Why Content Hubs Make Sense

Apr 12, 2023 | Content Marketing

« Insights | Why Content Hubs Make Sense
olly kemp blog

14 Minutes Read

Content hubs are becoming more and more popular as businesses realise the value of creating digital libraries to enhance their customer support and sales and marketing efforts.

Content hubs are becoming increasingly popular as a way to organise, promote and share relevant content with an audience. Whether you want to create a space for learning or use it to increase user engagement, having a content hub is a modern and effective strategy for any business that operates online.

With the right strategy and tools in place, your content hub can become an invaluable asset for your brand.  In this article, we’ll explore and take a deep dive into the different types of content hub, the benefits of having one, and how to create a successful one.

what is a content hub

What is a Content Hub?

A content hub is a central space where all of your content lives. It’s like the nucleus of a content marketing strategy, providing an organised platform for you to distribute and promote your marketing content. They are a great tool for content marketers to use and your sales teams too.

Content hubs can include blog posts, related information such as links and documents, first-hand user experiences or case studies, educational content, and more.  They can work in the form of content libraries for anything relating to your business.

They act as an aggregator for your content and can be used to help boost organic search rankings, optimise for competitive keywords from an SEO perspective, and provide resources for digital marketing professionals.

Content hubs also allow you to create topic categories so that relevant pieces of content can be easily found and organised all in one place.

This way, you can ensure consistent delivery of evergreen content that drives long-term ROI.  It also makes your information easier to find for your visitors.

In simple terms, a content hub is the staging area for all of your different content types.

Benefits of Content Hubs

Content hubs are an incredibly powerful tool for businesses looking to drive organic search rankings, attract new customers and optimize their content marketing strategy.

They allow you to successfully pool large amounts of content and helpful articles into sizeable and manageable information chunks without overpowering the user.

With a content hub, you have an organised platform to distribute and promote your content, making it easier for potential customers to find what they’re looking for.

They allow you to create topic clusters so that relevant pieces of content can be easily found and accessed in a central and consistent manner.  They also allow visitors to sort through the most relevant information to them quickly.

This helps ensure consistent delivery of evergreen content that drives long-term return on investment because you can keep optimising, updating and reusing your content pieces time and again.

Content hubs also offer several other benefits such as:

  • Improving user experience
  • Providing educational resources for digital marketers
  • Enabling better internal linking between pages on your website
  • Creating a library of high-quality content that will help boost your search engine optimisation (SEO) efforts.

All in all, if done correctly, a content hub can be an invaluable asset to any business’s online presence.

Types of Content Hubs

types of content hub

Content hub types come in many shapes and sizes, making it easy to find one that works for your business’s unique needs.

For example, you could choose a content hub that focuses on blog posts through a content management system and build a blog about a particular topic like health or fitness, or one that features dynamic links to educational content such as whitepapers or webinars.

You might decide to create a content hub dedicated to different types of content, like videos and infographics, or even go the extra mile and organise your content into topic categories.

No matter what type of content hub you pick, you can be sure that it will be beneficial in helping you promote your brand and drive organic search rankings.

Selecting the right combination of topics and types of content (through some detailed keyword research and analysis), and creating a successful content hub is relatively straightforward.

Topic-Based Content Hubs

topic based content hub

Topic-based content hubs are a great way to help you focus your content marketing efforts and drive organic search rankings. By creating a hub of content around relevant topics and breaking up content by category, you provide topic gateways and can ensure that all pieces of content link back to one another and support each other in terms of SEO.

For example, if you were a sports shop, your content categories might include and be broken down into:

  • Fitness
    • Training
    • Health Insights
    • Physical Health
  • Health and Wellbeing
    • Hydration
    • Mental Health
    • Nutrition
  • Recovery
    • Sleep
    • Stretches
    • Sleep Technology
  • Running
    • Trainers
    • Hats
    • Bags
  • Football
    • Boots
    • Kit
    • Footballs
  • Tennis
    • Racquets
    • Balls
    • Clothing

You get the idea.  Each category would be researched based on what interests your target customer market.  You have your high-level topics or central topic and then would look to perform some long-tail keyword research and provide articles within the sub-topics.

You would then create targetted articles to focus on the keywords your target market is searching for in the local area to your store location or locations.  You would become the number 1 source for information about sports and related products in your area.

It keeps people coming back to your online hub because you are the one providing the most valuable, relevant information. Of course, this content can then also link to what you sell in the shop and you can position your products and explain their fit.

plan your keywords and user intent

Build your content.  Build your brand.

You can see in the above example how it expands quickly beyond just an eCommerce store with a collection of products.

It’s something business owners just often don’t take the time to do, they just rely upon their website to produce traffic but don’t connect the dots between providing the required, related keywords to their industry or market.

It’s the fastest and best way to increase your website traffic – especially if you combine this with your email marketing efforts too.

This type of hub is especially useful for businesses that offer multiple services or products, as it helps create an informational ecosystem for customers to explore.

When constructing a topic-based content hub, it’s important to choose relevant keywords and phrases, as well as organise the material into logical categories.  You can achieve this by researching and understanding the search intent behind what people are searching for in relation to your keyword online.

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Additionally, make sure to include engaging visuals such as videos or infographics in order to attract more attention from potential customers.  This is a good content hub strategy to adopt.

With some effort and dedication, a topic-based content hub can be the perfect tool for driving organic traffic and boosting your brand’s visibility.

Single Source Content Hubs

Single-source content hubs are a great way to provide customers with a comprehensive overview of your services and products. Unlike a topic-based content hub, a single-source content hub focuses on one primary topic or product.

This type of hub is ideal for businesses that offer only one service or product, as it allows them to focus their efforts on conveying the most important information in one place. It also helps customers along their customer journey with you too no matter what stage they are at.

When constructing your single source content hub, make sure to include detailed descriptions, helpful visuals and relevant links.

Additionally, take advantage of SEO tactics such as competitive keywords and evergreen content to ensure that the material is easy to find by search engines. With some effort, you can create a single source content hub that will attract more organic traffic and help build brand awareness.

Database-Driven Content Hubs

Database-driven content hubs are a great way to store and manage content for your website.  In essence, you create a content database.

Unlike traditional methods, database-driven content hubs are more organised and can be updated quickly, allowing you to keep your visitors informed about the latest news, updates, and offerings.

database driven content hubs

Database-driven content hubs are especially useful for large websites with a lot of different types of content, such as e-commerce sites or news sites.

With this type of hub, all of the different pieces of content can be stored in one place and accessed from any device with an internet connection.

Additionally, database-driven content hubs can help improve search engine optimization by making it easier for crawlers to find relevant information on your website.

Box-Based Content Hubs

Box-based content hubs are a great way to store and organize your content for easy access. Using boxes, you can arrange your content into different categories and subcategories so that you can easily find the information you need.

This type of content hub is ideal for large websites with lots of static content, as it allows users to quickly locate relevant material without having to search through multiple pages or directories.

Additionally, box-based content hubs make it easier for search engines to find and index relevant material on your website as well.

Educational and Learning Platforms

Educational platforms are a great way to access learning materials quickly and easily. With an educational platform, you can access a range of content such as videos, articles, tutorials and more.

These platforms allow users to easily search for material related to their interests and goals, so they can always find the right resource. Additionally, educational platforms often have interactive elements such as quizzes and forums that can help reinforce the knowledge gained from reading or watching educational material.

They also provide easy tracking and reporting capabilities, allowing learners to monitor their performance over time. With all these features combined, educational platforms are a great way to learn new skills quickly and effectively.

Creating a Successful Content Hub

creating a successful content hub

A content hub is a great way to create an online presence and draw in potential customers.

It can be used to provide informative and educational content, answer frequently asked questions, highlight products or services, and even engage with customers.

To create a successful content hub:

  • Determine the purpose of your content hub and the types of topics you want to cover.
  • Develop a strategy for how you will deliver content to your audience – will it be blog posts, videos, or infographics?
  • Optimise your content and make sure that your content is optimised for search engines by using relevant keywords and phrases.

You should also keep track of how users interact with your content so you can adjust as needed.  With these steps in place, you’ll be able to create a successful content hub that engages readers and drives leads.

Identifying and Understanding Your Target Audience

Identifying and understanding your target audience is essential for creating a successful content hub.

Knowing who you are writing for will help you determine the type of content to create, how it should be packaged, and what channels it should be distributed on.

Start by researching the demographics of your target audience – their age, gender, location, interests or hobbies, and income level – you get the idea.

You can also look at existing customer data to gain insights into their preferences and behaviours.

Once you know who your audience is, you can start creating content that resonates with them and delivers value.

Keep in mind that as your business grows and evolves over time, so too does your target audience; adjust your content accordingly to ensure it remains relevant.

Building Out Relevant & Interesting Topics for Each Piece of Content

the importance of content hub visuals

When it comes to creating content for your content hub, the topics you choose should be both relevant and interesting to your target audience.

To start, brainstorm a list of potential topics that are related to the overall theme of your content hub.

Once you have ideas for topics, narrow them down by considering what is most likely to grab the attention of your readers.

Make sure the topic has enough depth and breadth that it can be broken down into several pieces of content, such as blog posts and other types of digital media.

Look to group similar topics together into categories or sections within your content hub so visitors can easily find related information in one place.

By taking the time to properly plan out each topic and piece of content in advance, you will create a valuable resource that visitors will return to again and again.

You will also become an online trusted resource for all things related to this type of information – an expert in your field.

Leveraging Internal Links to Increase User Experience and Engagement

Internal links are essential for content hubs, as they help to connect related pieces of content and provide a better user experience.

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By creating internal links within your content hub, you are making it easier for visitors to find relevant information quickly and accurately.

Internal links also help to increase engagement by leading readers from one piece of content to the next in order to create an overall journey through your hub.

Internal links help to bolster organic search rankings, as they signal search engines that your website is well-structured and provides valuable information.

Many forget to link up old content with the new and in doing so miss an opportunity to keep their content growing and thriving.

When linking internally, make sure the link text is descriptive so visitors know what to expect when clicking through.

By leveraging internal links strategically, you can create an enhanced user experience and increase engagement with the content on your website.

Analysing Search Volume & Understanding Search Engines

analyse search volume to increase seo

SEO requires a good understanding of search engines and the ability to analyse search volume effectively.

By analysing the search volume for relevant keywords and topics, you can better understand how people are finding your content and what words they are using to do so.

This information can be used to create content that is both optimized for search engine rankings and more likely to be found by users.

Understanding how search engines work can help you craft content that is able to rank higher in organic searches.

Doing research on popular keywords, industry trends, and user behaviour can give you an edge in the competitive world of SEO as you can provide a deeper and wider knowledge of the type of content which relates to your particular topic.

Incorporating Digital Assets into Your Content Strategy

Creating a successful content strategy involves more than just written text.

Incorporating digital assets such as images, audio and video can help you reach more audiences and engage them with your content.

Digital assets are an important part of any content strategy, as they provide visual interest and context to your written material.

Think about incorporating images that are relevant to the topic or project you’re discussing, or even creating infographics to explain complex topics in an easy-to-grasp manner.

You can also use videos or audio recordings to provide a more personal touch and make your content stand out from the competition. D

Digital assets allow you to add value to your content while also improving user experience and engagement with your brand.

When used effectively, digital assets can be a powerful tool for boosting organic search rankings and increasing visibility for your business.

Developing Effective Strategies for Promoting Your Content

content promotion strategies

Creating effective strategies to promote your content is key to reaching the right audience and increasing engagement with your brand. To get started, consider which channels you want to focus on.

Social media is a great place to start as it’s often free or low-cost and allows you to reach a wide range of people quickly. You can also use email newsletters, press releases, and influencer outreach campaigns to spread the word about your content and reach new audiences.

Once you have established your outlets for promotion, develop a plan that includes specific goals and objectives for each channel. Make sure that these are measurable so you can track progress over time.

Additionally, create an editorial calendar with deadlines for when certain pieces of content should be posted or released in order to keep everything organized and consistent.

Finally, take advantage of SEO tactics such as keyword research and link building in order to ensure that your content is visible on search engine results pages (SERPs).

Promoting Through Social Media Channels

Social media channels are a great way to promote your content and reach new audiences. Whether it’s via organic posts or paid advertisements, you can use social media to increase brand awareness and engagement.

Start by creating a comprehensive plan that outlines which channels you want to focus on and how often you’ll post content. Consider the types of content that perform best on each channel so you can tailor your posts accordingly.

Additionally, measure the success of each post over time with analytics tools in order to determine what works best for your audience.

Finally, don’t forget to include visuals such as images and videos in your posts in order to capture the attention of potential customers and keep them engaged with your brand.

With these tips in mind, you can successfully leverage social media channels to promote your content and boost visibility for your business.

Optimising Your Pieces of Content for SEO

Optimising your pieces of content for search engines is a key part of any successful content marketing strategy.

To ensure that your content ranks in organic search rankings, you need to consider both the technical and creative aspects of SEO.

From a technical perspective, make sure you include relevant keywords throughout your content as well as an appropriate keyword density. Make sure you use headings and subheadings to break up the text and add structure to your piece.

Make sure you also optimise your images by including alt tags for each image you use.

On the creative side, focus on creating evergreen content that stands the test of time and provides value to readers no matter when they find it.

Developing interesting topics and writing informative copy can also help improve organic search rankings while also providing an enjoyable experience for readers.

Establishing an Editorial Calendar

Establishing an editorial calendar (also known as a content calendar), is a great way to stay organised and ensure that you’re consistently creating high-quality content for your website.

An editorial calendar can help you plan out topics, assign writers, outline deadlines, track progress, and more.

To create an effective calendar, start by breaking topics down into categories such as blog posts, video content, newsletters, etc.

Next, make sure each topic has a specific purpose and is relevant to both your audience and your overall content strategy.

Lastly, build flexibility to account for changes in the content landscape or any new ideas that come up along the way. With an editorial calendar in place, you can keep track of all your content tasks while keeping a consistent flow of fresh pieces on your website.

Content Marketing Explained

Utilising Influencers, Guest Bloggers, and PR Outreach Strategies

social media influencers

Utilising influencers, guest bloggers, and PR outreach strategies can be a great way to increase your content’s reach and engagement.

  • Influencers are individuals with large networks who can help promote your content to their audiences.
  • Guest blogging allows you to benefit from the expertise of others by having them write for your blog, product or service.
  • PR outreach involves leveraging relationships with press outlets and media contacts to get your content into the hands of more people.

All three of these approaches have their own set of benefits, so it’s important to choose the right ones for your needs.

If you have a budget for influencer campaigns or PR outreach efforts, those are great options that can give you immediate results.

If you don’t have the resources for those tactics, then focusing on finding quality guest bloggers is an effective way to grow your audience without breaking the bank.

Content Hub Examples

Content hubs are becoming increasingly popular as a way for businesses to organise and share their content. You can think of a content hub as essentially a digital library that houses all of a company’s content assets, such as blog posts, articles, videos, podcasts, infographics and more.

These centralised libraries make it easier to access and update content quickly and efficiently.

Content hubs can also add value to your business by giving you the opportunity to curate relevant pieces of content in one place. This helps users find what they’re looking for quickly and easily while ensuring that all of your content is up-to-date and organised.  It means you can easily share topics of interest when speaking to customers.

There are many examples of effective content hubs out there, some of which use sophisticated tools such as search engines or topic categories to help visitors find the information they need.

Others simply offer a comprehensive list or table of contents with links leading to specific pieces of evergreen content. The goal is always the same – provide easy access to relevant information for your readership so that they keep coming back for more!

Here are some great examples to give you some inspiration for your website:


Here are some common questons and concerns relating to content hubs:

What to call a content hub

If you’re not sure what to call your content hub, then here are some ideas:

  • Resource Center
  • Knowledge Base
  • Information Hub
  • Content Library
  • Learning Center
  • Media Center
  • Newsroom
  • Insights Hub
  • Blog
  • Research Hub

When choosing a name for your content hub, it’s essential to consider your audience and the type of content you plan to provide. The name should be simple, easy to remember, and accurately reflect the purpose of the hub.

Why is content important in a website?

Content is crucial for a website because it serves as the foundation of its purpose and communicates valuable information to its audience. Here are some reasons why content is essential in a website:

  • Provides information and Relevancy: Content provides information about your products or services, which helps your visitors understand what you offer and how it can benefit them.  It also provides the required keywords to ensure your content can be found via search engines.
  • Attracts visitors: High-quality and engaging content attracts visitors to your website and encourages them to stay longer. This can lead to increased traffic, better search engine rankings, and more sales.
  • Establishes credibility: Well-written and informative content can help establish your business as a credible authority in your industry. This builds trust with your audience and increases the likelihood that they will choose your business over competitors.
  • Enhances user experience: User experience is critical for a website’s success. High-quality and relevant content can enhance the user experience, making it easier for visitors to navigate your site and find what they are looking for.
  • Builds brand awareness: Content is an excellent tool for building brand awareness and recognition. By consistently publishing quality content, your business can increase its online presence and reach a wider audience.

Who owns website content?

Your website content, including text, visual design, and imagery, should ideally belong to you. However, there may be some uncertainty, and it is crucial to understand the ownership terms of the contract with a development company since few companies develop their website in-house.

It’s worth noting that you can claim full ownership of your website content if you or your employee created it. Nevertheless, it’s alarming that some web design firms may legally own the content they develop, and business owners only learn about this when they want to move their site to another provider.

Moreover, some companies license stock photography to include in the websites they develop for their clients, meaning the development company holds the license, not you. Only when you or your employee takes the picture can you claim the ownership. Hence, it is essential to clarify ownership rights and usage terms with the web design firm to avoid any legal complications.

Key Takeaways

content hub takeaways

Creating an effective content hub is essential for any business that wants to be successful in the digital age. It helps organise your content and makes it easier for users to find what they need quickly and easily.

  •  A content hub is a centralised platform that houses all of a brand’s content, such as articles, videos, and infographics.
  • It serves as a one-stop shop for audiences to access a brand’s content and can help increase engagement and brand awareness.
  • Content hubs can also be used to organize and categorise content for easy navigation and improve SEO by consolidating content in one place.

Overall, a content hub is an important tool for brands looking to create a comprehensive content strategy.  Try to keep evergreen resources as this will future-proof your content hub too.  It means you don’t have to rewrite your content based on timely events.

If you’re looking to improve your content, then please don’t hesitate to get in touch.  We can evaluate the technical and content aspects of your site to improve your SEO too.

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