What is hub content?

A content hub is a centralised and carefully organised collection of specific content. It contains things like articles, infographics, videos, research, podcasts, webinars, tools, as well as any other content that will allow your target market to explore what you have to offer in more depth. 

As an example, let's say that your business provides financial advice. You would have a content hub for information that connects to the critical aspects of what you do:

• Investment advice
• Budgeting
• Insurance coverage
• Tax advice
• Retirement advice  
• Estate planning and so on.

If implemented correctly, there can be enormous SEO benefits to creating a content hub. Some of these benefits include backlinks, search traffic, leads, and an all-round stronger brand.

What types of hub content are there?

Hub and spoke:

The classic hub and spoke model of content hubs will generally involve a single head (or main) page on a specific topic, along with multiple static subpages that dive deeper into the said topic. 

The content associated with a hub and spoke model is usually evergreen and continually relevant. The content published is only occasionally updated but, on the whole, remains fairly static.

If you're planning on constantly updating your content, it's likely that the hub and spoke model won't be a good fit, and you'll need a more versatile page template.

Content libraries:

The content library model sorts lots of different content into specific categories and will feature an index page with links to both evergreen and new content. 

Because each page can be accessed with such ease, a content library can prove invaluable when needing to cover a wide variety of information. It's a user-friendly way of arranging your content and will also increase your search engine optimisation (SEO).

Topic gateways:

A great example of the topic gateway model is a typical Wikipedia page. Generally, every topic will have a dedicated page giving large overviews of specific topics but with lots of internal links scattered throughout. 

This model is ideal if you have a large amount of content. It's also perfect for both new and existing visitors to your website. It's easy for them to explore the most important aspects of what you are getting across, and even easier to navigate should they be looking for more in-depth or recent content.

Content databases:

The content database model is a great way to arrange and curate large amounts of information. By easily sorting and filtering your content, based on a variety of factors, a content database allows your users to find exactly what they're after.

The great thing about a content database is that it also enables users to browse and explore your site. With so much content available, it's almost left in the users' hands as to how they would like to explore it.

Why do I need a content hub?

Authority:

People online are putting their trust in you, your business, and your brand. If you are continuously publishing reliable and trustworthy content through a top-notch content hub, this helps build that trust relationship.

Traffic and visibility:

Let's be honest, there are billions of websites out there today. The good news is that search engines have become very good at ascertaining which have good quality content. A stellar content hub will give you an edge against your competitors.

Engagement and leads:

Traffic and visibility are all very well, but they're meaningless if your content hub isn't promoting engagement. Luckily, that's exactly what they're meant to do! Through reading, sharing, signing up, or simply asking a question, it's been said that one's content hub can do more than a sales page could ever do. All of this, in turn, will generate leads and create further opportunities.

How do I build a content hub?

Strategy:

In essence, your content is there to aid and assist your customers. It seeks to provide them with more information and help them in any way with the use of content. 

It's vital that you understand and establish the reasons as to why you are writing what you are. Ask yourself what your ultimate goals are.

Establish a schedule that will set out, firstly, what you are publishing, and secondly, when you are publishing it.

Work out how you will go about distributing your content.

Will you be using social media?

Networking events?

SEO?

Weekly newsletters?

With so many avenues of distribution, this is another critical step that can't be overlooked.

Lastly, consider your target audience.

How old are they?

Where are they based?

Will your website appeal to them?

Will they share the information on your website?

Defining your target audience is another essential aspect of your strategy.

Content management system:

A content management system (CMS) is computer software designed specifically to manage the creation and modification of digital content. 

A CMS will typically have two components: a content management application which will serve as the front-end user interface, allowing you to add, modify, or remove content with limited experience, and a content delivery application that assembles the content and updates the website. 

A CMS also has two different installation types: on-premises or cloud-based. As the name suggests, on-premise installation means that the software can be installed on the business's server, allowing for flexibility and customisation. Cloud-based installation is hosted by the vendor, and therefore the software cannot be modified or changed in any way.

Create your content:

Now is the fun (for some) part! It's time to create and publish your content. Will you be doing this in-house, or will you be outsourcing? Create content that is relevant and belongs on your website. 

Before publishing your content, make sure that each piece uses the correct keywords and is fully optimised for SEO purposes.

Distribution:

As mentioned earlier, distribution is a critical step. Will you be using social media? Networking events? SEO? Weekly newsletters? 

Reaching out and connecting with other like-minded individuals and businesses can also boost your distribution numbers. Don't forget that, aside from boosting the ranking of your website, a content hub also establishes you as a reliable and trustworthy source of information.

Performance tracking:  

In order for your content hub to be successful, you have to track things like content views, engagements, share rates, and so on. This helps you to identify what is and isn't working, and any areas that could use improvement.  

What next?

Whether you decide on a hub and spoke content model or a full-on content database for your website, if implemented correctly, you are sure to see the advantages almost immediately.

A content hub helps you strengthen your business and brand, offering well-researched content that your target audience will appreciate. 

It increases your traffic, visibility, engagement, and leads, and builds trust with your audience (as well as Google!)

We’re available on 01638 741830 or you can email us by clicking here and asking how we can help you with your marketing strategy.

We look forward to hearing from you!