Marketers are generating more thought leadership content material than ever. With all that great content comes a new challenge: what should a internet marketer do with it? Too often, well-intentioned marketing content ends up scattered all over the place: various website pages; unique landing pages; blog posts; intranet sites; YouTube videos; and sometimes just an email to your sales channel.
What’s wrong with all these great content pieces floating around without much — if any — connectivity?
Your company might be incredibly smart plus articulate about your customers’ or industry’s challenges. In case you allow your thought leadership on these subjects to reside in random places, you’re missing an opportunity to display your cumulative knowledge on these important subjects. What is the answer?
What exactly is Content Hub?
A content hub is definitely an online repository for your best content, where you can consolidate a place of view on important business trends or offer materials and advice on best practices. Purchasers are going to engage with multiple pieces of content before they engage with anyone from your company. The content hub will help you get your published expertise, which makes it easier for potential customers to interact with multiple pieces on the topic of interest.
A content hub can also be a brand-owned, digital destination, where brands act like web publishers. This means:
- They publish content their audience desires
- They publish on a regular basis
- The content typically comes from a combination of authors
- There is often a variety of topics covered
- The information is typically more or less (and sometimes completely) non-promotional , but that is not often the case
- Articles hubs can be more or less branded
- They could be “ on area ” (the same as your company url) or branded separately
How to Build Your Own Content Marketing Hub
Many people confuse at ease with content marketing. But content is not content marketing . Content will be everywhere. Content marketing, on the other hand, is about building and bringing in an audience to the top quality content destination you own to help you better reach, engage and convert new customers for your brand name.
A successful content hub is one that your audience will want go to regularly to get information, insights and solutions to their toughest challenges and problems.
Once you have built your content destination, you may use social media to help distribute and amplify your content to drive more customers to your brand-owned platform.
So how do you go about building your content marketing center? Here are 5 tips to help you obtain started:
1 . Craft Your Content Advertising Mission Statement
Who is your potential audience? What content topics could they be most interested in? What worth can you provide to your clients, knowing their needs, pain points, interests and business challenges?
You should put your customers at the center when determining your content marketing objective statement , while ensuring that it also supports your overall brand mission. This step is crucial as your content marketing mission declaration is the foundation of your articles marketing efforts.
2 . Determine How Branded Your Content Destination Will Be
Will your articles marketing hub be a part of your own brand’s domain, like Adobe’s CMO. com or could it be on a completely unbranded site, like GE’s Txchnologist ?
For an on-domain destination, you will want to make sure that your creative path supports your corporate brand name to some extent, so that the content experience is not completely off-brand and is consistent with other touch points and interactions together with your brand.
For an off-domain destination, you have a little more creative freedom, but eventually it should support with setting up your content marketing hub since the go-to destination for your given topic and industry.
3. Think Like A Publisher
When you act as a publisher, it means creating plus publishing the content your viewers wants, but it also means so much more than that.
On any publisher site, you will find that they typically protect a variety of topics, with content material coming from different authors. Publishers also make it easy for their readers to find the content they want to study, such as adding clear types to show the topics their content destination covers.
You’ll also include a clear call-to-action or offer for your readers, and provide a way for them to reach your brand straight. And don’t forget to include social-sharing options to make it easy for your readers to help promote your content.
A great publisher is always thinking about growing their own owned audience on their top quality platform. Subscriptions are excellent indications of your reach, engagement plus conversion, as well as tracking what content material resonates with your audience. Therefore make sure you always include phone calls to subscribe to your updates, and use this data to help improve your content marketing efforts.
4. Release Regularly And Consistently
Readers visit and return to a author site for a reason. These people know there is new content published regularly on the topics they’re interested in. So establish a regular content cadence plus commit to maintaining it.
When starting out, try submitting at least once a week. If you’re covering two topics, you’ll want to publish at least twice a 7 days. If you have the resources, I would even suggest publishing new content every day on the subjects that will help drive the right market to your content marketing center.
five. Determine How You Measure Achievement
You can not improve what you don’t calculate. But one of the biggest challenges content marketers face is determining what to measure since there are a lot of metrics you can track.
