Women Conquer Business
Jen McFarland
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Topic Clusters: Fresh Ideas Based on Expertise
• 47 minWe’ve talked A LOT about researching content based on customer testimonials and basic keyword research. But if you want to know the SECRET to reach the right audience with your expertise, the solution is within YOU. This week’s show is all about creating topic clusters (AKA content themes) based on your expertise. You’ll find you have a goldmine within you. We’ll help you unlock the riches.STAY CONNECTED: 🌍See Jen’s website: https://www.womenconquerbiz.com 🌍Jen’s courses: https://epiphanycourses.com🎙️Listen to the podcast: https://plnk.to/womenconquerbusiness 💼Follow Jen on LinkedIn: https://linkedin.com/in/jensmcfarland 🌍See Shelley’s website: https://www.livecast.life/💼Follow Shelley on LinkedIn: https://www.linkedin.com/in/shelleycarney/ BREAKING NEWS: Vidcon on YouTube at https://www.youtube.com/user/vidcon Unfortunately, Jen can’t be there (gave up ticket!)PRESENTATION/TRAINING: TOPIC CLUSTERSE-A-T (Expertise, Authoritativeness, Trustworthiness)Why Google cares about your Expertise as a creator, the Authoritativeness of the content/information, and the Trustworthiness of your website.YAMYL (Your Money or Your Life)Use care in creating content in these areas:News and current events (business, tech, science, etc.)Government and lawFinancial advice (investments, retirement)Shopping information (product reviews, research)Medical advice (drugs, hospitals, emergencies)People (race, religion, sexuality)… Yeah, we think it’s just about everything too. But Google doesn’t like it if your content is inaccurate and could do harm to another person.Long story short: create good content based on the content funnel and topic clusters we talk about next and you should be OK.Content FunnelPeople search for different reasons: NavigationalInformationalTransactionalCommercialCreate different types of content to capture people in different places within the funnel. Topic ClustersWhat are topic clusters?Grouping content based on themes or a common broad topic, held together by a pillar post or skyscraper pageHigh-quality content representing different places within the funnel.Chocolate Cake ExampleWe walk you through a topic cluster using chocolate cake as an example.Service Providers – noteUse the problem, solution, results model if you’re a service provider struggling to come up with topics.WORDS OF WISDOM: It’s important that whatever you create is within your expertise and is authoritative, meaning you’re creating it to create value, to help people. And that it is based on expertise and part of what helps with that is if you link to other things. So something like topic clusters, you might link out to HubSpot or Semrush, or any of these different SEO companies to show that you have well researched it and you’re within your lane. — JenWe have found that when you completely radically change, sometimes you have a small group of people who stay with you because they like you. They will stay with you no matter what you’re talking about because they like you as a person, a friend, or a brand. So you can change your brand. You can change your focus. You can home in on things a little more if you need to in the future. But to get started, you want to be very clear about who you are, what you’re talking about, and who you’re talking to. — ShelleyCHAPTERS: 00:00 Countdown music and intro03:08 Jen: Speaking at Association of Philanthropic Counsel tomorrow: https://apcinc.org/ 04:42 Get on the waiting list for Shelley’s Livecast Lifestyle course to get a special friend and family discount at http://course.livecast.life 07:11 Vidcon on YouTube at https://www.youtube.com/user/vidcon Unfortunately, Jen can’t be there (gave up the ticket!)10:01 Creating topic clusters based on your expertise12:13 E-A-T20:12 Your Money or Your Life25:11 Content Funnel, People Search for a Reason29:02 Topic Clusters31:36 Chocolate Cake Example36:10 Service Providers delta model41:44
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