After attending a local HubSpot event through SDCHUG, which featured HubSpot's Sr. Customer Success Manager, Avani Patel. We wanted to recap our takeaways to help guide individuals who need to create a Content Strategy for their business or breathe new life into their existing efforts.
Content has always been a foundational component of any marketing strategy, but the method, frequency and style in which we create content has continually changed. A contributing factor to this change has been the evolution of how people find and consume content.
Search Engines like Google are one of the primary sources we all turn to when looking for information. As the search engines have improved their capabilities to identify intent, context, and relevancy we have changed how we type our search queries into Google. With this advancements, we can search broader terms or even topics and still see the result we desire. This is were HubSpots Topic Clusters come into play. Create a topic cluster around a unique topic so you can turn into an authoritative powerhouse on that topic.
So how does one go about creating a content strategy that pushes your brand to be the authority on a given topic? We subscribe to the methodology of identifying and targeting a single pain point of a single buyer persona. In this sense, we apply the same concept to content that we apply to responsibility. If everyone is responsible, then no one is responsible. In turn, if you are writing for everyone, then you are really writing for no one.
This aligns with Avani thesis stated in the presentation as well:
"Create targeted clusters of content that cover a specific topic in-depth."
If you can narrow in your focus on a specific topic and create sub-topics to address common questions, hurdles, reservations, or best practices. You can become a reputable resource on the topic. For a quick breakdown of the topic cluster concept, watch HubSpot's introduction below:
The key takeaways we took from the presentation:
Lastly, a special thank you to Kara Susvilla, the SDCHUG Leader for coordinating and hosting the event as well as Avani Patel for speaking and leading the presentation.
If you are still looking for a place to start, try identifying your target persona. You can download the Digital Utopia Methodology Blueprint to systematically identify your target persona and the role your brand plays in his or her life. This is a great starting point to identify the key pain point if your target persona.