19 Nov Promoting your pillar page and topic clusters and measuring the results
You’ve created a lot of valuable, relevant content that will certainly interest your audience. So now is the time to promote it. The goal: drive traffic to your pillar page, which will help achieve clicks to all your topic clusters—and improve your healthcare content marketing efforts and website rankings. Following are a few ways to promote:
• Send out an email—to your database or one you procure from a reputable vendor
• Create digital programmatic ads that micro-target your audience
• Do a LinkedIn sponsored post
• Start a pay-per-click (PPC) campaign
• Deploy a press release announcing the availability of the valuable new content you are offering
• Post to all your social media platforms: Facebook, Twitter, Instagram
• Continue linking any new and relevant content—blogs, white papers, posts, videos—to your pillar page
Repurpose your pillar page and topic clusters into a helpful downloadable booklet
Once again, you have all this valuable content on all these pages.
Now, just combine them into one downloadable booklet. Feature it prominently on your homepage. To build your database, the booklet should be gated—to download, your audience must provide their name, company, and email address.
You can also promote the booklet via email, digital programmatic advertising, press releases, and social media. (You can even print it for mailing and handout.)
Now, measure, reassess, revise
How are your pillar pages and topic clusters doing? With the advent of digital, you can learn quickly, easily, and accurately.
The tactics recommended above—email, press releases, social media posts, digital programmatic ads, PPC campaigns—can all be easily tracked and ranked.
Google Analytics also provides valuable insights on how your pillar page is performing on your website. Here are key metrics to consider:
• Pageviews—the total number of times your pillar page has been seen. Your webpages are ranked based on their pageviews, so if your pillar page ranks high on your site, good job! If not, reassess.
• Average time on page—shows you an average of how long people are spending on your pillar page. Obviously, the longer they are on, the more relevant they are finding the content. A low duration may mean you have to rethink your content strategy.
• Bounce rate—this measures users who leave your website after viewing a single webpage. If the bounce rate is high for your pillar page, it may mean users didn’t find the content relevant.
• Conversions—this occurs when a visitor takes an action on your website—filling out a form, signing up for a newsletter, asking for more This type of action indicates you have moved that customer down the sales funnel. In effect, converting him or her. And that’s exactly what you want.
It’s important to continually analyze and assess the performance of all your pages. Do some do better than others? Do others get virtually no traffic at all? If so, delete the ones that aren’t working, add new ones, and revise the ones that you believe have promise. Your SERP ranking will thank you!
