Justin Champion is the author of Inbound Content, principal content professor for HubSpot Academy, adjunct lecturer for the University of Florida, and one half of Wild We Wander. Justin created HubSpot Academy's Content Marketing Course, which has awarded over 40,000 certifications to professionals across the globe since November 2016. You can find him on Twitter @JustinRChampion.
Updated Aug. 10, 2020
You’re at the bottom of the mountain. You’ve been told to climb to the top. You look up at the summit and it seems so far away. You’re not sure how you’re going to get there. A clearly defined path isn’t visible to guide you in the right direction. The whole situation is a bit scary and overwhelming.
To convert visitors into leads and eventually customers, you need to create a user experience that solves for visitors AND search engines.
To solve for both, create targeted clusters of relevant, in-depth content. These targeted clusters should connect to a centralized hub, known as a pillar page.
You’re at the bottom of the mountain you’ve been told to climb to the top. You look up at the summit and it seems so far away. You’re not sure how you’re going to get there. A clearly defined path isn’t visible to guide you in the right direction. The whole situation is a bit scary and overwhelming.
But others before you have climbed this mountain. They’ve made it to the summit. And if they can to do it, then you can too.
The top of the mountain – literal or metaphorical – is reached when you focus on each step, not how steep it is. You reverse engineer the climb.
