What Is PBM Content?
July 8, 2022 •McKenzi Sidor
So you want to learn about Pillar-Based Marketing (PBM, for short). Well, you’ve come to the right place. After all, DemandJump is the first platform to help you create and implement an effective PBM strategy. With the plethora of PBM tools we offer, you can start building your own strategy in a snap. But first you’ll need to know what PBM is and how to create it. Let’s jump in.
What Is PBM?
Pillar-Based Marketing is the latest strategy of content marketing.
How does PBM accomplish these goals? By using data to create an intricate web of content. Platforms like DemandJump can tell you what people are searching for and what they might be interested in based on their search history. They pull high-value keywords, phrases, and questions for you to include in your content. You even make some of these the titles of each piece of content you write.
DemandJump comes up with keyword suggestions by tracking the top keywords and questions related to a topic of your choosing that people ask Google. From there, you can decide which ones to include in each piece of content. The team at DemandJump can help you make a pillar plan that will bring your business the most success. A pillar plan gives you PBM content ideas so you know the types of content that are likely to resonate with customers and drive business outcomes.
So how do you create this traffic-boosting, authoritative content that will launch you to page one of search results? We cover that next.
How Do I Create PBM Content?
To create PBM content, you need three types of content (pillars, sub-pillars, and supporting blogs) and three main characteristics (keywords, internal linking, a call-to-action) within each piece of content. Let’s take a closer look at each.
Types of Content
- Pillar: Your pillar is the longest piece of content you will write within your PBM strategy. Coming in at 3,000+ words, it is the piece that the rest will relate and refer back to. When choosing a topic for your pillar, keep it broad enough that you can write a lot about it but not so broad that you leave a lot of information out. You will only have one of these for each pillar strategy you make.
- Sub-Pillars: Next in the content web are the sub-pillars. These are 2,000+ words long. Topic wise, these pieces will be slightly more specific than your pillar but will still be broad enough to provide your audience with a lot of information. You should have at least three of these per pillar strategy you make.
- Supporting Blogs: These are the most specific pieces of content in your Pillar-Based Marketing framework. The goal of these pieces is to answer one specific question (usually the title of the blog). That’s not to say that that’s the only question you can answer in this piece of content. Make sure to answer other questions related to the initial one. Doing so will give your audience a well-informed answer and, frankly, will be more interesting to read. Supporting blogs are 750-1,000 words long. You should write at least twelve of these per pillar strategy, three for the pillar and each sub-pillar.
Characteristics of Effective Content
Now that you know the several types of content you should create for Pillar-Based Marketing, it’s time to learn what to include in each of them.
- Keywords: As we previously mentioned, each piece of content will need keywords so that your target audience finds them easier when searching online. Unlike old SEO practices, though, you do not need to try to repeat the same keywords over and over to be effective. Just once per piece of content is enough. By doing so, you keep your content clear and easier to read. We recommend using question keywords as your headings within your content as this will increase the chances that your content will be used to be the answer for one of the common questions on Google search results. Below are the number of keywords and questions you need for each piece of content.
- Pillars: 15-20
- Sub-pillars: 10-15
- Supporting Blogs: 8
- Internal Linking: To set your content up as an authority, you need to use internal linking. This means linking to your other, related content. By doing so, you tell the Google algorithms that your content is reliable enough that other content is referring to it. Within your pillar plan, you will set your pillar up as the main authority. That means it should not link to any of your other content. Instead, all of your related sub-pillars and supporting blogs should link to it (usually within the first few paragraphs of your content). Supporting blogs should also link to their related sub-pillar if they have one. You can see what that looks like in the image above.
- Call-to-Action (CTA): You should include some sort of CTA at the end of your content because that’s how you get your target audience to interact with it instead of reading it and moving on. If your content is compelling enough, odds are that they will heed your CTA. This can be anything from telling them to visit your website, schedule a call, or sign up for a demo. If your audience follows through with the CTA, then you will boost your organic traffic and hopefully your conversions and leads.
Use the Best PBM Platform Around: DemandJump
DemandJump is the best PBM platform around because we created Pillar-Based Marketing. We know what it takes for a successful strategy, as is proven by our customer stories. On top of our resources to help you create a PBM strategy and find the best keywords to use, we also offer you a way to track how your content is performing. If you need help with writing your content, we also have a content team that can write for you. Interested in taking some PBM certification courses to hone your skills? We offer those, too, through DemandJump University. Use our platform and make a difference in how much traffic your website gets.
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