Content Marketing

Whether your business is B2B or B2C, aggregating your content into content hub pages can not only be part of an effective content marketing strategy – it can also enhance your user experience, help drive targeted traffic to your website and increase leads.

This post takes a look at what content hub pages are and how they might benefit your website. We’ll also look at some good examples of content hubs from both B2B and B2C businesses.

What Is a Content Hub Page?

A content hub is essentially a page with lots of aggregated content focused on a specific topic or keyword.

Think of it as a sort of microsite – you have one ‘home’ page with links off to related content such as articles, videos, social media platforms, and images. As each bit of related content also links back to your hub page, content hubs make it easier for users to navigate around all of your related content.

The Benefits of Content Hubs

  • Content hubs can form part of an effective content strategy for websites with lots of content around the same topic. And because you’re giving Google a clear signal on the best page to rank for a keyword, they can also help to overcome issues with keyword cannibalisation.
  • If your site is creating lots of really great content on a topic, then you are more likely to be seen as a thought leader. Grouping all of your related content in one place will make you look more authoritative as you’re demonstrating expertise in your topic.
  • Content hubs help to keep a user engaged and on your site, which is especially important given that engagement metrics such as bounce rate and time on site are a deemed to be a ranking factor.
  • Content hubs can be a useful as part of a link building strategy. If you’ve created a page with lots of useful information, then you’re giving people something worth linking to, and we all know how important it is to build natural links.

What Does a Good Content Hub Page Look Like?

Good content hubs will encompass a variety of content types, such as video, related articles, case studies, industry reports, images, and FAQs. On top of that, the URL, page title, page description, header tags, alt tags and anchor text will all be related to your target keyword.

I’m now going to show you three examples of great content hub pages – one B2B (Salesforce) and two B2C (Which Car and Rightmove).

Salesforce: What is CRM?

‘CRM’ is a broad keyword with approximately 33,000 searches in the UK alone. And yet, Salesforce is featured in both Google’s answer box and in the 2nd position of the search results:

Salesforce-crm1

And for the lesser searched but loaded with intent query ‘what is CRM’ (2,400 searches in the UK), they are ranking number 1.

Salesforce has opted to keep the majority of CRM content on just the one page and they use video, stats and testimonials to push their message across. They then arm their visitors with enough information to convert by either finding out more or requesting a demo:

salsesforce-crm-2

This is a great example of a content hub page, aimed at providing a clear user journey whilst remaining engaging and informative.

Which: Guide to Selling Cars

Which has created a content hub page composed of a video and links to related content. It covers several different angles –  selling a car is quite a broad query, and so by providing links to information on selling a car privately, at an auction, or to a car buying company, Which are covering various levels of visitor intent:

which-crm

Rightmove: Sell My House Fast

My final example is the Rightmove page ‘Sell my house fast’. This page is returned in the number 1 position for ‘sell my property’.

Whilst it doesn’t have quite the same level of optimisation as the Which example, it does bring together some different types of content, such as the most discussed seller questions and seller experiences. This is going to provide a great experience for potential visitors. It’s also answering queries on the page itself, which can potentially help with getting content into Google’s answer box:

rightmovecrm

So as you can see, a great content hub can come in various shapes and forms, but they all have a similar goal: to provide the user with a targeted, engaging experience that will have the overall effect of ensuring that your company is seen as an authoritative thought leader.

If you think that content hubs would benefit your business, please get in touch. Or if you’ve seen any really good content hub examples, let us know in the comments below.

One response to “Content Hubs: An Effective Content Marketing Strategy”

  1. Darren says:

    Hi Michelle,

    Thank you so much for this article.

    I owe you a debt of gratitude, let me explain…..

    I’ve been banging the drum about the benefits of aggregating our own company content into a fully-fledged content hub for quite some time.

    I very deliberately pointed stakeholders in the direction of your article which went a long way to re-affirm my recommendations. Thankfully we went ahead with development and today’s launch of our very own content hub is the end result.

    You can view the labours of our hard work here if you are interested: http://www.answer-4u.com/news/

    So once again – thank you Michelle and Hallam 😉

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