A Lesson in Content Marketing Thanks to Hubspot

By Kaylyn Zurawski | Content Marketing

Sep 20

A few weeks ago, myself and Bailey (our Administrative Assistant) had the opportunity to attend a Hubspot Academy Webinar through Buffalo’s own Hubspot Hub.  The workshop focused on creating an efficient and productive content marketing strategy for your company. Here’s what we learned and how you can apply these principles to your work.

A Content Marketing Mission Statement is Key

It starts with determining the content your company should be creating. A content marketing mission statement provides the why before it answers the what. Just like a company mission statement, a content marketing mission statement establishes a foundation for your marketing strategy. It aligns the expressions of your brand with the intentions and values of your brand. Here is Hubspot’s fill in the blank content mission statement:

“We market/sell [insert your product/service]. However, when it comes to our content strategy, it’s not about marketing/selling [insert your product/service], it’s about the idea that everyone should know [insert thought leadership knowledge relevant to your product/service].”

Here’s our sample content marketing mission statement that we wrote during the workshop:

We market/sell branding and advertising services, but when it comes to our content strategy it’s not about marketing/selling advertising products, it’s about the idea that everyone should know how to create a more persuasive and engaging brand story that grabs a customers attention and makes more people fall in love with your brand.”

Takeaway: Content marketing is storytelling.

Identify Reach Terms

A reach term is something your company wants to become a subject matter expert on and rank for on Google. The key here is that it has to support your products or services. Find a keyword search provider to help you identify some possible reach terms (we referenced one option here).

For the workshop we used the Keywords Everywhere Plugin. Here are some example reach terms we’d love to be experts on:

  1. Brand Identity
  2. Content Marketing
  3. Digital Marketing
  4. Advertising
  5. Branding

Take your reach terms and review their search engine results. What are people writing about? How long are they? Take notes.

Takeaway: The monthly search volume for the reach term must be more than 2,500 results.

Start with a Pillar Page & Topic Clusters

What is a pillar page? A pillar page is a comprehensive guide that covers the aspects of a core topic on a single web page. Around the pillar page are interconnected subtopics called a topic cluster that supports the pillar page through hyperlinks.

A pillar page is going to be longer than a blog post. Only because they encompass all aspects of the topic you want to rank for. However, they aren’t as in depth.

The bulk of the content will be found in the topic clusters. Whereas the pillar page leaves room for more detail in subsequent, related cluster content.

Takeaway: Pillar pages should answer any question a searcher might have about a topic. Which makes them want to click on the pillar page when they enter a Google search term that your page ranks for.

Five Quick Tips:

  1. Content is becoming a business initiative, not just a marketing initiative.
  2. 90% of website visitors prefer to read lengthy website content from a PDF as opposed to a website page.
  3. Videos under 2 minutes at top of page keep visitors there 10x longer than than pages without videos.
  4. To add value to your content, look at what is already ranking.
  5. Optimize image content by linking to alternate internal and external sources.

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