When it comes to creating content for your B2B organization, there is a strategy to it. Sometimes, when you’re first starting out, it feels like you just start creating content and will find your strategy along the way. That results in a lot of wasted time, effort, and money.
Instead, it makes the most sense to start your content marketing with a sound strategy. I use content pillars with a hub-and-spoke setup (which I’ll explain throughout this post).
While this post is focused on new content initiatives, any existing content program can be reworked to this setup.
What Are Content Pillars?
Content pillars are what the name suggests: Foundational pieces of content that hold up your content strategy. They’re also referred to as keystone content, tentpole content, cornerstone content, hub content (as in hub-and-spoke).
Content pillars are the broader themes around which your content is structured. I think of pillars as topics or categories—a subject where we have a lot to say and plan to do many pieces of content.
Each content pillar should have a pillar piece or page—a robust article, ebook, video, or other piece of foundational content that serves as the center for that pillar. The other pieces of content (blogs, podcasts, social media posts, emails, etc.) under that pillar then point to the pillar page as a reference.
While I call them content pillars (because that seems to be where the industry is headed), I think the term hub-and-spoke content actually represents the strategy more clearly.
The pillar piece is the hub, and all the supporting content pieces serve as the spokes.
I know it’s mixing metaphors, but it works.
Why Content Pillars Are the Foundation of a Strong Content Strategy
It’s easy to just brainstorm a bunch of topics and start writing. That’s actually easier than sitting down, plotting pillars, and approaching your content strategically.
But the “throw spaghetti at the wall and see what sticks” method is not the optimal approach.
A Structure for Your Readers
In general, I’m a fan of “just start.” Start working on something and make it better as you learn. But when it comes to content strategy, you do want to do a bit of planning before you “just start.”
If your content is disconnected, random, and on miscellaneous topics, you’re not doing your readers any favors. They might find one blog post…then what? They leave and never think about you again? That’s not ideal.
Organizing your content around pillars helps keep readers engaged and gives them a clear path through your content. No matter where they start, they can get additional information on that topic, more information on related topics, sign up for a valuable download, or even contact you.
When you use content pillars, you avoid a scattered content library by building a structured content resource.
You can direct readers through the content (and the rest of your site) in a way that’s mutually beneficial to you and them.
Prioritized Content Topics
When a company doesn’t have a pillar strategy, they tend to write about whatever’s convenient or top-of-mind at the time. That’s not strategic.
By having structured pillars, you can keep your strategy focused on the content that matters to your business and its customers.
It’s also easier to maintain a backlog of topic ideas instead of hunting for one when it’s time to do your next post.
Search Engine Optimization (SEO)
A content structure helps Google (and other search engines, I suppose) parse what your site is about. When you set up a pillar structure, Google can tell that the pillar pages are higher priority than others. The optimized content and link structure of pillars make them ideal for search engine optimization.
When you help your readers find information, you’re also helping search engines find that information. So a pillar structure is inherently optimized.
How to Create and Organize Your Content Pillars
Think of pillars as categories. What are the top categories your organization wants to be known for? What areas of expertise are within your proverbial walls that you can share with your customers and potential customers?
If you’re just starting your content marketing, work to narrow down to five pillars or so. If your content marketing strategy has been in place for a while, you may have more like 10 pillars to start.
I organize content pillars in each client’s editorial calendar spreadsheet.
It’s that simple. You don’t need any fancy software or mapping tool.
Download My Editorial Calendar Template
Use Your SMEs to Brainstorm Pillars
To decide what the pillars and their subtopics should be starting out, I like to bring together subject matter experts (SMEs) to brainstorm. Your SMEs are central to understanding what expertise you have at-hand and what your audience wants to hear about.
I try to run a brainstorming workshop that works for both internal and external processors.
- Schedule a meeting with your bought-in SMEs
- Provide a form to submit ideas ahead of time
- Set aside time at the beginning of the meeting to brainstorm more ideas
- Map the pillars and topics in real time in the meeting
- Document new ideas as they come up
- Compile the brainstorm results into the editorial calendar spreadsheet
- Send the sheet to meeting attendees
It can be difficult for a subject matter expert to understand what pillars are and what makes good content. Don’t expect them to come in with optimized titles or even singular topics. Take their brainstorm, run it through your content marketing filter, and break things down into pillars and topics as it makes sense.
Start Using Pillars Today
If you have existing content, you can pretty quickly move it around into pillars and supporting content. You’ll identify holes in your content and be able to prioritize creating that.
If you’re just starting your content marketing, you can structure it in pillars from the beginning and make sure you’re optimizing your efforts.
Interested in using content pillars in your marketing strategy? Let’s talk.