A topic cluster is a content marketing strategy where you create several pieces of content around one topic or related topics. Topic clusters are often made of one overview post that can act like a hub, several related posts that dive into aspects of the topic more deeply, and internal linking strategies that connect all the posts to each other.
Let’s say that you have a travel agency. You might decide to do a topic cluster around traveling in Europe. An overview post might be about top tips about European travel. Posts about where to find the best souvenirs in France, tourist destinations off the beaten path in Portugal, and booking river cruises in Germany would all be related to European travel. These posts would share the main keywords, but also target more niche keywords that are unique to each post. The goal is to produce a topic cluster that follows the customer journey and answers questions that they’re asking.
By creating a topic cluster, you have the opportunity to target the entire sales funnel. From awareness posts to posts that target conversion, you can guide users through the journey at multiple touchpoints. It also strengthens the depth of information you provide on your site, building your authority and satisfying your customers’ demand for information. Through topic clusters, you’ll see a boost in rankings, more organic traffic, and more conversions.