Watch our Talking Shop video where Myles Barr interviews our
content hub expert Stew Moffatt. Learn
about what content hubs are, the benefits that come with utilizing them, and
ultimately help you accomplish your business goals and improve your business.
What are Content Hubs?
Sherpa likes to think about Content Hubs as a way to bring
in social media, blogs, articles, YouTube videos all into your website in a
visual pleasing way. It can be a valuable
way to bring in third party content and put your own brands spin on it.
Why use a Content Hub?
Content Hubs offer many benefits to enhance your business
goals. Here are a few of the perks of
using content hubs:
Calls-to-action
within your hub
· This platform allows you to embed your business
goals within third party content on the hub. A great example of applying this feature would
be an ad referring the reader to your ecommerce site. By embedding these calls-to-action it will
drive traffic to the desired areas on your website.
SEO
benefits
· By using a content hub Google recognizes that you
are constantly bringing in fresh content.
It will keep your website much more active.
Customers
can engage with your content
· Your customers not only can view your content
but they can also share it amongst their peers on social media, email or any other
platform they use. This is a valuable
way to see your customers interacting with your own original content as well as
the third party content that represents your brand.
Memorialize
social content
· On every social media platform it is very easy
for your content to get lost. There are
so many users on these platforms which results in your post gets pushed to the
bottom of the feed. Content hubs allows
you to embed your social posts in a rotator so your audience has a chance to
see your posts. A great example of
content being lost is on Twitter, your content is often at the bottom of the
feed by the chance anyone gets to see it because the abundance of active users.
Memorialize
content
· Blog posts face the same challenges as social content. This content will get lost over time, so content hubs allows you to put these important blog posts on a rotator so your target audience has a chance to view this content. Another advantage content hubs offer to blog posts are creating display ads for them. This is a great tool because you can make any important blog post into one direct click for the reader, increasing your chance of readership.
Boosted engagement
· The content hub allows you to use features such
as embedding a vote on an article you brought in. This is a valuable way for readers to interact
with each other as well as comment on the posts. Companies will find this is a huge way to boost
the way customers interact with each other.
Add your
own brand fare to the content
· Content hubs allow you to add your own brand
messaging to any third party content, this helps make the content original. This is a great way to keep your brand
messaging consistent with the content you’re sharing.
Easy back
end functionality
· The content hubs are very easy to use which is
great when introducing this new software to companies.
Calls-to-Action
Content hubs help drive revenue, if you are using a social or
content marketing strategy this is one of the best ways to drive revenue. Content marketing is an effective way to get
the desired behaviour you are seeking from your consumer. It is useful because it can be applied to
third party content or your own original content. The calls to action are completely
customizable depending on what your business wants to accomplish.
Design of your Content
Hub
The content hub is totally customizable to your own brand
creative. You can organize your posts
into collections. These collections will
filter your posts into the different themes/headings of your choice. In our case we could setup a collection on technology
and branding because both of these collections reflect our business. Although these content hubs are created from
a third party software this does not affect the design. The content hub will act as another webpage
inside your website.
Original Content
One of the most important pieces of marketing is creating
your own original content. You are the
trusted brand that your consumers want to hear from. The design of the hub allows you to feature
your own content as well as use third party content to support your brand in an
organized manor. Original content takes
time to curate, but it adds important value to your brand. You won’t need to post your own content into
the content hub, but it does allow you to embed a call-to-action on those third
party pieces by linking them back to your own original content.
Sherpa’s Role with Content
Hubs
1.
Strategy development
· We look at what third party influencers you
should be following and how to put your own brand flare into the hub.
2.
Embed calls-to-action
· We work on driving action through the curated
content posts and make sure the posts are receiving the desired behaviour your
business was targeting.
3.
Design the hub
4.
Keep content active
· We find curated content for the hub. Actively go through the selected influencers
and search for third party content that will reflect and add value to the brand. These content hubs have a great back end functionality
for our clients, it allows them to review the content we have found and push it
live to their audience.
Content hubs have been proven to be a very valuable tactic
to add to a business’ marketing strategy, could they be the right fit for your
company?