Hub and Spoke content marketing is a content marketing model in which you publish content and then create multiple pieces of branching content that you use to target specific types of customers.
You may have one piece of content that serves as the hub and other articles that you use to address objections, concerns, or other questions that potential customers have. These secondary pieces are the spokes.
When used in content marketing, the Hub and Spoke model is a common and practical approach to ensuring that all of your prospects and customers have the information they need to make an informed decision.
An example of a business that provided email marketing services could create a hub on email marketing. This hub page would have a summary of the main features of email marketing, including topics like subject lines, segmentation, newsletter design, and re-engagement strategies, to name just a few. Each summary links out to other more detailed aspects of the subject matter where the prospect can learn more.
A hub page is a page that organizes information around a particular topic. The content on a hub page should be very in-depth and cover a wide range of issues related to that topic. It’s a great way to increase your site’s authority and relevancy.
Spoke pages are content that answers specific questions or addresses a particular topic related to the hub page.
To create a hub and spoke strategy, follow these steps:
The first step is to identify the topics you want to cover on your site. You can either look at the most popular pages on your site or look at the issues you’re the most passionate about.
For example, suppose your keyword for your hub is “vacation.” This keyword gives us a good idea of the topics we want to cover on our site. We can then take this information and use it to create our hub page.
The second step is to find relevant content that you can use to create your spoke pages, such as vacation destinations. When you have a good idea of the topics you want to cover, the next step is to find content that can be used to create your spokes.
The spoke pages are similar to the hub page. You’ll use a different keyword, but they should all be related to the hub page. As you may have guessed, the spoke pages are the “spokes” in the content marketing wheel.
If you want to get the most out of your hub and spoke content, then you need to make sure it’s valuable to your readers.
Say you have a hub page devoted to data analysis. Ask yourself, “How will my readers get value from this article?” If you can’t come up with an answer, it might be a good idea to reconsider your topic.
Second, you should ask yourself, “Is this content helping my readers to achieve their goals?” If not, it’s not worthwhile, and it won’t attract traffic and readers.
You can’t build an effective content marketing strategy without a solid foundation of detailed keyword research. Keyword research helps you find out which topics your target audience cares about and searches for.
Without it, you won’t know what your spokes and hubs should be about and which long-tail keywords to use with them. Use a keyword research tool or partner up with a reliable digital marketing agency to help you determine which topics and queries your target audience is researching on the search engines.
You are probably wondering where you will find the time to create a comprehensive hub and spoke marketing strategy that can do your business justice. Fortunately, we are digital marketing experts who can help with all aspects of your content marketing strategy. Give us a call to find out more today.