Insense is one of Minuttia’s longest-term clients, so our client was familiar with our work and ability to deliver results.
The potential for a topic cluster was initially communicated by our Client Success team in one of the Bi-weekly Catch-ups with our client.
We explained our main thesis behind the suggestion and shared information on our approach.
By the time we made the suggestion, we’d built enough performance capital for our client to agree.
Even if the project was greenlit relatively quickly, the creation of the topic cluster took time as the publishing velocity was slow due to the demands of the blog’s pipeline.
The first thing we did was to identify all the published pages that covered the topic of UGC and any of its subtopics (e.g., user-generated content statistics).
This required an analysis of the content inventory (both for Minuttia and non-Minuttia content) and mapping out the target keyword (e.g., subtopic) for each page.
We then came up with a plan for handling these pages and envision their position in the cluster after implementing any necessary redirects, content updates, and content merges.
We then created a topical map with all the subtopics included in the topic of UGC.
Next, we shared wireframes to help our client’s design team come up with the hub and cluster page design.
Image Source: Insense
After the pages were developed, we were ready to start working on content.
We maintained a very low publishing velocity of ~2 cluster pages per month after creating the hub page.
Until Monday, March 4th, the topic cluster contains 1 hub and 17 cluster pages, with more cluster pages lined up for the following weeks.
Our team has created and published 18 pieces of content so far. (One of which is a hub page, and 17 are cluster pages.)
Even though the project is ongoing, our client has already started to experience great results and reap the benefits of our work.
The first highlight is—for obvious reasons—the number of conversions generated (cumulatively) from the topic cluster.
Even though there are several pages that generate conversions on the topic cluster, the nature of these conversions varies.
This goes back to proper CTA mapping and having clear expectations regarding the objective each page is designed to meet.
In reality, a handful of pages are responsible for the bulk of conversions on the cluster and—not surprisingly—on the convent inventory as well.
Of course, conversions can’t happen without traffic, and (organic) traffic can’t happen without visibility.
The topic cluster that we’ve created now gets an average of 1647 monthly visits, primarily from the US and other English-speaking countries.
The growth in organic traffic was possible due to developing visibility for more than 700 organic keywords.
That’s why, as a starting point, we’re happy to see most of the pages (including the hub page) performing well organically, even though, in certain cases, solid execution isn’t enough; you need amplification in the forms of backlinks or social shares to get the most out of your content creation efforts.
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