Hub content – building trust and loyalty with your customers

Over the past few weeks, we’ve been looking into Dzamik and Kirby’s Help, Hub, Hero content strategy. By following the basic principles of this simple framework, you can create the right balance of content for your customers.

Your audience is probably already aware of your brand – they may have stumbled across your Hero content while browsing online or scrolling through their social media feed, or they might have seen or listened to your Help content, giving them tips and advice relating to your product or service. The last piece of the pyramid is Hub content, which sits right in the middle.

The Law of Attraction

If you’re looking to grow your customer base, you’ll know that it’s a balance between attracting new customers and keeping hold of those you already have.

The philosophical idea of the Law of Attraction is the ability to attract into our lives whatever we are focusing on, so the goal of your Hub content is to bring your customers’ focus on your brand and keep it there.

If you can serve your new and existing customers informative content that benefits them, it will encourage return visits and establish your brand as a reliable source of information.

Building meaningful relationships

Hub content is all about building and maintaining a great relationship with your customers so they feel valued and will put their trust in your brand. Like any good relationship it takes work, so make sure your Hub content is:

  • Regular – if you lose touch your customers may go elsewhere
  • Targeted to your audience – demonstrate that you understand who they are and what their needs are at the time
  • Engaging – people are much more likely to share and interact with great content
  • Informative – provide useful information about your product or your industry based on what they want to know (not what you want to tell them)
  • Motivational – your audience should feel inspired, leaving them with a positive impression of your brand

If you focus on developing your relationships with your audience, they will see the value in your business and, in return, their continued custom – and recommendations to others – will help your business to grow.

Where to host your Hub content

The purpose of Hub content is to drive traffic to a single place, usually your website, so make sure that your content is easy to find and is visually appealing.

If you already have a database of subscribers, a regular e-bulletin is a great way to draw people in and get them to your site with teasers of the content that is waiting for them.

Travel website Lonely Planet sends out a weekly email to newsletter subscribers with a selection of story teasers to cover different travellers’ interests. By publishing good-quality editorial on their website with recommendations, tips and offers, they are offering themselves up as a trusted source of reliable travel news, information and reviews.

In response to the huge disruption to the travel industry due to the pandemic, they have a greater focus on UK breaks, demonstrating an understanding of how their audience might be feeling about booking a holiday. Even if you’re not focused on travel at the moment, there’s plenty to inspire you for whenever you start to plan your next getaway.

Content formats

When we think about ‘content’ our default setting is usually long-form written articles, brochures or whitepapers. Don’t be afraid, however, to explore different formats if it works for your audience.

TED talks have been the cornerstone of delivering thought leadership videos on a wide range of topics that matter to their audience. By offering up expert opinion on big topics such as climate change, business and technology, they have accumulated a whopping 18.5 million subscribers on their YouTube channel, the hub for all their content.

Chances are you don’t have Prince William’s number on speed dial, but you can still create great video content with relatively low production costs – take a look at our Let’s think about video blog for more about the benefits of short-form and long-form marketing videos.

Know your audience

The most important factor in building customer relationships is to know who your customers are, what they want to buy and why they want to buy it. If you understand how to meet their expectations, your Hub content can deliver added value to keep them coming back to you.

If you’re ready to talk ideas and start creating some great Hub content, come and speak to us and we’ll help you make it happen: hello@somethingbig.co.uk

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