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CONTENT MARKETING

Understanding Hub and Spoke Content Models

Things to Keep in Mind When Building a Hub and Spoke Content Strategy

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A business must constantly test new content strategies to stay competitive. The hub-and-spoke content model is one of the more unique strategies available. However, it has grown considerably more popular in recent years. In fact, these days, hub-and-spoke content strategies are employed by a wide range of businesses across numerous industries.

A hub-and-spoke content model can be challenging to assemble, and the creation process can be very time-consuming and resource-consuming. If you decide that a hub-and-spoke content strategy might be appropriate for your product or service, we have a few tips on how to get started.

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What is a Hub and Spoke Content Model?

A hub-and-spoke content model is a two-pronged approach to content marketing. In this model, you create a central piece of content, known as the hub, and multiple related, smaller pieces of content that complement it and are known as spokes. The hub content serves as the main resource. It covers a broad topic or theme in depth. The spoke content explores subtopics of the central theme in greater detail. This technique is also sometimes referred to as a pillar and cluster content model, with the pillars equivalent to hubs and the clusters corresponding to spokes.

The idea behind a hub-and-spoke content model is to create a content system in which the hub content serves as a hub of information that attracts and engages your target audience, while the spoke content extends the reach and depth of the hub content by addressing specific target audience interests, needs, and pain points in detail.

The hub-and-spoke content model also lends itself well to content repurposing, letting you maximize the impact of your content across numerous channels and touchpoints. It can also help you improve your search engine visibility by establishing topical authority and interlinking relevant content assets.

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What Are The Benefits of a Hub and Spoke Content Strategy?

The hub and spoke content model can offer numerous benefits to your business.

  • Content organization: The model provides an easy-to-use framework for organizing content around a central theme, enhancing the user experience.
  • Comprehensive Coverage: The hub content serves as a comprehensive resource that provides insights and information for the audience. This establishes you as an authority in the field and attracts users seeking knowledge about the topic.
  • Increased Engagement: The model allows your business to cater to different target audience preferences, which increases engagement levels.
  • Enhanced SEO: The interconnectedness of hub and spoke content pieces improves search engine optimization (SEO) by creating internal links that boost the hub content. Good SEO results are crucial, as less than 1% of users get to the second page of search results.[1]

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How Can a Digital Marketing Agency Help You with Your Hub and Spoke Content Strategy?

50% of marketers plan on increasing their investment in content marketing in 2024.[2] Working with a digital marketing agency can increase the effectiveness of your content marketing strategy as a whole. A digital marketing agency will provide you with indispensable knowledge and expertise during the creation of your hub and spoke content strategy. This can be applied in several ways.

  • Strategy: A digital marketing agency will have extensive experience developing content strategies tailored to your business goals. They can help you identify relevant topics, build content pillars, and plan the distribution of your hub and spoke content.
  • Content creation: Digital marketing agencies consist of skilled writers and designers who create high-quality content for both the hub and spoke content pieces. They often can handle everything from research and writing to graphic design, video production, and content optimization for SEO.
  • Content optimization: Digital marketing agencies understand how to optimize content for search engines and user experience. They will conduct keyword research, optimize metadata, improve readability, and ensure that your hub-and-spoke content ranks well in search engine results pages (SERPs) and brings in organic traffic.
  • Content Distribution: A digital marketing agency will distribute your hub and spoke content across channels and platforms to ensure you reach your target audience.
Ready To See What Hub and Spoke Content Can Do? Let's Connect!

What Does Hub and Spoke Content Marketing Look Like At DIGITECH?

Creating a hub-and-spoke content model can be time-consuming and resource-consuming. DIGITECH is ready to help you build a tailored strategy from the ground up, ensuring you hit the goals and KPIs you require.

DIGITECH’s proven content-first marketing solutions are a great option when you want to test a new content marketing strategy like the hub-and-spoke model but can’t assemble an in-house team to oversee it.

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Digitech is ready to help your content stand out. Contact Us Today.

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Frequently Asked Questions

What metrics should be tracked to measure the success of a hub and spoke content strategy?

