Content hubs are a growing trend in the content marketing industry – and for good reason. Investing in one will not only help you raise brand awareness, but also attract more visits to your website, improve engagement and increase conversion rates in the long-term. If you are considering whether a content hub is right for your business read on to find out how they can benefit you and establish your business as a leading voice within your industry.
What are content hubs?
A content hub is a section of your website that houses all your content in one place. The size and scope of a successful content hub can vary drastically depending on the needs of your business, however the ultimate aim is to provide visitors with all of the information they need to make informed decisions about the products or services you sell.
They may contain many different types of content such as blogs, guides, videos, galleries and social plugins to name a few – as long as it’s of genuine value to the user.
What are the benefits?
Your hub can boast a wide range of benefits, particularly when created with user intent at their core. Some of the key benefits include:
• Traffic, leads and conversions
Search engines favour high quality content that focuses on intent, so you’ll want to create as much of it as possible when optimising your site for SEO. Driving users to your website with a hub is the first step, while additional features such as call to action (CTA) buttons and data capture forms ensure that you’re getting the most from your content.
• Data and insights
Storing all of your content in one place allows you to quickly and easily drill down into performance metrics, forming a better understanding of what is working well and what isn’t. Insights such as these are incredibly valuable and will help you to optimise your content even further. Used advanced analytics such as attribution modelling will allow you to measure the knock on effect of content on sales, which is essential in justifying your investment.
• Audience engagement
Content hubs are your chance to draw users in and encourage them to actively engage with the content you provide – perhaps through commenting, sharing or even signing up to discover more about what your business has to offer. Content focused on user experience (UX) is key to developing a strong platform that keeps people coming back again and again.
• Control and flexibility
The ability to keep a firm handle on user experience is rare in a world so saturated with social media. A content hub hosted on your own website is entirely customisable, allowing you to optimise your content for search and mobile, as well as to direct users to other relevant content or product pages. It’s imperative you have a content UX strategy that is aligned to your commercial goals as opposed to fluffy marketing metrics.
Creating a content hub that revolves around high quality, evergreen content can help to establish your business as an authoritative voice within its sector. Often, its important to author your content in order to build up credible profiles of individuals that are experts in their subject matter. Integrate this approach with positive user generated reviews and you will be on the right track.
How can Ad-Rank help?
We’ve consulted on and created ROI-led content hubs for some of the UK’s leading brands. Our experience and expertise enables us to work with you on a strategy or take care of the entire process, from planning and content creation right through to implementation and promotion.
In fact, we have been featured in some leading web development publications such as Smashing Magazine. Read this article for a very in depth guide on how to create a winning content hub.
To discover more about how we could help your business grow online, contact us today.