My advice is to start little. Start measuring metrics like the number of new and coming back visitors, page views, social shares, comments, average period spent on site, subscribers, and submission forms, or asset downloads if you offer ebooks and whitepapers, for example.
By tracking these types of areas, you can more effectively calculate and optimize your content marketing efforts and demonstrate your own ROI.
The Pros of Building a Content Hub on Your Website
There are major advantages to a content hub on the website. It’s easier, more streamlined and it’s connected to your products or services.
This advantage works both ways. The dynamic appeal of your hub’s mass media mix will boost your website’s SEO . At the same time, you won’t have to start from the ground up to generate traffic and optimize a different site for your content center because your website’s users may stay on your site to explore the particular hub.
Lower resource commitment
With restricted resources, it’s a lot easier to develop upon the website you curently have than to create a standalone center, promote it, optimize it, and make it into its own beneficial online hot spot for your target audience. This makes building onsite appealing to smaller businesses who also don’t have the resources to create and cultivate a separate on the web entity.
Your content hub will give you a lot of analytics as it songs the way users interact with your hub’s content. When it’s an extension of your corporate website, this data can be streamlined with your other website information, giving you a clearer image of your audience instead of having to differentiate between the two various sources of content data – and possibly, different buyer sections (unless that’ s what you are going for).
On-site hubs elevate the entire website, making it a greater way to obtain value for your buyers plus a more attractive destination. With smaller sized companies or if your hub is clearly aligned with all the ideas, value propositions, and has the same SEO and target market you’re appealing to (and learning about through analytics), building your hub as just one a lot more destination on your website the lot of sense.
REI’s content hub is an excellent example of a successful onsite centre.
When visitors click on the tab for REI’s CO-OP Journal, they stumble in to a sea of well-organized content. The hub is user friendly as it’s divided straight into multiple topics and subtopics – activities, gear, how-to’s, and local content. REI clearly positions themselves using their hub as an ultimate supply of outdoor enthusiasts and outdoorsmen. But it also uses the space to connect visitors with branded articles that really drives home the particular REI story, which they might not have originally sought out, such as their content surrounding sustainability and social responsibility plus REI’s unique series – Take It From Me and Wild Ideas Worth Residing.
REI’s content hub has enough complexity to deserve a microsite. But why take your market to a different site when your items are a click away from uplifting content?
The Pros of Building a Standalone Content Hub
Since practical as building your articles hub on your site will be, there are situations where much more more sense to create a standalone content hub.
When your big corporation is also slow to adjust
Based on your organizational structure, keeping your hub separate can be a smarter strategy. For example , in larger companies where there will be a lot of red tape to make everything happen to the website, it may be wiser to let the content marketing and advertising team work at its speed to build an unfettered content material hub.
When your hub itself is too big
One of the reasons to build a center for your content in the first place could it be improve the customer experience. Center visitors can quickly access the information they want and can see, at a glance, related content they may be interested in. If your hub is packed with different types of content, combined with different landing pages to pick up subscribers, event registrants, webinar sign-ups, podcast followers, and more, in that case your hub may need a home from the own. This allows you to create a better user experience and also to better control the way visitors interact with your content.
To differentiate product sales and content
When your content center is all about establishing industry authority, it can be smart to make a standalone hub. This allows you to maintain the sales pitch a mile far from the thought leadership articles, content created by your employees, curated content, and other content that is focused more on the message than the actual company.
To reach a new or specific audience
A separate microsite gives your content marketing the opportunity to take off in a new and exciting direction because it is somewhat removed from the brand’s online corporate base. This actually also makes it a smart move if you would like your hub to focus on a specific buyer segment.
The Hartford Financial Services has a dedicated content hub for targeting small business owners. SmallBiz is filled with helpful articles on subjects small business owners and entrepreneurs would be interested in, as well as a SmallBiz podcast.
