3. #SLCHUG
For Today
• Download the Keywords Everywhere plugin using this link: https://
keywordseverywhere.com/. Below is a list of helpful setup tips:
• Choose a browser: either Chrome or Firefox.
• Download the Keywords Everywhere plugin to your preferred browser.
• Get free API key here: https://keywordseverywhere.com/first-install-
addon.html.
• Copy API key in email sent to you and validate it by: 1) clicking plugin found at
the top of your browser, 2) clicking 'Update Settings' in plugin, and 3) pasting
API key in the field labeled 'API key' and clicking 'Validate'.
10. #SLCHUG
Our Goals For SLCHUG
• Education
– Inbound in general
– Some HubSpot specific
• Who is this for?
– HubSpot Customers, Partners & Prospects
– Anyone who wants to sharpen Inbound skills
11. #SLCHUG
Our Goals For SLCHUG
• Frequency
– Minimum 1 Main Event Per Quarter
– Additional Workshops + Intensives tbd
– These events are for you
– We are not here to sell anyone
– This is a learning environment
– Let’s be “inbound” and be helpful to each other
12. #SLCHUG
Our Next SLCHUG Event
July or August
Topic: TBD
All Event Dates on SLCHUG Home Page
Stay tuned for announcement!
36. Hi, I’m Justin
About me:
• Content Professor for HubSpot
Academy
/JustinRChampion
/WildWeWander
37. Hi, I’m Justin
About me:
• Content Professor for HubSpot
Academy
• Creator of Content Marketing
Certification course
/JustinRChampion
/WildWeWander
38. Hi, I’m Justin
About me:
• Content Professor for HubSpot
Academy
• Creator of Content Marketing
Certification course
• Author of Content Marketing
Workbook
/JustinRChampion
/WildWeWander
39. Hi, I’m Justin
About me:
• Content Professor for HubSpot
Academy
• Creator of Content Marketing
Certification course
• Author of Content Marketing
Workbook
• Author of Inbound Content
/JustinRChampion
/WildWeWander
40. Hi, I’m Justin
About me:
• Content Professor for HubSpot
Academy
• Creator of Content Marketing
Certification course
• Author of Content Marketing
Workbook
• Author of Inbound Content
• One half of Wild We Wander
/JustinRChampion
/WildWeWander
41. TODAY’S AGENDA
Welcome 15 minutes
1. Content Marketing Strategy Overview 20 minutes
BREAK 10 minutes
2. Outlining Your Content Marketing Strategy 65 minutes
3. Wrap Up and Close 10 minutes
TOTAL 2 hours
45. The slide deck and workbook will be
accessible to you after today’s workshop.
Slide Deck Workbook
46. Total time: XX minutes
1. When you see this slide, it’s time for an activity!
2. Take advantage of the time you’ve been given.
3. It’s a great opportunity to work with your fellow attendees.
Activity Time
47. Total time: 3 minutes
If you haven’t already, introduce yourself to a neighbor. This person will
become your training accountabilibuddy, helping you get through
today’s training.
Tell them something interesting about yourself (maybe something you’re
passionate about).
Activity Time
53. I love stretching the value out of things.
We decided to convert George into a storage unit, which also doubles as a camper.
Before After
#UNBOUNDINBOUNDER
54. We wanted to help
other
like-minded individuals.
We created an in-depth, step-by-step
guide on how to convert a truck
into a functional living space.
55. I pieced the guide together by creating
a blog calendar of related content.
DIY TRUCK
CAMPER
Creating an
off-grid electrical system
Purchasing
a truck cap
Installing a
reclaimed wood wall
Repurposing a
blanket into curtains
Installing
truck bed carpeting
Creating a
rip-away screen
Weatherizing
your truck cap
Installing a
storage area
Breaking down something large and focusing on the steps makes the process more manageable.
56. We deconstructed our guide into an ungated
website page and offer it as a packaged resource.
This way visitors can easily navigate the content and take it with them if they choose to do so.
SOURCE: WILD WE WANDER
57. Since launching the ungated website page our
organic traffic increased 943% in 13 months.
SOURCE: WILD WE WANDER
58. We rank #1 on Google
for the broad term
‘DIY truck camper’.
59. We rank #3 on Google
for the broad term
‘truck cap camper’.
60. “The average first page ranking,
will also rank well for about
1,000 other relevant keywords.”
- @ahrefs
SOURCE: https://ahrefs.com/blog/also-rank-for-study#UNBOUNDINBOUNDER
61. • Written a clear content mission statement.
By the end of today’s workshop,
you’ll have:
62. • Written a clear content mission statement.
• Learned a framework for planning, creating, and growing content.
By the end of today’s workshop,
you’ll have:
63. • Written a clear content mission statement.
• Learned a framework for planning, creating, and growing content.
• Outlined a plan to rank for a high traffic topic on search engines.
