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Blog Cluster Strategy

by Randall Craig on June 14, 2013

Filed in: Blog, Blogging, Make It Happen Tipsheet

Tagged as: , , ,

“If you build it, he will come.”  This quote, from the movie Field of Dreams, captures the hopes of many marketers:  write great content on your blog, and an audience will be magically attracted to you.  Thanks to Google this is partially true, but are there things that you can do to help the process along?  The answer, of course is yes.  To start, consider the following ideas:

This post, however, is an example of a completely different way to grow your readership: create content clusters of related blog posts, and then cross-link them.  It stands to reason that if a person lands on one particular blog post, they may have an interest in closely related posts.  Planning several blog posts around a particular theme –  planning the posts in clusters instead of simple individual posts – can make this happen.

The second benefit of this is that these clusters are ready-made raw material for a longer white-paper or other form factor.  (More on repurposing content.)

This week’s action plan:  Planning future blog post clusters is great, but what about everything you’ve written in the past?  This week, go through your archives, and identify the clusters where you can graft cross-links after the fact.

Bonus Blog Bit:  Beyond the in-line cluster strategy, there are a number of WordPress plug-ins that automatically identify related posts; while not perfect, these also can help generate more internal connections – and readership.

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Randall Craig

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Randall has been advising on Digital Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of eight books, including Digital Transformation for Associations, the Everything Guide to Starting an Online Business, and Social Media for Business. He speaks and advises on Digital Transformation, Digital Trust, and Social Media. More at

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