February 12, 2016

What is a content marketing hub?
A content marketing hub is an online destination, owned by brands, where the brands act like publishers. The content is in some way related to the brand and organized around a specific topic. Usually, the content comes from a combination of authors, is often non-promotional, and it can be more or less branded. A content hub can be published on the brand’s webpage or on a separate site.

Nudge has created  research papers about how to win in native advertising. Using these research papers, we’ve broken down industries into categories with a comprehensive list of content hubs in each category.

This post is based on the alcohol industry in order to raise awareness of how companies within this industry can create more valuable digital marketing efforts. We’ve presented two spirit brands that we think have done a great work creating their own content hubs. We’ll tell you why!

Absolut Vodka

Absolut Vodka presents news stories that is related to alcohol trends and social events. The Swedish brand is, and has always been, focusing on creativity in their marketing. As a part of their marketing efforts, they’ve created a slogan called Absolut Nights. During a four-week period, they hosted unique events with a creative atmosphere together with designers and artists. They did all this to create an extraordinary night to remember.

To celebrate the new year, Absolut Vodka recommended apps that can make a night out even better by bringing people and the best music together. Absolut Vodka as a brand values diversity which they also show in the configuration of the bottles, for example Absolut Colors, which represents the pride flag. Their webpage also provides drink recipes based on the different vodka flavors, as well as party themes with related Do’s and Don’ts for each theme.

Smirnoff Vodka

Smirnoff Vodka wants to communicate a feeling of good times. On their webpage, they’ve posted a bunch of short videos about two friends going on a cross-country road trip. Along the way, they enjoy good times and Smirnoff Vodka. In an open-minded and playful way, the friends learn that everyone can be great, by just being themselves. Drink recipes, products, and inspiration are also presented on the webpage. One of the main slogans of Smirnoff Vodka is “Smirnoff. Not the usual”, which indicates that their products provide that little extra something – for those good times.

What have Absolut Vodka and Smirnoff Vodka done right when creating their content marketing hubs?
Both brands have created appealing atmospheres on their webpages which draw attention and engage the visitors.

The focus is on high-quality pictures rather than text. This is a good approach and helps to keep up the visitors’ interest. When a customers leaves the webpage with a good feeling and new knowledge it will likely create a top of mind for the brand.

Download the Alcohol Industry Research Paper or to find out more information about other industries on