Content Hubs
What is a Content Hub?
A content hub is a one-stop online destination where your target audience can browse your content in a cohesive way. Content hubs can include branded content, curated content, videos, white papers, user-generated content—anything that will inform, educate, and/or entertain your prospects. Content hubs may be broken down into categories (e.g. Industry, Format) to make it easier for visitors to navigate to the specific resource they are looking for.
The Canva Design School is a good example of an effective content hub. Because Canva markets a graphic design tool, their content hub caters to amateur and professional graphic designers with tutorials, list posts, design inspiration, and more. Site visitors can browse all content or narrow their search to specific categories, such as Email Design, Typography, or Color Theory.
How is a Content Hub Different than a Blog?
While some companies may consider their on-site blog to be a content hub, a true content hub is a resource center that ties together content from different platforms (such as blog posts from your blogs and videos from your Youtube channel). This sometimes takes the form of a microsite. The Open Forum website from American Express is an example of this—the site ties together useful resources for small business owners (and potential American Express customers).
How Content Hubs Can Help Your Business
A well-curated content hub can benefit your brand in many ways. For example, it can:
- Establish you as an industry thought leader: When visitors use your resources, they start to see you as an authority and are more likely to turn to you products or services as solutions to their problems.
- Help you improve your content marketing: By looking at your content hub metrics, you can get a better idea of what types of contents do or do not resonate with your audience.
- Increase your visibility online: Producing a large collection of high-quality, original content that answers web users’ questions will directly impact your SEO and help your site rank higher for relevant searches.
- Drive leads: By incorporating relevant, timely calls-to-action (CTAs) in your content hub, you can capture visitors’ contact info and move them farther down the sales funnel.
