Content underpins any great inbound marketing strategy and will be a familiar feature for most B2B companies.

For inbound lead generation, content is one of the best drivers of lead generation and increasing website traffic. Evidence of content marketing is everywhere and ranking with search engines now demands more than interesting content, half-heartedly released to the world.

The age-old tactic of keyword cramming no longer cuts the mustard with Google either. Instead, companies are ranking for relevant, great quality content that’s purpose written for a specific audience. This is as a result of changing search behaviours. Instead of searching in specific keywords, we are searching in more natural language, meaning that search engines are more concerned with the intent and context of a search.  

For your content to work for both you and your prospects, it needs to be built around a question or a topic that you can answer as an expert.  

What are topic clusters? 

In short, topic clusters are a collection of linked articles around one key topic.  A single ‘pillar’ page answers a specific question for your target audience and acts as the main hub of content. The sub topics within the pillar page build up the content and answer questions in relation to the main pillar. The subtopics are linked to their own content pages, the pillar page and to each other.  

Topic clusters are an efficient way of structuring and delivering your content. They make it easy for search engines to understand the structure of your site and give you the best chance of attracting and engaging your prospects.