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Benefits of a Content Cluster Strategy 

July 16, 2018
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The popularity of content clusters has greatly improved the overall strategy behind content marketing. Some are even calling content clusters “the future of SEO” because they include many SEO-related benefits. Creating content jam-packed with various keywords is no longer the way to move up on the search engine result page (SERP). Search engines are now favoring topic-based content, which is why content clusters are so important.

Before we dive deeper into the benefits of content clusters, I want to define what a content cluster is. Simply put, content clusters are part of a topic modeling strategy in which a “cluster” of content is created around a specific topic. The content should have relative keywords pertaining to a single pillar page or around one umbrella topic.

Related: What is a Content Cluster?

For example, if you own a shoe store that sells boots, you would want to create content based on questions or information people might have in regards to boots. What boots are best for winter? What boots are in style for Winter 2017? What to wear with boots in the winter? These questions can then be built into one cluster, Winter Boots. From there, you can find tons of related topics to write about and then internally link them together and to the main service page. And wahla! You’ve just created a content cluster.

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You may be asking yourself; why should I create a content cluster?  Or, how will it benefit my business?Well, content clusters are more beneficial than you may think! Without any order of importance, here are 5 benefits of content clusters that you need to know.

Builds Authority

Producing multiple content pieces surrounding one pillar topic notifies search engines that you are an authoritative and trustworthy site on a topic. It’s necessary that you focus on one topic and build out from there, instead of creating random pieces of content targeted at particular keywords.  For example, if you have navigational pages for jewelry, makeup, and shoes, you would want to create content around each of those navigations and their subcategories.

Related: How Many Topics Should Be in My Content Cluster?

The most important thing to remember is to link content and similar content back to the pillar page, or the transactional page. Search engines use links as a signal of authority. The more links back to a transactional page, the higher that page will rank on SERP. Links also help to keep users on your site and explore the other pieces of relevant content you have created around that topic and eventually lead them through the buyer’s journey.

Improves Search Results

Creating content clusters improves search results for every piece of content around a specific topic. Nowadays, users expect to be able to search less and find more which is why content clusters are so crucial. Instead of typing in specific keywords, you can search for general topics and the search engine will provide you with tons of relevant content pertaining to the topic.

Grows Revenue

Content clusters can draw attention to a service/product that generates the most amount of revenue and grow it. Additionally, by internally linking your clusters you help build up the authority of your core transactional pages. Building content around your lead revenue driving products or services will help lead potential customers to your service/product landing page and make a purchase.

Answers Similar Questions

Content clusters can answer similar questions that users may have around the same topic. If you are looking for tips on how to bake bread, the search engine will give you related topics without having to put in specific keywords. These related topics might answer some questions you didn’t even realise you needed answers to!

The image above is a prime example of how content clusters can answer similar questions surrounding a given topic that users might have.

Grows Top Of Funnel Traffic

Content clusters will help grow relevant top of funnel traffic and eventually generate leads.

Related: How to Deliver Value at Every Stage of the Customer Journey

Having comprehensive and valuable content out there for users to consume builds traffic around your brand and brings people to your site organically. Content clusters expose many people to a certain topic and its surrounding topics.

Wrapping Up

The benefits of content clusters are endless. In addition to all of the benefits above, content clusters will also help you save time as you strategize your content plan. Once you have a central topic in mind, coming up with subtopics is a breeze. Pro tip: Type your topic into Google and look at the “searches related to” section at the bottom of the page. This will help you see what other people are searching for related to your topic and help you create subcategories.  Gone are the days of keyword-based content. Topic-based content is taking over the internet and you need to get on board!


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