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2024 seo content strategy - top tips

January 17th 2024 / SEO

Author: LOUISE CRANSTONE

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B2B SEO Content Strategies for 2024 – Writing for Success

In the competitive B2B landscape, content is king, but there is so much of it! How can you make sure your content efforts are rewarded with rankings and traffic? The secret to your SEO Content Strategy success is you.
You know your business. You know your audience. You understand your customers pain points. You understand their needs.

  • Your content needs to resonate with your audience.
  • It needs to show that you understand their needs.
  • You need to help them to overcome their pain points.

Be professional, show expertise and BE HELPFUL!

This is what Google wants, and its what your customers want. Tick the boxes and your content will be a winner.
We covered in a recent blog the E-E-A-T Principles – these are the guidelines Google has set to help us create high quality content. Content that demonstrates your Experience, Expertise, Authoritativeness and Trustworthiness.

It’s the key to attracting new customers, generating leads, and driving sales.

Google is constantly evolving its algorithms to better understand user intent and deliver the most relevant results. In 2023, Google introduced a new set of guidelines for optimising for AI search.

These guidelines focus on creating content that will help your content to rank:

Original and informative: Provide valuable insights and solutions to your target audience’s problems, show you care.

Demonstrate your expertise and authority: Show customers that you are an expert in your niche and demonstrate how other customers interact with your brand. Share positive reviews, engage with customers, be transparent.

User-first content: Friendly, conversational, engaging and which uses clear language, easy-to-read formatting, and multimedia elements to keep your audience engaged.

Search engine-friendly: Use relevant keywords, optimise page titles and meta descriptions, and build backlinks from reputable sources.

How to build topical authority – The Pillar Marketing Approach

One effective way to build topical authority in your niche is to implement a pillar marketing SEO content strategy.

This involves creating a central pillar page on a specific topic, and then creating related sub-pillar pages and blog posts that expand on the topic in more depth.

What makes this work so effectively is that all the pages are inter-linked, creating a spiders web of content based around one niche topic.

It is this inter-linking of all the content that makes this such a powerful strategy.

What is important, however, is that you conduct thorough topical keyword research on the niche topic to ensure you incorporate the best opportunity keywords into the strategy.

The pillar topic is likely to be the most competitive and have the highest search volumes because it is a broader keyword. The sub-pillar keywords may be slightly less competitive as they are more specific, and the blog posts could be optimised for long-tail keywords – such as popular questions or really specific keywords that are related to the pillar topic niche.

How to build a pillar marketing SEO strategy

Develop a structured content framework for core topics that resonate with your audience and position your brand as an authority.

pillar marketing example structure

The framework will consist of up to 5 core ‘pillar’ topics focused around your business. It is structured to provide 16 pieces of content that is all inter-linked.

  • Number of articles/blogs on each pillar topic: 16
  • Each pillar topic article – up to 10,000 words + 3 blog posts
  • Within each pillar topic will be 3 x sub-pillar topics – 3 articles up to 5,000 words
  • Within each sub-pillar topic will be 3 blog posts – 9 blog posts up to 750 words
  1. Identify a Topic: Choose a topic that is relevant to your target audience and has a high search volume.
  2. Create a Pillar Page: Develop a comprehensive pillar page that covers the essence of the topic.
  3. Build Sub-Pillar Pages: Create sub-pillar pages that focus on specific aspects of the topic, linking back to the pillar page.
  4. Develop blog posts: Create blog posts that explore more granular details of the topic, linking back to the sub-pillar pages and pillar page.
  5. Promote Your Content: Share your content on social media, industry forums, and other relevant channels.

    Here’s an example of how to structure a pillar marketing framework for a B2B company that sells marketing automation software:

    Pillar Page:

    • Marketing Automation Software

    Sub-Pillar Pages:

    • Benefits of Marketing Automation
    • Choosing the Right Marketing Automation Software
    • Implementing Marketing Automation
    • Measuring Marketing Automation Success

    Blog Posts:

    • Case Studies: How Marketing Automation Has Benefited Businesses
    • Resources: Tutorials, Whitepapers, and Webinars on Marketing Automation
    • Industry Trends: The Latest Developments in Marketing Automation
    • Customer Reviews: What Customers Are Saying About Our Marketing Automation Software

    By implementing a pillar marketing content strategy, you can effectively demonstrate your topical authority in your B2B niche, attract more organic traffic to your website, and ultimately drive business growth.

    End of chapter graphic

    At Whizz Marketing, we provide dedicated, affordable SEO and marketing support to small local businesses.  We also share lots of tips, guidance and resources to help small business owners to better understand SEO and how to apply it.  If you are in need of some extra support, please get in touch.  Call Louise at Whizz on 07814 391221 or visit whizzmarketing.co.uk to find out more about how Whizz can help your business.

    If you are eager to get started with learning more about SEO and how to adapt your SEO Strategy to the new AI search landscape, please explore our SEO Hub for Small Businesses.  This is your go-to SEO toolbox!  Here you will find lots of guidance, tips and tools that are bang up-to-date and will give all you need to get started on creating your 2024 SEO Strategy.

    Dig Deeper into SEO – recent articles

    A Comprehensive Guide to SEO for Small Businesses

    B2B SEO Strategy for Small Businesses

    Moving With The Times:  B2B Marketing In An AI World

    How to Implement E-E-A-T in a B2B SEO Strategy

     

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      Summary
      B2B SEO Content Strategies for 2024 - Writing for Success
      Article Name
      B2B SEO Content Strategies for 2024 - Writing for Success
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      How can you make sure your content efforts are rewarded with rankings and traffic? The secret to your SEO Content Strategy success is you. Find out more.
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      Whizz Marketing Services
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