Learn more about the hub and content marketing concept and how it works to boost relevancy and organic visibility.
Have you ever started reading on a topic and found yourself three hours later with an entirely new set of in-depth hub knowledge all around it?
Although binge-watching a show on Netflix or continuously scrolling on TikTok’s hub is more frequent these days, it’s also a great content strategy.
Putting all of the important hub and spoke information on one page will be challenging while developing topical blog content. Implementing a hub content marketing model can help with this.
Similar methods, like the content pillars, where you employ auxiliary content to support a larger asset or use keyword clusters to develop content targeting searchers with similar sorts of intent, may be familiar to you (or you may already be using them).
The hub and spoke content architecture is unusual in that it allows for the creation of targeted blog material around a wide topic. It’s a terrific approach to not only enhance keyword ranks, marketing traffic, and downstream metrics like a hub and spoke conversions, leads, and sales, but it may also help you become more relevant marketing pages around that topic.
For a recent client, using the hub and spoke content strategy resulted in:
• On Page 1, there was a 328 percent rise in marketing keywords.
• On Page 2, there was a 741 percent rise in marketing keywords.
• On the hub page, we ranked #1 for our desired blog term.
What is a Content Marketing Hub-and-Spoke Model?
Consider a wheel with all of its spokes pointing outwards from the blog hub.
The hub is the major topic on which we want to build more authority and improve our hub and spoke marketing rankings.
The spokes are all of the supporting information that is relevant to our core marketing topic and will assist Google to assess our authority.
We can think about it this way from the standpoint of keyword research:
• Keywords with a high volume of searches (usually transactional in nature). Search engine optimization (SEO) hub services, for example.
• Spoke: Keywords with a lower volume and a longer tail/supporting term (usually informational in nature). For instance, content that explains what SEO is and how it may help you.
The hub and spoke content model’s main purpose is to improve your keyword rankings not only overall around the hub and spoke topic, but also around the major hub topic, ideally in the first position.
What Role Does the Hub and Spoke Model Play in SEO and Content Marketing?
The hub and spoke strategy is significant for content social media marketing and SEO for three reasons:
- It establishes authority on a topic by providing more relevant content marketing.
- It improves our overall keyword rankings.
- It increases the amount of organic traffic and leads.
Showing Google that you know what you’re talking about and that you’re the go-to resource on a certain blog topic is the best method to become more authoritative. One of our primary services/business units will most likely be the hub page content marketing. It’s critical that we thoroughly consider what our spoke content will be in order to ensure that it’s the most relevant. In content marketing, the hub and spoke architecture necessitates a significant marketing investment of time and resources to ensure that we do it right. I’m hoping to shorten your learning curve here.
What Is the Hub-and-Spoke Model and How Does It Work?
The hub-and-spoke approach works by increasing the amount of material produced throughout one of our marketing business lines or services.
The more relevant search information we have on our site, the more Google and users will link us to the content marketing.
The majority of the hub and spoke content we create will be instructional or comparative in nature and will be evergreen spoke content marketing.
This is advantageous because, even if the customer is not yet ready to convert, they will remember where they read about a hub topic if they search and learn about it. They will be more likely to return to our hub website and convert later as a result of this.
The Hub-and-Spoke Content Process has four SEO steps.
1. Conduct keywords research to gain a better understanding of the search demand landscape
Keyword researches are something I strongly believe in.
In a restaurant, it’s the table bread and butter. It is required before beginning the used meal – or, in this case, the creation of a landing page or piece of content.
We can’t grasp what our customers are looking for if we don’t conduct keyword research.
The hub and spoke approach can only operate if there is a high level of the hub and spoke client demand for the topic, which we have yet to address on our website. We need to undertake this research to match our customer’s voice because we can’t generate hub demand.
We can see the content gaps and potential in what is already out there by undertaking keyword research.
Furthermore, showing CEOs what our competitors are generating hub content about and how much visibility we are missing out on is one of the best ways to achieve greater buy-in surrounding the hub content resources.
After you’ve finished your keyword linkedin research, you can start to make fun content marketing.
2. Choose which spoke hub topics you’d like to have used and write about.
Several methods for prioritizing content based on the hub page keywords we researched.
Spoke Service Line/Business Need Strategy Hub
“Do we provide this service/product?” you might wonder. If you don’t, it’s unlikely that you’ll be able to start building content surrounding it.
Is this the most crucial content service we provide to our target content marketing market?
Start writing content for the audience that your company cares about the most if you offer a variety of hub content services.
