February 25, 2016
/ by Maria Materise
Today’s constant flow of content is creating a problem for Fortune 500 companies. With so many teams and platforms to manage, coordination is essential for success.
Yet, only 37 percent of marketers say they have a documented content marketing strategy. Is your organization headed toward failure without one?
Don’t worry; there is a solution that can alleviate communication professionals’ struggles and make their content more effective: the hub-and-spoke model.
The hub-and-spoke model is made up of two parts:
Hub: The place where you host your content. This will most likely be your website.
Spokes: The places where you share your content. These fall into two categories – paid, which includes promoted social posts and native advertising, and organic, which includes social and email.
Here are three ways implementing a hub-and-spoke model will help your organization better create and disseminate content:
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If you have multiple teams creating content with no direction, you’ll also have multiple voices speaking to your audience.
With the hub-and-spoke model, your content is organized with a coherent strategy. Everyone knows the purpose and objectives behind the content they’re creating and how it ties in to the overall strategy.
And since each spoke serves a different purpose and has different content, there won’t be any duplicate messaging.
Each spoke requires you to adapt your content based on the medium and the type of audience you intend to reach through it. Find out where your audience is online and how they’re using each platform by using a social listening tool.
Your research will help you customize your content for each audience’s experience. Then, the hub-and-spoke model can help you organize that content.
It also allows you to easily adapt when social platforms make changes. Because all of your content is hosted on your central hub, there’s no need to redo the work you’ve already completed.
When a user comes to Twitter, they expect different content than when they come to Pinterest. Your brand needs to meet these expectations.
With the hub-and-spoke model, your content is organized in such a way that provides your audience with the content they desire. When they receive the right message, you encourage them to engage with your brand.
Once you have their attention, use calls to action to direct your audience to your hub, which will guide them down the funnel, resulting in more traffic, business and customers for your brand.
Images via Pixabay: 1, 2, 3
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