Apruve, a B2B credit network that integrates with Accounting, ERP and eCommerce platforms, was looking for a better way to expand their area of influence. While Apruve had established themselves as an authority on B2B eCommerce, the team found themselves chasing after keywords in the hope that something would work.
Matt Osborn, Sr. Marketing Manager at Apruve,
But at INBOUND 2017, Matt and the team at Apruve discovered a better way. By creating, organizing, and measuring content in topic clusters it would help them power more top of the funnel growth and success.
Enter the Topic Cluster MethodologyAfter learning about the methodology, and new Content Strategy tool, at INBOUND Matt dove-in. With over 200 existing blog posts, Matt’s first challenge was to determine how to turn all of this content into topic clusters. Although the challenge was nerve-wracking, he started looking at analytics data and grouped blog content that was similar to see which could become a pillar page.
As a result, Matt created a page about B2B eCommerce and the mistakes they were making mimicking B2C websites. This page covers all of the critical mistakes that companies make when considering strategies.
Then, Matt surrounded this page with semantically related content that all links back to the core pillar page, which results in Google establishing a relationship between these pages and surfacing them for similar searches even with different terms.
In fact, according to a study done by Ahrefs, a page that achieves a #1 ranking result can also begin to show up more prominently for 1,000 other related keywords. This is exactly what Matt leaned into, and as you can see below he is now ranking for terms like “B2B
As Matt said, “We now have numerous topics on the first page of Google, and it’s resulted in a 254% growth in our traffic since late 2017. One of the biggest benefits of this new way of creating content, and the Content Strategy tool is it’s allowed us to go after higher traffic head-tail terms.”
Refining Focus With HubSpot Content Strategy