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Hubs & Spokes: The New No. 1 on Your Marketing To-Do List?

05.12.2023

SEO, traffic, and leads: The Hub and Spoke Model emerges as the all-around solution in Content Marketing and can be utilized for various marketing goals. Discover what lies behind this promising concept and why the Hub & Spoke Model is essential for your B2B communication.

The ABC of Hub & Spoke – Basics Overview.

The Hub and Spoke model is a strategy for developing and disseminating content. It revolves around a central 'Hub,' acting as a focal point for a variety of topic-specific content pieces known as 'Spokes.' Typically, the Hub is a comprehensive content piece, a central topic page, or a collection of assets that are complemented or expanded upon by the Spokes, focusing on specific aspects.

B2B Meets Hub & Spoke: A perfect match.

The Hub and Spoke model is tailor-made for B2B, facilitating the presentation of complex topics in a structured and visually appealing manner. Through detailed and in-depth content in the central Hub, B2B brands can demonstrate their expertise. Simultaneously, B2B companies can enhance their reach across various channels with more easily consumable Spokes. Moreover, the model offers flexible opportunities to target and achieve diverse marketing objectives.

A group of young people are sitting together on a bench in the open air, each staring at their own smartphone. Some of the young people are wearing yellow jackets or accessories. Blurry green treetops can be seen in the background. | © wob AG
Hub & Spoke ©wob AG

SEO Boost: Building Authority with Hub & Spoke.

Search engines love authority and reward websites with top rankings that demonstrate extensive expertise. The approach is straightforward: to prove your comprehensive knowledge on a topic, start by publishing it.

The Hub and Spoke model employs a proven SEO strategy known as keyword clustering. The Hub provides content focused on a broad Short Tail Keyword, while the Spokes cover specific Long Tail Keywords – a strategy particularly fruitful in B2B. For example, a manufacturer of packaging technologies might centralize packaging machines in the Hub, while Spokes delve into sustainable packaging solutions, suitable packaging formats, or comparisons of various packaging materials – diving deeper into the topic.

Due to the thematic coherence and interlinking of all content, numerous links are possible – not only between Hub and Spokes but also among the Spokes themselves. This not only impresses search engines but also engages users who delve deeper into the topic through jumps. Ultimately, B2B brands are remembered by users as a source of reliable and valuable information.

Thanks to Hub & Spoke for more Traffic & Leads.

For those looking to promote a lead generation content piece, Hub-and-Spoke can also be utilized. In this approach, a whitepaper, guide, or similar content piece serves as the Hub of communication. Here, the Spokes not only provide additional content but also drive attention to the Hub through various channels such as newsletters, social media postings, webinars, and more.

This interpretation of the Hub and Spoke model clarifies the interdependence of its elements: while the Hub ensures all Spokes share a common ground, the Spokes generate significant traffic for the Hub.

Our conclusion: Hub & Spoke takes your B2B communication to the next level!

From increased reach and leads to higher rankings and boosted traffic: the Hub and Spoke model is a comprehensive toolkit in content marketing, making it particularly appealing for B2B companies. Its structured approach effectively communicates even the most complex B2B scenarios in a clear and engaging manner. If you haven't already utilized it, consider adding it to your 2024 to-do list.

Looking to optimize your content strategy and seeking a partner with the right expertise? Get in touch with us directly!