3 Ways to Improve Your B2B Content with Topic Clusters

By Philip BerardoMay 10, 2018


collage of content marketing symbols including an apple, hashtag, pencil, and phone icon

image credit: Panchenko Vladimir/shutterstock.com

With the introduction of topic clusters, and changes to search engine algorithms, this year has brought new opportunities for b2b marketers to improve their web traffic. Relying on individual keywords is no longer an option; you’ll need to embrace new strategies with the use of topic clusters. It may seem like a hassle to rethink your old strategies, but the results will be worth the effort. Here are three ways your b2b business can benefit from using topic clusters for its content marketing.


1. Topic clusters keep your b2b content connected with hyperlinks! 

Search engines are getting smarter, and can now recognize context behind searches. Instead of using a vague search term - such as “b2b marketing trends” - a person is more likely to specify, “b2b marketing trends in North America for May 2018.”

To accommodate for so many different search phrases and intentions, you’ll want to keep your content connected with hyperlinks. Previous algorithm changes have shown that b2b websites that make use of more internal links receive greater search result placement. Internal links let search engines know that your are a qualified, knowledgable source on a specific topic.

By including several links between content related to brand positioning, the search engine will recognize the other pages that are linked to. In other words, one high ranking pillar page can have a positive effect on the ranking for its linked cluster pages. 

2. Make subtopics broad enough to support additional content posts

It will be more difficult to come up with relevant articles and blogs to write for a topic that’s too clear-cut. Keep subtopics broad, but brief, and make sure they answer a question that relates to your central topic.

When choosing topics, research to see if your idea has significant search volume. Is it a topic that’s current in your industry? Will it teach your prospects important information they’ll be looking for? Some subtopic ideas for b2b businesses include:

    • “Writing quality b2b content”
    • “SEO blog strategies”
    • “Measuring web traffic analytics”
    • “Landing page best practices”

For additional topic ideas, you can also use software tools--such as HubSpot’s content strategy tool--to come up with fresh topics.

3. Keywords have changed for b2b, but topic clusters still support them

While it’s true keywords are no longer the go-to for search engine ranking, they are beneficial for hyperlinking, and boosting the credibility of your content.

Long-tail keywords still work hand-in-hand with topic clusters. Your topic pages give more information about your keywords, and how it relates to your main topic. If you want to associate specific industry terms with your business, you’ll need to keep your keywords connected to your main pillar page.

With topic clusters, you’ll spend less time worrying about keyword search rankings, and more time strategically connecting those keywords to your content.

Thinkdm2 is dedicated to bringing you the informative b2b content you’ll need to bring your marketing up to speed with topic clusters. Like what you see? Check out our latest eBook to find more on SEO and content development. 

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