CarverTC Inbound Marketing Blog

4 Tips for Selecting Pillar Page Topics (and How to Brainstorm Them)

Posted by Bob Carver on Apr 22, 2018 7:02:24 AM

Pillar pages are a great way to boost SEO for the core services you provide. A pillar page is a comprehensive web page that covers a core topic in depth. See our pillar page on pillar pages here. So, if you want to create a pillar page, the natural question is, "What core topic should my pillar page cover?"

As you start thinking about topics for your pillar page, we've found it's helpful to make sure your topic search aligns with your business and marketing goals. After that, there are several strategies to get started finding the topics that might work best for your brand, and for brainstorming core topics, and subtopics. In this article, I'll give you 4 tips for selecting your pillar page topics and how to brainstorm more!

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Topics: content marketing, seo, Pillar Pages

Beyond Boosting SEO: 6 Benefits of Implementing Pillar Pages

Posted by Bob Carver on Apr 21, 2018 7:29:41 AM

With HubSpot sun-setting it's keyword tool we've been helping clients that use HubSpot, and those that don't, move to pillar pages to boost SEO rank for the core services they offer and problems they solve.

SEO is certainly the biggest reason people are interested in pillar pages, and it's the main reason brands seek to implement pillar pages. It's such a big shift, we've  created a pillar page on how to do it. But as we've helped more clients do this, we've seen many other benefits of planning and executing this strategy.

In this article, I'll explain the benefits of implementing a pillar page content strategy regarding SEO and other benefits to your content marketing efforts.

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Topics: content marketing, seo, Pillar Pages

2 Common Types of Pillar Pages and How they Boost SEO

Posted by Bob Carver on Apr 18, 2018 1:17:21 PM

There's more an more talk about pillar pages these days, especially sign HubSpot is sun-setting it's keyword tool in a fundamental change in their approach to optimizing SEO.

A lot of people are asking, "What exactly are pillar pages?" In this article, I'll answer that question by examining two common types of pillar pages and how each works to improve SEO rank. I'll also tell you what topics clusters are and how they work with pillar pages. I'll also tell you what topics clusters are and how they work with pillar pages. 

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Topics: content marketing, keywords and seo, Pillar Pages

HubSpot has Changed its Approach to SEO, So Should You

Posted by Bob Carver on Apr 18, 2018 1:17:06 PM
The idea of pillar content has been around for a while, but it started gaining more conversation in May of 2017 when HubSpot started releasing content about Topic Clusters and pillar pages. HubSpot was rocking the SEO world based on their research of how to improve SEO rank for specific topics.
The assertion they made was a seismic shift away from keywords to a new model of grouping related topics (topic clusters) and linking to all of the topics from a single page (pillar pages) to help brands improve SEO rank for the products and services they offer.
Now the evidence is in; Jay Baer recently published an article confirming that,
“For the first time in 3 years, search is responsible for more website traffic than social.”
SEO is now more important than ever, and pillar pages are the way to rank!

The benefits of this strategy aren’t limited to HubSpot users. All brands should be using pillar pages to boost SEO. We believe it's so critical SEO success that we built a pillar page on how to create pillar pages!

In this article I'll describe what pillar pages are, and tell you why your organization should be using them to rank in organic search for the core services you offer.
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Topics: content marketing, seo, Pillar Pages

Keeping Up with Marketing Technology - 3 Ways to Stay Ahead of the Curve

Posted by Bob Carver on Mar 27, 2018 3:02:20 PM

Late last year at HubSpot's INBOUND17 conference, one CEO of a large digital agency said, "Marketing has gotten so complex, I don't know if I'd start a marketing company today." I think that anyone seriously engaged in marketing feels the same way about once a month.

Advances in marketing technology, MarTech for short, contribute to the issue. Marketers are constantly optimizing their approach to gain as much advantage as possible. Better differentiation. More reach. Better prospect targeting. Then the technology articles pop into the feed. Changes to SEO. Local SEO. Messenger marketing. Chatbots. Artificial Intelligence. AR, VR, MR (now collectively referred to as XR). Many haven't even implemented old advances in marketing technology like contextual marketing or simple marketing automation!

We're seeing more requests from our clients for education. They want to know if they're missing something that can help them get better results, or save them money. We also see the need to do more education. Clients have features or tools that aren't configured correctly or even enabled. This issue is so pervasive we've started delivering free seminars on it. In this article, we're going to dig into these issues and tell you one way to help yourself stay abreast of marketing technology.

