4/10 You're an expert, aren't you?

The Opportunity

Want to make an expert feel good?  Ask them to talk about their subject matter:  “Explain to me why my case is going to take so long”, “Why does immigration work like that?”, “What makes this strategy better than that?”

I’m betting you could talk for hours about the career you’ve chosen to spend your life on.

Keywords are for Cornerstones

Your clients aren’t experts - they don’t know the language to describe what they really need - that’s why cornerstone pages are architected so you can connect with your audience using the words they use.

Cluster pages are where you answer the questions your clients don’t even know they had.  Sure, some of this information will be on the cornerstone page - but when you want to explain a specific use case or speak to a particular customer type - a dedicated page makes more sense.

People appreciate this approach and machines do too! Seeing a cornerstone page surrounded by smaller supporting pages, all addressing different aspects of your business, helps build your topical authority.

Get In Touch

So that’s pretty much your content production strategy: know what’s out there, build cornerstone pages, then add additional pages from your expertise. Want to see how that could look for your business? Reply to this email and let's chat.

Featured Playlist

11 Great Tracks For Zombie Fest ’23
Who needs brains when you've got beats this good!
Featuring artists like: • The Flaming Lips • The All Seeing I • The Hooters • Falling In Reverse • Terje Rypdal • Harley Poe • The Cranberries • The Cure • Misfits • The Black Dahlia Murder • Trash Talk
Made by musicto community members

Next Week: Media Diversification - you mean I can’t just write it?!