Why a Content Hub should be at the heart of your Content Marketing Strategy. A content hub is the home of your content marketing efforts. It’s where most of your content lives, and it’s where you drive users. For many brands, it’s their strongest owned channel.

1. Content Hub Strategy
Why a Content Hub should be at the hearth of your
global content marketing strategy
By: Giuseppe Caltabiano
Prepared for:
Date: 22.12.2017

2. Agenda
• What is a Content Hub
• Introduction
• Content Distribution Framework
• Measurement Framework
• Examples of Successful Content Hubs
• Big Rocks

3. What is a Content Hub - Introduction
Content Hub Strategy - Why a Content Hub should be at the hearth of your
global content marketing strategy

4. Michael Brenner
“A content hub is the home of your content marketing efforts. It’s
where most of your content lives, and it’s where you drive users.
For many brands, it’s their strongest owned channel.”

5. What is a Content Hub?
A Content Hub is a collection
of pages, hosting very different
types of content, with focus on
particular topics that you have
identified as intrinsically relevant
for your target audience
• A content hub is usually
characterised by same
brand identity and
navigation of the corporate
site
• Its content focus is
informational and engaging
• Instead of being sales-
orientated as the corporate
site, the content hub is
more information-led

6. Content Hub vs. overall Content Marketing Strategy
The case for change
Documented
Strategy
Balance between
Global & Local
Editorial Board &
Content
Ecosystem
Country personas,
buyer journey,
content mapping
Content hub(s)
Content Creation
and Design
Content
Marketing & PR
integration
Localisation
Content
distribution
Internal comms
strategy
Measurement
Framework &
Metrics
Optimisation
Pilots & Regional
Rollout
Expand and go
global
PhasesofContentMarketingStrategy

7. Why your company needs a dedicated Content Hub
Awareness
Preference
Purchase
Retention &
Advocacy
Consideration
Top-of-Funnel
Mid-Funnel
Bottom-of-Funnel
Post-Sales
Here is where a Content Hub plays a
key-role, with its informational content,
attracting new visitors and prospects
Here is where your corporate site pages play
a critical role – answering questions of
existing clients
Begin decision process
Identify Business Problems
Requirements/RFPs
Explore technology options
Research Solutions
Research
vendors
Build short list
Address ROI
Make decision

8. Why your company needs a dedicated Content Hub
Awareness
Preference
Purchase
Retention &
Advocacy
Consideration
Top-of-Funnel
Mid-Funnel
Bottom-of-Funnel
Post-Sales
Begin decision process
Identify Business Problems
Requirements/RFPs
Explore technology options
Research Solutions
Research
vendors
Build short list
Address ROI
Make decision
Corporate web pages
Content Gap

9. A dedicated Content Hub for your company
Build authority and
credibility in your specific
sector
Address new global
audience which would
not be attracted by the
web site
Helps increase SERP
and authority
It supports and
maximize leadgen
company efforts
It hosts all new
campaign content,
CTAs, video, graphics
Serves as a pilot and best
practice example for local
markers
It’s a flexible approach and can
be easily adapted to your
company requirements

10. A Content Hub…
• Helps build the global brand
• Build authority and credibility
• Address new global audiences
• Serves as a pilot and a best practice example for local markets
• Can house globally relevant content
• Allows the enterprise to test innovative distribution and inbound tactics before global rollout

11. A Content Hub can be
• A section of the corporate site (cases: Microsoft Real Stories, Harley Davidson)
• A blog (cases: Schneider Electric, SAP)
• An independent branded/not-branded content repository (cases: Content Loop by
Capgemini, Open Forum by AMEX, GE Reports by GE, Strategies for Growth by Grant
Thornton)
• A landing page (not recommended…)

12. How the Content Hub will differentiate from your
corporate pages
• The content hub and the corporate site are complementary.
• The hub will be the destination for visitors in the awareness stage; the corp site will be
destination for clients and prospects who are in later buyer journey stages.
• The content hub will route new visitors to the corporate site pages
• The content hub fills a visible content gap on your site

13. Content Hubs boost engagement and conversions
13%
Highest converting CTA on
Capgemini Content Loop
hub vs. 2% industry
average
5x
Increase on downloads on
Schneider Electric Data
Center hub
25%
% of returning visitors is doubled
in 6 months on Capgemini
Content Loop hub
1.3x
Content drove 1.3x more
engagement vs. non
content on Aegon site
1.2x
Content drove 1.2x
improvement on bounce rate
vs average Capgemini site
2x
Content drives nearly double
engagement vs. non content
on Motability site
CTA CONVERSION MORE DOWNLOADS RETURNING VISITORS
ENGAGEMENT BOUNCE RATE ENGAGEMENT

14. Content Distribution Framework
Email newsletter, search/ keyword strategy and
paid channels will drive traffic to the content
hub.
Social media channels drive optimised traffic
flow to the hub from target audience .
Big Rock content generates leads and will
increase your hub’s authority in your specific
domain.
In addition, the hub itself will provide a pathway
to drive high quality traffic to corporate pages
Newsletter
Content Hub Traffic
SEO Paid
LinkedIn shares Twitter shares Other social shares
Even more Hub Traffic
Downloads or
route to corp pages

15. Measurement Framework
KPIs Details/Comments Tech
Reach (Traffic) • Page Views
• Page Views by Channel
• Unique visitors
• Paid Media KPIs
Insert notes Insert analytic tools
Interaction
(Engagement)
• Return visitors
• Engagement score
• Subscribers
• New vs. returning visitors
• Time on site
• Bounce rate
• Social shares
• Social followers
Insert notes Insert analytic tools
Action
(Monetisation)
• SQLs generated
• Opportunities influenced
• Revenue influenced
• Cost per acquisition
Insert notes Insert analytic tools