By the end of today’s workshop,
you’ll have:
64. • Written a clear content mission statement.
• Learned a framework for planning, creating, and growing content.
• Outlined a plan to rank for a high traffic topic on search engines.
• A list of resources to help with next steps.
By the end of today’s workshop,
you’ll have:
73. CONTENT PILLAR (aka pillar page)
A website page that covers a broad topic in depth and is
linked to a cluster of related content.
#UNBOUNDINBOUNDER
83. Visitors can
easily navigate the
page’s content.
The page offers a relevant
packaged resource, allowing visitors
to take the content with them.
SOURCE: TOWNSEND SECURITY
84. 63%of people who visited the encryption key management
pillar page decided to download it and take it with them.
SOURCE: TOWNSEND SECURITY
85. Non paid, organic search engine traffic
increased 100% in less than 10 months.
Townsend had three record-breaking organic traffic months since May 2017.
SOURCE: TOWNSEND SECURITY
86. Townsend’s CEO stepped up
to create their next pillar page.
Content is becoming a business-wide initiative, not just a marketing initiative.
SOURCE: TOWNSEND SECURITY
87. You can learn more about
Townsend Security’s
journey in chapter 11 of
Inbound Content.
89. THERE ARE TWO TYPES
OF COMMONLY USED
PILLAR PAGES.
#UNBOUNDINBOUNDER
90. There are two types
of commonly used
pillar pages.
● Resource pillar page
○ Heavy on internal and/or
external links
○ “Bookmarkable”
reference page
SOURCE: HELP SCOUT
91. There are two types
of commonly used
pillar pages.
● 10x content pillar page
○ Deep dive on core topic
○ Format is similar to an
ungated ebook
SOURCE: MAILSHAKE
92. A 10x content pillar page should offer the
ungated content as a packaged resource.
SOURCE: MAILSHAKE
93. 90% OF WEBSITE
VISITORS PREFER TO
READ LENGTHY WEBSITE
CONTENT FROM A PDF.
SOURCE: HUBSPOT#UNBOUNDINBOUNDER
94. Ungating content and offering a relevant packaged
resource solves for the human experience.
People want to try something out before making a decision on its value.
SOURCE: PEXELS
95. IN ORDER TO CREATE EFFECTIVE CONTENT, YOU
NEED TO DETERMINE WHY YOU’RE CREATING CONTENT.
96. “People don’t buy what you do,
they buy why you do it.”
- @SimonSinek
#UNBOUNDINBOUNDER
97. WHAT IS YOUR CONTENT
MISSION STATEMENT
Be sure you’re aware of what your content really
stands for and how you can make a difference in
your audience's lives. That will set the tone for your
entire content marketing strategy.
#UNBOUNDINBOUNDER
99. We sell an application that transforms unstructured text data into decision-
making information. However, when it comes to our content marketing
strategy, it’s not about marketing our text analysis application,
it’s about the idea that everyone should know that there’s an automated
solution to categorize comments and detect emotions in real-time in
multiple languages.
#UNBOUNDINBOUNDER
Etuma’s Content Mission Statement
100. Total time: 3 minutes
Workbook page: 4 and 5
Write down your content mission statement.
Activity 1: Content
Mission Statement
101. MARKETERS WITH A DOCUMENTED
CONTENT MARKETING STRATEGY ARE MORE
LIKELY TO CONSIDER THEMSELVES EFFECTIVE.
108. Read This Sentence
The only thing that’s interesting about
this sentence is is that your mind may
have skipped the second ‘is’.
109. Read This Sentence
The only thing that’s interesting about
this sentence is is that your mind may
have skipped the second ‘is’.
110. REVERSE
ENGINEERING CONTENTThe process of working backwards to create a valuable
piece of long-form content by recycling a series of
planned content initiatives.
111. How do you reverse engineer a
long-term content marketing strategy?
122. Colgate offers a resource page
covering gum disease in depth.
SOURCE: COLGATE
Each section on the page links to relevant resources to continue learning.
123. 1. Determine reach term
Six Steps to Reverse
Engineering a Resource Pillar Page
125. A reach term is a main topic that you want your
company to be known for and build authority around.
Reach terms have high monthly search volume and are generally one to three words in length.
126. Choose a reach term that supports
your products and/or services.
SOURCE: COLGATE
127. Perform research on Google
to find potential reach terms.
Use the Keywords Everywhere plugin to determine monthly search volume.
129. Total time: 7 minutes
Workbook pages: 6 and 7
PART 1: Determine a reach term that’s relevant to one of your
products and/or services.
Activity 2: Creating Your
Content Marketing Strategy
130. Six Steps to Reverse
Engineering a Resource Pillar Page
1. Determine reach term
2. Identify core topics
132. Core topics should contextually support your reach term.
Most core topics are generally between three to five words in length.
SOURCE: COLGATE
133. Perform research on Google
to find potential core topics.
