Content Hub Strategy - Overview
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The document outlines the importance of a content hub as a central element of a global content marketing strategy, defining it as a collection of pages focused on relevant topics that engage target audiences. It emphasizes the content hub's role in driving user traffic, optimizing engagement, and bridging gaps between corporate sites and potential customers through informative, non-sales-oriented content. The document also presents case studies from companies like Microsoft and Schneider Electric, demonstrating the effectiveness of content hubs in generating leads and enhancing brand authority.
Content Hub Strategy - Overview
- 1. Content Hub Strategy Why a Content Hub should be at the hearth of your global content marketing strategy By: Giuseppe Caltabiano Prepared for: Date: 22.12.2017
- 2. Agenda • What is a Content Hub • Introduction • Content Distribution Framework • Measurement Framework • Examples of Successful Content Hubs • Big Rocks
- 3. What is a Content Hub - Introduction Content Hub Strategy - Why a Content Hub should be at the hearth of your global content marketing strategy
- 4. Michael Brenner “A content hub is the home of your content marketing efforts. It’s where most of your content lives, and it’s where you drive users. For many brands, it’s their strongest owned channel.”
- 5. What is a Content Hub? A Content Hub is a collection of pages, hosting very different types of content, with focus on particular topics that you have identified as intrinsically relevant for your target audience • A content hub is usually characterised by same brand identity and navigation of the corporate site • Its content focus is informational and engaging • Instead of being sales- orientated as the corporate site, the content hub is more information-led
- 6. Content Hub vs. overall Content Marketing Strategy The case for change Documented Strategy Balance between Global & Local Editorial Board & Content Ecosystem Country personas, buyer journey, content mapping Content hub(s) Content Creation and Design Content Marketing & PR integration Localisation Content distribution Internal comms strategy Measurement Framework & Metrics Optimisation Pilots & Regional Rollout Expand and go global PhasesofContentMarketingStrategy
- 7. Why your company needs a dedicated Content Hub Awareness Preference Purchase Retention & Advocacy Consideration Top-of-Funnel Mid-Funnel Bottom-of-Funnel Post-Sales Here is where a Content Hub plays a key-role, with its informational content, attracting new visitors and prospects Here is where your corporate site pages play a critical role – answering questions of existing clients Begin decision process Identify Business Problems Requirements/RFPs Explore technology options Research Solutions Research vendors Build short list Address ROI Make decision
- 8. Why your company needs a dedicated Content Hub Awareness Preference Purchase Retention & Advocacy Consideration Top-of-Funnel Mid-Funnel Bottom-of-Funnel Post-Sales Begin decision process Identify Business Problems Requirements/RFPs Explore technology options Research Solutions Research vendors Build short list Address ROI Make decision Corporate web pages Content Gap
- 9. A dedicated Content Hub for your company Build authority and credibility in your specific sector Address new global audience which would not be attracted by the web site Helps increase SERP and authority It supports and maximize leadgen company efforts It hosts all new campaign content, CTAs, video, graphics Serves as a pilot and best practice example for local markers It’s a flexible approach and can be easily adapted to your company requirements
- 10. A Content Hub… • Helps build the global brand • Build authority and credibility • Address new global audiences • Serves as a pilot and a best practice example for local markets • Can house globally relevant content • Allows the enterprise to test innovative distribution and inbound tactics before global rollout
- 11. A Content Hub can be • A section of the corporate site (cases: Microsoft Real Stories, Harley Davidson) • A blog (cases: Schneider Electric, SAP) • An independent branded/not-branded content repository (cases: Content Loop by Capgemini, Open Forum by AMEX, GE Reports by GE, Strategies for Growth by Grant Thornton) • A landing page (not recommended…)
- 12. How the Content Hub will differentiate from your corporate pages • The content hub and the corporate site are complementary. • The hub will be the destination for visitors in the awareness stage; the corp site will be destination for clients and prospects who are in later buyer journey stages. • The content hub will route new visitors to the corporate site pages • The content hub fills a visible content gap on your site
- 13. Content Hubs boost engagement and conversions 13% Highest converting CTA on Capgemini Content Loop hub vs. 2% industry average 5x Increase on downloads on Schneider Electric Data Center hub 25% % of returning visitors is doubled in 6 months on Capgemini Content Loop hub 1.3x Content drove 1.3x more engagement vs. non content on Aegon site 1.2x Content drove 1.2x improvement on bounce rate vs average Capgemini site 2x Content drives nearly double engagement vs. non content on Motability site CTA CONVERSION MORE DOWNLOADS RETURNING VISITORS ENGAGEMENT BOUNCE RATE ENGAGEMENT
- 14. Content Distribution Framework Email newsletter, search/ keyword strategy and paid channels will drive traffic to the content hub. Social media channels drive optimised traffic flow to the hub from target audience . Big Rock content generates leads and will increase your hub’s authority in your specific domain. In addition, the hub itself will provide a pathway to drive high quality traffic to corporate pages Newsletter Content Hub Traffic SEO Paid LinkedIn shares Twitter shares Other social shares Even more Hub Traffic Downloads or route to corp pages
