If your brand is still publishing blog posts based on current trending topics, you’re doing content marketing all wrong. Following news trends as part of your digital marketing strategy is fine if you want flash-in-the-pan success, but won’t do squat for your brand over the long haul. Sure, you might get drive-by content consumers checking out your blog, but they’re not likely to turn into profitable customers.
Brands prioritizing news and trend watching over content hubs meant to be of service to their target customers are going to find their content marketing efforts offer little ROI (return on investment). Yes, you read that correctly. Let that thought sink in for a minute while you sheepishly think about your current digital marketing strategy.
If your content team is pushing out blog posts like a busy barista at a Starbucks café, chances are good they’re not being given enough time (or money) to create quality, in-depth posts packed with helpful, sales-inducing information. Many of today’s well-known content marketing gurus post (ghostwritten) content so frequently you can barely keep up (you know who they are!). The priority seems to be rapid-fire content creation and distribution, not meaty morsels of data-packed intelligence that will drive sales for years to come. For brands hoping to use content marketing for long-term customer acquisition, the ‘dazzle them with your latest blog post’ approach is all wrong.
Brands are much better off analyzing the current state of their content libraries and creating additional in-depth content to maximize the potential of their existing content. Creating content hubs on specific topics that will drive sales allows companies to build upon their strengths and become informational destination points for their target customers. When your brand becomes the go-to place for educational information related to your target niche, you automatically become a market thought leader. Other marketers reference your content. Competitors peruse your posts while turning green with proverbial envy. Newcomers emulate your efforts.
· Creating content hubs takes work, a willingness to pay top dollar for captivating content, and long-term thinking by every member of your team.
· Content hubs can’t be a ‘marketing strategy’ you try this month, and then default back to chasing trends when your analytics rates don’t spike.
· Your business must commit to content hub creation and understand your endeavor could take months to complete.
· Only with a willingness to transform your approach to content marketing will content hubs work for your brand.
As everything from artificial intelligence to blockchain technology transforms the digital marketing landscape in 2019, brands are going to be left scrambling to determine the right course of action for their content teams. Going all in on a content hub strategy will be one of the smartest moves some long-term thinking brands make. Other companies will keep chasing their tails as they hope a few of their blog posts catch fire with content consumers, but the odds of that happening are about as good as a Starbucks barista spelling your name right. The chances of increasing sales via content are best achieved when content hubs packed with powerful information are your brand’s top 2019 priority.
Why Content Hubs Should Be Your Top 2019 Content Marketing Priority