What is a Hub and Spoke Content Strategy? [+ Examples]
With over 90% of companies focusing on content marketing, it’s clear that this is a smart investment for your business. The most effective marketers build content around the interests of their target audience, not around promotional goals. Hub and spoke content can help your brand attract traffic, leads, and clients like never before. Discover how this approach works and why it’s so valuable.
The Hub and Spoke Content Model
Hub and spoke marketing is a content strategy that helps strengthen your search rankings for target keywords. The primary content piece is the hub, covering the main topic in detail. Spokes are secondary articles related to the topic, offering answers to important questions, tips, or solutions.
Long-form blogs are often ideal for hubs, typically 1,500-2,000-word articles. Spoke pieces can include a variety of content types:
- Blog posts: Short or long articles that provide more details about the target topic and subtopics
- Guides: Blogs that explain key factors to consider before making a decision
- Web pages: Additional content supporting your marketing campaign, such as product or service pages
- Infographics and videos: Visual content to help visitors better understand the topics
- Case studies or eBooks: In-depth content for a business-oriented audience
A map for hub and spoke marketing resembles a brainstorming diagram, with the main topic at the center and subtopics branching off. This strategy captures a wide range of searches, boosts search rankings, and keeps visitors engaged with your website.
Examples of Hub and Spoke Content
To demonstrate how hub and spoke strategies work, here are several examples of this model in action:
High-Volume Keywords
Hub and spoke strategies are effective for competitive keywords and high-volume searches.
Main keyword: Personal injury lawyer
Secondary keywords: Car accident lawyers, medical malpractice, personal injury law firm
- Hub: Why Do You Need a Personal Injury Lawyer After an Accident?
- Spoke 1 (services web page): A Personal Injury Lawyer You Can Trust
- Spoke 2 (blog post): Common Legal Mistakes After an Auto Accident (and How Car Accident Lawyers Help)
- Spoke 3 (blog post): How Do You Prove Medical Malpractice?
- Spoke 4 (local SEO web page): Personal Injury Law Firm in Miami, FL
The hub article focuses on the primary keyword, while spoke content targets long-tail keywords with fewer visits but high conversion potential.
Key Business Services or Products
Example: Home Health Care Services
Hub and spoke content can enhance areas of your website that are underdeveloped, helping you showcase your company’s advantages.
Key services to highlight: Home healthcare and certified nursing services
- Hub: What Are the Benefits of Home Healthcare Services?
- Spoke 1 (infographic): Benefits of Home Healthcare Services
- Spoke 2 (blog): Are Home Healthcare Aides Certified?
- Spoke 3 (long-form guide): Home Healthcare vs. Assisted Living: Which Is Best for Your Loved One?
- Spoke 4 (eBook): Complete Guide to Financing for Home Health
- Spoke 5 (web page): Caring Home Healthcare Services in Phoenix, AZ
High Converting (Lead-Gen) Landing Pages
Example: Cybersecurity IT Company
For B2B marketing, the hub is often a landing page for leads or sales.
Business service: Cybersecurity solutions
Target industries: Manufacturing, energy, oil, and gas
- Hub: Experts in Cybersecurity for Industrial Businesses
- Spoke 1 (blog): Why Do Manufacturers Need Cybersecurity?
- Spoke 2 (infographic): Cyberattacks on Industrial Businesses — Worrying Statistics
- Spoke 3 (video): What Is CMMC 2.0 and How Do You Get Certification?
- Spoke 4 (eBook): Guide to NIST Cybersecurity Framework Compliance
Benefits of Hub and Spoke Marketing
The hub and spoke content model offers numerous benefits for businesses facing significant keyword competition.
Improves Website Authority
A comprehensive collection of articles on a topic establishes your website as an authority. Search engines recognize high-quality resources and are more likely to send traffic your way.
Distributes Page Equity Wisely
Hub and spoke content builds an organized network of SEO content, efficiently distributing link equity. Leading readers naturally from topics to subtopics makes your content strategy more effective.
Brings in More Traffic
The more content you have for high-volume keywords, the more clicks you receive. Hub and spoke content captures a wide range of related search queries and directs potential customers to your website.
Ranks Naturally for More Keywords
Hub and spoke strategies allow you to target dozens of search phrases simultaneously. On average, websites that rank in the top 10 for high-value keywords also rank for around 1,000 other keywords.
Keeps Visitors Engaged Longer
By providing content that aligns with visitor interests, you keep them engaged with your website longer, increasing the likelihood of conversions.
Generates Higher-Quality Leads
Well-organized content tailored to the needs of your target audience attracts leads that fit your ideal profile, moving them down the sales funnel.
How To Use a Hub and Spoke Content Strategy for Your Website
Make Time for Keyword Research
Effective content marketing requires identifying the right keywords. Conduct keyword research at least twice a year to plan content for several months.
Evaluate Competitor Sites
Analyze competitor websites to identify opportunities for improvement. Use SEO tools to discover the topics driving the most traffic and provide visitors with more engaging content.
Make Your Website a Valuable Resource
Use hub and spoke content to thoroughly answer your target customers’ questions or provide solutions. For example, contractors can create a “library” of blog articles related to home improvement.
Repurpose Content
Maximize ROI by converting parts of existing blogs into social media posts, video outlines, or infographics.
Design Short-Term Content Campaigns
Create unified campaigns by first publishing hub content, followed by spoke content over the course of two to three months.
Invest in Quality Content
Hub and spoke content provides long-term value, supporting SEO and generating clicks.
Conclusion
At Digital Neighbor, we have extensive experience with every stage of hub and spoke marketing, from keyword planning to content creation. If you’re ready to benefit from this strategy, schedule a consultation with our team!