16. Content Hub Case Studies
Content Hub Strategy - Why a Content Hub should be at the hearth of your
global content marketing strategy

17. Case Study #1: Microsoft Hub
Project: Real Stories of Digital Transformation Campaign (Microsoft, Q4/2016)
The Real Stories of Digital Transformation campaign focuses on how Microsoft customers are
achieving a competitive advantage for the future through digital transformation.
These stories utilize a content marketing approach to feature the customer as the visionary hero
helping to transform their organization and industry.
Audience: Business Decision Makers (BDMs), IT Decision Makers (ITDMs)
Core Asset: Written Customer Story (Microsoft in Business blog and Evidence piece)
Supplementary Assets: Social Content, Creative Asset (infographic, SlideShare, video,
interactive, OneNote, Sway), email, newsletter, image bundle (social & blog)
2nd most-viewed blog post Jan. 2017
As of Feb. 01, 2017, Stetson University story ranked 16th in page views within /Enterprise.
70,296 clicks/views
27% conversion rate As of May 01, 2017, paid and earned media
Continued/Conversion Actions are 815% to goal, exceeding their benchmark by a landslide.
Stories of Digital Transformation

18. Case Study #2: Schneider Electric
CONTENT
HUBS
2 5XMORE
LEADS
Project: Content Hubs (Schneider Electric, 2015 | 16)
Before going live with the implementation of the global content marketing strategy,
two content hubs were designed, the first focusing on B2B and the second on B2C
content, with the following objectives:
• Serve as a best practice example for local markets;
• Build the global brand for Schneider Electric Corporate;
• Host content supporting corporate campaigns
• Allow the enterprise to test innovative inbound techniques before the global rollout.
Using the two content hubs, Schneider Electric launched the first big rock pieces of content on
specific IT subjects like edge computing, Internet of Things, and cloud. Targets readers are
the very early stage of the buyer journey, and the blogs were the perfect destination.
Schneider capitalized on that momentum by setting up a newsletter and shoring up SEO.
The final piece of the pilot was to invest in paid distribution to sustain the growth.
5X more leads
Content hubs led to 5 times as many leads and marketing generated opportunities as traditional
marketing campaigns.
Data Centers, Power & Cooling Solutions

19. Case Study #3: Capgemini
• Capgemini opened
Content Loop with the
goal of attracting high
quality C-level visitors,
inform them and route
them to the Corp site.
• After one year the hub
exceeded most of the
KPIs, especially in term of
conversions and
engagement.
Content Loop

20. Case Study #4: Adobe
• Carousel with featured
articles at top of homepage.
• Articles grouped by
“features” and “interviews”
and “opinion” rather than by
topic.
• Predominantly listical
• Social shares scroll with
reader as they go down
each article.
• Newsletter subscription CTA
on every article, but at the
bottom out of sight.
CMO

21. Big Rock content
Content Hub Strategy - Why a Content Hub should be at the hearth of your
global content marketing strategy

22. Jason Miller, LinkedIn
“A Big Rock is a substantial piece of content based on the idea
of becoming the definitive guide to a conversation that you want
to own.”

23. THE BIG
ROCK
VIDE
O
MADE FOR
SOCIAL
VIDEO
SOCIAL MEDIA
EVENTS
COVERAGE
FEATURE
ARTICLES
BLOG POSTS
CONTENT
HUB
INFOGRAPHI
C
INFLUENCER
MANAGEMEN
T
SOCIAL
MEDIA
MANAGEMEN
T

26. Working with
SCORCH

27. SCORCH is the go-to agency for content marketing,
interactive and brand strategy for some of the most
prominent corporations in the world.

28. SCORCH IS A
PASSIONATE GROUP
OF INNOVATIVE
THINKERS, DOERS,
ARTISTS AND
STRATEGISTS WITH
PROVEN SUCCESS IN
DEVELOPING DISRUPTIVE CONTENT
FOR THE TECHNOLOGY INDUSTRY
AND OTHERS.
An agile team with enormous capacity,
we’re able to quickly respond to the needs
of the modern marketplace.
SCORCH IS A
PASSIONATE GROUP
OF INNOVATIVE
THINKERS, DOERS,
ARTISTS AND
STRATEGISTS WITH
PROVEN SUCCESS IN
DEVELOPING DISRUPTIVE
CONTENT FOR THE
TECHNOLOGY INDUSTRY
AND OTHERS.
An agile team with enormous capacity,
we’re able to quickly respond to the
needs of the modern marketplace.

29. OUR APPROACH TO
CONTENT MARKETING
RESTS ON WHAT WE
BELIEVE ARE THE THREE
CRITICAL ELEMENTS
LEVERAGING THESE ELEMENTS TO APPROACH
YOUR CONTENT WILL PREPARE YOUR BRAND
TO LEAD CONVERSATIONS AND CHANGE
PERCEPTIONS IN YOUR TARGET MARKET.
HEAT
AUDIENCE INSIGHT
FUEL
CREATIVE
DELIVERABLES
OXYGEN
ENGAGEMENT

30. CONFIDENTIAL

31. THANK Y
U Saint Louis
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St. Louis, MO 63103
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n 14 Great Chapel
Street London W1F
8FL
Lisbo
n Av. Dr. Francisco Sá Carneiro 5-
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e 198A Telok Ayer
Street Singapore
068637
scorch.com