Topic Cluster Content Strategy & How to take your SEO to the Next Level


David Ly Khim is a Senior Growth Marketing Manager at HubSpot. He works with the product team on new user acquisition initiatives in-product to diversify their acquisition channels.

Founded by Brian Halligan and Dharmesh Shah in 2006, HubSpot is a developer and marketer of software products for inbound marketing and sales. It provides marketing, sales and customer service softwares to help businesses grow.

David was a keynote speaker at a previous 3XE Conference. His presentation was on topic cluster content strategy and how that will take your SEO to the next level.

The highlights of his presentation were:

  • How consumer search behaviour has changed
  • Why you need to adapt to this change
  • How to adapt your website SEO by improving your internal linking

Talking about the importance of Content and Social marketing, he tells “It depends on the business, but if customers and prospects are engaging with you on social media, it’s very important to use that channel.”

At the end of this article, find the presentation video of David Khim. 

David listed out two benefits, when Content Strategy and Social Marketing is done rightly –

  1. Develop customer loyalty – When customers ask questions, respond and be helpful.
  2. Develop a customer-centric grand – When prospects see that you’re helpful and engage with your customers, they’ll trust you more and may consider your services or products in the future.

Social Media is a revenue-generating tool

David explains, “Social media is a revenue-generating tool in that it should be used to engage and have a conversation with your customers and prospects – not to sell or directly market.”

‘Your customers may reach out to you for help through many channels including social media and you should be there to respond and help. This will improve customer loyalty and show prospects that your company is focused on being helpful.’

‘Business success is determined by customer success and happiness.’

Budgeting for Social Media

He adds that each company is different and it is important to test the paid media channels. “Social media might be a good channel for some companies but not others. If you see that it works for you, optimize your ads and double or triple down on that channel.

How important is ‘content’ for paid campaigns?

This depends on your goals. If your goal is to generate leads and nurture them, and you’re comfortable with the length of the sales cycle, then content can be amazing for paid campaigns. However, I suggest testing this. If you have an online product, you might want to test running paid ads to your product page and see how that performs. The cornerstone of any advice I give is to test and validate before committing.

What websites and people influence you on a day to day basis?

That’s a long list but a few that come to mind right now are:

Your thoughts on the future of social media and content marketing.

It’s going to become more and more challenging. Not only because social and content spaces are saturated but also because networks are changing and it’s becoming more difficult to get found.

For example, Google now has featured snippets. People don’t need to look at the top 10 search results, they might just see the featured snippet and have their answer. But everyone is vying for that one featured snippet. Similarly, Facebook recently changed their algorithm to show less public content like posts from businesses, brands, and media.

But the principles still stand: if you can create amazing content for your audience, have a strong promotional plan in place, and thoughtfully engage with customers, you’ll get found.

You can also find a blog by David Khim on Content Strategy where he talks about topics over keywords.

To connect with and know more about David Khim, you can find the details on his speaker profile.