Pillar Content Powers Up Your B2B SEO
Categorized in: B2B Digital Marketing, SEO
When it comes to B2B SEO, the content strategy should be forming the foundation of these efforts. This means that you should publish a variety of different content types. The greater the mix, the more effective it will be. You’ll notice that traffic from organic search will gradually start to climb if your content marketing is done well.
One of the type of content you should strongly consider is known as pillar content. This is the type of content that is usually longer, covers a wide topic, involves interlinking to other pieces of content on the site, and more. It’s comprehensive and meant to be useful to the audience. It is for this reason that it essentially works so well for B2B SEO. Here’s more information about how pillar content can help with your SEO:
Focus on Core Topics
By focusing on core topics, this will anchor your content strategy and give the search engines some structure and clarity when the bots crawl your site to assess the viability of your content. Pillar content covers a subject thoroughly, focuses on the main topics that will be of interest to your audience, and can even offer a bit of a hub for your website, connecting similar pieces of content together for the greater benefit of your audience.
So, the first step for you is to determine what these topics are. For example, if you have a company that focuses on 3D Printing services for other companies, you can have a pillar article that focuses on each industry you serve. From there, the article can interlink to previous pieces of content you may have written that focuses on the industry, as well.
Design the Content Strategy
One of the things that goes wrong when it comes to creating content for SEO is that most content strategies, at least when first implemented, can feel a bit disorganized. So, there will come a time when you need to either create a new content strategy from scratch or rework your old one. This means that you need to consider all the details, such as the type of content, the topics, etc.
Plan to work pillar content into the mix so that you can make sure the rest of your content has a synergetic flow with the rest of the pieces. If you know you will be working pillar pieces in, you can then plan for the offshoot pieces that will be linked to from the pillar content. In this way, pillar content will flow together into the site nicely.
Just remember that no part of your content strategy will work well if it isn’t cohesive. You can gain some momentum with pillar content without the cohesiveness, but it won’t be as good. Part of the magic of this type of content is how it fits in with the content on the rest of your site and how it connects with your audience. After all, your audience needs to be put first. They have to want to read it!
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