What is a Content Hub? — And why publishing one might be your killer marketing app in 2019?
Keith Reynolds
Founder and CEO @ Publio | Strategist | Marketing & Business Communications | PublioSTUDIO™
Content provides the fuel behind the contemporary marketing strategies for brands marketing online. Why? It works.
In fact, according to the Content Marketing Institute, companies that are most effective and successful spend upwards of 40% of their marketing budget on content marketing compared to the average CMO who typically spends 22 to 26% of their budgets.
These successful marketing and business leaders define content marketing success in terms of financial metrics:
- Cost per lead
- Pipeline growth
- Revenue growth
While average marketers use engagement metrics:
- Web traffic
- Audience engagement
- Quality of leads
Which one are you?
I have been working to get my website up and running this year after spending six months in product development. So of course that means, yep, you guessed it: CONTENT. One of the first things I wrote was an article about the content marketing strategy I have developed unique expertise in based on almost 10 years of work in the medium: Content Hubs.
A Content Hubs is an owned media asset that has measurable ROI. Just like a windmill. There is an upfron cost, maintenance costs and a stream of revenue over time. They are part of a demand generation strategy that concentrates your marketing efforts in a framework designed to turn traffic into leads and leads into sales. A Content Hub is a multimedia "deep dive" with a variety of curated news, journalistic quality articles, videos, user-generated content, downloads, webinars and so forth that your prospects find relevant and useful... built on marketing automation, connected to your CRM and promoted across all your channels. Done well, they are also an SEO magnet because they check all the boxes for Google because they build authority and trust with your Customer Audience.
My mission for Publi.io is to share what I have learned with you about this highly effective business building technique. If this sounds interesting, take a look at my startup's website and explore the resources that my team is starting to put together to help you improve and succeed in your content marketing.
Let's make 2019 the year of the Content Hub. Good luck and good (content) marketing.
Freelance B2B writer with SaaS experience. Useful, SEO-enriched, brand-building content for B2B marketing: websites, blogs, landing pages, pillar pages, email, social posts, ebooks.
5yLove, love, love this idea. Long-format pages and resource pages are way too underused. And the thing is, buyers need them.
Founder and CEO @ Publio | Strategist | Marketing & Business Communications | PublioSTUDIO™
5yThanks Connie. That’s so true. Appreciate your observations.
So true, especially in the technology industry where most products aren't obvious, and the information prospects need to make buying decisions is great.