Roughly 2 million blog posts get published each day. That’s a lot of posts written with the intent of drawing readers to a website and converting them in some form or another. Luckily, you don’t need to compete with all of the entities putting out those posts, because it makes better sense to compete in your niche. If you’re a travel company, you don’t have to be concerned with your potential readers heading to Main Street Industrial Machinery’s blog instead of yours. You need to keep your eyes on the competition in the travel sector, and you must formulate a plan to offer more value than the others to get more readers. Developing content hubs can help you create that value and win over readers.
What are Content Hubs?
You can think of content hubs as groups of content on your website, and extending to your social media pages and industry influencers’ websites and social media pages, that’s focused on a specific topic. Your strategy is to create a primary content hub with a main piece of content that sets the tone for all of the content you will create as a business. This primary content hub and main piece of content serves as the focal point for all of the information you will share – visually, it looks like the hub of a wheel.
All other content you create related to your topic should be ancillary content that gives depth to your primary subject matter and a broader scope of information for readers who want to learn about your niche. These supportive pieces of content are like the spokes of a wheel. The hub, along with its spokes, are necessary for motion – in your case, motion bringing readers to your website and converting.
How to Create a Content Hub
When you set out to develop content for your website, you can and should create several content hubs. Your ideal sitemap will be a primary content hub that branches out into many other hubs (spokes that are also hubs) that branch out to more supporting and unique content. Looking at your website overall, your home page would ideally be your primary hub offering the most important information about your business and supportive details readers would want to know about. This page should be your most focused page regarding your company’s offerings.
From your home page, you will lead readers to your secondary hubs (which can be content category pages, guide main pages, or even social media pages) by way of internal and external links. These secondary hubs are the spokes of your main hub, offering information about your central topic in greater detail. But, they too can be further broken down into related useful content. In addition to viewing content hubs as connected wheels, we can think of them as connected sections of a web of content.
Why Create Content Hubs?
The purpose of creating content hubs is to establish your website as a definitive and authoritative site for readers to get all of the information they could want on a subject. By building your wheel or web of information, or you can even picture your hub as a mountain of information with a peak and a widening supportive base, you create value and meaning for your collection of articles and posts, which is what Google’s current Hummingbird algorithm is looking for. In highly competitive niches, or with highly competitive subject matter, there’s no success to be had for websites that publish dozens of random blog posts or pieces of content without meaningful connection for a reader.
Google’s rankings reward publishers who do more than simply put out unrelated blog posts that are stuffed with keywords. The SERPs benefit entities that create spectacular hubs of content that readers want to keep coming back to – for one valuable blog post after another. Successful content is like building blocks that together create something amazing and offer all the details one could want on a niche subject.
Good SEO Includes Creating Content Hubs
There are many ways you can create content hubs that let you stand out as a leader in your niche. Creating these hubs is a big task and it’s one that takes much planning, including planning a content calendar and planning where the spokes of your hub will be placed. Keep in mind that if your business is in a small industry, you may not have to create scores of content to rise above the rest, but you should be focusing on other SEO strategies in addition to content because conversions from content will likely be few. If you don’t have a content hub plan set in place yet, contact Galileo Tech Media. We can help you create content hubs for your company, no matter the industry. We employ a team of marketing professionals with years of experience helping businesses grow their online presence and rise to the top of their industry.
Take a look at Part 2 of our Content Hub strategy series, focusing on Content Hubs for Travel.