{"id":7558,"date":"2024-11-28T15:08:00","date_gmt":"2024-11-28T12:08:00","guid":{"rendered":"https:\/\/www.webceo.com\/blog\/?p=7558"},"modified":"2025-11-04T18:50:51","modified_gmt":"2025-11-04T15:50:51","slug":"lead-generation-how-to-get-more-leads-with-content-topic-clusters","status":"publish","type":"post","link":"https:\/\/www.webceo.com\/blog\/lead-generation-how-to-get-more-leads-with-content-topic-clusters\/","title":{"rendered":"Lead Generation: How to Get More Leads with Content Topic Clusters"},"content":{"rendered":"\n<p>Lead generation is at the top of every marketer\u2019s and business owner\u2019s mind. After all, having more leads means better opportunities for making sales. Over the years, many gurus and experts have come forward with different strategies and tactics to increase leads \u2013 from social media marketing tips, pay-per-click advertising, <a href=\"https:\/\/www.webceo.com\/lp\/seo-strategy-guide.htm\" target=\"_blank\" rel=\"noreferrer noopener\">SEO strategies<\/a>, email marketing hacks and, of course, content marketing.<\/p>\n\n\n\n<p>Many tactics boast different results for just\nabout every other business, but in this blog post, we want to show you one of\nthe most effective ways to generate more leads organically, all while building\nup your brand and taking customers through the Know-Like-Trust cycle.<\/p>\n\n\n\n<p>This method is called the <strong>topic cluster method<\/strong>, one of the newest ways to optimize your content strategy. So what exactly are topic clusters, and how can you use the topic cluster method to generate more leads? Let\u2019s take a look.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"what_are_topic_clusters\"><\/span>What are topic clusters?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In 2017, <a href=\"https:\/\/blog.hubspot.com\/marketing\/topic-clusters-seo\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">HubSpot<\/a> revealed the topic cluster method, explaining that it is \u201cwhere a single \u2018pillar\u2019 page acts as the main hub of content for an overarching topic and multiple content pages that are related to that same topic link back to the pillar page and to each other.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"639\" height=\"366\" src=\"https:\/\/site.wstatic.net\/blog\/wp-content\/uploads\/2020\/04\/how-to-generate-more-leads-with-topic-clusters1.png\" alt=\"How topic clusters work.\" class=\"wp-image-7562\" srcset=\"https:\/\/site.wstatic.net\/blog\/wp-content\/uploads\/2020\/04\/how-to-generate-more-leads-with-topic-clusters1.png 639w, https:\/\/site.wstatic.net\/blog\/wp-content\/uploads\/2020\/04\/how-to-generate-more-leads-with-topic-clusters1-300x172.png 300w\" sizes=\"auto, (max-width: 639px) 100vw, 639px\" \/><\/figure>\n\n\n\n<p><i>(<a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/blog.hubspot.com\/marketing\/topic-clusters-seo\" target=\"_blank\">Image source<\/a>)<\/i><\/p>\n\n\n\n<p>The model came as a result of multiple <a href=\"https:\/\/www.webceo.com\/blog\/google-algorithm-updates\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">changes in Google\u2019s algorithm<\/a>, which has swayed marketers to focus on high-quality content if they want to be rewarded with higher rankings on search engines.<\/p>\n\n\n\n<p>How exactly do topic clusters help boost your SEO efforts? Here\u2019s a quick rundown. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"why_use_topic_clusters\"><\/span>Why use topic clusters?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>It increases web traffic organically. <\/strong>One of the biggest reasons topic clusters work well for content marketers is that you can<a href=\"https:\/\/websitesetup.org\/increase-website-traffic\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\"> increase your traffic<\/a> using an internal linking system. When readers land on a specific page, they can find links to related content on your site. This <a href=\"https:\/\/www.webceo.com\/blog\/is-a-high-bounce-rate-bad-for-your-seo\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">reduces bounce rates<\/a> and increases the time visitors spend on your website, thus boosting SEO.<\/li>\n\n\n\n<li><strong>It helps search engine crawlers prioritize and rank content.<\/strong> When you use topic clusters, you\u2019re linking what\u2019s called \u201ccluster content\u201d to a main pillar page that contains comprehensive information about a certain topic. This allows search engine crawlers to properly organize and prioritize content when ranking your pages.