Some of the metrics you should be tracking to measure how successful your hub and spoke strategy is include:

 

  • Engagement: Be sure to measure engagement metrics (page views, time on page, bounce rate, social shares, etc.) of the hub content so that you can analyze its effectiveness in attracting and retaining attention.
  • Spoke performance: Track the performance of your spoke content pieces, including reach, engagement, and conversion metrics, to analyze how they’re driving traffic back to your hub.
  • Traffic sources: Analyze the sources of traffic to your hub and spoke content to determine which channels are driving the most audience engagement and conversions.
  • Conversion rates: Monitor your conversion metrics (sign-ups, downloads, and purchases) to learn how effective your content strategy is at guiding users through the conversion funnel.
  • SEO performance: Analyze the search engine optimization (SEO) performance of your hub and spoke content (keyword rankings, organic search traffic, and backlinks) to measure their visibility and impact on search engine results pages (SERPs).
  • Audience growth: Track metrics related to audience growth (new subscribers, new searchers, new followers, and leads generated) to learn about your strategy’s ability to extend your reach and build and maintain an audience.

What are good ways to promote hub content to maximize its impact?

You have numerous options to promote your hub content. Combining methods can provide higher results.

 

  • Email marketing: Send targeted email campaigns featuring your hub content to your list. Personalization is king, so be sure to personalize your emails and highlight the content’s value proposition for better engagement.
  • Social media: Share your hub content across your social media accounts, including LinkedIn, Twitter, Facebook, and Instagram. Use good visuals, well-written captions, and relevant hashtags to attract attention and encourage more sharing.
  • Paid advertising: Use paid advertising channels such as Google Ads and LinkedIn Ads to promote your hub content. Target specific demographics, interests, behaviors, and pain points to reach your target audience effectively.
  • Influencers: Set up a collaboration with influencers to promote your hub content to their followers. Influencer endorsements can increase credibility and reach a brand-new audience for your products and services.
  • Content syndication: Syndicate your hub content on accessible third-party platforms like publications and blogs to expand your reach and send traffic to your website or content page.
  • SEO optimization: Use keywords to optimize your hub content for search engines. This will improve your content’s appearance ranking in search engine results pages (SERPs), which can attract more organic traffic over time.
  • Webinars: Host webinars related to your hub content topics. Use webinars to engage with your audience and direct them to your hub content for consumption.
  • Partnerships: Collaborate with other businesses in your area of expertise to co-promote content related to your hub content. By doing so, you can leverage their audience and expand the amount of eyes on your content.
  • Reuse: Repurpose your hub content into different formats, such as videos and infographics. Share this repurposed content across different channels to maximize target audience exposure.

How do you choose which content should serve as a hub and which should be spokes?

It can be difficult to choose which content qualifies as hub content and which serves you better as spoke content. When making your decisions, consider several factors.

 

  • Relevance: First, think about the topics that are most relevant to your target audience. Your hub content should address a broad topic that resonates with your audience’s wants and needs.
  • Comprehensiveness: The hub content should be comprehensive and provide in-depth information about the chosen hub topic. It is a valuable resource for your target audience.
  • Timeliness of content: Think about whether the hub content should focus on evergreen topics or timely topics that address current events. Spoke content can complement the hub content by providing updates, insights, or examples related to particular aspects of the hub topic.
  • Search Engine Optimization (SEO): Conduct keyword research to learn useful search terms with high search volume. Hub content should target broad keywords, while spoke content can target long-tail keywords or specific subtopics.
  • Format: Based on your target audience’s qualities, content goals, and distribution channels, decide the most suitable format and medium for both the hub and spoke content. The hub content may be longer content like guides, whitepapers, or ebooks, while spoke content can be shorter.

SOURCES

[1]Baluch, A. (2023, November 28). 60 Statistics and Trends For (2023) – Forbes Advisor. Www.forbes.com. https://www.forbes.com/advisor/business/software/seo-statistics/

[2]HubSpot. (2023). The Ultimate List of Marketing Statistics for 2022. Hubspot. https://www.hubspot.com/marketing-statistics

 

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