Unleashing the Power of Pillar-Based Marketing: Ryan Brock on Marketing Smarts [Podcast]
Aug 23, 2023
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Ryan Brock, an expert in pillar-based marketing, discusses the concept of pillar-based marketing and its benefits, including creating a network of interconnected content. He also explores the power of passion in marketing and the importance of considering the audience's needs. Additionally, he shares insights on measuring success and ROI in pillar-based marketing, as well as promoting the B2B Forum Conference and discussing his book on pillar-based marketing.
Passion is crucial in marketing, driving progress, authenticity, and excellence.
Pillar-based marketing includes pillar pages, content clusters, and sub-pillars to establish topical authority.
Implementing pillar-based marketing requires unlearning traditional SEO practices and focusing on user interests.
Deep dives
Passion is Key for Successful Marketing
Passion is a crucial factor in the success of marketing efforts. Whether working for an organization or representing an idea, the passion to make people's lives easier and change how they work is essential. Even small actions that positively impact individuals or a specific role can be highly fulfilling. This passion serves as the driving force behind SEO and marketing, fueling the progress and pushing for excellence. Despite the advancements in AI, search engines still prioritize the human element, making it imperative for marketers to focus on delivering authentic and valuable content.
Unleashing the Power of Pillar-Based Marketing
The episode explores the concept of pillar-based marketing, highlighting its significance and advantages. Pillar pages, content clusters, educational articles, and sub-pillars are the essential components of this strategy. By creating a network of related content, marketers can establish topical authority, improve organic traffic, and enhance the user experience. The seamless navigation and valuable insights provided by pillar-based marketing enhance Google's perception of a website's authority and relevance. Additionally, aligning paid and organic strategies can lead to even greater success.
Overcoming Hurdles in Pillar-Based Marketing
Implementing pillar-based marketing may encounter some hurdles. Traditional SEO practices, such as keyword density and cannibalization, need to be unlearned to embrace this data-driven methodology. The focus shifts to addressing the questions and concerns that users are genuinely interested in, even if they seem elementary or unrelated to a specific brand. Overcoming bias and preconceived notions is crucial, as marketers need to join conversations already happening and provide value rather than attempting to dominate the discourse. This approach ensures more impactful and authoritative content.
Measuring Success in Pillar-Based Marketing
Success in pillar-based marketing is marked by the quick realization of page one rankings following content publication. Within a few weeks, or at most three months, a well-executed pillar strategy should yield significant results. The emphasis on network-based content and integration leads to faster indexing and crawl rates, creating a more comprehensive and authoritative website. By deferring from traditional publishing schedules and focusing on network deployment, marketers can maximize their return on investment and achieve significant improvements in organic traffic.
Words of Wisdom for Successful Marketing
Passion is the driving force behind successful marketing. It is crucial to be passionate about the ideas, solutions, or concepts being presented and the positive impact they bring to people's lives. In the realm of pillar-based marketing, passion is essential for genuinely understanding and addressing what people care about. By embracing and harnessing this passion, marketers can connect with their audience, prioritize user experience, and deliver valuable content that establishes authority and drives success.
Get ready to forget everything you thought you knew about SEO. Host George B. Thomas and guest Ryan Brock discuss the powerful approach of pillar-based marketing and becoming a topical authority in the eyes of Google.
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