On this week's episode of the Hubcast, we flush the format to bring you a conversation with two HubSpot Academy Professors: Jorie Munroe (Conversion Rate Optimization and Reporting & Analytics) and Justin Champion (Content Marketing).
Check out the full episode audio below, OR watch the full video episode below that!
The Basics of Pillar Content & Topic Clusters: What Are They and What's the Difference?
Search engine traffic went up 1,269% in less than 16 months
Gated vs. Ungated Content: Which is Better?
With the rise of pillar content and topic clusters, many companies (take Drift for example) have publicized how they've gone completely ungated with their content.
To a traditional inbound marketer, this seems completely ridiculous at face value.
How do you generate leads if you don't gate any of your content? How can I nurture leads if I'm not getting them into my CRM at the top of the funnel?
Well, the proof is in the pudding.
While the three of us don't think that gated content should necessarily go away completely, we all agree that everyone, in every industry, should be testing (the keyword here is testing!) progressively ungating their content.
If we're hiding our best content behind a form, search engines won't be able to find it, and they won't know how great of an educational resource we are!
How Do Marketers Adjust?
Ultimately, marketers need to think critically about the content they produce and where it fits into their overall content strategy.
Is this educational content that will help show search engines that we are the authoritative resource on the topic? Build it into your topic clusters and keep it ungated.
Is this proprietary information or information that we don't want search engines to find? Keep it gated.
While not all instances are that black and white, when thinking critically about the purposes we want our content to serve, the decision to gate it or ungate it, to incorporate it into pillar content or use a landing page, becomes much clearer.
Until Next Time
If you enjoyed this episode, and want to hear more from Justin and Jorie, leave a comment below and let us know!