Creating Pillar Content Your Buyers and Search Engines Will Love
So you hired a content manager, and you’re churning out high-quality, long-form articles on the reg, but still not seeing that killer organic traffic you need. With one of the only constants in life being Google’s algorithm updates, this is an all too common challenge.
As much as it pains us, the way we marketers used to “do SEO” no longer cuts it. How search engines map our content today is very different (and much more human) than it was when we all first started creating content marketing strategies or our companies and we need to cater to this. Enter topic clusters and pillar pages.
Organizing your content in a topic cluster and pillar page model will help:
Your website be more organized, structured, and easier for users to navigate
You spot new content priorities, opportunities, and gaps with ease
Search engines like Google map your content more efficiently
Your search rankings go up due to better visibility
But what is the topic cluster and pillar content model? How does it work and why? What do great pillar pages look like across different industries? How do you select your own topic cluster and pillar content topics? How do you develop an out-of-this-world, revenue-generating strategy for a pillar page? And how do you track the success of your topic clusters and pillar pages?
You'll find the answers to these questions (and much more) in this IMPACT+ Pro course with the mind behind IMPACT’s traffic and lead-generating pillar strategy, Liz Moorehead.
This course is ideally suited for content managers and digital marketers who are tasked with developing and executing robust content strategies that drive results for their company.
When you’re trying to expand your audience, getting your content found in search engines is a must. but what if you’re following all the best practices — keywords in your headlines, related links in your copy — but still not seeing any rise in rank?
How can you conquer on-page SEO and user experience to impress the almighty Google, have users land on the first page of your target search results, and attract qualified traffic?
In this course, IMPACT Content Trainer Kevin Phillips goes beyond SEO basics to teach you how to write and optimize blog articles that will win over search engines and readers alike. These are tried-and-true strategies he’s used to help clients shoot to the top of search ranks for the better part of a decade.
You will learn:
How to create content along the buyer’s journey
How to optimize your article copy to appear on the first page of Google (including structure, keywords, multimedia, linking, etc.)
How to optimize your SERP elements (i.e., titles, URLs, meta descriptions, etc.)
How to optimize the user experience of your blog articles
By the end of this course, you will have everything you need to start not only finding your ideal buyers at the top of their searches, but also winning them over with high-quality, easy-to-digest content.
The 1% content strategy: Combining the top SEO and lead gen tactics to statistically beat 99% of B2B content programs
From the first keyphrase to the final conversion, this session connects every dot. Build a bridge between the Google search results page and your website’s thank you page. Here is a complete approach to making that bridge a fast-flowing highway of continuous demand.
Andy will walk through each step in the process for driving B2B leads with content marketing, from first action to final outcome.
Who are we talking to? Why do they care?
What are we ranking for? What are the two types of keyphrases?
How does PR and research build links, authority and ranking potential?
What do we publish? And how will it be promoted?
What topics, formats and collaborators support lead generation?
Learn to be a “dual threat marketer” by combining search and psychology, SEO with conversion optimization, cheese and mousetraps. There’s more than one way to generate demand for services. This is one of the best.