Review Google’s autocomplete and related searches suggestions.
Autocomplete Related searches
134. Perform research on Google
to find potential core topics.
Analyze the first page of the search engine result listings.
135. Click through top-performing listings
and review the page’s content.
Is it up to date? What’s the searchers intent? How could it be improved?
SOURCE: PERIO
136. Click the back button to go back to the search engine
results page and you’ll see ‘people also search for’.
139. Total time: 7 minutes
Workbook pages: 8 and 9
PART 2: Determine core topics in support for your reach term.
Activity 2: Creating Your
Content Marketing Strategy
140. Six Steps to Reverse
Engineering a Resource Pillar Page
1. Determine reach term
2. Identify core topics
3. Source subtopic content
142. Your core topics should be
supported with subtopic content assets.
Think of each piece of subtopic content as one more step towards your core topic visibility.
SOURCE: COLGATE
143. SOURCE: COLGATE
Think of each piece of subtopic content as one more step towards your core topic visibility.
Your core topics should be
supported with subtopic content assets.
144. Make it a best practice to identify
subtopics in the form of a question.
Each subtopic you identify will be used to influence your subtopic content assets.
“How do I know if I have gingivitis?” “Three signs that you might have gum disease.”
SUBTOPIC SUBTOPIC CONTENT ASSET
146. Total time: 7 minutes
Workbook pages: 10 and 11
PART 3: Identify subtopics for one of your core topics.
Activity 2: Creating Your
Content Marketing Strategy
147. Six Steps to Reverse
Engineering a Resource Pillar Page
1. Determine reach term
2. Identify core topics
3. Source subtopic content to form your topic clusters
4. Build pillar page
149. Descriptive
content for
each core topic
SOURCE: COLGATE
Related
subtopic
content assets
Section for
core topic
Resource Pillar Page Layout Tips
150. SOURCE: HUBSPOT
HubSpot offers a
variety of free pillar
page templates.
Don’t let design be the obstacle
that keeps you from creating and
publishing remarkable content.
151. I used HubSpot’s free templates to build
pillar pages on Wild We Wander’s website.
10x content: wildwewander.com/diy-truck-camper Resource: wildwewander.com/digital-nomad
You can use them to create 10x content and resource pillar pages.
SOURCE: WILD WE WANDER
152. Six Steps to Reverse
Engineering a Resource Pillar Page
1. Determine reach term
2. Identify core topics
3. Source subtopic content to form your topic clusters
4. Build pillar page
5. Link all related content to your pillar page
153. Make sure all of your subtopics
link to the resource pillar page.
SOURCE: COLGATE
154. Consider adding links at the
top and bottom of your subtopic content assets.
Text-based link at the top of the page Image call-to-action at the bottom of the page
SOURCE: PROWLY
155. Six Steps to Reverse
Engineering a Resource Pillar Page
1. Determine reach term
2. Identify core topics
3. Source subtopic content to form your topic clusters
4. Build pillar page
5. Link all related content to your pillar page
6. Increase website authority via inbound links
156. More likely than not, you’re not the only
one who will be competing for attention.
SOURCE: CREST
158. Inbound links are a
critical piece of your marketing plan.
Colgate link report Crest link report
The quality and quantity of your inbound links matter greatly.
SOURCE: MAJESTIC
161. Focus your time and energy on
creating your first topic cluster.
This will help make your climb more manageable and less overwhelming.
CORE TOPIC
162. “The average first page ranking,
will also rank well for about
1,000 other relevant keywords.”
- @ahrefs
SOURCE: https://ahrefs.com/blog/also-rank-for-study#UNBOUNDINBOUNDER
165. You can learn a seven-
step process to reverse
engineering a topic
cluster and 10x content
pillar page in chapter 11
of Inbound Content.
166. Etuma created their first topic cluster and 10x
content pillar page using this seven-step process.
SOURCE: ETUMA
167. “We are receiving about 4x leads
(if you measure by quality)
compared to before the
text analysis content pillar”
- Matti, Etuma
#UNBOUNDINBOUNDER
168. There are 52 weeks in a year. Use them wisely.
Reverse engineer packaged content resources by making sense of your weekly content tasks.
169. Total time: 2 minutes
Workbook pages: 12
PART 4: Acquaint yourself with continuing education resources.
Activity 2: Creating Your
Content Marketing Strategy
178. Topic Clusters and
Pillar Pages are Widely Used.
• Wild We Wander – DIY truck camper
• Townsend Security – Encryption key management
• HelpScout – Customer acquisition
• Mailshake – Email outreach
• Etuma – Text analysis
• Colgate – Gum disease
• HubSpot Academy – Contact management
179. • A clear content mission statement.
• Identified a reach term to align your content planning efforts.
• Identified five core topics with which to create content around.
• Identified a list of subtopics for one core topic.
• Understand HubSpot resources to continue learning and receiving support.
Here’s what you
have to start your climb: