Several B2B marketers have endorsed the fact that content marketing is the cornerstone of digital marketing, and rightly so. However, if you’ve been a part of content marketing for a while, then you might have a collection of high-quality blog content. These might have been successful in getting you better brand visibility and search result ranking. And yet, because of their short shelf life, they lose their desired effect. Alternatively, they get buried in your blog page where the most recently posted articles appear on the first page and older ones on later pages.
Instead, you can build a content hub where you collate curated content of a similar genre. The idea is that since B2B buyers usually thoroughly research ahead of purchasing, it only makes sense to offer them consolidated information. When you continue to do the same for every niche topic, the target audience will keep coming back to you. You’ll thus repurpose old content to cement your credibility.
Benefits of investing in a content hub
As already discussed, a content hub can have longstanding benefits for your B2B organization. Let’s go through them one by one.
Establish as a thought leader
When you offer curated content in one place, you’re establishing your company as a considerate thought leader. Once done, you can have a loyal audience base who would come to you for any industry-related information.
Boost search rankings
Since you have thoughtfully put relevant content together in a content hub, it makes it easier for the search engine rankings to index these articles, thus increasing your rankings. The fact that visitors can easily find all the related information in one place also drives traffic and boosts rankings.
A content hub’s purpose is to ease a visitor’s journey and generate more engagement than any other product/service page. Over time, you’ll continue to grow your loyal readers.
Double up as lead magnets
Just like blogs, content hubs are essential for top-of-the-funnel marketing. Impress the audience with the sheer quality and quantity of information. Then they’ll be more willing to share their contact information.
Sway brand perception
With a content hub, since you’ve collated relevant blogs, you’re in complete control of how your audience perceives you. This is in complete contrast with third-party platforms where the algorithm dictates the kind of content being viewed.
Steps to create a content hub
Step 1: Identify a theme
Start by identifying a theme that aligns with your brand value and is niche-driven. Ideate a few topics, and then brainstorm to zero in on topics that best reflect your brand. For instance, you’re into manufacturing TV sets. You’ll want your audience to consider you an expert in the sector, and a content hub must be what goes into manufacturing TVs, the kind of TVs that you manufacture, and logistics.
Step 2: Refine existing content
Go through your existing content (blogs, whitepapers, research papers, and such). Identify the ones that you must rehash or if they can go as is. Then segment them according to the decided themes. This step will also help you pinpoint any gaps in written communication.
Step 3: Create relevant content
Create relevant content to fill in the gaps. Also, consider what kind of communication your audience expects from a thought leader like you. Make this an ongoing process where you research and publish on the most researched topic. Also, include trending ideas.
Step 4: Publish and promote
Readers will only continue to keep coming back to your content hub when you create niche content regularly. You need to establish yourself as an established source of credible information to have a steady flow of incoming traffic. But that’s not where it ends! Include social sharing buttons on the communications for the reader to easily send across. Practice outreach programs via social media, emails, forums, and other third-party platforms for better audience reach.
Step 5: Evaluate performance
Regularly analyze the performance of your content hub through metrics such as traffic, clicks, average time on page, shares, conversions, etc. The metrics will guide the direction in which you need to take your content hub.
Once you’ve created and collated niche content, you must interlink them. From an SEO point of view, connect each of your cluster pieces with a central pillar piece to create a classic hub-spoke structure. Also, interconnect them to create and offer concise navigation for an elevated experience.
A content hub, without doubt, plays a crucial role in ensuring the success of your content marketing strategy. It allows you to present a concise and impressive brand image. Additionally, it gives your target audience a valid reason to invest in you. If you’re interested in compiling a content hub of your own, browse through our content marketing services. Or email us at firstname.lastname@example.org, and we can discuss your exact needs.