Content topics

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InieP
Participant

Hi all,

 

We've audited our existing content and are about to set up and write pillar pages. If I'm understanding correctly, our pillar (and other sub) content should be on general topics and not our actual service offers? For example, if our organization offers transcription services, we do not talk about our actual transcription tools/service offerings but rather things like who could benefit from them, what could they be best used for, etc?

 

Please help clarify! This is sort of still a blur for our team. Thank you in advance!

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TheGilldog
Solution
Contributor

Hi Inie,

 

Absolutley correct! Think of your buyer persona (Assuming you have completed this) Imagine you are that buyer and you are at the awareness or consideration stage of the buyer journey. You want to attract people based on the information they are seeking not by shoving a product infront of them! Your goal is to educate, be a foutain of knowledge that customers will come back to! Once you become the source of information you will delight customers!

 

Hope this helps!

Ciaran

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TheGilldog
Solution
Contributor

Hi Inie,

 

Absolutley correct! Think of your buyer persona (Assuming you have completed this) Imagine you are that buyer and you are at the awareness or consideration stage of the buyer journey. You want to attract people based on the information they are seeking not by shoving a product infront of them! Your goal is to educate, be a foutain of knowledge that customers will come back to! Once you become the source of information you will delight customers!

 

Hope this helps!

Ciaran

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InieP
Participant

Appreciate the reply @TheGilldog, thank you so much for the help! 🙂

webdew
Top Contributor | Diamond Partner

Yes inieP,
You are on the right track. Creating content that is more informative rather than promotional will not only help the audience understand the concept but also converts the visitor into quality leads. People do not always want to know about the products or services, but yes, they are in search of more useful and informative content that helps them enhance their knowledge and realize how the shaded information can improve their business. So, always focus on educating the people because sharing the right information at the right time will delight the customers!

I hope it helps! Furthermore, if you want assistance in HubSpot or another content strategy, don't hesitate to contact us .

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LloydM
Participant

Hmmm; this is also very confusing for us as well. We sell electronic health record software and our pillar page is the actual product page. Are you all saying that it shouldn't be, that the pillar page be EHR software in general? Our approach has been to create broader blog posts that relate back to the product/pillar page.

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