What is content marketing and how does it work
What is content marketing and how does it work? What is content marketing?
Find out more about the hub and speaker concept in content marketing and how it works to enhance organic exposure and relevance. Have you ever begun to read on a certain subject and ended up with an entirely new set of profound knowledge three hours down the rabbit hole? This might be more prevalent now, whether you look at a show on Netflix or browse on TikTok constantly, but it’s also great for a strategy of content.
It will be tough to include all important material on one page while generating topical content. This is where the implementation of a model for the marketing of content is helpful. You may have heard of (or been utilising) similar models, such as the pillar content model, where you utilise additional material to promote a bigger asset, or use keyword clusters to design content aimed at searchers with similar intentions.
The hub and speak concept is unique in that it provides a means to generate material around a wide subject in a concentrated manner. It is a good approach to not only become more relevant about this subject but also to boost keyword ranks, traffic and downstream metrics, such as conversions, managers and sales.
The implementation of a hub and spoken content strategy for a customer recently led to:
- 328% increase on page 1 of keywords.
- 741% increase on page 2 of keywords.
- Ranking #1 on our chosen hub page keyword.
You will discover what it is, how it works and a 4-step method to make your own hub and material spoken in this column. What is a Content Marketing Hub-and-Spoke Model? Think of a wheel and all the speeches from the centre. The hub is the key issue we aim to build more authority and rank better. The speeches are all the supporting information relevant to our primary topic, which will enhance our Google authority.
From the standpoint of keyword research, we may conceive of it as:
- Hub: Targeted high-volume keywords (usually transactional in nature). Search engine optimization (SEO) services, for example.
- Speech: Lower loudness and longer tail/keywords support (usually informational in nature). For example, material that explains what SEO is and how it may help you.
The major objective of the hub and speech model is not only to raise the ranking of your keywords around the issue but also to increase the ranking of your core hub subject ideally in the first place.
Why is SEO and Content Marketing the Hub and Speak Model important?
Three of the primary ways in which the model is useful to content marketing and SEO are:
- It establishes authority for a topic with more relevant material.
- Increases the overall keywords that we classify.
- It produces and leads more organic traffic.
The greatest method to gain authority around a particular issue is to demonstrate Google that you know what you’re talking about and that you’re the right resource for it. The hub page will probably be one of our most important services/companies. It is vital that we think hard about what our content is to make sure that it is the most significant.
In content marketing, the hubs and speakers approach requires a lot of effort and resources to ensure that we get it properly. Here I hope you can cut part of the learning curve.
What works the Hub-and-Speak Model?
The hub-and-speech concept works by producing more content in one of our companies or services. The more relevant we have on our site, the more we will get linked to by Google and the user. Most of the hub-and-speech contents that we write are centred on information or comparative evergreen content.This is important because even if the consumer is still not prepared to convert, they surely remember where they read about a subject when they learn. This makes them more likely to return to our website and subsequently convert.
Let’s learn about the many stages that we may take to get this off the ground.
4 Step Content Process Hub-and-Speak
- Keyword Research to understand the landscape of search demand I’m a strong believer in research using keywords.
It’s a restaurant table bread and butter. It is extremely essential before you start your meal – or create a landing page or piece of information in this situation. Without researching keywords, we cannot grasp what the client is looking for about our subject.
The hub and speak approach can function only if the consumer needs the subject and we have to deal with it on our site. Since we cannot generate demand, this research must be carried out in order to match the voice of our customers. By researching keywords, we begin to discover the content gaps and potential in what currently exists.
In addition, one of the greatest methods to gain additional insight into content resources is to demonstrate leaders what material our rivals write about and how much exposure we lack. After your keyword research has been completed, fun can begin.
- Decide what topics you want to write about
There are several approaches to prioritise material depending on the keywords we have researched. Line of business/service
“Do we provide this service/product? Ask yourself. “If you don’t, it may not be important to start creating content.
Ask, is this our key audience’s most crucial service? If you have many distinct services, begin to write your company content around the audience.
Keywords High Search Volume (MSV)
Are there high search volume phrases that we lack content? This is one of the easiest methods to give priority to content since you can easily observe the lack of exposure (search volume).
This is the best method to demonstrate managers how much traffic you may receive by ranking better for certain keywords/topics. Competitive gaps in content
Do our rivals considerably outweigh us for keywords? How much content are they on the subject?
This is an unambiguous manner of prioritising the themes that you would wish to write, as if your direct contestants are ranking for keywords.
Note: You may probably uncover new emergent and organic rivals while conducting this keyword analysis. Don’t ignore them! Do not ignore them! This is a wonderful method to find out what material you would like to produce, since consumers might wind up clicking on them in place, even if they’re not your direct rivals. At the end of the day, you are the company’s expert in the services/products you sell and what you can do.If we are in the plumbing sector, we should probably not write material on making charcuterie boards. Make sure that you choose relevant information for your audience but are not too limited as the aim of the hub and speaker model is to produce a large amount of content around this subject.
- Writing, designing and approving content with other internal stakeholders
A village needs to raise a child. The same may be stated while producing content for our primary hub page. We need to ensure that we communicate what we aim to accomplish with all the other parties. It is vital to ensure that all these internal people realise how important SEO is in the business and why we must plan this with all divisions. My experience shows that it’s preferable to do this sooner because you don’t know what bureaucracy you can face.
If we write fresh material, we may need to include:
Writers of Content
These are the authors who write the evergreen material.We must ensure that they are in the loop during the keyword research stage, so that they understand the keywords we aim to target on each page and why.
We want to make sure that on each page we have focused and distinct keywords so that this material is appropriately optimised and does not target the same keywords on each page.
Teams of product or design strategists/dev
When new material is available on our site, we must ensure that all technical and design considerations are taken into account. This is crucial, since we want to ensure that the product team has time to grasp the purpose of the content and the formatting of the page. Since internal link/ site navigation is crucial for the hub/speaker model, we need to make sure that the relationship between the content is easily understood by Google and the user.
We must ensure that we know which language we can and can’t tell about the subjects. This is important before we publish and write the material, since we want to ensure that we do not wait in bringing the information to life when legal problems arise.
- Monitor results: share your winnings and optimise them again
You will want to ensure after all this hard work that you monitor what is occurring with the new material. Make sure that you have a report set up before the content starts with your target keywords and phrases. You may simply understand how you perform utilising a company platform and classifying your fresh content/keywords. Sharing your achievements with other team members and executives might be beneficial to show how the hub-and-speak model works when it’s appropriate.
We also use our reports for possible lessons and may maintain a pulse on terms / content that are not good. This allows us to re-optimize the contents, condense them or evaluate why they do not work and test other specific keywords.
Don’t forget about sharing your wins. Make sure people know when you start classifying for additional keywords or your keywords or when there are more conversions from your speech material.