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Smart Spots: How to Use HubSpot’s Content Strategy Tool

Watch this week’s Smart Spot to learn how you can easily plan and organize your content with HubSpot’s Content Strategy tool.

A crucial part of your content strategy is planning ahead with thorough research as well as being strategic about the topics you focus on for blogs.

HubSpot’s Topic Cluster tool provides a space for marketers to easily plan content and even offers suggestions. Through the tool, you’re able to research keywords for core topics and subtopics, and later connect the blog posts you create in the tool.

You can also track how well your content is performing, including sessions, average session length, bounce rate, and inbound links.

Watch the video above for a quick tutorial on using HubSpot’s content strategy tool or take a look at the steps below.

7 Steps for Using HubSpot’s Content Strategy Tool

Step 1: Open the SEO Tool

If you haven’t explored this tool yet, it can be found under the main tab, Marketing and then go to Planning and Strategy, where you'll see SEO.

Step 2: Add a Core Topic

Whether you’ve already done research through a tool such as SEMRush or you’re exploring which topics might be the best to focus on, you can enter your core topic here. This topic should be a higher monthly search volume (typically a three digit or higher number) and be able to encompass several related terms. HubSpot will list a few recommended topics based on your business. As you can see, some may make more sense than others.

Topic Suggestions

Step 3: Add Subtopics

Once you’ve chosen a good core topic, you’ll select several subtopics that will be the keywords you focus on for blog posts. HubSpot will again provide suggestions, but use your best judgement based on your own research through a tool or using search engine results pages as a guide for good ideas.

Step 4: Connect Existing Blog Posts

You may have existing blog posts that perfectly align with your chosen subtopics. Attach those blog posts to the appropriate subtopics. Using the subtopics that are left, create your blog posts over the next few weeks.

Step 5: Create Your Pillar Page

Once you’ve developed or attached several blog posts to your cluster, you can write your pillar page. It’s recommended that your pillar page should have a minimum word count of 2,000 words.

As you put together your pillar, you essentially summarize the content in each of the blog posts you’ll connect to the pillar page. Make sure that each blog post is linked to within the content. Once you’ve perfected your content, set up your pillar page as a main page on your website – you’ll also want to create a PDF version so visitors can easily download.

Step 6: Connect Your Content

Once you’ve published your pillar page, take that page link and add it to each blog post that’s linking to the pillar page. Make sure you also add a CTA at the end of each blog post that links to the pillar page. When you’ve done that, you can connect each page from the tool to ensure everything is linking properly. Note: It may take a few hours for the tool to be able to confirm the link connection, so after setting up links, take a break and check back later.

Step 7: Review Content Performance

The tool also allows you to easily review how well your content is performing under a separate tab. Check back frequently to see how blogs and the pillar page are performing. You may want to make some tweaks.

Keep Building Your Content Strategy

While this sums up best practices for using HubSpot’s content strategy tool, this isn’t the end! Keep looking for relevant content that you can use to create blog posts on and add to your pillar page – it shouldn’t be a static piece of content on your site, but rather something that remains timely and relevant.

Whether you don’t have a full grasp on using HubSpot or perhaps don’t have the bandwidth in-house, Spot On can help! Reach out today to learn more.

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