Own, Don’t Rent: The Key to a Winning Content Hub

For a while, there were theories that you should develop outside blogs to link back to your site for better SEO or page ranking, but trust us, those days are gone. Long gone.

When you’re building content strategy, begin with your hub. The hub is where you publish your core content: articles, videos, interviews, news, or event announcements.

You want to house your content in a branded environment that’s easy for you to control and that makes sense to your visitors.

This is why it is so important to own your content hub.

There are some businesses who have their main presence on Facebook. While having a Facebook presence is typically a good idea, it doesn’t make sense for this to be the main channel for housing your brand content.

It’s really important to maintain control of your core content. And if Facebook is your main content hub, well… let’s just say you’re out of luck. You have no control over how Facebook will manage their content, and who knows where Facebook will be ten years from now?

Your content should live on your own website. Full stop.

This way, you can grow, scale and customize your content hub as needed.

It also generates more value with search engines. Developing all this content on your own website will give you more domain authority so that, ultimately, Google and the Yahoo!/Bing Network will rank you higher in search results.

Promoting Your Content

Once you publish your core content, you can decide how to promote it through different channels. You may want to focus heavily on Facebook, or perhaps your strategy includes a mix of Facebook, Twitter, and Pinterest, among other media outlets.

As you get more sophisticated and your audience grows you will have a better understanding of how to promote content on various channels. But matter which channels you use to promote your content, it should all lead back to your website.

If you begin splitting content through different channels and sending your visitors off your site in order to get information about your products, you’re diluting the experience and making it more difficult for them to discover your brand the way you intended.

By owning your own content hub in your website, your are bringing people into your brand and giving them a consistent opportunity to interact with your company. And you get to set the terms. What could be better than that?


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