Managing keywords boosts the search engine rankings of proprietary content and websites and helps to ensure that content appeals to the needs and interests of potential clients while kickstarting the nurturing process.
As such, mapping and spacing out publishing with a content roadmap is an essential feature of a successful B2B content marketing strategy.
B2B content marketing strategies, traffic to content site SEO, and site links can be improved with the creation of pillar pages. These are long-form pages that cover in-depth analysis or breakdowns of important topics related to a company’s services, products, or industry. These pages also include target keywords that boost their reach. Pillar pages are an effective way of establishing brand authority and thought leadership by providing detailed, relevant information.
Broad topics covered in pillar pages can then be explored in further detail with shorter types of content marketing that link back to pillar pages such as articles and whitepapers. This capitalizes on reader interest by encouraging them to stay on websites longer and explore more related content. Pillar pages act as a hub for important topics and as a result, are integral to improving the performance of multiple pieces of content.
Without proper distribution, B2B content marketing is much less likely to succeed in reaching its intended audiences.
Along with content creation, promotion and distribution should also be guided by in-depth knowledge of specific target segments and their preferred channels. Publishing with an omnichannel strategy fueled by these insights can avoid wasted budgets and time.
There are several types of distribution that can implemented depending on the type of channel marketing strategy you are developing and your network: