This is how you develop your effective content hub

An effective Content Hub is at the heart of your content marketing strategy. It ensures that your content is consolidated in one place, allowing you to maintain control over your brand and efficiently engage your target audience. In this guide, you will learn step by step how to develop your personal Content Hub to attract and retain customers.

Key insights

The Content Hub is the central place where you store and present your content. It allows you to guide your customers on their journey to your product and strategically position your brand. The structure of your Content Hub depends on how you present your content and under what brand it will operate. It's important to start with a clear concept and remain flexible to make adjustments.

Step-by-Step Guide

Creating a Content Hub involves two fundamental steps.

Step 1: Determine the brand for your Content Hub

Before you start creating your Content Hub, you need to decide under what brand it should operate. This can be your own main brand or a separate brand for more accessible and diverse content.

In many cases, companies choose to offer their content under their main brand. An example is Oracle, which runs a marketing blog under its brand. This has the advantage of a direct connection between the content and the products. However, this can also be perceived as advertising, which may deter some customers.

Alternatively, you can present your content under a special brand that is not immediately identified with a product. For example, the cosmetics company L'Oréal offers content under the brand makeup.com. This site is perceived more as a guide and less as a sales platform.

Step 2: Consider the presentation form of your Content Hub

The next step is to define the presentation form of your Content Hub. If you have chosen the main brand, it's time to think about the format. Do you want a classic blog that publishes new articles regularly? Or perhaps a magazine that invites browsing and offers various sections?

Another option is to create a knowledge base. Here, you should consider different formats to provide your audience with the best information. A combination of multiple formats can also be sensible and give your Content Hub versatility.

In the case of Peter, a hypothetical user who offers products, it might be advisable to run the Content Hub under his brand. This creates a close connection between his content and products, especially in his niche of brewing beer. For example, Peter could design a learning portal that invites users to browse while providing comprehensive information about beer brewing.

A classic blog would not be ideal, as it is intended for an audience with long-term interest in a topic, while Peter's content requires immediate information.

Developing your Content Hub is not a one-time process. While working on your concept, it's important to remain flexible and be ready to make adjustments. If you realize that a different format fits your project better, you can make changes quickly.

To start the concrete development of your Content Hub, open the PDF document in the course materials. There you will find a questionnaire that helps you structure your Content Hub and capture your initial ideas.

In the next step, which we will discuss in an upcoming chapter, we will cover the content audit. Here you will learn how to collect, document, and utilize your existing content for your new projects.

Summary – Develop Your Content Hub: The Central Point of Contact for Customers

A well-thought-out Content Hub is crucial for strategically presenting your content and effectively engaging your audience. Make sure to carefully consider the brand and presentation form, and be ready to respond flexibly to changes. Use the provided PDF to capture your first ideas and lay the groundwork for your Content Hub.