Content, content, content. Digital marketers have been told over and over that content is the basis of digital marketing plans. There are plenty of good reasons for that.
One reason is that digital marketers know that content goes beyond blog posts and webpages. It also covers rapidly growing types like video and images. Another reason content is so important is that it is what search engines look at and list as results when users search a keyword. A growing trend in content marketing is to create content hubs, and there are several examples of hub content that businesses should be creating regularly.
So what is a content hub, exactly?
Think about the idea webs that you probably learned to make in school. Your main topic went in a central bubble, and subtopics went into smaller bubbles linked to it. That’s basically what a digital content hub is. Content hubs are digital creations that are organized around a specific topic or subject. In turn, this topic or subject is supported by:
- Pillar content — This content is designed to give a high-level overview of the chosen topic or subject. Pillar content often takes the form of long-read articles or centralized core pages depending on the website.
- Cluster content — More in-depth information about your broader topic or subject is provided by cluster content. This type of content can take the form of blogs, images, videos, infographics, etc.
Three examples of hub content your business should be creating regularly
The assumption here is that you have already established a content hub with effective pillar pages. Once you have done that, creating cluster content regularly is vital. There are several types of cluster content you should be creating regularly for your hub. These include:
- Blog posts — Blog posts are a highly utilized digital marketing tool. One HubSpot study reports that 89% of content marketers included blogs in their content strategies in 2020. Blogging leads to results that grow over time. This means updating old content and introducing a steady flow of new content are vital to continue growing your results.
How regularly you should be posting blog content varies. For small businesses seeking to increase organic traffic, a posting schedule should include three to four new blog posts per week. Larger businesses may want to post four, five or more times per week.
2. Videos — Another example of cluster content you should regularly be adding to your hub is video content. It is unlikely that you are unaware of how huge digital video content has become, but you may not know the extent of its growth.
A 2021 HubSpot study reveals that videos have surpassed blogs and infographics as the most commonly used content marketing format. Why is that? It could be because 239 million Americans watched digital videos in 2020. Your business can take advantage of this huge audience by regularly posting new videos to your content hub. Just make sure you are optimizing your video content’s SEO.
3. Social media posts — Social media posts are a third example of cluster content your business should be adding to your content hub often. But, wait. Are social media posts considered hub content? They are. Your posts can connect to your content hub via social media platform links.
These links act as a two-way street. People can navigate to your social media posts from your content hub, or they can navigate to your content hub via links in your social media posts. This means regular social media posts can help expose your business to millions of potential customers, such as the 2.6 billion people who use Facebook every month.
Want to create effective and regular hub content? Burg & Co. can help
Increasing traffic to your website plays a role in increasing conversions and leading to new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, Burg & Co. with a variety of specialized digital marketing services, including content marketing.
Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a complimentary consultation.