- 15. Measurement Framework KPIs Details/Comments Tech Reach (Traffic) • Page Views • Page Views by Channel • Unique visitors • Paid Media KPIs Insert notes Insert analytic tools Interaction (Engagement) • Return visitors • Engagement score • Subscribers • New vs. returning visitors • Time on site • Bounce rate • Social shares • Social followers Insert notes Insert analytic tools Action (Monetisation) • SQLs generated • Opportunities influenced • Revenue influenced • Cost per acquisition Insert notes Insert analytic tools
- 16. Content Hub Case Studies Content Hub Strategy - Why a Content Hub should be at the hearth of your global content marketing strategy
- 17. Case Study #1: Microsoft Hub Project: Real Stories of Digital Transformation Campaign (Microsoft, Q4/2016) The Real Stories of Digital Transformation campaign focuses on how Microsoft customers are achieving a competitive advantage for the future through digital transformation. These stories utilize a content marketing approach to feature the customer as the visionary hero helping to transform their organization and industry. Audience: Business Decision Makers (BDMs), IT Decision Makers (ITDMs) Core Asset: Written Customer Story (Microsoft in Business blog and Evidence piece) Supplementary Assets: Social Content, Creative Asset (infographic, SlideShare, video, interactive, OneNote, Sway), email, newsletter, image bundle (social & blog) 2nd most-viewed blog post Jan. 2017 As of Feb. 01, 2017, Stetson University story ranked 16th in page views within /Enterprise. 70,296 clicks/views 27% conversion rate As of May 01, 2017, paid and earned media Continued/Conversion Actions are 815% to goal, exceeding their benchmark by a landslide. Stories of Digital Transformation
- 18. Case Study #2: Schneider Electric CONTENT HUBS 2 5XMORE LEADS Project: Content Hubs (Schneider Electric, 2015 | 16) Before going live with the implementation of the global content marketing strategy, two content hubs were designed, the first focusing on B2B and the second on B2C content, with the following objectives: • Serve as a best practice example for local markets; • Build the global brand for Schneider Electric Corporate; • Host content supporting corporate campaigns • Allow the enterprise to test innovative inbound techniques before the global rollout. Using the two content hubs, Schneider Electric launched the first big rock pieces of content on specific IT subjects like edge computing, Internet of Things, and cloud. Targets readers are the very early stage of the buyer journey, and the blogs were the perfect destination. Schneider capitalized on that momentum by setting up a newsletter and shoring up SEO. The final piece of the pilot was to invest in paid distribution to sustain the growth. 5X more leads Content hubs led to 5 times as many leads and marketing generated opportunities as traditional marketing campaigns. Data Centers, Power & Cooling Solutions
- 19. Case Study #3: Capgemini • Capgemini opened Content Loop with the goal of attracting high quality C-level visitors, inform them and route them to the Corp site. • After one year the hub exceeded most of the KPIs, especially in term of conversions and engagement. Content Loop
- 20. Case Study #4: Adobe • Carousel with featured articles at top of homepage. • Articles grouped by “features” and “interviews” and “opinion” rather than by topic. • Predominantly listical • Social shares scroll with reader as they go down each article. • Newsletter subscription CTA on every article, but at the bottom out of sight. CMO
- 21. Big Rock content Content Hub Strategy - Why a Content Hub should be at the hearth of your global content marketing strategy
- 22. Jason Miller, LinkedIn “A Big Rock is a substantial piece of content based on the idea of becoming the definitive guide to a conversation that you want to own.”
- 23. THE BIG ROCK VIDE O MADE FOR SOCIAL VIDEO SOCIAL MEDIA EVENTS COVERAGE FEATURE ARTICLES BLOG POSTS CONTENT HUB INFOGRAPHI C INFLUENCER MANAGEMEN T SOCIAL MEDIA MANAGEMEN T
- 27. SCORCH is the go-to agency for content marketing, interactive and brand strategy for some of the most prominent corporations in the world.
- 28. SCORCH IS A PASSIONATE GROUP OF INNOVATIVE THINKERS, DOERS, ARTISTS AND STRATEGISTS WITH PROVEN SUCCESS IN DEVELOPING DISRUPTIVE CONTENT FOR THE TECHNOLOGY INDUSTRY AND OTHERS. An agile team with enormous capacity, we’re able to quickly respond to the needs of the modern marketplace. SCORCH IS A PASSIONATE GROUP OF INNOVATIVE THINKERS, DOERS, ARTISTS AND STRATEGISTS WITH PROVEN SUCCESS IN DEVELOPING DISRUPTIVE CONTENT FOR THE TECHNOLOGY INDUSTRY AND OTHERS. An agile team with enormous capacity, we’re able to quickly respond to the needs of the modern marketplace.
- 29. OUR APPROACH TO CONTENT MARKETING RESTS ON WHAT WE BELIEVE ARE THE THREE CRITICAL ELEMENTS LEVERAGING THESE ELEMENTS TO APPROACH YOUR CONTENT WILL PREPARE YOUR BRAND TO LEAD CONVERSATIONS AND CHANGE PERCEPTIONS IN YOUR TARGET MARKET. HEAT AUDIENCE INSIGHT FUEL CREATIVE DELIVERABLES OXYGEN ENGAGEMENT
- 30. CONFIDENTIAL
- 31. THANK Y U Saint Louis 3010 Locust Street, Suite 102 St. Louis, MO 63103 Londo n 14 Great Chapel Street London W1F 8FL Lisbo n Av. Dr. Francisco Sá Carneiro 5- 6A 2780-241 Oeiras Portugal Singapor e 198A Telok Ayer Street Singapore 068637 scorch.com
Editor's Notes
- #10: Helps build the global brand Build authority and credibility Address new global audiences Serves as a pilot and a best practice example for local markets Can house globally relevant content Allows the enterprise to test innovative distribution and inbound tactics before global rollout