What are Topic Clusters?
A topic cluster is a compilation of web pages— on a similar topic— linked to one pillar page.
When using this tactic, your customers can read a single article on that subject. Then they can quickly browse other articles to learn more about it.
Topic clusters improve your search engine rankings faster by interlinking similar content. They guide your prospects through the buyer journey by enticing them with relevant content until they’re ready to take the next step.
When implementing topic clusters, you need to identify a strategic subject and start researching for content. Once you have a plan, you can create a business blog where you will strategically link all the content together to form a complete cluster.
Topic Clusters can include:
- Blogs
- Pillar Pages
- Lead Magnets
- Content Upgrades
- Silo Pages
- Sales Offers
- Videos
- Infographics
- Quizzes
Examples of Topic Clusters
Example #1. Cloud Elements
Cloud Elements helps companies connect with third-party software using their API integration platform.
They created a topic cluster that took a difficult subject and broke it into seven subtopics. Customers can quickly move between the subtopics using the table of contents on the left-hand side. This helped with customer engagement and understanding.
https://offers.cloud-elements.com/definitive-guide-to-api-integration
Example #2: Typeform
Typeform is online software that builds forms and surveys for companies like Apple Inc., Airbnb, Uber, and Nike, Inc.
They used topic clusters on their website by creating sticky chapters. The navigation on the right-hand side is noticeable in engaging subtopic titles. Their audience knows exactly where to find the information they are looking for.
Example #3. The Atlantic
The Atlantic is one of America’s oldest lifestyle magazines. They are published on multiple platforms, and their earliest publication dates back to 1857.
The teamed up with AthenaHealth, a healthcare network, to create their topic cluster on a healthier population. They used beautiful visuals and a side menu to keep their page free of clutter, but it was still informative.
https://www.theatlantic.com/sponsored/athenahealth/population-healthier/598/
Example #4. IMPACT
IMPACT is a marketing company focused on empowering business leaders through digital sales.
They used topic clusters to create how-to-manual for creating content style guides. Not only can readers access tutorials, but they can download templates all from one page. This type of topic cluster provides a one-stop-shop!
Example #5. Hubspot
Hubspot is an all-in-one marketing software company. They provide their clients with tools to help them with blog posts, email blasts, etc.
They have a lot of topic clusters on their website, but in this example, they’ve added videos! The content is all arranged in a creative way that allows users to focus and find all the information they need.
