Pillar pages are long-form content pages that cover all aspects of a broad topic. They are broad, including information on all aspects and subtopics, but they do not tend to be deep. Tutorials, reviews, and other in-depth guides make up cluster pages that support and are supported by the pillar pages.
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Anyone who has even a modicum of experience within the world of online marketing is well aware that client engagement is one of the most important metrics to address. Whether referring to brand awareness, sales or new product promotions, it pays to target the right people at the right times. Unfortunately, many businesses fall far short of the mark; resulting in mediocre profits and a great deal of confused consternation. One of the reasons why this could occur is sometimes the result of a situation known as a “content gap”. What exactly is a content gap? How can you determine if one exists within your current marketing campaign? Perhaps most importantly, what steps can you take to close this gap in order to maximise your efforts? As both novices and seasoned professionals are sometimes uncertain how these questions should be answered, it is prudent to take a closer look.
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Take a moment to consider how often you monitor social media channels on a daily basis. From Facebook and Twitter to popular blogs such as Tumblr and Lifehacker, there has never been a greater opportunity to interact with those around you. This observation has not been lost on the masses, as it is currently estimated that more than 3.5 billion users access social media each and every day. So, it only stands to reason that businesses have looked to capitalise upon such a burgeoning demographic. We should still mention that times have changed in regards to creating a content marketing campaign that will resonate with the audience. What are some trends to expect throughout the remainder of this year, and how can you implement a successful strategy that offers tangible results? Whether you have just entered into the online retail community or you are a seasoned veteran, the details found below should not be overlooked.
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We often refer to search engine optimisation (SEO) in rather all-inclusive terms; highlighting benefits such as the ability to reach a truly global audience and the advantage of superseding traditional geographic borders when marketing a specific product or service. However, it is just as important to examine the other side of the digital spectrum. Local SEO has become an increasingly prevalent tactic which businesses are employing to reach their target demographic and to generate customer loyalty. In other words, it might be time to “think small” as opposed to thinking big. Why do search engines look favourably upon this strategy? What tangible benefits can you enjoy as a result? How can creating locally relevant content drive sales and customer engagement? If you are still not convinced about the amenities of local SEO, the information below should shed some much-needed light upon the equation.
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We are all aware of the importance of SEO in regards to online exposure and product promotions. Users are constantly bombarded by terms such as “backlinks“, “bounce rate“, “alt tags” and “long-tail keywords”. In truth, these and other strategies will all produce powerful results if utilised in the appropriate manner. Search engine optimisation is still one of the most powerful marketing tools alongside quality content creation. Unfortunately, the latter is often sacrificed for the former due to a misplaced sense of what “modern SEO” really entails. Why are many business owners failing to understand what goes into finding the proper keywords for the topic at hand? Let's look at some probable causes before moving on to seeing why these can prove to be costly mistakes as well as what you can do to avoid clumsy content.
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