Creating content is a labour of love. It is not something that should be ‘bashed out’ and forgotten about. Instead, each piece of content you create should be well thought out, well structured and have a clear purpose and audience.
All of that, of course, takes time.
And whilst that time investment may well return a positive ROI when it comes to engagement and even conversions, could your well-crafted content be working harder for you?
Repurposing the content you have worked hard to create could be a relatively simple way to make that piece do even more – reach more people, drive more engagement and potentially be seen or heard by new customers.
There are many reasons why you should repurpose the content you have created. Sometimes, it can be a case of updating older, stale content that has performed well in the past but has stopped ranking as well as it…
We’ve written extensively on our blog about the impact of clusters and pillars, including this great in-depth post about why content clusters and pillars are important for SEO.
Recently, we stumbled upon a great post on the Moz blog from local SEO expert, Miriam Ellis. This post really piqued our interest, so much so, we have decided to put our own spin on that fantastic post and look at how the findings in Miriam’s post can really help local businesses right here in New Zealand.
What are pillar and cluster?
Before we get into the way pillar and cluster content can be used to improve local SEO performance, let’s first have a quick recap of the basic premise of pillar and cluster.
A topic cluster basically consists of:
- The main topic you want to thoroughly cover with a cluster of pages
- A pillar page that sets the theme of the cluster…
Continuing our theme of measuring ROI, content marketing is another digital marketing tactic that marketers often struggle to measure impact.
Whilst there is no doubt that marketing tactics have come a long way from the “spray and pray” days where you would just do a bunch of things and hope for the best, measuring the success of your content marketing activity can still be challenging.
In a 2020 survey, CMO found that 65% of marketers can’t quantitatively demonstrate the impact of their marketing. In the same year, a CMI report showed that 44% of marketers said that improving their content measurement was a top priority, demonstrating that marketers recognise that they are falling short in this area.
What is content marketing ROI?
A quick recap before we dig into content marketing ROI in case you missed our last post. ROI stands for Return on Investment and is a calculation…