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How to build your content hub
How to build your content hub

What is a content hub

A content hub is a branded space containing snappy, informative articles and relevant media designed to bring traffic to your site and generate leads. 

It is also an important way to enhance the vibe of your website and highlight your company's expertise. A content hub places your products and services in the mind of potential clients while educating and entertaining your audience, a proven strategy to attract, keep and convert leads.

Before you begin, determine what your marketing goals are and how they will be achieved by a content hub. Does your business currently have the resources to churn out quality articles regularly, sticking to a publishing schedule?

Look at some examples of the best branded publishing out there. 

Great examples of companies doing this well include: 

The Mahabis example in particular is a great example of top-of-the-funnel content marketing at its best – most of the content here has little to nothing to do with slippers (see this travel piece on Norwegian city Skien). Rather it's the relaxed, comfortable and Scandinavian vibe that helps shape the value of the Mahabis brand in a way an AdSense banner is never going to deliver.

When brands deliver high-quality free content, they expand their leads pool. 

A major step to delivering this goal be getting your hands on an easy-to-use Content Management System (CMS). Your CMS is the nerve centre of the publishing process, so there's lots to consider.

Know your content

Aim to produce content that's diverse in topic as well as type. The bulk of your content will be straight articles, but other things you should consider creating and curating: social media, videos, eBooks, white papers and user-generated content. Keep an open mind as to how far you can cast the net in terms of subjects your company represents. Look at the assets in your workplace. For example, if you have videographers on staff, you're a step ahead of other companies when it comes to video content.

Layout and design

Design your site with both audience and admins in mind. The layout should allow users to navigate intuitively, as well as displaying your most relevant material prominently. The CMS must allow backend users to easily manipulate the look and content of the site - helping to maintain a continually fresh feel. Along with the obvious branding considerations, ensure the site is optimised for social sharing. Enabling comments could also be an option.

Encourage lead generation

A content hub will provide a plethora of conversion opportunities. If your articles contain overlapping themes, makes sure to place hyperlinks between stories, and have a section somewhere on the page suggesting related content. These tactics can increase time on page, and provide more chances for a lead to engage with a call-to-action.

Analyse and evaluate

A good CMS will provide analytics to help you know what's working and what's not. When your site has been up and running for a while, look into what pages are the most popular, how long are visitors spending on certain pages and which calls-to-action are getting the most clicks. With any luck, it will be a fierce competitions for all your articles to claim the honour of "most shared" on social media.

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