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Topics: Marketing Technology

12 Lessons Learned from a Digital Marketing Disaster Recovery

Posted by Bob Carver on Mar 26, 2018 12:24:19 PM

This article was supposed to be about the challenges of community management. I opened my laptop to work on that article, and found that the hard drive it was on had disappeared.  From that moment, and for three weeks in one form or another, I was in recovery mode. This article is not disaster recovery 101. I’m not going to talk about backup solutions, recovery strategies or any of that. Suffice it to say, you should have a good, cloud based backup in place. It should be tested periodically, and you should have plans in place to facilitate recovery if data is lost. We had all of those things. What we discovered, however, were gaps in our understanding, and problems with our processes. These issues caused a simple hard drive failure to be costlier and more time consuming than we ever imagined. It forced us to move project deadlines and put some project components at risk. In this article I’m going to walk you through the unexpected problems, the challenges of recovery, and the impact. Finally, I’ll let you know what we’ve done to change our processes, and better prepare for the next recovery.

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Topics: disaster recovery, marketing, content marketing

One Tip to Help you Find the Best Marketing Content

Posted by Bob Carver on Mar 6, 2018 5:53:43 PM

With the glut of marketing content out there, it's hard to find content that's meaningful and relevant to you. Much of the content produced today is a remake of someone else's content. No new insights. No new data.

It's true. We know. We do a lot of research for ourselves and our clients. We publish our own high-quality content, and we curate much more for our online community. Our clients often ask us for content recommendations, and we always get a lot of traction when we publish the best content of the month on the last Friday of each month. Then it hit us, why not share with everyone?

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Topics: Inbound Marketing, DMI Digital Marketing Training, above the white noise

4 Ways Content Reviewers Can Improve Content Quality [Infographic]

Posted by Bob Carver on Feb 27, 2018 3:51:34 PM

I've been thinking about an article that Pam Moore recently published where she talked about how the amount of content being published is creating a sort of content white noise. To cut through it, content marketers need create high-quality, and extremely relevant content. I agree. In fact, I agree so much that I wrote an article  where I showed how we use a simple checklist to ensure that content quality is high, focused on the right audience, and the right stage of the buyer's journey.

Both the article on the checklist have been well received, but as I've discussed it with my team, I feel it's important to emphasize one area of our content process that some brands either don't do or don't do well; the content review process.

For many, content review just a spelling and grammar check, along with some rewording for clarity. To be clear, that's copy editing, and it comes after content reviews. Content review is where experts who know the subject matter, potentially peers of the content author, review the content to ensure it's high quality and to add value to it.

What do content reviewers do and how do they add value? In this article I'll explain 4 ways content reviewers can help your content stand out and rise above the white noise.

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Topics: content marketing process, content marketing, Inbound Marketing

3 Insanely Easy Hacks to Improve Email Marketing Success

Posted by Bob Carver on Feb 20, 2018 5:09:46 PM
Like most marketing agencies, we do a lot of email marketing for our clients. When you do something a lot and spend time perfecting your approach, you sometimes forget how important some of the little steps are. I was reminded of this at a marketing meetup I attended recently.
During the meetup, a discussion started around lead capture using website pop-ups, and follow up through email. I was amazed to find that three things we do all the time related to this topic, were "Wow" moments for many of the marketers at the meetup. In this article, I'm going to share those 3 insanely easy hacks to improve email marketing success.
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Topics: email marketing

One Checklist and Can Improve Content Quality and Reach

Posted by Bob Carver on Feb 14, 2018 11:58:40 AM

Pam Moore recently published a great article on content marketing. In it, Pam talked about the sheer amount of mediocre content that has been published causing a sort of content white noise. She talked about the need to rise above the white noise by creating high-quality, more relevant content in order to get better traction with content marketing these days. That article got me thinking about two issues that impact both content quality and reach.

First, Pam's right. These days content needs to be ultra targeted and ultra relevant. Having great personas is a start so that your content team knows what the audience is looking for. From that point, we advocate a data-driven content approach. Answer questions your customers or personas have with data you've collected. That data can be metrics and statistics that identify trends, or case studies and customer success stories that illuminate problems, and the impact of solutions.

But even if you have great ideas, and data to create content with, we frequently see two process-related problems that can kill content quality, and content reach. If content doesn't stay focused on the target audience and issue, it drifts off topic and gets lost in the white noise. If you don't have a multi-stage content review and copy edit, it won't be your best work. The content will be mediocre. Even if your content is the best, if you don't promote it properly, no-one will find it. In this article, I'm going to share how one document can solve these two big content marketing problems.

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Topics: content marketing process

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