You’re ready to go to market. Put your branded content hub in front of the people who are most likely to become your customers to start a conversation. Your challenges are twofold:
- Convince editors to publish stories about your launch.
- Find an affordable advertising platform that targets your market.
Your content marketing strategy should include examples of earned and paid media. This said, it’s the media that you own — your owned content — that must be at the center of your marketing activity.
Owned content includes your website, social media channels, blogs, webinars, brochures, and more.
Why A Branded Content Hub?
How do you build your customer audience in an over-saturated media market? The answer is a branded content hub that features the events, articles, videos, and more that people will talk about. It’s where your advertising partners and influencers will send their audiences.
Search engines are not typically interested in driving traffic to your website, products, and sales pages. This makes content marketing with owned content all the more important in order to achieve your goals. Create your content with search engine optimization (SEO) tactics in order to build authority and trust with the search engines — and your audience. When you concentrate your articles, videos, and events, the authority and trust that your content hub gains spills over to your commercial pages. As a result, search engines are more likely to drive traffic to your website.
A great SEO strategy will help you create content for the roughly 20 percent of people who will find your business through organic search and paid promotion. Your strategy will also provide the context for the people you meet through personal networking.
Prospective buyers are more likely to check out your brand on the web before they follow up with your sales team. Therefore, make sure your content is interesting and valuable to people in your customer audience as well as their search engines.
Branded Content Hub: Your Media HQ
Built on a technology platform, your branded content hub will:
- Bolster audience engagement with news and trends.
- Exchange thought-leading views at an industry or category level.
- Provide your audience with opportunities to watch relevant videos, read articles, sign up for webinars, and register for your events.
- Download helpful premium content.
- Earn authority and trust with search engines.
Content hubs are typically smaller than corporate websites, but larger than a blog with various kinds of content. The key differences between a branded content hub and a website or blog include:
- Experience-Rich: A branded content hub uses a media property approach to production.
- Outcome Focused: Your multimedia content must provide information for your audience that will achieve an outcome in line with your business goals. In other words, think like a publisher.
- ROI-Generating: Unlike a traditional media outlet, content hubs focus on the value of a new lead for your sales pipeline. You may also place a value on customer audience retention.
As an example, Publio’s content hub incorporates blog posts, links to resources we offer and featured videos.
The key to successfully designing your content hub is to tie all sources of traffic into your marketing automation and customer relationship management (CRM) systems. This will create a feedback loop that will allow you to establish your ROI, as well as data that allows you to improve.
A Content Hub Primer
Publio has written a book about the value of owned media. Own Your Content: A Content Hub Primer is an overview that will help you:
- Define your ROI model.
- Develop your strategy.
- Align your team with your north star idea.
This illuminating and practical book is free to download. Own Your Content provides a roadmap for brand teams, agencies, and entrepreneurs to create impactful content, attract new customers, and drive revenue on a sustainable basis.