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"7_ways_to_use_the_topic_cluster_method_to_get_more_leads\"><\/span>7 Ways to Use the Topic Cluster Method to Get More Leads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>If you\u2019re ready to take your content marketing efforts to the next level, topic clusters are not only easy to execute but provide long-term results. Here are 7 ways you can start using the topic cluster method in your business to get more leads and make more sales \u2013 without doubling your marketing budget.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_decide_on_keywords_you_want_to_rank_for\"><\/span>1. Decide on keywords you want to rank for<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The first thing you want to do when planning\nout your topic cluster model is choosing keywords you want to rank for. First\nchoose a main keyword you\u2019ll want to rank. This is the keyword you\u2019ll be using\nfor your pillar article.<\/p>\n\n\n\n<p>As best practice, choose a long tail keyword that\u2019s broad enough to cover multiple topics but still specific enough to allow you to create high-value content clusters. For example, \u201csocial media marketing\u201d is a good example of a long tail keyword for your pillar article.<\/p>\n\n\n\n<p>Use a keyword finder like <a href=\"https:\/\/www.webceo.com\/online-keyword-tool.htm?utm_source=blog&amp;utm_medium=blog-post&amp;utm_campaign=blog-post-april-7-2020&amp;utm_content=blog-topic-cluster\" target=\"_blank\" rel=\"noreferrer noopener\">WebCEO&#8217;s Keyword Suggestions<\/a> to choose the phrases and terms for your campaign.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_plan_out_your_topic_clusters_and_cluster_content\"><\/span>2. Plan out your topic clusters and cluster content<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Once you know what keywords you want to rank\nfor, it\u2019s time to plan out your topic clusters and the specific cluster content\nyou\u2019ll be putting up on your site.<\/p>\n\n\n\n<p>Cluster content are individual content pieces\nyou can publish separately as a deep-dive into specific aspects of your pillar\narticle. Calling back our example from before: if you chose \u201csocial media\nmarketing\u201d as your pillar article keyword, you can then create cluster content\nsuch as \u201cFacebook marketing,\u201d \u201cInstagram marketing,\u201d or even \u201coptimizing social\nmedia profiles.\u201d<\/p>\n\n\n\n<p>Pro-tip: you\u2019ll want to create cluster content\n<i>before<\/i> building out your pillar\narticle.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_create_a_pillar_article\"><\/span>3. Create a pillar article<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>A pillar article will typically have between\n3,000 to 5,000 words and is meant to be comprehensive. This is why it\u2019s best to\ncreate and publish your cluster content first: afterwards, you can use these to\noutline, build up, then link to a brand new pillar article page.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"604\" height=\"343\" src=\"https:\/\/site.wstatic.net\/blog\/wp-content\/uploads\/2020\/04\/how-to-generate-more-leads-with-topic-clusters2.png\" alt=\"An example of how articles in a topic cluster are related to each other.\" class=\"wp-image-7563\" srcset=\"https:\/\/site.wstatic.net\/blog\/wp-content\/uploads\/2020\/04\/how-to-generate-more-leads-with-topic-clusters2.png 604w, https:\/\/site.wstatic.net\/blog\/wp-content\/uploads\/2020\/04\/how-to-generate-more-leads-with-topic-clusters2-300x170.png 300w\" sizes=\"auto, (max-width: 604px) 100vw, 604px\" \/><\/figure>\n\n\n\n<p><i>Example of how content clusters can build up pillar content using \u201cgum disease\u201d as the overarching topic. (<a href=\"https:\/\/contentmarketinginstitute.com\/demand-generation\/how-to-create-pillar-content-google-will-love\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Image source<\/a>)<\/i><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_do_a_complete_content_audit\"><\/span>4. Do a complete content audit<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Just because you\u2019re switching your content\nmarketing model to the topic cluster model doesn\u2019t mean your old content and\nposts are moot. Chances are you\u2019ve already created several content pieces for\nyour niche, so look through what you\u2019ve already done to see how you can build a\ntopic cluster from this.