The Content Hub

One timeless approach to effectively disseminating content and leveraging it for a host of marcom benefits is what our team calls a content hub, which involves creating a centralized repository for all externally-facing high value content. A content hub acts as a resource-rich supply of helpful, useful content that’s syndicated across multiple channels (i.e., social media, SEO, website, email marketing, etc.) to educate and add value to your key stakeholders. It promotes engagement and knowledge sharing.

When evaluating your content marketing strategy, education, nonprofit, healthcare, and animal health organizations should consider the magnifying effect of the content hub. It encompasses creating concise summaries of your content to ensure uniqueness, then strategically distributing them across such platforms as social media channels, emails campaigns, and blog posts (on your website). This ensures your messages reach a broader audience, effectively engaging diverse segments and maximizing your content’s impact. Incorporating the content hub model and its inherent synopsizing and syndicating practices can be game-changing strategy for your organization.

This process streamlines content management while strengthening visibility and engagement, ensuring your “business” grows its thought leadership and influence.

Using Social Media & Emails to Drive Website Traffic

By posting an article on your website’s blog and sharing synopses on your social platforms and in email campaigns, you can drive traffic to your site for those interested in the complete or entire article. This is a smart way to make your site a valuable resource to your target audiences. Don’t forget to ensure all content is original and non-duplicative.

Effective Optimization Enhances Visibility

We all know, search engine algorithms favor quality content – content that offers real value (as we hope this article does). Due to the magnitude of their followings, Google and Bing also favor social media sites, which can help you dominate search results for your name and associated key phrases that matter to you. The Power of B2B Social Media, by Chris Rosica, speaks to the many benefits of social media that many often overlook.

Optimizing articles with key words/phrases, building links to them, and sharing on social media, can help your content appear higher in search results. We also recommend optimizing online news releases and posting on wire services like PRWeb to further SEO efforts. And, for our nonprofit clients, we always recommend having a seasoned SEM person manage their Google Grants programs to further drive qualified website traffic.

Influencer Marketing is Still In

Influencer marketing can also help syndicate your unique content. Utilizing and strategically engaging with influencers can help organizations connect with their followers to amplify your co-created messaging to build your influence and reach. Particularly when its non-paid, influencer marketing can be a relevant, authentic route to growing your audience with like-minded individuals, corporations, and NGOs. It can build community and engage followers.

As you can see, a content hub can go far to enhance your online visibility, credibility, and perceived value. Thought leadership, both for organizations and their C-level executives, results from this PR content strategy. A smart approach we urge our readers to employ.