Nothing for companies? This is what modern content hubs do

Many companies rely on newsrooms to structure their communication, position themselves in an agile manner and ensure the targeted distribution of their communication. For the Evernine Group, it is crucial to reinforce such a strategy with strong content hubs. After all, content hubs are something that upmarket companies in particular will not be able to avoid any time soon.

Imagine two companies in the fashion industry want to express their stance on sustainability. The first company publishes a series of blog articles and news via its own newsroom in the context of its own brand, which is simultaneously used for other brand and trend topics. The other relies on various content formats, text contributions, videos, podcasts, centrally collected in a content hub specially tailored to the topic of sustainability and thematically aligned to it in a neutral environment. Which company is more successful with its message?

Content, especially personalized content, has the power to influence people. Today, companies need to reach potential customers through a comprehensive content strategy that includes various formats as well as the entire range of available channels. The award-winning innovation and communications consultancy Evernine Group is convinced of this. At the same time, experience from numerous successfully established content hubs shows that a message becomes even more effective, even in a business environment, if it uses the halo effect, i.e. if it is presented in the context of a larger context and not too much from a brand perspective! To return to the example of the two fashion companies, the company that relies on its own content hub will be able to present its message on the topic of sustainability more successfully.

 Newsroom as a central part of corporate communications

However, this in no way means that newsrooms are outdated and have had their day. On the contrary, they remain the most important component of a coherent communication strategy that every company must have. Newsrooms can be used to prepare topics editorially and play them out digitally via various channels. Communication is data-based, targeted and focused on the desired target groups, centrally coordinated and controlled on the basis of in-depth analyses.

Newsrooms even go beyond their actual core topic of optimized corporate communication and promote cultural change in companies as a whole through agile working methods in flexible, self-organized teams, the elimination of silos through central control and the acceleration of internal communication as well as overcoming hierarchical thinking.

The advantages at a glance:

• Better organization and compilation of relevant information for journalists and other interested parties
  Ability to communicate current developments and events quickly and effectively
• Increased visibility and presence in the media landscape
• Increasing credibility and trust in the company through transparent and professional communication
• Strengthening relationships with journalists and other relevant stakeholders
• Improving crisis management through a quick and targeted response to negative reporting or unforeseen events
• Opportunity to strengthen and influence your own positioning and brand awareness through a targeted content strategy.

Overall, a newsroom as a central part of corporate communications can help to improve a company's reputation and standing and establish a better connection with relevant stakeholders.

 The advantages of content hubs

Newsrooms are therefore particularly suitable for presenting corporate communication in a comprehensive and brand-oriented manner. In contrast, content hubs are disadvantaged in the minds of many company managers and are only relevant for SEO purposes.

Companies can take advantage of these benefits by using content hubs:

• Central point of contact for relevant content
• Better organization and presentation of content
• Greater control over the user experience
• Increase brand awareness and engagement
• Positioning as an expert in the field
• More effective content distribution
• More targeted content creation
• Analysis of user interactions to optimize content strategy

 The importance of dedicated content hubs for content marketing campaigns

Content hubs are important tools in content marketing campaigns as they provide a central point of contact for a specific topic or product category. By using their own content hubs, companies can better organize and present their content, making it easier for users to find relevant content and engage with the brand.

 Conclusion

Companies need to think of content hubs in this way and see them as a supplement to their established newsrooms. This is because these are suitable as a basis for populating content hubs with content.

The agency Evernine has placed successful content hubs and numerous best practices for corporate magazines on the market. “It's crucial to find the right strategy. You can make it thematically closer to a brand, it can be purely related to a product area or you can just build it up to attract new customers, for example,” says Roth.