“Engagement is great. Monetization is better.”

That’s Viafoura’s motto, and after checking out all of the resources and information available in their Hub, it’s clear they know a lot about both.

Viafoura (which literally means “by or through the community”) is a Toronto-based company dedicated to elevating the quality of and monetizing conversations on the Internet. They offer a range of plugins that enable social login, commenting, content discovery and gamification to gain deeper user insight and turn otherwise static content into an engaging experience.

Viafoura’s Hub is filled with information about what the company does, industry news, as well as an inside look at the Viafoura culture. Their blog offers everything from social media tips to their latest job postings, and you can watch interviews with digital media innovators through their Vimeo channel. They’ve also added their Twitter and Instagram feeds so you can check out their latest shares – all without ever leaving their Hub.

We talked with Viafoura’s Tyler Ryll about the importance of having a content strategy, how having a Hub helps them in theirs, and what tips he has for other content marketers.

Why is content marketing important for Viafoura?

Content marketing is important for any B2B company. With our content pieces, we are able to help brands better understand our business and how we can help them. Content is king when it comes to making sure you’re top of mind in your industry, and to current and prospective customers.

As well, our social media presence is something we continually try to improve. Social media is the most cost effective (essentially free) and widely used content marketing vehicle – without a social media presence, you are missing out on thousands of potential contacts who otherwise would not have come across your content pieces.

We’ve also created quite a few eBooks and whitepapers and turned them into Flipbooks. We’ve found that people are much more inclined to read this content in a Flipbook format and have had a lot of success with them so far.

How does having a Hub help?

By having all of our content live in one place, our Hub essentially allows us to promote all of it with the promotion of a single piece – whether it’s  through Twitter, video, or having a singular place for all of our Flipbooks.

At Viafoura, we have seen a lot of success by promoting our Hub, allowing people to find the pieces they like and share them through their own social networks.

The main thing is that, in this day and age, there are so many social networks and places you can visit to consume information. Our Hub lets us aggregate our social activity in one centralized location. By sharing the Hub instead of a singular tweet or piece of content, we are increasing the chances of people discovering and spending time reading and engaging with the other content we’ve created.

What is your best tip for aspiring content marketers out there?

The best tip that I can give to any aspiring content marketer is to never stop trying. Just because something has worked for someone else, doesn’t mean it will work for you, and vice versa. Your content marketing has to have a clear and concise message that both relates to your product or service and resonates with your audience.

Everyone has made mistakes in content marketing! I recently sent an email blast to 20,000 contacts, but the smart fields weren’t in correctly. Once we noticed the error, we sent a humorous apology email out. From that, we actually booked more business than with the other email blast that had no errors. Mistakes are going to happen – just make sure you learn from them and correct them for the next  time.

Want to see what a Hub can do for your content marketing? Try one out for yourself, for free – no credit card information required (we promise).

About the Author

If you follow Uberflip on any of our social media channels, you're already familiar with what Hayley does! After two years of working in startups, she joined Uberflip as Community Manager, where she attempts to put her copywriting background to good use.

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