s how.

When creating topic clusters, you want to ensure that each cluster touches on all of the ways people are searching for that topic.You start with a pillar page — which I like to think of as the 10,000-foot view of a topic — about the main keyword you’re targeting. Then, your cluster (or subtopic) content should be about related yet more specific angles of that topic. All of this content, including the pillar page, is clustered through an internal linking structure.

If you’re a visual learner like I am, this illustration will help:

Topic cluster model

Originally published Apr 22, 2020 9:39:34 AM, updated April 22 2020


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