This how possessing a separate content resource center makes more sense. It appeals directly to a certain segment, creating a better experience for these viewers. This also makes it easier to generate leads as the entire hub directs viewers to 1 primary action – to sign up as a subscriber.
The Content Hub Location Checklist
When deciding where to build your content hub, you can use this checklist outlining TriComB2B’ s Chris Eifert’ s advice to help slim down what online space makes more sense for your brand and your content online marketing strategy.
If your objective is…
- SEO, then using your business website is better
- Objectivity and authenticity, then the stand-alone hub is better
- To quickly develop a site and you don’t have period for website bureaucracy, choose standalone
- The best user experience, then standalone is usually better, although an excellent user experience can work within the corporate website
- Lead generation, then standalone is normally more effective
Add to this list, these aspects:
- Limited resources or small marketplace presence, business website is victorious
- Planning on developing one or more hubs for different sections, opt for standalone.
Social Media Is Not Your articles Marketing Destination
According to the “Social Media Advertising Survey” from Clutch, 78% of enterprises surveyed state social media is the most important tactic with regard to marketing success compared to some other marketing strategies.
With shorter attention spans and changing consumer mass media consumption habits, many manufacturers are realizing video’s efficiency in engaging, educating plus entertaining consumers. In fact , based on the Clutch survey, 23% associated with enterprises reported that video content outperforms images, provides and promotions, articles and infographics on social media.
So what’s the main element takeaway for marketers right here? Should you focus all your marketing and advertising efforts and resources on social media then? Will social media marketing content will help you generate one of the most leads and revenue?
My perspective is that this is all wrong. Brand names need to first develop their own digital content platforms, then look at social as a means associated with distribution.
Daily, brands are producing new content, everything from marketing content to sales, product, event plus campaign content. It’s not enough to just create and share quality content anymore. If every marketer out there is pumping out valuable, relevant content just like you, how do you know if your target customers will really engage with your content and not your competitors’ content?
The lifespan of interpersonal content is also extremely brief. According to Spredfast’s in-depth analysis , the regular median engagement of a twitter update is around 30 minutes, and lower than an hour for an Instagram posting before they die.
Another study found that the half-life – which is the amount of time it takes to get half of your average engagement – of a Facebook write-up is about 3 hours. Remember that your content won’t organically appear in the news feed of your fans. With the continuous changes to news and stream algorithms, you’re taking a look at less than 5% of your fans.
What these types of stats tell us is that internet marketers can’t rely solely on social media for their content marketing and advertising success. Social media is only a component of your overall marketing strategy, so it can’t be the only point you’re doing.
And instead of trying to buy an audience on someone else’s platform, you want to create your own content destination in order to attract your target audience to this brand-owned platform.
What Is Your Favorite Content Marketing and advertising Hub?
One of the best way to show a business the importance of content marketing is to show them all the great examples of companies who are already doing it right.
I like to lead my own content marketing plans with a few statements. Like these:
- Imagine you own the website for the generic category searches your customers make use of like L’ Oreal’ s Makeup. com
- Imagine you own the digital destination for your own target persona like Adobe’ s CMO. com
- Picture your content marketing hub will be the largest source of leads for the business like American Express Business Tendencies
I think it often helps businesses, who might need that little push straight into content marketing, to see exactly what others are doing.
It starts with an knowning that marketing is not about marketing, but about the conversation we now have with our customers. It proceeds with investing in a brand-owned content marketing hub , because the difference among just articles and content marketing is the destination .
This list originated from my constant desire to learn from others, to recognize those who are creating great content, to encourage those who are looking to build their very own content marketing program and to help you see what approaches other companies are taking,
You will see a mix of B2B and Customer brands. You will see a mix of on-domain and off-domain content hubs. You will see examples from businesses large and small. You will see examples of brands that include some direct conversions and some which are only looking to build recognition.
Business / Technology Content Hubs
- Adobe CMO. com among the earliest and best samples of lightly branded, off website content hubs
- American Express Company Trends : “ Information, Inspirations and Connections To develop Your Business” -1 from the earliest and most-cited example of content marketing
- Departures from American Express for his or her Platinum card members, operate by Time Inc.
