February 04, 2016
/ by Katie Gaab
Content marketing has evolved, but only 38 percent of B2C marketers consider their strategy to be effective in boosting the bottom line. So what part of the new state of content marketing is most challenging?
Social has brought a multitude of new ways to distribute a brand’s messaging, and as Joe Pulizzi pointed out at his recent webinar, consumers can afford to ignore what’s being said. If brands want to stand out from the crowd, they need to put as much thought and organization behind distribution as they do with the creation process.
Keep planning simple, grab and keep your audience’s attention and increase ROI with the hub-and-spoke model. Learn what is needed to get started and how this model can help your content and social media strategies.
Just like with a brand journalism strategy, a hub-and-spoke model requires an easy-to-navigate place to host all of your brand’s content. In most cases, your hub refers to your website.
By designating your website as your hub, your brand will be protected from having to redo any work in the future. Why? Third-party platforms act in their own best interest, not yours. A simple algorithm change or a throttling of organic reach can severely impact how many followers actually see and read your content.
To keep your hub organized, separate your content by type (white papers, blog posts, news releases, etc.), add tags to group similar content together (ex. crisis communication) and ensure you’re following copyright laws when adding visuals or quoting others’ work.
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Spokes are what get your content moving and in front of your various audiences. They typically fall into two categories: paid and organic. Paid spokes include sponsored posts and native advertising. Organic spokes include search engines and email newsletters.
Remember: your messaging and promoted content should not repeat across spokes. If you send out the same message across the board, your audience will be more likely to ignore your content and might even stop following your brand.
Take into account how each distribution medium differs in rules, audience base and best practices.
You can’t expect your audience to visit your hub if you don’t include any bait. Don’t leave readers stranded by forgetting a call to action.
Use UTM codes and tracking links in your calls to action to track which spokes are working best.
With this data, you can then prove the effectiveness of each spoke, pinpoint which topics resonate most with your audiences and help shape future campaigns.
Additionally, a strong call to action on your hub content will help people engage with you more. A blog post, for example, might include a call to action for a related white paper.
Images via Pixabay: 1, 2
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