Page 41 - The Ultimate Guide to Content Marketing
P. 41
The Pros of Building
Your Content On Your Website
There are major advantages to creating a Streamlined analytics
content hub on your website. It’s like doing Your content hub will give you a lot of ana-
a home extension project versus building lytics as it tracks the way users interact with
a separate ADU on your property. It’s easi- your hub’s content. When it’s an extension
er, more streamlined and it’s connected to of your corporate website, this data can be
your products or services. streamlined with your other website data,
giving you a clearer picture of your audi-
SEO ence instead of having to differentiate be-
This advantage works both ways. The dy- tween the two different sources of content
namic appeal of your hub’s media mix will data – and possibly, different buyer seg-
boost your website’s SEO. At the same time, ments (unless that’s exactly what you are
you won’t have to start from the ground up going for).
to generate traffic and optimize a separate
site for your content hub because your web- On-site hubs elevate the overall website,
site’s users can stay on your site to explore making it a greater source of value for your
the hub. buyers and a more attractive destination.
With smaller companies or if your hub is
Lower resource commitment clearly aligned with the ideas, value prop-
With limited resources, it’s a lot easier to ositions, and has the same SEO and target
build upon the website you already have market you’re appealing to (and learning
than to create a standalone hub, promote about through analytics), building your hub
it, optimize it, and make it into its own worth- as just one more destination on your website
while online hot spot for your audience. This makes a lot of sense.
makes building onsite appealing to smaller
businesses who don’t have the resources to REI’s content hub is an excellent example of
create and cultivate a separate online en- a successful onsite hub.
tity.
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