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.





                                                             41
   36   37   38   39   40   41   42   43   44   45   46