In 1955, Delta Airlines pioneered the “hub and spoke” model that revolutionized transportation logistics.
Now, almost 70 years later, we’re using this very model to describe the path of a brand’s consumer-conversion cycle through digital marketing.
The Hub and spoke model arranges service delivery assets into a network that consists of an anchored establishment (hub) and an array of services, complemented by secondary establishments (spokes).
Essentially, the hub and spoke model in content marketing allows you to visualize the pathways of your content from a centralized “hub” (your website/blog) to various decentralized outreach channels (spokes).
Here are the 4 steps that you can use to create an effective “hub and spoke” model within your business!
Likely, you’ve already taken some of these steps inadvertently due to various other organizational needs, such as the creation of your website and “hub!”
Which brings me to step 1!
Step 1: Create a Hub
Without a hub, what do you expect to drive traffic towards?
There is essentially one absolute necessity for creating a hub, and it is this: Your hub needs to be OWNED media.
Owned media is media that you and your business have direct control over.
The reason this is important is because creating a hub on external resources and marketing channels leaves your brand susceptible to the rules and/or softwares that often change.
Centralizing the Denison Success Systems hub on our YouTube channel for example (Join us here!), leaves us susceptible to the shifting SEO qualifiers and changing softwares.
This leaves the potential risk for changing SEO preferences to leave our content un-optimized.
We obviously don’t want this! And having the ability to own our media protects us from that very outcome!
Step 2: Develop Distribution Channels
Now that you’ve established a central hub (that you own completely) next you can begin to develop your various other distribution channels off of that hub!
Setup your social media channels, youtube channels, or any other promotional aspects that you’ll use to place your content in front of the eyes of your intended audience!
Keep in mind that your content can transform to occupy various promotional channels!
The blog you create can become a script for a youtube video, of which the audio can be pulled and converted to a podcast!
Still images from the video can even produce good instagram photos or photos for advertisements and much more.
The possibilities are endless as long as you have some good creativity!
Step 3: Optimize Content
Once you have content to promote, you’ll want to be sure that you optimize that content for SEO.
SEO, the big buzzword surrounding organic traffic on the web, stands for Search Engine Optimization.
SEO is essentially the ranking of your content in search results, the higher the ranking, the more traffic will be sent to your website or offering.
We want that!
To optimize for SEO, you’ll have to keep a few things in mind.
As a very basic overview (we can normally write full BOOKS on the subject, and HAVE) Keep the following things in mind.
The largest things to keep in mind for SEO are these:
Crawl-ability of search engines: So they can notice and rank your site in the first place!
Keyword Optimization: To attract searchers and relate your content to a searched topic.
Website User Experience: To ensure that the user who is consuming your content is enjoying their visit and is having a stress-free time when navigating your site.
Title, URL, Description: To further enhance keyword search as well as increase the CTR (click-through-rate) for your site or content.
Schema Markup: To stand out in SERPS (Search Engine Results Pages).
Like I said, we can take HOURS discussing these points, and we often do! Fun! Isn’t it?
Alright, leave it to us!
Step 4: Gather Backlinks and Earned Media
Just because content marketing is typically a long-game strategy does NOT mean that you just have to sit idly by!
Be proactive in your content marketing strategy by promoting your content, earning media publicity, and gathering backlinks.
A backlink is a signal to search engines that your site is authoritative and reliable with content that is promoted by other sites.
This is what is typically called earned media, it is media that you earn by posting relevant and quality content that other influencers SHARE with their audience.
Earning media is almost always a good thing, just keep in mind that your earned media should be promoting you to an audience that is relevant to your target audience, otherwise, the only thing you’ll get is a backlink. (which isn’t a bad thing in it’s own right!)
In other words, work to be proactively guest-posting, guest-blogging, post guest-videos, and build industry relationships to reference!
These things will help you earn good media!
Stop Thinking Start Doing
The hub and spoke model may sound rather confusing or a little difficult given that each step is made up of a majority of other steps.
We get that it can be awfully confusing, but oftentimes, taking some small calculated actions each day will help produce big results.
Chances are, you already have a website for your owned media as the “hub” of your model.
Next, all you have to do is choose which channels to promote content through, optimize the content, and try and get publicity!
And if you’re tired of doing that, or don’t know exactly how, we’d love to help!
Thank you for reading, and go produce some awesome content using the Hub and Spoke Content Model!
To learn more about us and what we can offer, go HERE!