HW Creative Marketing Blog

Reorganizing Clients' Existing Content For The Future

[fa icon="calendar'] September 26, 2017 / by Trevor Bachman

If you're in charge of writing or promoting content, you want it to be bulletproof. Great content can attracts visitors, leads, and hopefully customers, but how future-proof is your strategy? Are you still stuck on ranking for hundreds of keywords without some less-than-ideal organization?

If you said yes, you're not alone! It's time once again to adjust to Google's changing algorithm. This new change prioritizes topics over keywords. If you've run traditional inbound campaigns in the past, then you undoubtedly have a mountain of blogs, ebooks, and other content already published. All of this published content can easily be organized for the future of Google search.

Organizing For The Future

  • Ungate your content offersYou or your firm have spent a ton of time and effort creating a masterful content offer, but it's hidden behind a form. PDF documents aren't usually indexed by Google's web crawlers, so all of this high quality content isn't even being appreciated!
Find a head-tail search termThe ebook you created a while back is a great place to start for a Pillar Page. It might have a long title, but odds are, it covers a specific topic. We hear a lot about long-tail keywords, but what about head-tail? Head tail terms are 2-4 word phrases that correspond to a topic you're writing about. This head-tail term, like 'workout routines" will serve as the topic of your Pillar Page.
  • Set up your pillar page
HubSpot created a tool called Content Strategy that helps its users organize content into topic clusters. You don't have to use the software to future-proof your content, but it makes the process much easier. We don't recommend a straight up copy and paste of your ebook for use as a pillar page, but you can make things much easier by repurposing it's words and images.
  • Choose your subtopics
Subtopics are the supports that hold up your Pillar Page. If the Pillar Page is part of the head-tail term, subtopics are your long-tail keywords (they're really just blogs). Instead of linking these blogs only to a content offer, link them to the Pillar Page and vice versa using the same keyword. Doing so helps Google understand what topic you're tlking about, and that your Pillar Page is the main focus.
  • Final touches
Once you've linked a blog to the Pillar Page, pat yourself on the back! You're well on your way to conquering the future of search. The more subtopics you have (of good quality of course), the more authority your Pillar Page gains (you're on a subtopic blog right now 😎). According to HubSpot research, Pillar Pages need 8-22 topics to reach their full potential. Less than 8 and you run the danger of losing search ranking. More than 22 subtopics and you see diminishing returns.
  • Conversion
Conversions from Pillar Pages are still up in the air. We need your help to figure out what works! HubSpot's literature on the subject of conversions on Pillar Pages is sparse. Their current recommendation is to package your Pillar Page into a downloadable PDF behind a form. At HW, we've got a better idea. Set up a chance to chat about the subject. We recommend being transparent about conversions here, and offering a chance for other marketers to learn more, or allowing other businesses a chance to learn more about the subject.

We're on the cusp of an entirely new frontier of content marketing and the future is bright. Buckle in, learn all you can, and if you want to chat about it, let us know.

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