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Why You Need To Content Cluster

It’s hard to believe that quarter one of the year is done and dusted. Most bloggers will have their content strategy for 2019 well underway, but for those who don’t, it’s not too late! At Twoggle HQ, we always like to stay ahead of the game, so this blog looks explicitly at the hottest thing off the press: Content Clusters! If you are struggling to increase your following or maintain regular readership, a strategy built on the creation of a content cluster might be just the ticket to drive followers.

Why you need to Content Cluster

What are content clusters?

A content cluster is essentially a batch of blogs that are created around one topic. The central theme is known as the pillar topic, and from this lots of sub-topics are built. By creating content in this manner, the intention is to be recognised as the authority in the chosen subject. It is quite common for blogs to skim the surface of a subject, leaving the reader wanting more. Often though bloggers or organisations that blog will move onto the next topic, leaving the last one unfinished. While readers may enjoy these blogs, it is likely that they won’t be solely reliant on this source for information on the blog topic.

By building lots of content that focuses on one subject, an individual or organisation will display their expertise in this subject, thus increasing audience loyalty.

Give me an example of a content cluster!

Let’s keep in tone with Twoggle and look at developing a content cluster around the theme of guest posts. In this example, guest posts will be our pillar topic; that is the core topic on which the cluster will be built around.

The purpose of the pillar topic, in this case, guest posts, will be to provide readers with an overview of what guest posts are. It is essential when creating the pillar topic blog post that you use an attention-grabbing title. Some examples of compelling titles in this example might include:

“ How to write an awesome guest post” – How to blogs always scores highly in blog title world!
“ Ten reasons why you have to write a guest post” – List titles are attractive to readers
“ The definitive guide to creating the best guest post” = Authoritative words command interest

The pillar topic is the easy part of content cluster development; this particular blog will likely provide readers with a broad overview of the topic. The real work starts when creating the other posts under the umbrella of the overarching subject.

Keeping with the guest post example, some potential cluster blogs could be:

The good and the bad of guest post outreach
Five steps to finding the right guest blogging opportunities
Three things editors hate about guest bloggers

What’s next?

Crucially, you must include internal links between your overarching blog and sub-blogs. The beauty of this is that Google will recognise that your blog is an authority on a particular topic due to the volume of and relationship between the linked content. It is imperative to implement internal links naturally and relevantly; links that bring a reader to entirely unrelated content is confusing, and Google will recognise your dirty trick and subsequently punish you for it!

A good practice is to link to anchor text; that is to connect words “guest post” to another post containing guest post in its title.

Quality over quantity

There is no particular number of blogs that you should cluster; some websites have over 50 blogs that fall under one overarching topic. What is important however is to ensure that every blog within your cluster is of high quality, informative and original. Cluster content is a strategy that takes some time to refine, but once you are giving the audience blogs that keep them engaged, you are on the right path.

Moving forward

At Twoggle, we regularly cluster, but in the spirit of practising what we preach, part of our strategy going forward is to implement this content creation tool as part of our business as usual. Coming up in our next series of blogs will be the development of a new content cluster from scratch. The topic? You will have to wait and see.


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