Previously, we discussed why a content hub is an important part of your digital marketing strategy. In this article, we talk about some important principles to bear in mind when embarking on your content hub development.

1. Think Like a Magazine Editor and Less Like a Marketer

Developing a content hub requires the brand to put on the hat of a magazine editor and think less like a marketer. The first step to doing this is to see your brand as not just a product/service provider also as a subject matter expert.

What is the one subject your brand is most qualified to talk about? Think about one key need/gap of your target audience that your content hub can help to bridge. To find out that content gap, the best way to do it is via Keyword Research.

By doing keyword research, you’ll understand the questions your target audience are asking on Google and the kind of content you can create to meet their search demands. By doing this step right, you’ll also be able to increase and sustain the organic reach of you content when it starts to appear on top positions on Google.

Example: If you are an IT Provider, you are an expert in the area of technology.  Through keyword research you find out that your target audience could be searching for content that teaches end-users how to tackle pressing tech issues and there’s a lack of such content on Google. The purpose of your content hub could be to provide easy-to-understand content on how to resolve everyday tech issues.

2. Always Seek to Provide Value

Part of thinking like a magazine is producing content that your users actually want to consume. Beyond just sales, think of how your users would benefit from your content. Value-driven content would be anything that entertains, educates or engages the reader. That’s not to say you can’t subtly or strategically seed product/service-related messages within the content.

To sum it up, here’s a quote from Rand Fishkin, the founder of MOZ.

“Best way to sell something – don’t sell anything. Earn the awareness, respect, & trust of those who might buy.”

3. Remember, You are in This for the Long Run

It is important to know that embarking on the content hub is not a one-off project/campaign but a long-term investment. Be it engaging a content marketing partner (Hint Hint!) or tapping on your existing in-house team, it is important to allocate long-term resources.

When it comes to ROI (Return Of Investment), don’t go in with the mindset of expecting instant gratification, you will be in for a massive disappointment. That said, it is still important to measure success. Determine the relevant metrics you want to track and set realistic goals that align with your existing budget or resources.