Humans are creatures of habit. Once we find something that works, and fits it into our routine, it can be hard to break away from it. However, what if that routine did not give as much breadth as the new option? Marketers have, for years, been feeding into the SEO machine with the understanding that it was the best way to generate organic search traffic and new leads through account-based marketing (ABM). Our team at DemandJump is here to shatter that worldview and introduce you to the future that is pillar-based marketing (PBM).
Before we can get you rolling out your own PBM campaign, we need to understand what it is. A PBM marketing strategy aligns content marketing techniques and demand generation tactics to the search behavior of prospective customers. It aims to increase qualified web traffic through highly-targeted content designed to quickly rank high on search engines and provide users with a self-service discovery experience within a brand's area of expertise.
This alternative to ABM has similar goals, such as lead generation and increased website traffic. The main difference is in how you achieve these goals. PBM is heavily focused on one major element, CONTENT. Whereas ABM combined the efforts of sales and marketing to cater personalized experiences for what they deemed as high-value accounts, PBM allows content to do the heavy lifting.
Now that we have a better understanding of what a PBM campaign is, we can look at what makes it successful so that your team can implement this strategy in the future. Creating content is just the start; putting just anything out on the web about your company, product, or services will not help you gain leads or generate traffic. You must create calculated, keyword-driven material that feeds into a larger content ecosystem. Here are a few simple steps you can take to start a successful PBM campaign.
After all of the pieces are ready, you can publish them in batches to align with other projects your team is working on, or you can publish everything you have all at once. Either way, if you take full advantage of DemandJump's services while creating your PBM campaign, your content will reach your desired audience and increase organic lead generation.
We have made some pretty bold claims about PBM campaigns, and we are sure you have some questions. After many years of only performing ABM, many companies ask, "why is PBM so effective?" To prove its value, let's look at one of our own PBM efforts. We wanted to command more of the space for the search term "SEO Keyword Research." We published six pieces of content per week and went from 10 to 59 first-page rankings in just three weeks!