<\/p>\n\n\n\n<p>Determine whether you have blog posts that can be expanded to become pillar content. Or if you have some highly specific content about a broad topic, you can use that to start building up a brand new pillar page.<\/p>\n\n\n\n<p>Content that used to rank high, but dropped in rankings with time is a good starting option &#8211; with a little improvement, it can return to its former glory. Find such pages on your site in the <a href=\"https:\/\/www.webceo.com\/online-rank-checker.htm?utm_source=blog&amp;utm_medium=blog-post&amp;utm_campaign=blog-post-april-7-2020&amp;utm_content=blog-topic-cluster\" target=\"_blank\" rel=\"noreferrer noopener\"><i>Detailed<\/i> report<\/a> in WebCEO&#8217;s My Site Rankings tool.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/site.wstatic.net\/blog\/wp-content\/uploads\/2020\/04\/how-to-generate-more-leads-with-topic-clusters4.png\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"558\" src=\"https:\/\/site.wstatic.net\/blog\/wp-content\/uploads\/2020\/04\/how-to-generate-more-leads-with-topic-clusters4-1024x558.png\" alt=\"Use online SEO tools to find content on your site you can update.\" class=\"wp-image-7578\" srcset=\"https:\/\/site.wstatic.net\/blog\/wp-content\/uploads\/2020\/04\/how-to-generate-more-leads-with-topic-clusters4-1024x558.png 1024w, https:\/\/site.wstatic.net\/blog\/wp-content\/uploads\/2020\/04\/how-to-generate-more-leads-with-topic-clusters4-300x164.png 300w, https:\/\/site.wstatic.net\/blog\/wp-content\/uploads\/2020\/04\/how-to-generate-more-leads-with-topic-clusters4-768x419.png 768w, https:\/\/site.wstatic.net\/blog\/wp-content\/uploads\/2020\/04\/how-to-generate-more-leads-with-topic-clusters4.png 1311w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p><i>(Click on the image to view it in full size.)<\/i><\/p>\n\n\n\n<p>Simply choose <i>Depreciated positions<\/i> in the <i>Filters<\/i> and sort the table by the <i>Position<\/i> column like in the image above. The <i>Web page<\/i> column will have the pages you might want to update.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_sprinkle_relevant_high-value_opt-ins_within_cluster_content\"><\/span>5. Sprinkle relevant high-value opt-ins within cluster content<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Consider every piece of content in your\ncluster as a golden opportunity to bring in new leads. So not only are you\ngiving readers a better web experience by linking out towards related content\non your site, but you can also offer them added value by letting them opt-in in\nto receive a free resource, be it a whitepaper, checklist, or eBook.<\/p>\n\n\n\n<p>And because much of your content relates to one another, you can easily increase exposure for the same lead magnet over and over. In advertising, one popular thought is that you ought to expose your ad to consumers multiple times before they take any desired action. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"639\" height=\"378\" src=\"https:\/\/site.wstatic.net\/blog\/wp-content\/uploads\/2020\/04\/how-to-generate-more-leads-with-topic-clusters3.png\" alt=\"Generate more leads by gating your content.\" class=\"wp-image-7564\" srcset=\"https:\/\/site.wstatic.net\/blog\/wp-content\/uploads\/2020\/04\/how-to-generate-more-leads-with-topic-clusters3.png 639w, https:\/\/site.wstatic.net\/blog\/wp-content\/uploads\/2020\/04\/how-to-generate-more-leads-with-topic-clusters3-300x177.png 300w\" sizes=\"auto, (max-width: 639px) 100vw, 639px\" \/><\/figure>\n\n\n\n<p><i>Make your lead magnets visually attractive, and sprinkle them across multiple cluster content. (<a href=\"https:\/\/www.searchenginejournal.com\/lead-magnet-examples\/265245\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Image source<\/a>)<\/i><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"6_interlink_all_content_together\"><\/span>6. Interlink all content together<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The most crucial\npart in the topic cluster method is linking your cluster content to your pillar\narticle and vice versa. You can use your pillar article\u2019s main keyword as the\nanchor across your cluster content. You can do the same from your pillar\narticles, or create compelling CTAs to link out to cluster content, i.e. \u201cClick\nhere to read more about the [cluster content topic].