A Complete Guide To Content Pillars For B2B SaaS Brands

We all know that one brand that holds significant authority in its niche. But there are many brands that actively create content on different platforms, yet, struggle to stand out

Successful brands have a secret sauce: they use content pillars in their strategy for the comprehensive coverage of specific themes. 

This blog covers everything about creating effective content pillars, and how content pillar strategy works for B2B SaaS brands.

What are content pillars?

Content pillars, or content themes, buckets, or categories, are specific core subjects. They serve as the foundation for creating a consistent list of topics your audience will expect to see from you consistently. 

Brands and creators include multiple content pillars in their content strategy. For example, at Contensify, our content pillars are:

• Content Marketing
• Social Media Marketing
• Tool Reviews
• SEO                            

Content pillars help ensure that every piece of your content strategy is strategically aligned with your brand’s messaging, values, and goals. 

So, are content pillars and content clusters the same?

No, there’s a difference. Content pillars are broad topics, while content clusters are subtopics that delve deeper into each pillar. For example, an SEO pillar, cluster topics could be “Guide to Content Optimization” and “How to Make Your Website Mobile Friendly“.

Put simply, content clusters are part of content pillars. 

The importance of developing content pillars

Here are some ways in which content pillars benefit B2B SaaS brands and why you must make them a part of your marketing strategy.

1. Establish brand identity

Content pillars represent your brand’s messaging. When you consistently create content around specific themes, you shape how your audience perceives you. This consistency (if done with quality) becomes the face of your brand as your audience starts to associate your brand’s name with your key themes. 

2. Establish brand authority

Regularly producing in-depth, valuable content within these pillars helps educate your audience and establish trust. Once this consistency is established, whether through blog posts, video marketing, or social media content, it starts reflecting credibility as your expertise in those key areas is formed.  

When consumers perceive your brand as an authoritative source of information, they are more likely to choose your products or services over competitors.

3. Improve SEO and discoverability 

 A positive user experience is an important factor for discoverability on search engines. 

Developing content pillars is one way to do it. When you organize your content around pillar topics, you create a structure that search engines can easily understand. 

To quote from the Google SEO guide, “When you’re setting up your site, it can be good to organize it in a logical way because it can help search engines and users understand how your pages relate to the rest of your site. If you have more than a few thousand URLs on your site, organize your content.” 

4. High search engine ranking

When search engines recognize your website due to well-structured pillar content, they are more likely to rank your pages higher in search results. This increased visibility attracts organic traffic.  

Also, when you include specific keywords within your content pillars and consistently deliver valuable content, you improve your chances of ranking prominently for those keywords. 

Types of pillar content 

There are a few different types of pillar content, each serving a specific purpose in a content marketing strategy. Here are common types to include in your content pillar planning:

1. Guides

Guides are comprehensive documents that offer step-by-step information on a particular subject making them valuable for users seeking detailed insights. Guides enhance the overall user experience by providing all needed details in one place, which aligns with Google’s E-E-A-T.

2. How-to

How-to content directly addresses the specific needs and questions of your audience. It offers actionable steps to accomplish a specific task encouraging engagement through practical application. 

How-to content is in line with Google’s goal of offering the most relevant and valuable information to its users.

3. What Is

“What is” content aims to provide explanations and definitions for concepts, terms, or ideas. It delves into the core understanding of a subject. 

The goal is to offer clarity and build foundational knowledge for the audience. This type of content is valuable for those seeking introductory information or a basic understanding of a topic.

4. Resource

Resource content includes curated lists, recommended tools, or additional reading materials. With resources, you create a centralized hub of information, saving the audience time and effort in researching various sources. Resource content is useful for those looking to explore a topic in more depth or find a collection of relevant materials in one place.

As we already know, Google appreciates organized content. Resource content, when built around a keyword, proper linking, and strong external and internal links, improve a website’s trustworthiness and rankings in search results

How to create content pillars?

Creating content pillar strategies involves a systematic approach to establishing core themes around which your content strategy revolves. Here’s a simplified guide to creating content pillars:

1. Understand your audience and their pain points 

Content is only effective when it’s useful to your audience. So, start by knowing your audience well. Research your target group’s needs and psychology. 

Start by:

• Conducting audience surveys and gathering data on demographics.
• Using social media analytics to understand audience engagement.
• Identifying common pain points through customer support interactions.
• Using analytics tools to track user behavior and preferences.

Also, create a detailed buyer persona to segment different types of customers your business wants to attract. This will help you understand the different motivations, goals, pain points, and behaviors of your target audience, giving you a clear understanding of what content to create.  

2. Choose a topic

Find trending topics within your industry to ensure relevance and timeliness. Consider the expertise and resources available within your team to ensure effective execution. Create a list of topics around the interests, needs, and pain points identified during audience research. The chosen topic should be relevant and align with your overall content strategy and business objectives.

You can,

• Use Google Search Console to identify keyword targets for new topics.
• Analyze competitors to identify content gaps and opportunities.
• Cover broader topics that resonate with your audience but are not directly related to your product.
• Balance your content pillars with a mix of evergreen topics and those related to current trends.