- Deluxe Small Business Revolution
- GE Reports
- GE Txchnologist
- Wistia Video Library
- BufferApp Weblog
- Hubspot Blog “ Your Daily Dose of Inbound” segmented by Marketing, Product sales and Agency personas
- Salesforce Blog
- Moz Blog “ Helping you level up your own SEO and online marketing skills”
- LinkedIn’ t Marketing Options Blog
- AT& T’ s BusinessCircle “ Where business owners share tech answers that matter”
- CapGemini Weblogs
- HEWLETT PACKARD Enterprise Neighborhood Blog and TechBeacon
- OpenView Business Partners’ Labs another early example of articles marketing for a small business
- Shutterstock Blog
- Google’ s Think With Google
- SAS Blog
- Sprint’ s Future of Company one of the winners associated with last year’ s Content Marketing World awards
Retail and Fashion Content Hubs
- L’ Oreal’ h Makeup. com great example of a consumer brand “ owning” the category
- The Birchbox Mag and Men’s Guide
- Williams-Sonoma Taste beautifully designed site
- Harry’ s Five O’ Time clock
- Warby Parker Blog
- Nasty Gal’ s Nasty Galaxy
- LVMH’ s Nowness
- West Elm’ s Front + Main
- Tory Burch’ s Tory Daily I like how this site humanizes the particular Tory brand
- The Etsy Weblog
- Michael Kors Location Kors
Consumer Brand Content Hubs
- Red Bull’s Red-colored Bulletin a brand completely committed to acting like a publisher
- GoPro Video Channel excellent example of user-generated content
- P& G Everyday is another site that has been around almost right from the start of modern content marketing
- Zillow Porchlight : “ Usually on. Guiding you home. ” This site is so well-known, they are selling ads
- Whole Food’ t Whole Story
- Coke’ s Pepsi Journey “ Relaxing the world. One story during a period. ”
- Digital Art’ s EA News Blog
- Microsoft’ t Stories
- The particular Adidas Group Game Plan A “ Personal insights straight into our business in sports. ”
- Brand new Belgium Brewery Community Blog
- Equinox Q Blog
- Uber’ s Newsroom
- Rosetta Stone LinguaVore “ A blog about studying language. ”
- National Association of Realtor’ s Home Logic
- Honest. com’ s Honestly Blog
Economic Services Content Hubs
- Betterment’ s Resource Center “ Information to help you business lead a smarter financial life”
- The Hartford SmallBizAhead
- TD Ameritrade Tickertape “ Pearls and insights for investors. ”
- Fidelity MyMoney “ Enter better financial shape nowadays. ”
- Bank of America BetterMoneyHabits
- First Round Capital Review
- Mint Life Blog
- Acorn’ s new web site Grow is looking awesome and another of my newest most favorite in design
Healthcare Content Hubs
- Cleveland Medical center Health Necessities is one of the best examples on this list
- One Medical Blog : “ You have one life. Make it count number. ”
- Excedrin. com
- Mayo Clinic’ s Sharing offers personal stories of real people overcoming illness
Travel Content Hubs
- AirBnB City Instructions
- 4 Season’ s Magazine
- Marriott’ s Meetings Imagined and Traveling Brilliantly
- WestJet Publication
Other Industry Content Hubs
- Blackboard Blog (Education)
- WorldVision Blog (Non-Profit) “ Building a better globe for children. ”
- US Government White House Weblog (Government)
- British Gas The Source and Business Blogs (Energy)
Make Your Content Hub Strategic
When you have a solid content marketing strategy, your content hub is what may bring it all together for your target audience. It also creates a central platform for sharing the technique – inviting hub people to more than a blog post or a video clip but the whole pie, all-in-one, convenient location. It gives you more space to get your brand story clearly across than the usual single piece of content, and much more opportunity to show your buyers just how useful your content – and by extension, your brand – can be in their lifestyles.
What is your favorite? If you are thinking about building your own content marketing and advertising hub, check out our Content Builder Providers and let’ s talk about how we may help!