Do I only need to use one Hub for my content marketing? When do I create a Marketing Stream? How can I use the multiple Hubs available in my package?
These are questions that we receive on a daily basis on the Uberflip Client Success team. I'm here to address some of these concerns, and give you an idea of the best practices when it comes to setting up your content with a single Hub, marketing streams, or multiple Hubs.
In most of our Uberflip packages, you get access to multiple Hubs and Marketing Streams. Sometimes this will bring out the ol’ marketing mentality: “Smoke em if you got em”. However that’s not necessarily correct. Setting up your Uberflip platform requires you to look at your own content marketing efforts and overall strategy.
So let’s get to the question at hand: Hub, multiple Hubs, Streams, or Marketing Streams — How do you know what your content marketing needs?
How and when to use a Hub (or multiple Hubs)
First, does your company’s content marketing actually require multiple Hubs?
Having access to multiple Hubs does not necessarily mean that you need to use them in your specific content marketing use case.
In most instances, you will only require one Hub where all of your content—social, videos, blogs, and more—can be found by visitors. Marketng Streams usually help eliminate the need for you to use multiple Hubs. You simply segment your content according to your buyer personas, topics or whatever structure makes sense for your content.
Using a Hub for a resource center, or as an area where all of your online activities live, is a great way to utilize the Uberflip platform.
How you use a Hub is completely up to you. Some common use cases include:
- Social media outlet
- Media Hub
- eBook library
- Content aggregator/Curation Tool
- Resource Center
- A combination of the above
Having all of your content pulled into a Hub offers a one stop shop for your visitors and buyer personas to look at what you’re doing as a company across a multitude of platforms—essentially feeding the different parts of your online presence into one place.
This allows you as a company to provide all content in a single location, and allow the user to execute on Calls To Action (CTAs) to direct them where you want them to go.
Using the Hub increases the volume of content that visitors consume, the amount of time spent on site, and brand awareness overall.
So in what instances would you need more than one Hub? When you want to divide your content into much broader categories than just buyer personas—say, entirely different target markets .
Let’s assume for a second that you are a reviewer of many different things, like restaurants, hotels, and bars. Each one of your review sections has a unique and easy-to-identify target market of users that consume that specific kind of content.
By having multiple Hubs that target different aspects of your business, you’re allowing yourself the opportunity to start creating and curating more content for your users that they will directly care about.
In the case of restaurant reviews, you could pull in Twitter lists, Facebook groups, Instagram feeds (with hashtags), videos of food prep, and even Flipbook Cookbooks! This allows you to promote this review Hub for the “Foodie” in everyone. It helps directly target your users, and give them what they want.
Also, you can start curating content from around the internet—pulling in different chefs’ RSS feeds, or videos, and curating this content to showcase to your users.
You could potentially do all of this in a single Hub, however content would start to get lost, visitors will be overwhelmed, and some great content might get buried or not receive the amount of attention it deserves!
This use case for multiple Hubs gives you the flexibility to really make sure you are hitting a home run with your content by targeting it as best you can and turning your Hub into a buffet of delicious content in line with the tastes of the prospects you’re targeting.
How and when to use a Stream/Marketing Stream
Streams ensure that your content is organized in a way that makes it easy for your users to find and digest. By default, Streams will organize your content based on topic. But the use of our Marketing Streams feature allows you to tailor your content categories and strategically serve your content to your target market or buyer personas.
Marketing Streams allow you to add individual items from your Hub into a single stream. Here at Uberflip we use Marketing Streams throughout our own Hub to break down different marketing automation categories.
For example, if I know that you use HubSpot, instead of sending you ALL the content around marketing automation, I will send you the direct link to the Marketing Stream containing everything you need to know about HubSpot and Uberflip.
This allows me to know you are receiving the content that applies to you and your needs, instead of a generalized overview of all the marketing automation content we have.
Every pack type with Uberflip allows you access to Marketing Streams, and once all your content is imported into your Hub, you can start segmenting the content and directing your user experience the way you want!
So whether you choose to create a single hub, multiple hubs, or just use custom streams to segment you content, if you're applying careful strategy to your implementation then you are the one who's winning.
If you’re still thinking, “I just don’t know what to do for my content,”we’re here to help you make the most of the Uberflip platform.
We're here to help! Our Client Success team can be reached at firstname.lastname@example.org or by calling 1-888-694-2946!
About the Author
Before becoming Uberflip's Sales Engineer, Tyler joined the team as a Customer Success Specialist. He previously received his BBA in Marketing and racked up 10 years of sales/service/support experience in everything from gym memberships to SaaS products.Follow on Google Plus Follow on Twitter More Content by Tyler Ryll