The author's views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
B2B companies are really focused on the middle of the sales funnel. They've got great e-books, lots of good data published, but they tend to neglect the top-of-the-funnel content. That type of content is actually crucial to B2B success, as it allows your potential customers to learn more about your brand.
A great way for B2B companies to fill this gap is by creating pillar pages. To help get you started, in today's Whiteboard Friday, guest host Carly Schoonhoven of Obility walks you through a simple strategy for employing pillar pages on your website. Enjoy!
Video Transcription
Hello and welcome to another edition of Whiteboard Friday. My name is Carly Schoonhoven, and I'm a senior SEO manager here at Obility. We're a digital marketing agency focused on B2B in beautiful Portland, Oregon.
Now one of the biggest struggles I find that B2B companies have, when working on a content strategy, is how to create content that's able to effectively rank for those top-of-funnel, higher search volume, more conversational queries. A lot of times B2B companies are really focused on mid-funnel. They've got great e-books, lots of good data content, but they tend to neglect the top-of-the-funnel content.
However, that type of content is so important because it allows for your potential customers to perform self-discovery and really learn more about your brand, learn more about the industry you're in before they're ready to take a more meaningful step, like filling out a form or requesting a demo. So one great content strategy for a B2B company is creating a pillar page.