Content Marketing Hub and Spoke

The first important concept in content marketing is what we call the Hub and Spoke strategy.

Catalysed by the onset of social media, Search Engine Optimization (SEO), emails and other channels, the Hub and Spoke strategy is commonly adopted by businesses which leverage heavily on their digital marketing activities to drive customer traffic and leads.

You can break this down into two components:

The Content Hub of your business which is essentially a home base for your content to spring out from. This normally takes the form of a website, blog, or hybrid website/blog.

The Spokes which are the online platforms where you reach out to your audiences using content as a “bait” to draw them to your content hub. These could include photos on Instagram, Facebook posts, LinkedIn posts, tweets, YouTube videos, emails, and others.

This can be visualised by the diagram above.

Often, your content hub sits on your company’s website, and can be visualised as a “home base” where visitors from multiple channels (ie “spokes”) like Facebook, Twitter, LinkedIn, emails or WhatsApp converge to read, view or listen to your content.

The key thing here is to use your content to improve your brand reputation, educate potential customers, or convert them.