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Topic Clusters: Fresh Ideas Based on Expertise

Podcast |: Women Conquer Business
Publisher |: Jen McFarland
Media Type |: audio
Podknife tags |: Business,; Entrepreneurship,; Management & Marketing
Categories Via RSS |: Business,; Entrepreneurship,; Management,; Marketing
Publication Date |: Jun 24, 2022
Episode Duration |: 00:47:38

If you want to know the SECRET to reach the right audience with your expertise, the solution is within YOU. Learn about creating Topic clusters (AKA content themes) based on your expertise.

Topic Clusters and Content Themes

We've talked A LOT about researching content based on customer testimonials and basic keyword research. But if you want to know the SECRET to reach the right audience with your expertise, the solution is within YOU.

This week's show is all about creating Topic clusters (AKA content themes) based on your expertise. You'll find you have a goldmine within you. We'll help you unlock the riches.

Training topics:

E-A-T (Expertise, Authoritativeness, Trustworthiness)

Why Google cares about your Expertise as a creator, the Authoritativeness of the content/information, and the Trustworthiness of your website.

YAMYL (Your Money or Your Life)

Use care in creating content in these areas:
News and current events (business, tech, science, etc.)
Government and law
Financial advice (investments, retirement)
Shopping information (product reviews, research)
Medical advice (drugs, hospitals, emergencies)
People (race, religion, sexuality)
… Yeah, we think it’s just about everything too. But Google doesn’t like it if your content is inaccurate and could do harm to another person.
Long story short: create good content based on the content funnel and topic clusters we talk about next and you should be OK.

Content Funnel

People search for different reasons:
Navigational
Informational
Transactional
Commercial
Create different types of content to capture people in different places within the funnel.

Topic Clusters

What are topic clusters?
Grouping content based on themes or a common broad topic, held together by a pillar post or skyscraper page
High-quality content representing different places within the funnel.

Chocolate Cake Example

We walk you through a topic cluster using chocolate cake as an example.

Service Providers

Use the 'problem, solution, results' model if you’re a service provider struggling to come up with topics.

Topic Clusters by Jen McFarland

Words of Wisdom

It's really important that whatever you create is within your expertise and is authoritative, meaning you're creating it to create value, to help people. And that it is based on expertise and part of what helps with that is if you link to other things. So something like topic clusters, you might link out to HubSpot or Semrush, or any of these different SEO companies to show that you have well researched it and you're within your lane. — Jen

We have found that when you completely radically change, sometimes you have a small group of people who ‌stay with you because they like you. They will stay with you no matter what you're talking about because they like you as a person, a friend, or a brand. So you can change your brand. You can change your focus. You can home in on things a little more if you need to in the future. But to get started, you want to be very clear about who you are, what you're talking about, and who you're talking to. — Shelley

Can't-Miss Resources

💌 Marketing Missive: Weekly Marketing Insights

We’ve talked A LOT about researching content based on customer testimonials and basic keyword research. But if you want to know the SECRET to reach the right audience with your expertise, the solution is within YOU. This week’s show is all about creating topic clusters (AKA content themes) based on your expertise. You’ll find you have a goldmine within you. We’ll help you unlock the riches.STAY CONNECTED: 🌍See Jen’s website: https://www.womenconquerbiz.com 🌍Jen’s courses: https://epiphanycourses.com🎙️Listen to the podcast: https://plnk.to/womenconquerbusiness 💼Follow Jen on LinkedIn: https://linkedin.com/in/jensmcfarland 🌍See Shelley’s website: https://www.livecast.life/💼Follow Shelley on LinkedIn: https://www.linkedin.com/in/shelleycarney/ BREAKING NEWS: Vidcon on YouTube at https://www.youtube.com/user/vidcon Unfortunately, Jen can’t be there (gave up ticket!)PRESENTATION/TRAINING: TOPIC CLUSTERSE-A-T (Expertise, Authoritativeness, Trustworthiness)Why Google cares about your Expertise as a creator, the Authoritativeness of the content/information, and the Trustworthiness of your website.YAMYL (Your Money or Your Life)Use care in creating content in these areas:News and current events (business, tech, science, etc.)Government and lawFinancial advice (investments, retirement)Shopping information (product reviews, research)Medical advice (drugs, hospitals, emergencies)People (race, religion, sexuality)… Yeah, we think it’s just about everything too. But Google doesn’t like it if your content is inaccurate and could do harm to another person.Long story short: create good content based on the content funnel and topic clusters we talk about next and you should be OK.Content FunnelPeople search for different reasons: NavigationalInformationalTransactionalCommercialCreate different types of content to capture people in different places within the funnel. Topic ClustersWhat are topic clusters?Grouping content based on themes or a common broad topic, held together by a pillar post or skyscraper pageHigh-quality content representing different places within the funnel.Chocolate Cake ExampleWe walk you through a topic cluster using chocolate cake as an example.Service Providers – noteUse the problem, solution, results model if you’re a service provider struggling to come up with topics.WORDS OF WISDOM: It’s important that whatever you create is within your expertise and is authoritative, meaning you’re creating it to create value, to help people. And that it is based on expertise and part of what helps with that is if you link to other things. So something like topic clusters, you might link out to HubSpot or Semrush, or any of these different SEO companies to show that you have well researched it and you’re within your lane. — JenWe have found that when you completely radically change, sometimes you have a small group of people who stay with you because they like you. They will stay with you no matter what you’re talking about because they like you as a person, a friend, or a brand. So you can change your brand. You can change your focus. You can home in on things a little more if you need to in the future. But to get started, you want to be very clear about who you are, what you’re talking about, and who you’re talking to. — ShelleyCHAPTERS: 00:00 Countdown music and intro03:08 Jen: Speaking at Association of Philanthropic Counsel tomorrow: https://apcinc.org/ 04:42 Get on the waiting list for Shelley’s Livecast Lifestyle course to get a special friend and family discount at http://course.livecast.life 07:11 Vidcon on YouTube at https://www.youtube.com/user/vidcon Unfortunately, Jen can’t be there (gave up the ticket!)10:01 Creating topic clusters based on your expertise12:13 E-A-T20:12 Your Money or Your Life25:11 Content Funnel, People Search for a Reason29:02 Topic Clusters31:36 Chocolate Cake Example36:10 Service Providers delta model41:44

