This week, I’d like to take the time to talk about topical authority. Focusing on topical authority can do wonders for your business and helps build brand awareness. Here’s what you need to know:
What is Topical Authority?
Topical authority is a subset strategy of content marketing. It’s the process of writing high-quality content under a specific topic umbrella. Keywords are no longer enough to build topical authority; rather than establishing yourself as an expert in one search term at a time, you want to be the authority figure in all aspects of that topic.
Gather Topic Clusters
Topic clusters are visual maps that help you determine sub topics of your primary topics. For example, as a marketing company, your topic clusters might include guerilla marketing, direct mail marketing, launching a marketing strategy on a shoestring budget, and much more. Use mind mapping tools to help you better visualize your pillar pages and topic clusters.
Create Great Content
Now that you’ve got the basics of your topical authority planned out, it’s time to start creating stellar evergreen content. Remember: content is king. Be sure to use different types of media, like photos, videos, and infographics. Do your research and learn more about the available resources and how you can step it up a notch with your own content efforts.
Target Different Segments
As you begin creating content around your topic clusters, you can take your content even further by targeting different segments for the same topic. For example, if you own a travel agency, you might create a blog post on “Top Tips for Choosing the Right Travel Agency.” You can pivot that to address different segments of your market, such as “Picking a Travel Agency on a Budget” or “How Millennials Can Pick the Right Travel Agency.”
If you have any questions on how topical authority works, or how you can create topic clusters and content of your own, reach out to us. Our team of content marketers can help you spearhead a strategy of your own.
Videos help website visitors digest and absorb information, and if a photo can tell a thousand words, a video says a million. Today, videos are