3. Create a structure for your pillar content

Identify the main topics within your chosen pillar content and create a clear hierarchy by breaking down these topics into subtopics or clusters. Ensure a logical flow that guides the reader through the content seamlessly.

You can use mind maps, content hierarchy tools, or outlines to visualize the relationship between different sections. 

4. Identify relevant content pieces from other sources

Before creating your pillar content, identify existing pieces from your blog, website, or third-party sites that are relevant to the chosen topic. These can serve as supporting content or clusters linked to your pillar page. 

First, evaluate the performance of these pieces by considering metrics such as engagement, traffic, and social shares. Choose content that aligns with the overarching theme and can seamlessly integrate into your pillar structure. This approach not only adds depth to your pillar page but also leverages the strength of existing high-performing content.

5. Write your pillar page content

Create meaningful and helpful content. Your content should be people-first content. It should primarily cater to people with original information, reporting, research, or analysis. 

Here are some tips:

• Start with a good headline. Including the target keyword in your SEO headline, power words, zero clickbait, and optimal character count. 

• Hook your readers right away with the introduction. 

• Excite readers and give them a reason to read more
• Introduce a new perspective on the topic
• Set expectations about what a reader will learn

• Research the topic well to come up with your original takes.

Any more points? Hear it from one of the reputed content writers, Ankit Vora. 

Source

6. Format your pillar page

Imagine you have written a very helpful blog in one basic structure. Will it engage your readers? No! People will not give your content a chance. To make sure your readers get to the bottom of the page, you should: use bullet points, headers, and subheaders, include a table of contents, add strong visuals, and hyperlinks, and add consistency in formatting, font styles, and color schemes throughout the page. 

There’s still some confusion? Understand it again!

Imagine you have written a very helpful blog but in one basic structure. Will it engage your readers? No!

People will not give your content a chance!

To make sure your readers get to the bottom of the page, you should: 

• Use bullet points, headers, and subheaders, 
• Include a table of contents, 
• Add strong visuals and hyperlinks
• Add consistency in formatting, font styles, and color schemes throughout the page. 

7. Distribute and promote your pillar content

To distribute and promote your content page:

• Use multiple channels such as social media, email marketing, and newsletters to share your content. Tailor your promotion strategy to each platform’s characteristics, optimizing content for specific audiences.
• Collaborate with influencers, industry partners, or relevant communities for additional reach.  
• Use paid advertising to boost visibility. 
• Encourage social sharing by incorporating share buttons and crafting compelling calls to action. 

Recommended read: Social Media Content Ideas for B2B: Beyond Trends

8. Monitor performance and optimize

To identify areas of improvement rely on user feedback, comments, and behavior metrics and use analytics tools to track key performance indicators (KPIs) such as traffic, engagement, and conversion rates. 

Optimize the content by updating outdated information, adding new insights, or refining language. 

Also, keep an eye on search trends and adjust keywords for SEO best practices. Establish a schedule for periodic reviews and updates.

Content pillar examples

Here are three examples of content pillars to guide your content creation efforts.

1. Zapier

Zapier stands out as a prime example of an organization that effectively employs content pillars. The navigation menu on their website reveals distinct categories, showcasing a well-organized approach to content creation. 

Zapier’s strategic use of content pillars demonstrates a deep understanding of its audience, addresses pain points effectively, and maintains a commitment to regular updates and diverse content formats. 

2. Klaviyo

The navigation structure on the Klaviyo website delineates sections that serve as distinct content pillars, providing valuable insights and resources for their audience. Klaviyo regularly updates its content with fresh insights, examples, and case studies.

Klaviyo offers a variety of content formats, including articles, guides, case studies, and podcasts. This caters to different preferences and learning styles among its audience.

3. Semrush

Semrush, a leading SEO, SEM, PPC, and content marketing tool, exemplifies a well-executed content pillar strategy through its organized and comprehensive blog. The blog is structured around key categories such as SEO, Marketing, and News & Research, reflecting a deliberate approach to content creation. 

Tips and tricks to maximize returns from your content pillars 

• Make the pillar content a downloadable resource, and collect contact details from users. 
• Integrate lead generation forms within your pillar content, offering downloadable resources in exchange for user sign-ups.
• Promote community engagement by responding to comments, encouraging user-generated content, and making your content collaborative.
• Showcase social proof and testimonials within your content pillars to build credibility
• Include both internal and external links in your content.
• Ensure fast page loading and provide easy-to-follow download steps or forms.
• Summarize important discoveries and generate practical insights for action.

Create pillar content strategies with Contensify

If you’re looking to enhance your content strategy, and create content pillars around the pain points of your target audience, Contensify can help you. 

Our team of B2B content marketers and SEO experts will help you understand your target audience and identify their specific needs and pain points. We do this by aligning our marketing, sales, and support teams to create comprehensive content strategies focused on your marketing goals. 

Read our success stories to know how our content drives results. 

Reach out to us today to create content that engages, educates, and converts!