Cluster Content Marketing

Posted in Marketing | May 11,2020

By Tammy Hinojos, Director of Editorial Services at Miller Public Relations

Unless you’re a copywriter, it may not excite you to read a blog about, um, writing. And that’s fair. But if you’re a business owner with a website and you’d like to increase traffic to your site, I promise this juice is worth the squeeze!

Copywriting is such a fascinating player in the game of the written word. I’d even go so far as to say it’s the workhorse of the family. Not just there to make you laugh (or cry), inspire you, teach you something or give you instruction, copywriting attempts to move you to take action. And as quickly as Google changes its search algorithms for keyword ranking, good copywriters need to adjust the way they tell the story.

If you’ll indulge me just a little here, I want to tell you how a new(ish) mindset in copywriting has the potential to land more users on your website and, ultimately, in your exam rooms and surgical suites.

First, a Lesson Learned

My first job out of college was at a regional section of a large daily newspaper. And the first lesson I learned (and I’ve never forgotten it!) is this:

Don’t be so in love with your own work that you can’t allow it to become better.

This is hard for writers! We looove what we have labored over and we’re proud of it. We have our ideas and our reasons behind the execution of communicating those ideas. But. As my editor once told me; If it ain’t gonna work, it ain’t gonna work.

So, I fixed it. I allowed it to become better. And it worked.

Now Google Wants to Teach us All a Lesson

And that lesson is, don’t get too comfortable with what you’re doing because you’re going to need to pivot.

Content marketing has seen its share of changes during the past few years. Many can be attributed to the rapidly evolving search landscape, as well as a monumental shift in the way users are actually discovering content. New, more sophisticated search algorithms (thanks, Google!) and shifts in the way people use search engines are just a few of the contributing factors and outcomes.

All this movement gave rise to a new kind of architecture within content marketing, specifically, in the area of copywriting. Clustered content (imagine a trumpet call here!). And if you like organization and structure, you’re going to love it! Not to mention, this type of content organization is easier for users to use.

Say Hello to the Good Type of Cluster

Content clusters are a newer concept in SEO content strategy that goes beyond merely inserting keywords in the content and hoping Google likes it. Instead, a content cluster strategy uses topic modeling and internal linking to improve the user experience and boost your search performance.

To explain what a content cluster does, let’s talk about the difference between a site with content clusters and a site without them.

Without content clusters, there’s a good chance that your SEO content creation efforts look like throwing different things at a wall and hoping something sticks.

what's your 20 20 vision

Sure, there’s a vague content idea or an aspirational keyword you want to integrate into the content, so you write it with that idea and keyword in mind. Rinse and repeat. Before you know it, you have a deep but unorganized archive of blogs on all different kinds of topics loosely related to the services and/or products you are marketing.

Hey, I’m not saying there aren’t some real gems in all that copy, I’m just saying Google probably can’t find them or doesn’t find enough of them to consider your site a viable resource for a particular search query.

With content clusters, your site has a cleaner and more beautifully organized approach to SEO content generation. Your site’s mom would be proud!

The three main components to a content cluster approach are:

Pillar page — a broad and comprehensive piece of content that serves as the hub for your cluster Cluster content — any piece of content internally linked to and from a cluster’s pillar page (landing pages, sections from another pillar, blogs) Internal links — the glue that connects your baby clusters to the pillar page

what's your 20 20 vision

When all three components work together in this way, it allows you to establish and grow an incredibly organized collection of comprehensive content that is useful to visitors and is easy-peasy for Google to crawl.

If you want your site to perform well in search engines (and you do!), consider a content overhaul with the goal of providing relevant, high-quality information in an easy-to-navigate, organized manner. Need help with next steps?

Yes, we can.