Content hubs are fast becoming a content marketing go-to play. They serve up a powerful cocktail of personalized quality content, data-fueled distribution and brand relevance. But, let’s be honest, content hubs don’t make business sense for every brand. Is one right for yours?
A content hub is right for you if:
You want to be a thought leader
You have something to say about your industry that your competitors don’t. You have proven expertise and a relevant POV that will provide real value to your audience and help connect them to your business objectives.
You’re ready to publish frequently
Commitment doesn’t scare your brand. You’re ready to create content regularly (by your team or assigned experts). This means more than twice a week, minimum. Less than that and a content hub gets stale. If it looks the same when your user comes back within a week, they’ll soon sniff you out: You’re not the real deal. Go big and provide value frequently, or sidestep the commitment—and the benefits.
If you don’t put in the time and invest the money to spread the word and tell your audience you care, you might as well not be there. You’re publishing quality, so put in the effort to get it out to the right people via paid, social and enewsletters. Care enough to share and remind them to come visit you at your content hub home.
You’re committed to journalistic and/or quality content
If your idea of publishing content is to tell them how great you are and all about your new product line, forget it. You’ve got to address your end users’ value gaps. Your content has to be better than anything else they might find online about your designated topic(s). Talking about me, me, me is the opposite of content marketing. Write a press release instead and save yourself the time and hassle.
You’re in it for the long haul
If you want quick results, a content hub is not for you. A content hub wins at the long game. It can take a full year to see meaningful results. So take a pass if your goals are short-term or campaign-based.