Five ways to get more ROI from your online content hub | Isoline Communications

September 24, 2018

Content Strategy

By Anu Ramani

Anu Ramani is a specialist in international B2B communications.

More articles from Anu Ramani

A branded content hub has become a must-have for technology companies who are serious about thought leadership and or simply as a part of a strategic tech B2B content marketing. campaign And for good reason;  not only do they bring all your content together in one easy-to-organise place, they also make it easier for your customers to find and engage with that content.

But, feeding your content hungry hub can be a daily challenge. And it’s easy to lose sight of its ultimate objective – which might be sales enablement to move prospects down the sales pipeline, or to keep your existing customers coming back for more.

So, if your content hub is not generating leads, or the inbound enquiries have started to dry up, then it’s time to re-evaluate. To help get you started, here are five ways your online content hub can start to pay for itself:

  1. Answer (more of) your customers’ questions

Invest the time you need to understand your customers’ pain points, and create populate your hub with  that addresses these. You will be rewarded with a bigger audience, greater engagement and a growing body of customers who turn to your tech brand time and time again.

  1. Develop a content distribution strategy

It’s great having an online destination. But don’t rely on your audience stumbling over it.  Promote your content across as many channels as you can to remind people that you are there. Align your activity with your social media team. And, for your select content, consider paid promotion.  A small investment can produce a huge return.

  1. Align your content with the sales journey

We are not big fans of unnecessary use of jargon at Isoline Towers, but it makes sense to produce the right content for the right stage in your buyer’s sales journey. That way you can nurture leads throughout the process and contribute to sales success.

  1. Atomise your content and re-use old content

Long-form content is essential for a content hub. It can add genuine value to the reader, especially for complex technical topics. But if you have invested time and resource in producing a bulky report, then make sure you reuse it across all your content marketing channels, converted into different form factors. Make it work hard! For instance, a white paper can find a new lease of life in blogs, social posts, videos, articles for the website and can even be repurposed for PR.

What’s more, these atomised pieces can all drive traffic back to your original content, making an immense difference in ROI and content effectiveness.   And remember, there is absolutely nothing wrong in returning to old content, updating it and distributing it again, if it is still relevant to your audience.

  1. Make it SE0-friendly

While this post is not about SEO, it’s worth pointing out here that you should engage with your SEO team to ensure you get the SEO value you need from your content hub.  Make sure you talk to them about how to apply the latest thinking on topic clusters to boost your search engine rankings and that you are found where your customers are looking for information.

Fancy a coffee? If you think it’s time to review your online content hub, or simply disagree with our advice, then we’d love to hear from you.

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