It’s no surprise that content marketing is constantly changing and evolving. Through all the changes, new best practices and innovative strategies are always being discovered. The content marketers at The Contentinators® believe that content hubs will be the future of content in 2017. These hubs put content in a central location, making them ultimate resources. Content hubs offer a variety of benefits and can exist in many formats.
What is a Content Hub?
A content hub creates a one-stop shop for consumers by establishing one web page that hosts a variety of pieces of content. Hubs centralize all the valuable content, create content context, and build a unique user experience.
A great example of a strong content hub is Pepsi Pulse. Over time, Pepsi has established its brand as part of pop culture. The Pepsi Pulse content hub shares pop culture stories about entertainers and information about popular sports. The hub also includes information about Pepsi that fits naturally within the context. They ask fun questions and share various social media posts from Pepsi and their fans. The hub includes text articles, photos, and a connection to YouTube. The content is rich and serves as an excellent pop culture reference for younger users.
One of the main goals of content marketing is to provide valuable information to consumers who are looking for it. Content hubs do this, but they fully establish themselves as a reference consumers can return to. That’s why content hubs, versus content landing pages, result in a higher percentage of returning users.
What Can Be Included?
The kind of content that can be included within a hub is always expanding. Articles, photos, videos, gifs, infographics, music, podcasts, webinars, and social media streams are just the beginning. The kind of content a hub should contain depends on each individual brand and industry. For example, a professionally branded B2B business will likely feature more conservative kinds of content, like articles, videos, and photos, and less non-traditional content, like gifs. There is no one-size-fits-all content prescription. In a content hub, brands can also include curated content from other sources. User generated and guest post content is a more humanistic element to include in a content hub.
There are many benefits to hosting a content hub.
- Centralize Content - Centralizing content will help brands establish themselves as a source that is worth returning to time after time because everything the consumer is looking for is already right there. Navigating centralized content is easier and more interesting.
- Establish Credibility - With a hub, brands can provide context to go along with content. Hub creators can add third party content and truly establish a brand as an expert by offering many solutions or answers. Content hubs are unique and that will likely be appreciated by a brand’s audience.
- Increase Conversions - When users find value in a content hub, they will invest more of their time. Content hubs can engage users and lead to more reading, sharing, and form-completing. Ultimately, more users will be converting.
Content hubs are an exciting execution of content marketing. The possibilities, as well as the potential, are endless. Are you interested in establishing a content hub in 2017?