You’re ready to go to market. Next step: 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 will include these examples of earned and paid media. However, 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?
The question is, how to build your customer audience in an oversaturated 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 send their audiences.
Search engines are not typically interested in driving traffic to your website, products, and sales pages. This fact 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. Now 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.
After all, folks are more likely to check out your brand on the web before they follow up with your sales team. So make sure your content is interesting and valuable to people in your customer audience, as well as their search engines.
Branded Content Hubs: 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:
Richer experience: A branded content hub uses a media property approach to production.
Achieve an outcome: 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.
Generate a return on investment (ROI): 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.
The key 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
I wrote 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 for a limited time. “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.