In our last episode, we went off during a fiery discussion about what content strategies really are and how marketers, leaders, and sales pros need to rethink their approach to content going into 2023. We also talked extensively about how the answer to what is a content strategy has changed substantially in the past 10 years.

Why? Because the technology and algorithms used by search engines to rank our content has radically changed. 

Enter stage left, topic clusters and pillar pagers. 

Topic clusters and pillar pages are the building blocks of the modern content strategy – I don’t care what industry you’re in, if you’re using content to drive traffic, leads, and sales, that statement applies to you. And yet, as essential as topic clusters and pillar pages are to your content strategy, so many marketers and business leaders don’t know how to effectively executive a topic cluster and pillar page based strategy.

🔎 Related HubSpot education:

• What is great content? (HubHeroes, Ep. 2)
• The last SEO content strategy guide you'll ever need
• What is a topic cluster? (definition + examples)

Or … you might think you do, but you’re making mistakes in your strategy and execution that are costing you big time when it comes to results. 

So, if you’re a content marketer, a marketing leader, or a business owner who is looking to topic clusters to drive big results in 2023, you absolutely must listen to this episode. Because, even if you think you’ve got topic clusters and pillar pillar pages down to a science, trust me when I say you’re going to learn something that will have direct, bottom-line impact in this episode.

Here's what we cover in this episode ...

• What isn't a content strategy? Because the amount of misinformation out there is astounding.
• How the answer to "what is a content strategy?" has changed in the past decade.
• What is the purpose of a content strategy? And what do most people get wrong about what content is supposed to do for their organizations?
• How Google and other search engines have radically changed how you should be developing your content strategies.
• Liz gets heated about "brand awareness" content.
• A brief primer on topic clusters and pillar pages, as well as why they exist.

And so, so, so much more. Seriously, this episode is straight fire, start to finish.

YOUR ONE THING FROM THIS EPISODE

If you're a growth-focused marketer or business leader who needs to get big results (and make big changes from a content strategy standpoint) in 2023, you need to sign up for the SEO Content Strategy Masterclass, which starts in January. Period.

Otherwise, get very clear on the purpose for your content strategy, as well as what goals you're looking to achieve with it. And if someone asks you for a content strategy document outside of what you provided, take a long hard look at your current documentation — and the process you used to get there — because you've got big gaps, my friend. 

RESOURCES FOR THIS EPISODE

• Content strategy scoping questions list (47-ish total)
• Pillar page strategy mistakes that are costing you (+ examples)
• What does great content actually look like? (HubHeroes, Ep. 2)