Marketers have a lot on their plates. There’s running paid ads, monitoring and posting on social media, building out email campaigns, developing organic content, increasing the number of marketing qualified leads, and optimizing website content… and that doesn’t even begin to tell the full story.
Fortunately, tools and methodologies have become better and smarter over the past few years, giving marketers what they need to do their jobs more effectively and efficiently. One such methodology is pillar-based marketing, or PBM. A pillar-based marketing strategy can help teams increase leads, conversions, and company revenue without increasing their advertising spend. But what is PBM, what makes a PBM campaign successful and what companies use pillar-based marketing successfully? Let’s dive into the specifics.
Pillar-based marketing is similar to other marketing philosophies you’ve likely heard of, like account-based marketing (ABM) in that it’s fundamentally a growth strategy. However, while ABM focuses its efforts on a set of target leads, pillar-based marketing is designed to increase the amount of qualified leads or customers a company receives by casting a wider net. This is accomplished by aligning your content marketing efforts—including data-driven keyword research and pillar topics—with the exact information your target audience is looking for.
The biggest and most important measure of success in any PBM campaign is increasing your page one results on Google and other search engines. Why? Almost 91% of web content gets no traffic. No traffic means no leads, no conversions, and no revenue.
The sites that do get traffic illustrate that how well you rank on Google means everything. The 10th organic search result has a dismal 2.5% click-through rate. The first organic result on Google, though? It has a 28.5% click-through rate. In other words, if you’re the first non-ad result on Google you’re getting a lot more traffic than anyone else from your organic content, which means pulling leads and customers from your competitors.
Are there other PBM goals in addition to better rankings? Of course. Time after time, our DemandJump customers who use PBM to the fullest extent see results such as:
Everyone. Ok, maybe not everyone. But the truth is that pillar-based marketing works for companies of all shapes and sizes. Are you B2B or B2C? PBM can work for you. Are you in manufacturing, financial services, consulting, ecommerce, healthcare, SaaS, or any other industry where you’re trying to reach a target audience? Pillar-based marketing is the way to go.
What do all these PBM use cases have in common? By using a pillar-based marketing strategy, they successfully increased their first-page rankings on Google and other search engines, increased their market share in their space, drove more traffic to their sites, and increased their overall revenue. Learn more about other companies— including our own team at DemandJump—that are finding great success with pillar-based marketing on our website.
At DemandJump, we’re on a mission to help our customers increase their first-page rankings on search engines and drive better business outcomes. Our platform was built for marketers, by marketers, as a direct response to the constantly changing target that is content marketing and SEO.
As the first pillar-based marketing platform on the market, we’re helping our customers increase their rankings, drive engaged traffic, and increase their revenue—all without increasing their ad spend. In fact, our customers see an average ROI of 229% after just 60 days! Ready to learn more about what DemandJump and pillar-based marketing can do for you?