Effective Content Marketing: Hub content
In this series, we’re going to look more closely at the Hero, Hub and Hygiene model that can be used as a strategic framework to create content to. We’ll look at each type of content in more depth, as well as some examples, where you should place it and how to make it work for your business.
Hub content is typically aligned with targeted marketing campaigns that are staggered throughout the year.
Hub content is defined by Google as a ‘push’ activity, and we agree. Hub content is designed to be actively pushed out to your audience. This can be done with social media or email, in order to activate your audience. It’s also worth considering having this hub content appear at regular intervals in your customer journey.
Hub content is exactly what it says on the tin, and should contain a ‘hub’ of knowledge about a topic. A series of blog posts can be a hub, as can a series of videos about one topic.
Hub content should be looking to educate your audience where possible. Expert opinions really come into their own in Hub content, so if you have experts, you should be making the most of them.
When should you produce Hub content?
Think about the content that you’ve been producing lately. Have you been producing a lot around a similar theme? Or is it in a series?
If the answer is yes, then you’ve got the good foundations for Hub content. Typically, you’ll just need to pull this all together into a centralised place – a hub.
Example of Hub Content
A great example of Hub content that many digital marketers know (or should know) of is Moz’s Whiteboard Fridays.
Whiteboard Friday (WBF) is a good example of Hub content as it hits all of Google’s Hub content best practices.
- WBF, and Rand (Fishkin, the host), have a strong editorial voice and a strong, distinct style. Even if Rand is not hosting, which he sometimes isn’t, the clear style of drawing on a whiteboard makes it very obviously a WBF video.
- Rand is a good example of a single, identifiable personality that appears in pretty much all of the WBF videos.
- There is a consistent visual language across all the videos. The format is simple, yet easily identifiable.
- Moz communicates with their audience about the release of the videos, and there is a clear release schedule (hint: the clue is in the name). Their promotion strategy is evident across channels.
All of this shows that Moz listens to Google’s best practices. This, combined with Rand’s love of 10x content, means that Moz has become the expert name for SEO.
If your hubs are getting a good amount of traffic, it’s time to step it up a notch and start to think about creating some Hero content.