Content Marketing & Brand Strategist
The pain of investing time and resources into content that doesn’t drive results can be frustrating and costly. For many, the challenge lies in creating content that not only ranks well but also converts visitors into high-quality leads.
In this article, we will walk you through the 7-step process Etuma used to create their first topic cluster and 10x content pillar page, ensuring a comprehensive and authoritative presence in their industry.
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The first and most crucial step in creating a 10x content pillar page is to identify the core topic that you want your business to be known for. For Etuma, this process began with thorough keyword research.
Their primary target audience, represented by the persona “Customer Experience Manager Maggie,” was seeking solutions for making sense of large amounts of text data.
After analyzing search trends and the needs of their audience, Etuma decided to focus on the broad topic of “text analysis.”
However, merely identifying a broad topic isn’t enough. To truly stand out, Etuma narrowed down their focus to a more specific, long-tail keyword: “text analysis guide.”
This allowed them to target a niche segment of their audience looking for step-by-step guidance on text analysis, providing both a comprehensive overview and detailed insights into tools and techniques, including Etuma’s own offerings.
With the core topic identified, the next step is to build a topic cluster around it. This involves gathering all relevant content that supports the main topic. Etuma was fortunate to have a head start, as they already had several blog posts and videos related to text analysis. But rather than stopping there, they took the initiative to brainstorm additional subtopics that would enhance their cluster.
Etuma identified six key subtopics that could be expanded upon, including areas such as “text analysis categorization systems” and “customer feedback taxonomy.” By creating a robust list of subtopics, Etuma ensured that their content cluster was not only comprehensive but also positioned to grow over time. This approach allows the pillar page to continually evolve, keeping the content fresh and relevant.
Once the subtopics were identified, Etuma set about creating in-depth blog posts for each one. For instance, they wrote a detailed article on “How to Create a Customer Feedback Taxonomy,” which directly supported their subtopic on text analysis categorization systems. Each blog post was crafted with SEO in mind, using relevant keywords, H2 tags, and internal links to other parts of the topic cluster.
These blog posts served a dual purpose: they not only enriched the content available on the pillar page but also acted as standalone pieces of content that could rank independently in search results. This multi-pronged approach ensured that Etuma’s content reached a broader audience, driving traffic from multiple entry points.
To maximize the value of their content, Etuma repurposed the blog posts into a downloadable content offer. This was not a simple copy-paste job; instead, they reimagined the content to create a comprehensive guide that added new value. This guide was designed to be a resource that their audience could refer to time and again, making it a valuable lead magnet.
Creating a downloadable offer also allowed Etuma to capture leads directly from their pillar page. They could immediately begin generating leads by placing a form on the page, as soon as it went live. This strategy not only increased conversions but also provided a seamless user experience, reducing the number of steps required to access the content.
The next step was to take the content from the downloadable offer and transform it into a 10x content pillar page. This involved structuring the content in a way that was both informative and easy to navigate. Etuma focused on designing the page to enhance the user experience, ensuring that visitors could find the information they needed quickly and efficiently.
They applied on-page SEO best practices, such as including the target keyword in the page title, URL, and H1 tag. Additionally, they used H2 and H3 tags for subheadings and list items, making the content scannable and user-friendly. Internal and external links were strategically placed to provide additional resources and validate their claims.
Etuma also included a conversion-focused element on the page, such as a form for downloading the content offer. This reduced the friction in the conversion process and made it easy for visitors to take action. The page was further optimized with a table of contents and a back-to-top button, ensuring a smooth navigation experience.
With the 10x content pillar page live, Etuma’s next move was to link all relevant owned media to it. This step is crucial for building a strong internal linking structure, which not only helps with SEO but also guides visitors through the content cluster. Etuma carefully selected over 20 pieces of content to link to their pillar page, using descriptive anchor text to inform both users and search engines of the content’s relevance.
This interconnected web of content helped to establish Etuma’s authority on the topic of text analysis, making it easier for search engines to understand the relationship between the different pieces of content. As a result, their entire topic cluster gained visibility, driving more organic traffic to their site.
Finally, Etuma focused on creating a conversion path to guide visitors to their 10x content pillar page. They did this by strategically placing calls-to-action (CTAs) throughout their website, including in the top navigation menu and on the homepage. These CTAs were designed to be visually appealing and clearly communicated the value of the pillar page.
In addition to static CTAs, Etuma experimented with pop-up forms to capture leads more effectively. With conversion rates averaging 9.28% for top-performing pop-ups, this strategy significantly increased the number of sign-ups they received. By making it easy for visitors to access the pillar page and its associated resources, Etuma ensured that their content was seen by as many people as possible.
Finally, Etuma focused on creating a conversion path to guide visitors to their 10x content pillar page. They did this by strategically placing calls-to-action (CTAs) throughout their website, including in the top navigation menu and on the homepage. These CTAs were designed to be visually appealing and clearly communicated the value of the pillar page.
In addition to static CTAs, Etuma experimented with pop-up forms to capture leads more effectively. With conversion rates averaging 9.28% for top-performing pop-ups, this strategy significantly increased the number of sign-ups they received. By making it easy for visitors to access the pillar page and its associated resources, Etuma ensured that their content was seen by as many people as possible.
While there are various ways to build an effective topic cluster and pillar page, the approach you take depends on your resources. If you have the capacity, you might complete your pillar page within a week. However, if time is limited, it’s essential to plan for a phased approach. Either way, with the right strategy, your content can become a powerful tool that delivers real results.