If you like most content marketers, you have to face constant pressure and demands from the industry. If you are unable to follow, you can not see the results. Because …
Approximately about 50% of all content is completely unused . Evergreen's high-quality content has never been more important to the success of the content strategy, and you can not afford to waste time on content that will not return you the return on your investment.
Ranking in research to reach your target audience takes time . Only 22% of the pages ranked among the top 10 results were created last year.
The need to have an omnichannel strategy is at its height . Even though they require more time and planning than the content of a single channel, the companies that adopt it get A higher customer retention rate 91% from one year to the next .
Do not forget: people are not looking for content. Nobody wakes up and wants to watch a webinar or read a white paper. Instead, they seek solutions and answers. If you are the one providing the answers, you can win them and transform them into loyal and faithful readers and visitors.
There is a simplified way to do this: Content Centers.
Example Content Center
What is a content hub?
A content hub is an online destination that hosts your content in a single place. It's a centralized, highly organized platform that offers great flexibility to present your most valuable and ongoing content, and provide an interactive experience for your online audience.
Content hubs are often confused with standard blog pages. The main difference, however, is that your blog is essentially a content publishing channel, just like a YouTube channel or podcast. These channels are presented chronologically and depend on an editorial calendar.
However, a content hub provides the most relevant content and the highest quality for a particular visitor. This can (and should) include the content of your blog, but also your:
Social Media Content
You can see this mix in this snapshot of one of our content hubs:
Content Hubs can be organized and segmented for different personalities, categories, subject formats and anything your ideal character receives the most relevant and engaging experience.
In the end, they help your visitor find the information they need and in the format they want. More importantly, content hubs make you a reliable and trusted source of information, even when that information is being broadcast on another channel or even on someone else 's website.
Why Content Hubs Are Worthwhile as Content Marketers
There are many activities on which you could spend your precious time. Wondering why you would have added content hubs to your list?
In summary, content hubs centralize your expertise and make you the resource of choice for your area of expertise without adding hours of tasks to your schedule. They also help you leverage and amplify the content of other brands and creators while benefiting your organization, which will be discussed in more detail in the next section.
This is further improved – here are some additional benefits:
Keeping the traffic for you . When you share your own content hosted on other destinations (like YouTube), you lose some of the traffic that you could have directed to a more valuable item, your website. The same goes for the traffic you send to other publishers and blogs when you organize your hub . With a content hub, you give your visitor the best content they want wanting whatever the destination to which you send them.
Ranking for competing keywords . Reaching the first page of search results is a challenge in itself, but it is even more difficult when most of your content is published recently and you are facing publishers with years of content. Content hubs help you create clear signals for search engines with highly relevant, semantically related content.
Reinforce brand loyalty through repeated visits . By consistently providing the best content your industry and yourself have created in your content hub, your audience will come back endlessly. That's why it's so important to use your content hub to host content of the highest quality possible, not just the content of the topic. If you make a positive impact with your hub, you will create a trust and strong relationship.
Centralized and controlled user experience . With a content hub, you should never rely on algorithms, platform changes, competition, or email deliverability. You perfectly control what your visitors will see, your design, your filters, your commands and the frequency of update.
Increase the lifespan of your content . A study has shown that 72% of the impressions of an average blog post occur during its first month. Systematically generated fresh content pushes the old "down" and it becomes increasingly difficult to get the mileage earned from existing content. By putting them in context in a content center, your content can serve your audience for many years, provided it is relevant.
. Your content hub will tell you which sub-themes, formats and approaches work best for your visitors. The numbers never lie! By regularly analyzing content performance within your content hub, you can optimize your long-term content strategy to succeed.
Impact of curation of content in content hubs
If you're already forced to follow a foolish content schedule, content hubs may seem like extra work that you do not have the ability to do.
Here is the good news: Preserving Content will greatly facilitate this process without adding to your workload.
Not only that: it will help you become the central place of your audience for all the most valuable content of the industry instead of yours .
You will also enjoy content hubs selected by:
Provide content formats that you could not otherwise create quite frequently . For example, if your analytics shows you that videos are the best performers in your hubs, but you only produce them 2 to 4 times a month, you can create videos for creators to complete your own release schedule.
Become the resource for timely resources and reports . If a recently published sector study has been published, you can insert it into your hub and surround it with contextual content that you have created and that is highly exploitable.
By combining in-house content and content, you make sure you never miss information to share with your audience. In doing so, you will educate them with in-depth content and inspire them to act – on your own ground.
Even better: the use of third-party content in your content hub will add additional credibility to your original content, especially when highly respected resources from the industry share and support the same ideas as you.
How to Create and Organize a Killer Content Hub
Excited yet? It's finally time to plan your first (or next) content hub.
Step 1: Define Your Content Hub Goals
As with any other type of content, it is important to identify what you want to achieve with your content hub in order to measure the return on your investment . . Whether it's brand awareness, lead generation or even sales growth, make sure your goal leads to your incentive to action, to the selection topics, strategy, and reporting.
Step 2: Identify your main subjects
The choice of your subject should depend on your current marketing goal and your campaign, but always refer to your key offerings. Suppose your service is a marketing software solution for e-commerce organizations.
Your content hubs should cover topics based on expressions and questions Your audience Frequently searches. In this case, this could be paid advertising, email marketing and optimization of the conversion rate.
You can see what it looks like in One of our Content Centers :
Step 3: Search your keywords for subtopics
The central topics of your hub should go further in deeper and closely related subthemes. In the e-commerce example above, it can be about types of advertising campaign on Facebook, ads on Instagram, paid ads, etc.,
You can discover these topics in many ways.
First, do not forget to talk to your existing customers, your email subscribers, and any other groups in your target audience to whom you have access.
Next, be sure to browse the Google results and related searches. For example, if you search for e-mail marketing, you can find related searches that may be your subtopics:
Once you've started clicking and being more specific, you'll find more detailed suggestions that your target audience is also looking for in Google:
Make sure to install a browser extension such as Keywords all over to see these monthly search volumes.
Another option is to use a tool dedicated to finding keywords. Some suggestions include Google Keyword Planner, Ahrefs, Moz and SEMrush.
Here is a snapshot of SEMrush for an email marketing topic:
Step 4: Add Highly Relevant Content (Your Own + Organized)
Now that you have listed your main topics and their associated subtopics, start adding content that suits them.
Two things to keep in mind here:
Make sure the content you add matches the long-tail subtopics you've defined and really answers your audience's questions
Make sure your content is related to related content of your hub, as well as to the content hub itself
Add a variety of formats including written, audio, video and image-based content to make them shareable and appealing
It's your turn
Regardless of your current content marketing situation, content hubs are the solution to streamline your content management and boost your efforts.
Use content hubs as a way to extend the lifespan and scope of each piece of content in the context of hyper-relevant and practical content intended for your audience. Do not forget to follow and measure your actions to optimize them, and you will reap the benefits for a long time.
Want to start your content hub strategy? Get a free demo of Scoop.it Enterprise!