Marketing Analytics

March 11, 2019
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7 Steps to Drive More Conversions with a User-Focused Content Matrix

Topic clusters are based on the idea that marketers create a single page to serve as the “hub” for a particular subject. From there, all the sub-topic posts related to that subject hub are linked from that main topic page – almost like a wheel. If you’ve been in marketing for at least a minute, chances are you’ve heard about topic clusters or hubs. This model is great for SEO. It ensures that pages on our site are all internally linked, related to the overall brand identity, and structured well for users to find what they need. But there’s something missing from this model: figuring out what the user actually needs. Targeting the ‘Imaginary Audience’ In digital marketing, it’s easy to become detached from our target audience. We end up optimizing our sites for ourselves, our peers and who we think our target audiences are. Senior Conversion Optimizer at Unbounce, […]