Keywords with a High Search Volume (MSV)
Are there any terms with a large search traffic growth for which we don’t have any content strategy? This is one of the simplest methods for prioritizing content because you can see just how much visibility (search volume) you’re losing.
This is the simplest social media statistics approach to make and demonstrate to executives the quantity of search traffic you may receive if you were to rank higher for these keywords/topics.
Gaps in Competitive Spoke Content Hub Strategy
Are there any terms where our competitors have a substantial advantage over us?
What kind of content do they have on the subject?
This is a straightforward approach to prioritizing the LinkedIn topics you should write about because if your direct competitors are ranking for keywords, it’s likely that you’ll need to write about that topic as well.
Note: You will almost certainly discover new developing and organic rivals when conducting this keyword analysis. Don’t dismiss them!
This is an excellent technique to determine what type of material pages you should create because, even if they are not direct saas competitors, visitors may choose to click on them rather than on you.
You are the company’s expert in terms of the services/products you sell and what you can be knowledgeable about.
We really shouldn’t be publishing articles about how to make charcuterie boards if we work in the plumbing industry.
Be sure you’re selecting brand content that’s relevant to your audience, but not too limited because the hub-and-spoke model’s purpose is to generate a lot of content surrounding a single issue.
3. Write, design, and approve content with the help of other internal marketing stakeholders.
A village is needed to raise a child. When it comes to writing spoke content for our main hub page, the same can be stated.
We need to make certain that we are conveying our plans to those session parties that may be engaged.
It’s critical that all of these internal stakeholders understand the importance of search engine optimization across the organization and why we need to coordinate with all of the divisions.
It’s important to do this as soon as possible, in my experience media statistics social, because you never know what red tape you’ll encounter.
When creating new spoke content strategy campaigns content, it’s possible that we’ll need to include:
Writers of spoke content
These are the people who will create the evergreen-spoke content.
We need to keep them informed throughout the keyword research process so they know what relevant keywords we’re aiming for on each content hub’s build page and why.
We want to ensure that each page has focused and distinct keywords, so that the drive content is correctly optimized and does not target the same keywords on each page.
Teams of Product or Design Strategists and Developers
When we publish new free content on our site, we must ensure that all technical and brand design considerations are taken into account.
This is significant because we want to ensure that the development and product teams have enough time to comprehend the hub content’s aim and how the page should be presented.
Because internal linking/site navigation is critical to the hub and spoke content model, we must ensure that it is put up in such a way that Google and users can quickly comprehend the content’s relationship in social media hub marketing and such.
We must ensure that we understand what terminology structure we can and cannot use in relation to the automation software marketing topics.
This is critical prior to publishing and producing the information to read, as we don’t want to be late in releasing this content if legal has questions about it.
4. Keep an eye on the results: Re-Optimize and Share Your Successes
After all of your hard work, you’ll want to make sure you’re keeping an eye on what’s going on with the new content.
Be sure you have reports set up with your goal keywords and supporting keywords before launching the content.
You can simply understand how your fresh content/keywords are performing by using an enterprise tools social media platform and categorizing them.
Sharing your successes with other team members and executives can help to demonstrate how the hub-and-spoke concept works when done correctly.
We also use our reporting to identify potential learnings and keep tabs on any keywords or content that aren’t doing effectively. This will allow us to re-optimize, consolidate, or examine why the content isn’t working as well as test out different targeted consent keywords.
Don’t forget to brag about your accomplishments drive. Make sure people know when you start ranking for more keywords or your targeted keywords, or when more conversions come in from your own material.
Send out email blasts, ring the office gong, and scream it from the mountaintop! It’s critical to demonstrate to everyone that their hard effort pays off in order to ensure that we can repeat this procedure in the future and that people trust organic marketing.
Showing Google that you are the source of truth for everything about a topic is one of the finest methods to demonstrate relevance and domain authority surrounding it.
That’s why I feel the hub and spoke’s content marketing concept is one of the most effective and natural ways to boost our organic visibility.
Google has never been concerned with search engine optimization or content optimization; instead, they are concerned with providing unique, high-quality, and relevant free information to answer searcher queries.
As a company, we must continue to prioritize the consumer and provide brand content marketing efforts that we would find useful if we were in need of our service sets.
And don’t be discouraged if it doesn’t work right away — SEO is a long-term game, and we need to make sure we’re investing the necessary time and effort. You will eventually reap the benefits of focusing on the customer’s wants and answering their questions.
Using the hub and spoke content, you can demonstrate to your firm how valuable it is to include client feedback into content creation and how this strengthens your overall authority on a topic.