Cluster Crush: Build Topical Content Clusters Your Audience Can't Resist

Scroll down to read:

- Testimonials
- Why I built this course
- My approach to content planning
- Course preview
- Frequently asked questions
- About the course creator (me!)

TESTIMONIALS

WHY I BUILT THIS COURSE

"Let's start blogging to grow our audience."

"Yes! I have a great idea we can write about!"

"Awesome, I have some ideas, too!"

It's all fun and games at first. But before you know it, you're sitting on a mountain of ad hoc content that feels disjointed and doesn't reflect your unique point of view.

Not to mention, you've been so focused on SEO, your content isn't particularly bold or authoritative.

Hell, you sorta sound like a generic banana.

You KNOW you could do better ... if only you had the time to think and plan.

If only you had a repeatable process and a mentor.

Sound familiar?

Babe, you're not alone.

I remember the days of staring at blank cells in my Google Sheet calendar and wondering what to write about.

"Go talk to customers" only gets you so far. Answering customer questions is, of course, a best practice. But on its own, it doesn't solve the common content challenges I hear again and again:

1. "Our content is generic and feels disjointed."
2. "Repurposing content is an afterthought."
3. "SEO and thought leadership are separate initiatives."
4. "We struggle to think up original content ideas."
5. "We don't have a repeatable process for content planning."

When I look at this list, I actually don't see five separate problems. I see ONE underlying problem that is manifesting in different ways.

The underlying problem 👉🏻 "We don't have a repeatable process for content planning."

When you have a repeatable content planning process, many of the issues you might experience—like generic/disjointed content or repurposing as an afterthought—will naturally self-correct.

(Praise the Lord.)

In my new course, Cluster Crush, I walk you through my content planning process, which helps you to:

• Eliminate generic content
• Eliminate disjointed content
• Build repurposing into the planning phase
• Connect your SEO and thought leadership efforts
• Think up original, interesting ideas
• Stop content chaos (because let's face it, when you're flying by the seat of your pants, it's not exactly relaxing, is it?)

This is actionable, practical content—and I'm proud to share it with you!

MY CONTENT PLANNING APPROACH

Back in 2017 while leading content at an Inc. 5000 SaaS startup, I started building topical content clusters with TWO goals in mind:

1. Increase organic web traffic and
2. Build awareness of the category we were trying to create

I figured, "Our SEO and thought leadership initiatives shouldn't be separate. If we can rank for keywords our audience is searching for, we can answer their burning questions AND introduce our new-and-better-way."

It worked.

Over the next few years, my content team and I drove MILLIONS in closed won revenue.

Since then, I've refined my content planning process and my content cluster templates, and I've tested them with clients.

Now I'm excited to share my process and templates with you!

And there's no time like the present.

These days, adding something NEW to the conversation is a must. Google's Helpful Content Update promises to reward "original helpful content, written by people for people." And with AI sameness everywhere, original content is a smart way to break through the noise.

By the end of this course, you will have the templates and knowledge you need to build topical content clusters your target audience can't resist.

COURSE PREVIEW

Lesson 1: Course Intro

Learning objectives

Lesson 2: Clusters in Context 

Where do clusters fit within the overall content process?

Lesson 3: How to Use the Templates

Meet my Canva and Google Sheets templates

Lesson 4: The Red Thread

How your point of view informs everything you create

Lesson 5: Content Pillars

Why pillars help you build repurposing into the planning phase

Lesson 6: Blending SEO & Thought Leadership

How to build traffic and topical authority

Lesson 7: Content ideation

How to think up interesting content ideas

FREQUENTLY ASKED QUESTIONS

What are the course materials?

Cluster Crush is a digital download including a Canva template, a Google Sheets template and seven short video lessons (with transcripts).

Who’s this course for?

1. In-house B2B marketers who are sick of producing ad hoc, generic content and want to start using a repeatable content planning process.

2. Experienced freelance content writers and marketers who want to earn more money by adding content planning to their services menu. 

Who's this course NOT for?

This is an advanced content marketing course. If you don't understand basic content marketing acronyms (like SEO) and tactics (like content repurposing), this course will go over your head. You should also understand the value in creating content that builds thought leadership and positions you as an authority.

That said, you do NOT have to be a content marketer to take this course. You just have to "get" content marketing.

What will I learn in this course?

You’ll learn a repeatable process for content planning.

You'll learn how to surface original and interesting content ideas.

You'll learn how to create cohesive content that is unique to your brand.

You'll learn how to connect your SEO and thought leadership efforts.

Is this a content strategy course?

Yes ... and no. 

Content planning comes after content strategy—it's how you translate the strategy into an actionable plan for others to follow.

How much does it cost?

$150, which is an incredible value when you consider how much better your life will be once you stop creating ad hoc content and start creating cohesive, differentiated content using a repeatable process.

For what it’s worth, clients pay $250 per hour to work with me 1:1, and I have a $15k project minimum. 

How long does the course take to complete?

The course will take you 40 minutes to complete.

I’m in. Where do I sign up?

Cool! Click the blue “I want this!” button. You'll get my course via email when it launches on May 25, 2024 ... along with a smidgen of my undying love.

ABOUT THE COURSE CREATOR

Hi, I'm Erin. I've been writing and editing professionally for 12+ years (magazine ⮕ agency ⮕ Inc. 5000 SaaS company ⮕ self-employed company of one). I worked my way up from assistant editor to Inc. 5000 marketing director before quitting to start Haus of Bold, my content strategy consultancy.

Over the years, I've:

- Written for lots of well-known SaaS companies including Hubspot, Drift, G2, and monday.com

- Been featured on sites like Entrepreneur, Content Marketing Institute, and American Marketing Association

- Spoken at conferences like Content Marketing Conference, ASJA Writers Conference, and Demand by Metadata

- Created and hosted a top 10% global podcast, The Notorious Thought Leader, which was used as internal training material for employees at SAP

- Grown my newsletter to include marketing leaders from top companies like PayPal, Amazon, Fidelity, Meta, IBM, Dow Jones, Edelman, and Harvard

- Sold 198 copies of my first course, The Research Report Playbook, with a rating of 4.9/5 stars