Marketers publish different types of content on different platforms. What do you do after content is distrusted? Collect the blogs, posts, webinars, and eBooks into a content hub and make them your valuable assets.
A content hub centralized all your content on-demand for web visitors to consume. You can limit your hub with your brand content or use some influencer curated content that is relevant to your brand topics.
Encourage content binges
Making your content easily accessible and searchable is the best way to take advantage of the ‘Netflix Effect”. A good hub encouraged users to read one piece, which leads to another by giving them other similar options at their fingertips.
According to the 2019 Content Preferences Survey Report, 41% of respondents consume between three to five pieces of content before making a decision to purchase. 24% consume five to seven assets before engaging sales reps. When a person is engaged with different content, it is easy for them to make better decisions with the sales team.
Pro Tip: Extend the binge on every asset by linking to other recommended pieces of content.
Generate ongoing traffic to your best content
A content hub with plenty of the evergreen and relevant content prevents deep recess on your content. Users will browse relevant content and keywords frequently. Organizing your content hub for easy search on relevant terms and specific content is essential. You can also add subtopics if your hub is detailed for easy searches in a few clicks.
Pro Tip: make every asset more compelling by using compelling headlines and eye-catching graphics that are clickable.
Showcase your range
Organizing your hub demonstrates the full range of expertise, prospects, and products that customers need. In most cases, customers only know the services or products you offer. Having different categories will give searchers a broader understanding of all the services and products you offer. Adding metadata may intrigue searchers to look into them more.
Top-requested search structures according to the Content Preference Survey:
- 68% of respondents want B2B vendors to organize issue/pinpoint on their websites
- 59% would like to see it organized by industry/vertically
- 57% want content organized by topic
- 47% want content organized according to the business role
- 29% want content organized based on content role
Pro Tip: Keep an eye on metrics. I.e., To optimize your user’s search results and learn how to improve with new content.
Build your credibility
According to the Content Preference Survey. 97% of respondents need credible content. The statistic is a rise from 78% in 2018. People are interested when they see you have depth in knowledge on your topics.
Credibility also improves your google ranking. High-quality content with internal links to other authentic sources gives your site more authority. The content will rank higher because it is considered relevant to the topics and by industry expert.
Pro Tip: A well-written metadata ensures faster searches.