For me, the biggest thing I took away from INBOUND 2017 was that video is becoming more and more important, and that we should be looking to create a much more human experience through our marketing and sales processes.
In terms of pillar pages, as they’re designed to be a fully comprehensive guide to your topic, I would absolutely include video. Search engines also tend to prioritise video content so this should give your rankings a little boost.
Consider creating a video for each section that complements the text and imagery you have on the page. This way you’re creating a much more engaging experience for your visitor, and you’re building trust and authority at the same time!
I think video will be huge in 2018, and not just generic marketing videos, but personalised video that can be used throughout the sales process and ongoing client management. For B2C, we’re looking at product influencers and brand evangelists who offer up reviews and experiences that can easily be shared and amplified through social media.
For B2B, it’s all about personalisation. Why send an email, when you can record a quick video to send instead! People buy from people, so let’s all try to be more human in our interactions.
Great discussion. Some really useful tips in this thread.
Wanted to let everyone know that HubSpot Academy recently relaunched the Content Marketing Certification with a class on Creating Topic Clusters and Pillar Pages. This class gives step-by-step instructions on how to develop a topic cluster and pillar page as well as how to grow it.
Is SEO strategy usually something that agency partners include in their GDD services for their clients? I’d like to know if this is something my company should include in our GDD strategy for future clients.
Any website development project should contain some element of SEO, and most agencies will take this into account when designing and building a new website. For a GDD project, SEO factors should be constantly tested and iterated to ensure that the website is performing as effectively as possible.
This mostly takes the form of technical SEO, testing page load speeds, ensuring the site map is correct etc. However, it’s likely that there will be a fair amount of on-page SEO too. GDD is all about improvement over time and, as the goal post are constantly changing with how search engines determine rank, I’d say that an SEO strategy is an important part of your offering.
This is a great example of a pillar page! The only thing I would suggest would be to perhaps make it a little more visual. Include more images to break up the text, and possibly add explainer style videos that complement each section.
I’d also add a couple of different offers too, so that there’s a different option per section, this should help to give your conversions a little boost. Also think if there’s anything else that can be included, or perhaps direct people to take the next logical step, perhaps a consultation or product guide about Xandria?
Thank you @Babel_Izzy for hosting this AMA and to everyone who participated. This has been a great conversation. The AMA has ended; if you have questions going forward regarding content strategy and SEO, please post them on this board.