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Content hubs are a collection of pieces of content on a particular topic or theme for a brand. It could be a collection of different types of content, created or syndicated content.
Content hubs enable marketers to create areas where they can have a particular conversation with their audience. Itโs an effective tactic and creates a home for content, so that marketers can meet the customers where they are. And gives them freedom to adjust the tone & frequency. Wheres corporate websites have to fulfill multiple objectives. A content hub can do one thing really well.
In case you’re new to content hubs as a marketing approach, you might consider these articles:
- What the best examples of content hubs?
- What analytics make sense for content hubs?
- How exactly is a content hub used?ย
Other guides you may find useful:
Why are content hubs important?
Content hubs enable marketers to build out a section on their website, or a new website, to tackle a specific marketing objective. Often marketers are aiming to build an audience, to have a direct relationship with and to grow their awareness.
What are the benefits of a content hub?
- Freedom with technology stack.
- Can iterate faster.
- Gives the customer a clear place to visit and engage.
- Keeps the conversation focused.
- Easier to understand success.
- More freedom with content and messaging.
It is a low risk marketing approach.
What metrics do brands use to measure the success of content hubs?
Common metrics use by brands to understand and the success of their content hub.
- Attention, how long people are engaging for each click.
- Average Scroll, how are customers consuming the page and content.
- Engagement rate, what customers do on the page, and if they click out, to make a purchase, or sign up to webinar etc.
- Conversion rate, rate at which people take the desired action.
- Bounce rate, are people staying, but use a bounce rate that captures if people leave even without clicking a link. Like Nudge does.
Conversion events here could be, clicking out to the main brands page, subscribing to the newsletter or podcast. Or in the example of Cash app, applying for. job.
Here is an example of a metrics dashboard for a content hub:
For SEO strategies, the amount of traffic created from search. Or inbound links may also be used as measure.
Read more:
Naming a Content Hub
What should you name your content hub? Many have taken a few different approaches to naming.
- A name that reflects the topic area, like ‘Work Chat’
- A name that has clear links to the brand or a name that is completely disconnected from the brand.
- Naming it as if it were a Magazine. Or just calling it a Magazine. i.e. Midjourney Magazine.
- A cliche or vernacular term used by the industry.
The name helps set the tone of the content and what users should expect. To get inspiration, maybe visit a magazine shop and peruse all the different titles, see what could be one that fits with your brand.
Review some of our examples for other good names.
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