Clustering your topic into various subcategories allows your audience to keep engaging as they move from section to section. This is much more digestible than having your users go through one massive page of content. Few people want to watch an hour long YouTube video, but can easily consume 30 short videos.
Creating subtopics out of your main topic also gives you an opportunity to use new keywords that weren’t on your main page. This display of knowledge on even the most micro and niche aspects of your industry will add authority to your voice. Make your site the Wikipedia of your industry by using subcategories to showcase your value as a vast source of knowledge. Subtopics also allow audiences to engage with your site longer. The longer people stay, the more likely they are to trust you and purchase your products.
Well-structured content is uniquely valuable, relevant and authoritative. You can accomplish this by fully understanding what your customers are looking for. When I ask businesses who their audience is, nearly all of them say “everyone”. Not everyone can be your customer. Find one distinct factor that all your customers have in common (based on characteristics and interests, not demographics). Once you know who your customers are, you can communicate with and create unique content for them.
Note: This article was created from a presentation given by Trevor Cherewka, at a LevelUp conference shown on YouTube.
Trevor Cherewka has been helping entrepreneurs and small business owners in Canada, the United States and the United Kingdom since 2012. He is currently the president of Smashing Pixels Inc., a web and graphic design agency in Brantford, Ontario.
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