Content Hubs: An Effective Content Marketing Strategy

Content Hubs are powerful tools to bring fresh curated content to your site visitors. Every brand that is seriously invested in their content marketing strategy should create a content hub where all information and data pertaining to your business can go live and be readily accessible by the public eye.

You might be wondering, what is a Content Hub? According to Kissmetrics, a content hub is ‘a destination where website visitors can find branded, curated, social media, user generated, or any type of content related to a topic’.

A content hub is a digital platform where you can aggregate or amalgamate all essential content into a centralised, mixed-media library.

It is not just a one-stop shop for consolidating fragmented digital content but it is more about having a central space for content that specifically adds context and builds out more tailored and personalized experiences for your web visitors.

It is bigger than a blog but smaller than a website. The best content hubs are usually microsites or branded resource centres that provide information to target readers or visitors that are looking for something specific and in their preferred format. Make sure you have evaluated your content marketing strategy properly.

6 Steps to Build a Content Hub
that Converts Sales

6 steps to Convert Customers Using Content Marketing

1. Design

Observe examples of industry best content hubs to help you determine a compelling design for your site.

2. Branding

Decide how subtle or prominent the branding will be and whether you want to build within your existing domain or create a new one.

3. Keywords

Do not skimp on keyword research so you can pinpoint the exact topics your target audience is interested in.

4. Quality Content

Do not just produce and publish content for the sake of doing so. Define how much you need, what exactly should be included in it, and why it is essential to have it in the content hub.

5. Conversion

Your content should possess a high value proposition that will draw your visitors towards forming an active relationship with your brand and eventually be converted down the sales funnel.

6. Goals

Articulate your goals and focus on achieving them.

8 Benefits of Content Hubs

8 Benefits of Content Hubs

If you’re not pulling the right people into your site, it would be extremely difficult to create a sustainable business in whatever industry you’re in. With fierce and relentless competition all around, the burning question is: Does your site entice or repel readers and potential customers?

A stellar content hub is your main connection centre to your target audience. It is your best bet to becoming an industry authority and a digital media magnet. It only makes sense you should create one that can send loyal customers flocking to your site in droves.

Leveraging a content hub is beneficial for both the end user and the marketer. Let’s examine the top 8:

1. Authority

Both existing customers and prospective clients have one thing in common: they put their trust and confidence in leading authorities. A proven and effective route to building though leadership in the industry is through consistent publication of relevant, trustworthy, and value-laden content.

2. Visibility and Traffic

Your popularity in the search engines is not enough to convert traffic down the sales funnel. This can only be achieved if you have great content on your hub – not just a one-off topic – but a collection of attractive, well thought out pages.

3. Engagement

It’s one thing to entice guests towards your posts, another to convert them into instant clients. A stellar content hub doesn’t just settle for being a traffic generation site; it should foster and inspire engagement – the way you want your guests to respond.

4. Control

Social media platforms are great for expanding your web presence but its unpredictable changes make you feel beyond control of your content distribution. Having your own content hub empowers you to maximise the influence you have over your readers and potential customers because you can tailor content to amplify their personal experience.

5. Leads

A content hub, first and foremost, is designed to increase your ability to generate leads and sales. Relevant, trustworthy, and value-laden content always attract visitors and converts them instantly as loyal customers.

6. Content Discoverability

With a content hub, you are not limited to single web-page format displays or bound to creating and managing content on different channels. This allows your content to be easily discoverable i.e., giving readers the freedom to sort it vertically or by topic instead of by date or a certain format.

7. Appeal

A diverse mix of content does not only increase discoverability but more importantly, widens the portals to your content which can lead to reaching new audience base that are otherwise unreachable.

8. Optimum Performance

Because the need to jump between channels to manage different content assets is eliminated, a content hub saves you time and effort on content management and makes you more focused on improving content performance instead.

Challenges for Content Marketers
Without A Content Hub

  • The fierce and relentless pursuit of customer attention.
  • The unfortunate ignorance of potential customers of their need for content (because most of the time they’re just simply looking for answers).
  • The inadequacy of a blog for your business.
  • The insane difficulty of consistent creation and publication of great content.
  • The many missed opportunities to build a strong domain authority for the brand and failure to deliver high volumes of search traffic instantaneously.

Rewards for Content Marketers
With a Content Hub

  • The fierce and relentless pursuit of customer attention.
  • The unfortunate ignorance of potential customers of their need for content (because most of the time they’re just simply looking for answers).
  • The inadequacy of a blog for your business.
  • The insane difficulty of consistent creation and publication of great content.
  • The many missed opportunities to build a strong domain authority for the brand and failure to deliver high volumes of search traffic instantaneously.

3 Steps for a Successful Content
Marketing Campaign

Optimise

Optimise your content marketing and show exactly what the end users want to see – answers.

Presentation

Make sure the content is presented exactly the way end users want it to be – in a format which eliminates switching channels and leaving your resource centre.

Target Audience

 It puts emphasis on the context of the content. Having a customised and well-organised content hub guarantees less distraction from unrelated content, something that can happen if your target audience views your video on YouTube for example.

How to Recognize an Effective Content Hub

Smart goals.

1. An effective content hub establishes clear objectives and smart goals.

Organize your sales leaders and content marketers to agree on the primary objectives and goals of your content marketing strategy.

Publishing plan.

2. An effective content hub creates a publishing plan.

Assess your target audience’s motivations, needs, and expectations – and ensure content revolves around providing answers, solutions, and fulfilment to them.

Examine the competition – what they offer, how they offer it, when and where they offer it – and find ways to do things differently and better.

Evaluate existing content – whether webinars, FAQs, brochures, case studies, etc. – and turn them into something helpful and creative in different formats such as blog posts, eBooks, podcasts, infographics, and such.

Effective content media mix.

3. An effective content hub furnishes a content media mix that is visually, intellectually and emotionally appealing.

A diverse content media mix in your content hub raises the bar and appeals to a wider range of target audience. The main goal is to have a central space where you can publish articles or any digital media that provides visitors a more interactive and valuable experience.

Have the right talent.

4. An effective content hub has the right talent behind it.

The right content strategist can take the helm and lead your pool of writers and team of freelancers into the right direction – creation, publication, and management of top-notch content in a user-friendly and smartly branded content hub.

Utilize tools.

5. An effective content hub utilizes the right tools.

Content Management System

A CMS (content management system) platform makes creation, publication, management, and optimisation of web pages simple and smooth. A content hub manager, on the other hand, is the key to delivering pivotal approaches and changes for planning and brainstorming, sourcing and curating, as well as distributing and managing content.