How can you make sure people read your evergreen content and come back to it time and time again? That’s where hub and spoke marketing comes into play.
You’ve spent weeks developing the perfect report about your community health needs assessment (CHNA). It’s dynamic, interactive, and full of interesting charts and engaging pull quotes, and it provides all the information someone would need to know about the health of your community.
This is the time to use hub and spoke marketing. Hub and spoke marketing means taking one great, central component of your marketing program—in this case, your CHNA report—and generating numerous pieces of content to support it and encourage readers to engage. Your CHNA is like the hub of a bicycle wheel, and the articles, Tweets, Facebook updates, and blog posts you create are the spokes that build off the hub. Together, the spokes drive traffic back to the hub while increasing your audience, earning their trust, and allowing them to view your hub content—and your facility—as an expert source.
The Center of a Hub and Spoke Campaign
For hub and spoke marketing to work, your hub has to be robust enough that it naturally encourages spinoff content and is interesting enough so visitors are willing to follow a link to get to it. Ideally, you’ll have your hub article in hand—or at least know enough about it—so you can begin brainstorming your content marketing strategy for your spokes and have the schedule in place before you launch your hub and spoke campaign.
Essential Tactics for Hub and Spoke Marketing in 2016
Take a look at your hub article—again, let’s pretend it’s your CHNA report—and see what articles, Tweets, Facebook statuses, blog posts, press releases, and paid media will naturally be developed as a result.
Initially, you would probably send out a press release to the local media letting them know the report is ready and hope earned news stories about the report and its content encourage people to visit your website to view it. Then maybe you want to write articles for your publication or e-newsletter about the top three health issues in your community. Create a YouTube video, have your employees blog on other community organizations’ sites, and build infographics that make the information easily digestible.
If you’re working with community organizations to develop programs that address the health issues, partner with them to host an event that both organizations can promote through their own channels. Supplement this strategy with regular social media updates, and everything you do encourages community members to look at your hub article.
Get on a Schedule
Depending on the strength of your hub article, you can develop hub and spoke content marketing plans that last anywhere from one to six months—and sometimes larger for major endeavors, such as a website. Because the information isn’t necessarily breaking news, it’s fine to prepare it in advance and then use a social media management software to schedule posts in advance. If you’re overwhelmed by preparing enough content to meet your hub and spoke goals, partner with a content provider such as True North Custom to get the content you need.
Once you’ve successfully completed one hub and spoke content marketing campaign, you can adapt the process for other projects you have on hand. Don’t worry—the process gets easier every time.
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