If you want to know the SECRET to reach the right audience with your expertise, the solution is within YOU. Learn about creating Topic clusters (AKA content themes) based on your expertise.

Topic Clusters and Content Themes

This week's show is all about creating Topic clusters (AKA content themes) based on your expertise. You'll find you have a goldmine within you. We'll help you unlock the riches.

Training topics:

E-A-T (Expertise, Authoritativeness, Trustworthiness)

Why Google cares about your Expertise as a creator, the Authoritativeness of the content/information, and the Trustworthiness of your website.

YAMYL (Your Money or Your Life)

Use care in creating content in these areas:
News and current events (business, tech, science, etc.)
Government and law
Financial advice (investments, retirement)
Shopping information (product reviews, research)
Medical advice (drugs, hospitals, emergencies)
People (race, religion, sexuality)
… Yeah, we think it’s just about everything too. But Google doesn’t like it if your content is inaccurate and could do harm to another person.
Long story short: create good content based on the content funnel and topic clusters we talk about next and you should be OK.

Content Funnel

People search for different reasons:
Navigational
Informational
Transactional
Commercial
Create different types of content to capture people in different places within the funnel.

Topic Clusters

What are topic clusters?
Grouping content based on themes or a common broad topic, held together by a pillar post or skyscraper page
High-quality content representing different places within the funnel.

Chocolate Cake Example

We walk you through a topic cluster using chocolate cake as an example.

Service Providers

Use the 'problem, solution, results' model if you’re a service provider struggling to come up with topics.

Topic Clusters by Jen McFarland

Words of Wisdom

It's really important that whatever you create is within your expertise and is authoritative, meaning you're creating it to create value, to help people. And that it is based on expertise and part of what helps with that is if you link to other things. So something like topic clusters, you might link out to HubSpot or Semrush, or any of these different SEO companies to show that you have well researched it and you're within your lane. — Jen

We have found that when you completely radically change, sometimes you have a small group of people who ‌stay with you because they like you. They will stay with you no matter what you're talking about because they like you as a person, a friend, or a brand. So you can change your brand. You can change your focus. You can home in on things a little more if you need to in the future. But to get started, you want to be very clear about who you are, what you're talking about, and who you're talking to. — Shelley

Can't-Miss Resources

💌 Marketing Missive: Weekly Marketing Insights

Livecast Life Workbook Guide

Breaking News

VidCon 2022 on YouTube (What’s VidCon?)Unfortunately, Jen had to give up her ticket!

Tweaks of the Week

Canva continues to refine its product, making it easier to create slides and graphics that look great
Bitmoji has a Chrome extension if you want to give your brand a fun touch

Inspirational Nugget

“You could enjoy this very moment all the things you are praying to reach by taking the long way around—if you’d stop depriving yourself of them.” —Marcus Aurelius, Meditations, 12.1

What is it that you want? What are you working toward? Why?
Where are you standing in your own way?
If you’re happy, comfortable and loved… you’re successful.

Connect with Us

Podcast Production

Podcast hosting: Captivate (affiliate link)
Livestream: StreamYard (Shelley's referral link)
Music: Uppbeat.io

Connect with Jen

Brought to you by Women Conquer Business

Connect with Jen McFarland
Women Conquer Business marketing consultancy

Connect with Shelley

Engineered by AGK Media Studio

Connect with Shelley Carney
Schedule a free consultation with AGK Media Studio
New Mexico Day Trips

This podcast uses the following third-party services for analysis: Podtrac - https://analytics.podtrac.com/privacy-policy-gdrp

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