At our annual advisory board meeting, we get a pulse check from our clients about what topics are top-of-mind for healthcare marketers today. One item on the agenda this winter was content hubs: how do you use them, what do you need from them, and would you like Doximity to provide some version of them? We had a robust discussion around content hubs and got valuable insight into this useful tool. While our product team is diving into creating content hubs for Doximity, we decided to step back and explore what content hubs are and why they can be useful as part of your marketing strategy.
As marketers, content is at the heart of what we do. Our days are filled with strategizing content, creating content, editing and repurposing content, analyzing content performance, and so much more. While we focus on creating segmented content for deployment on specific platforms and channels, it can be easy to lose control of the up-to-date content available for your consumers, physicians, and leadership teams. That’s where a content hub comes in.
A content hub is a repository with content organized by topic. While there are different ways to manage, organize, and fill a content hub, most include diverse types of content, from blog posts to webinars to white papers. Some have social media content and even user-generated content. Since content hubs organize content by topic or theme, versus on social media or blogs where content tends to be organized linearly based on publish date, users are able to easily navigate between all available pieces on a topic. And, unlike a social media feed, your team controls the content, flow, and general experience, which you can adapt based on your goals. Centralizing your strong, detailed content allows you to establish authority and thought leadership. It also provides deep engagement opportunities for interested visitors who can navigate from an article to a blog post with ease. A good content hub platform provides engagement metrics to give further insight into what content resonates and how long an average user spends on your site.
In addition to the myriad of external benefits, a content hub can provide real value to your internal team and communication. Many of us use our own file management system to keep track of content we’ve deployed across channels. However, it can be hard and time-consuming to work with those archives to create presentations or reports to leadership. A content hub streamlines that process by consolidating your content in one location. Not only is that a resource for your target audience, but it’s also a resource for your leadership team, new hires, department heads, and other key stakeholders.
Of course, to build a great content hub, you need great content. Read more about how listening to physicians can transform your content here.
