In the ever-evolving digital world, search engine optimization (SEO) is crucial for businesses to improve their online presence and increase traffic to their website. While B2C companies have been quick to adopt SEO strategies, B2B companies have been slower to catch up. However, with the advent of pillar content, B2B companies now have a powerful tool in their arsenal to improve SEO and gain a competitive advantage.

Pillar content is broad and detailed content that covers a broad topic and provides valuable information to your target audience. It is essentially a one-stop-shop where you can find all the information a reader might need on a particular topic. This type of content is highly credible and often contains links from other sites, which increases its overall SEO value.

So how can B2B companies use pillar content to improve their SEO? Let’s take a closer look.

1. Choose the right topics and keywords: When it comes to pillar content, it’s important to focus on topics that are closely related to your business and relevant to your target audience. Conduct thorough keyword research to identify high-volume, low-competition keywords to incorporate into your content. This will ensure that your main content is not only valuable, but also optimized for search engines.

2. Build a solid foundation: Main content is typically structured in columns and clusters, with the main content in the middle and smaller pieces of content (clusters) pointing to it. This internal linking structure helps search engines understand the hierarchy and relevancy of your content, thereby improving your website’s overall SEO.

3. Use different media formats: The main content doesn’t have to be just written articles. You can also integrate other media such as videos, infographics, and podcasts to make them more engaging and shareable. Not only does this improve the user experience, but it also increases the likelihood that your content will be linked to other websites, further improving your SEO.

4. Promote and Reuse: Once you have created your main content, it is important to promote it across different channels. This not only helps increase traffic to your website, but also increases the reach of your content. Additionally, you can convert your pillar content to different formats for different platforms to attract a wider audience.