\u201d<\/p>\n\n\n\n<p>It&#8217;s where the magic happens that allows site crawlers to prioritize your posts and get you <a aria-label=\"ranking higher on Google (opens in a new tab)\" href=\"https:\/\/bluetree.digital\/how-to-rank-higher-on-google\/\" target=\"_blank\" rel=\"noreferrer noopener\">ranking higher on Google<\/a>. That&#8217;s why you need to make sure all internal links on your site have descriptive, SEO-friendly anchor texts. Find all your anchor texts in <a href=\"https:\/\/www.webceo.com\/internal-link-analysis-tool.htm?utm_source=blog&amp;utm_medium=blog-post&amp;utm_campaign=blog-post-april-7-2020&amp;utm_content=blog-topic-cluster\" target=\"_blank\" rel=\"noreferrer noopener\">WebCEO&#8217;s Link Text Analysis report<\/a>.<\/p>\n\n\n\n<p>Bonus tip: make sure to try and get as many backlinks to your pillar content as possible to boost your rankings even faster.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"7_consider_content_gating_for_certain_cluster_content\"><\/span>7. Consider content gating for certain cluster content<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>For added measure, you can get more leads to\nopt-in to your email list using content gating. Several sites and publications\nmake use of this, either as a paywall or a free article you can access after\nsigning up for an account.<\/p>\n\n\n\n<p>This can be particularly helpful for businesses who do step-by-step tutorials or in-depth studies, for example. While we don\u2019t recommend gating <i>all<\/i> your content \u2013 especially as it might leave a bad impression on first-time visitors \u2013 consider gating certain cluster content that has highly detailed information that users wouldn\u2019t mind exchanging their emails for. As a litmus test for which content you can gate, ask yourself whether the information you\u2019re giving away is valuable enough that some people may even pay for it. You\u2019ll also want to map out gated and non-gated content with your marketing funnel in mind.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The topic cluster model is one of the best ways to streamline and <a href=\"https:\/\/indiemedia.club\/tools\/best-website-content-optimization-tools\/\" target=\"_blank\" rel=\"noreferrer noopener\">optimize your current content marketing strategy<\/a>. And by using the steps above, you can start implementing this method on your own website. Over time, you\u2019ll see your content ranking higher on search engines, all while giving your site visitors better experiences and even added value. Start seeing your rankings rise in in no time!<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.webceo.com\/online-rank-checker.htm?utm_source=blog&amp;utm_medium=blog-post&amp;utm_campaign=blog-post-april-7-2020&amp;utm_content=blog-topic-cluster\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"639\" height=\"244\" src=\"https:\/\/site.wstatic.net\/blog\/wp-content\/uploads\/2020\/04\/how-to-generate-leads-topic-cluster-CTA.png\" alt=\"Sign up free to monitor your content's Google rankings!\" class=\"wp-image-7567\" srcset=\"https:\/\/site.wstatic.net\/blog\/wp-content\/uploads\/2020\/04\/how-to-generate-leads-topic-cluster-CTA.png 639w, https:\/\/site.wstatic.net\/blog\/wp-content\/uploads\/2020\/04\/how-to-generate-leads-topic-cluster-CTA-300x115.png 300w\" sizes=\"auto, (max-width: 639px) 100vw, 639px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Lead generation is at the top of every marketer\u2019s and business owner\u2019s mind. After all, having more leads means better opportunities for making sales. Over the years, many gurus and experts have come forward with different strategies and tactics to&#8230;<\/p>\n","protected":false},"author":44,"featured_media":8948,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[92],"tags":[23,132,40],"class_list":["post-7558","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing-tips","tag-content-marketing","tag-guest-blogging","tag-leads-generation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lead Generation: How to Get More Leads with Content Topic Clusters<\/title>\n<meta name=\"description\" content=\"The topic cluster method is one of the newest ways to optimize your content. Here&#039;s how it can boost your SEO efforts and generate more leads.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.webceo.com\/blog\/lead-generation-how-to-get-more-leads-with-content-topic-clusters\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lead Generation: How to Get More Leads with Content Topic Clusters\" \/>\n<meta property=\"og:description\" content=\"The topic cluster method is one of the newest ways to optimize your content. 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