Page 43 - The Ultimate Guide to Content Marketing

The Pros of Building

A Standalone Content Hub

As practical as building your content hub better control the way visitors interact with

on your site is, there are situations where it your content.
makes more sense to create a standalone

content hub. To differentiate sales and content
When your content hub is all about estab-

When your big company is also slow to lishing industry authority, it can be smart to
adapt make a standalone hub. This allows you to

Depending on your organizational structure, keep the sales pitch a mile away from the
keeping your hub separate may be a smart- thought leadership articles, content creat-

er strategy. For example, in larger compa- ed by your employees, curated content,

nies where there is a lot of red tape to make and other content that is focused more on
anything happen to the website, it may be the message than the actual company.
wiser to let the content marketing team

work at its pace to build an unfettered con- To reach a new or specific audience
tent hub. A separate microsite gives your content

marketing the ability to take off in a new
When your hub itself is too big and exciting direction because it’s some-

One of the reasons to build a hub for your what removed from the brand’s online cor-
content in the first place is it improve the cus- porate base. This also makes it a smart move

tomer experience. Hub visitors can quickly if you want your hub to cater to a specific
access the information they want and can buyer segment.

see, at a glance, related content they may

be interested in. If your hub is loaded with The Hartford Financial Services has a dedi-
different types of content, combined with cated content hub for targeting small busi-
different landing pages to pick up subscrib- ness owners. SmallBiz is packed with helpful

ers, event registrants, webinar sign-ups, pod- articles on topics small business owners and

cast followers, and more, then your hub entrepreneurs would be interested in, as well
may need a home of its own. This allows you as a SmallBiz podcast.
to create a better user experience and to

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