Sites with high engagement and low bounce rates likely have plenty to offer for a business’s potential customers. When someone visits your site, you want to make sure that you supply them with as much information and relevant resources as possible. With the right content, you can showcase how your services or products can provide value to your customers based on their interests or issues that they’re experiencing.
Having the right type and quantity of content on your website doesn’t really mean much if it’s impossible to find. That’s why content hubs can be a beneficial addition to every business site. We’ll give you the rundown on everything you need to know about content hubs. We’ll discuss what a content hub is, why your business should have one and how you can create one for your site.
What is a content hub?
Let’s define what a content hub actually is. A content hub refers to a collection of content on a site that centers on a specific subject. It’s organized in a way that allows people to dive deeper into a particular topic by exploring the subtopics that stem from it. A hub can contain many different types of content, such as articles, informative videos, eBooks, and interactive tools, such as quizzes.
Content hubs are curated by starting with a primary hub page about a broad subject with subpages that branch off of it. For example, if you’re a healthcare facility, your content hub could include a hub page about viral infections, with subpages for the common cold, influenza and chickenpox.
Effective and engaging content hubs also have internal linking, allowing users to jump to other relevant content, boosting important metrics such as session duration and conversion rate.
Why should your business’s site have a content hub?
Content hubs are a tool that has been used by more than 60% of the top B2B content brands. And for good reason.
While a content hub can provide an organized structure to your site, its benefits go beyond that. A content hub can bring value to both your customers and your search engine optimization that can boost your conversion rate and revenue.
Your business should have a content hub because it can:
- Help users narrow their research for better decision-making and problem-solving
- Boost your authority and relevance for search engine algorithms
- Improve your search traffic due to high search engine result page rankings
- Increase user engagement as they navigate further into the hub
- Boost visibility because content can be found at every point in the user journey
- Improve user experience due to user-friendly navigation
- Create link authority from contextual internal linking
- Allow you to reframe and optimize older content for a targeted audience
How can you create a content hub?
Now that we’ve talked about the basics of content hubs, as well as why you should have them, it’s time to put them into action. Creating a content hub is a multistep process that is likely led by your web management team.
Here are steps that you can follow to create not only a content hub, but an effective one that brings you lead conversions:
- Pinpoint the best location — The location of your content hub plays a critical role in your engagement and user experience. Use heatmaps to see where your users often look on your site.
- Figure out the hub topic — What is the main topic that you want to be seen as an expert in? Analyze your target demographics and use keyword research to find the overarching topic that every subpage will be based on.
- Choose subtopics — Time to get more specific. Use keyword research to figure out subtopic clusters that will provide more in-depth information from your main topic. For example, a physical therapy clinic’s topic can be “pain management,” and the subtopics can be different areas of pain throughout the body, with each having content explaining pain management techniques for every part.
- Organize new and existing content — Determine how current content in your database can be repurposed for the content hub. Then you can see the gaps in information to determine what content still needs to be created or added.
At BURG+CO., we understand the role that a content hub can play in boosting your metrics and contributing to your growth. That’s why we will be by your side throughout the process, ensuring that it’s as optimized and comprehensive as possible.
Want to engage with new visitors on your website with a content hub? 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, this is what we specialize in at BURG+CO.
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.
