As companies continue to embrace content marketing, the result is the creation of an incredible amount of content published across the web. This affects both the person attempting to find content and the content producer working toward getting the content in the hands of people that will find it useful. An example of a tool for content publishers, be they traditional publishers or corporations presenting content within their websites, is the Content Hub. Hubs provide a solution for this issue by organizing and presenting content to the appropriate audience.
What is possible with Content Hubs? – Generally speaking, these solutions are designed for rather specific purposes. The more relevant the content, the more engaged the audience will be. However, there is much more to these technologies when considering if they should be part of a content strategy and its supporting tactics. While browsing these types of solutions, you may want to consider the following features:
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The Value – of a Content Hub extends well beyond the previously mentioned benefits. Building upon the above table, storing the content centrally makes it accessible to any individual with access to each piece of content. Efficiently browsing, searching and discovering pertinent content is essential for any given user in most implementations. The higher the personalization, while creating a balance between the need of the moment and general exploration of content, the better the customer experience. As with all content on the web, customer navigation among content begins to shed light on the interests of the customer. Making the content visible beyond the walls of the Content Hub may also be a consideration for your marketing objectives. Lastly, understanding any requirements regarding how the technology should complement other solutions may be important depending on its purpose and implementation details.
A Marketer’s Perspective – These technologies solve a fundamental need to concisely display the multitude of content accessible from a website. It provides a technology for customers to find the articles, whitepapers, webinars, video and other content they require. It improves the understanding of customers who have visited the Content Hub and blends this functionality with any reporting and analytics.
Real Applications – Thousands of companies rely upon this marketing technology due to its broad applicability. As examples, it is capable of satisfying these types of implementations or combinations thereof:
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This aggregation of functionality is a natural extension to most websites and the reason for its wide and growing usage. A company that is considering this type of marketing technology could begin by defining the type of content to be presented, its purpose and the audiences it intends to reach.
Sources:
- Victoria Hoffman, “7 Ways to Organize Your B2B Content to Improve Discoverability”, Uberflip, November 5, 2015. Web. November 12, 2015.
- Andy Crestodina, “Content Hubs: How to Beat the Big Boys in 7 Steps”, Orbit Media Solutions, Web. November 12, 2015.
- Ashley Bails, “9 creative content hubs we love”, Ervin & Smith, February 9, 2015. Web. November 12, 2015.
- Michael Brenner, “20 Amazing Examples of Brand Content Marketing Hubs” Marketing Insider Group, September 3, 2014. Web. November 12, 2015.