Demand for focused blog content. Every day, around 2 million articles are posted in online blogs alone worldwide. As a small to medium-sized company, you very quickly ask yourself: have I got any chance at all of not being eclipsed by the big players? How can you fight the platforms of the big companies with very well-researched articles and high publication rates?
Answer: with the right subject. In the world of content marketing, you only become a competitor through the subject. This is because Google ranks by keywords. Large platforms can afford to serve a broad spectrum of specialist areas. That's all very good. But it's also your opportunity. The better you are at specialising in a particular area, one in which you offer excellent editorial quality and are recognised as an expert, the more relevance Google will assign to the source.
Creating a content hub
A content hub is a collection of content that discusses various aspects of a particular issue. This may be a series of articles on a blog or selected and grouped content on a website. Important keywords pile up on top of each other like a mountain. Google recognises semantically linked search terms and focuses on content depth if these terms are very dense. This in turn makes the search engine classify content depth as relevant for search enquiries and increases visibility. Perhaps this is the first goal scored against major competitors.
Creating an editorial plan
Links within the blog or website increase its visibility on search engines even further. Professional editors use an editorial plan. All of the topics they want to write about are put in a logical order (e.g. from a general introduction through to specialist topics or success stories). At the same time, links within the blog and on external channels such as a website can be planned and made transparent.
But be careful! Avoid repetition. The articles should complement each other like pieces of a jigsaw. Very similar content with identical passages of text could be evaluated as duplicate content.
Also consider the terms used for menu options and categories on the website or on the blog. If keywords have already been set strategically here, Google is sure to bite.
Step by step to the content hub
1. Choose a topic
Start with the needs of your customers and target groups: What are typical problems? What are the classical questions about a solution? Which of your skills offer possible solutions? We recommend a subject area that is not too narrow so that articles in this category can be launched on a regular basis. However the content hub works much better the more restricted it is.
2. Check competitors
Before you decide upon a subject area, check out the competition. If the subject is already being covered by another provider, change your focus. Search for an available subject niche to roll out the content hub.
3. Publishing a content hub
Once the editorial plan is in place, the articles can be created and published in a chronological cycle. Readers love variety. So why always write an article in the same style and pattern? With a little creativity, videos, articles, surveys, interviews and customer stories can help you create the perfect blend for your target group.
4. Publishing supporting content
Once a series of articles about a core subject has been published, you can expand and vary the subject area further. The content link to the core topic must be maintained, however.
5. Articles on other websites
Now also use other platforms to publish or advertising your articles.
Read more: Content Marketing.
