How to Create a Hub and Spoke Content Marketing Approach

How to Create a Hub and Spoke Content Marketing ApproachCan you remember the old days of the internet where marketing amounted to some banner ads and a website filled with keywords?  While that might have been okay a decade ago, now online marketing strategies are much more complex. It can easily take a team of specialized professionals to run a content marketing campaign.

Not every company has a team with which to work. Sometimes, you’re shorthanded – sometimes there’s no one to rely on but you – a one-person army fighting for your brand’s recognition. That’s when a hub and spoke approach to content marketing can work wonders. With this strategy in place, it’s easy to crank out ideas and content on multiple media.

The hub and spoke approach involves deciding on a major piece of content, topic or theme and spinning it off into multiple channels. For example, say the “hub” was a video posted on YouTube. To extend its reach, a blog post, article, press release, Facebook and Twitter status could be drafted and published to support it.

Need some tips on creating your own hub and spoke content marketing strategy?

  • Decide on what content will be the hub.  A blog or static web page on your site works well, but ideally you will use a blog article.  Why?  It’s less abrupt, and consumers like a more casual approach.  People want to get to know, like, and trust your company before contacting you.  Your blog articles offer the most in-depth and valuable information on your website.  When people see you can answer the question, “What’s in it for me?” in a way they like, they’ll happily take the action you want.  For best results, I’d recommend making sure the content acting as your hub is some of your most specific, powerful stuff.
  • The first spoke – press releases.  Press release distribution works great for building additional links.  By creating just one piece of content, you can count on receiving many more links.  The more relevant, well-written and newsworthy the piece is, the more likely it is you will receive more links.  You can use free distribution, but you’ll get what you pay for.  Online, shortcuts are not rewarded, so I’d recommend using a solid distribution service to provide the most effective exposure.
  • Make a guest post pitch. Repurpose your content for guest posting on popular niche blogs.  Using someone else’s authority is a very effective strategy for marketing your content.  You’ll want to make sure you change at least 50% of the text in your hub, though.  Blog owners want original content that can’t be found anywhere else.  Also, when Google sees duplicate content, it identifies what it believes is the original content and ranks all duplicate content lower.
  • Submit images to Pinterest and Instagram.  Diverse forms of content reach a wider audience.  And, visual appeal often generates more engagement than written text.  As a result, I would include images in any hub and spoke content marketing campaign.  What you choose to use as your spokes is your option.  However, once you analyze the traffic sources for your hub content, you’ll learn more about how your audience likes to consume their content.  Then, you can adjust future campaigns accordingly.
  • Social networking.  What hub and spoke content marketing campaign would be complete without a social media spoke?  The real test will be learning which social media platform your audience likes.  Do the professionals on LinkedIn enjoy your content?  What about the male-dominated 25-40 year old audience on Google+?  It’s easy enough to promote your content on all the major social media, so if you don’t already know where your audience is, now’s a good time to test that out!

Make sure all the spokes link back to the hub!  If you’re just floating content out there, the search engines will have a hard time figuring out which content should rank highest.  Point the links back to your hub content, and the search engines will know to rank the content on your site the highest.

Have you tried the hub and spoke technique?  How many spokes does your hub include?

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