How companies benefit from the strategic use of modern content hubs in their communication

In times of artificial intelligence and AI models such as Chat GPT, more and more companies are using newsrooms in their corporate communications. In this article, you can find out why it makes sense to supplement newsrooms with topic-specific content hubs and what role the halo effect plays in this.

Newsrooms have become an important tool for agile and flexible corporate communication. Even in times of artificial intelligence and advanced AI models such as Chat GPT, the use of newsrooms enables companies to deliver content to the right target groups in a structured and targeted manner. In order to be even more successful here, companies need to address their potential customers with a comprehensive content strategy that includes various formats as well as the entire range of available channels. This requires established newsrooms to be supplemented with topic-specific and neutrally designed content hubs.

The award-winning innovation and communications consultancy Evernine Group is convinced that supplementing established newsrooms with content hubs and the use of chat GPT can help to communicate messages even more effectively to the target group, even in a business environment. By using the halo effect, in which messages are presented in the context of a larger context and less strongly from a brand perspective, companies can achieve a greater impact and sustainably increase the interest of their target groups.

 Newsrooms as a central part of corporate communications

Many companies already have newsrooms, for example in the form of a company blog, and use them as an important tool for their corporate communications. Newsrooms can be used to prepare topics editorially and broadcast them digitally via various channels. Communication is data-based, targeted and focused on the desired target groups based on in-depth analyses and is centrally coordinated and controlled.

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 use of Chat GPT can also be useful for future-oriented thinking. For example, Chat GPT can support editors with research when creating articles, with the formulation of SEO-relevant content or with article summaries and explanations.

The advantages at a glance:

➡️ Better organization and compilation of relevant information for journalists and other interested parties

➡️ Possibility 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 rapid 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. And by using chat GPT, news and articles can certainly be produced more quickly in newsrooms, providing readers with an initial overview of certain topics. Nevertheless, quality should always be ensured and the use should be viewed critically.

 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 at a disadvantage in the minds of many company managers and are only relevant for SEO purposes. But far from it, because content hubs should also be part of a successful communication strategy as targeted, topic-specific and KPI-optimized distribution organs!

As a content and technological basis, they form the foundation for unique marketing and post-PR activities. At the same time, well-positioned content hubs are crucial for companies to be able to take advantage of the new developments in the AI sector, keyword Chat GPT. This is because the benefits of quick and easy content creation using AI programs only have a positive effect if the content can also be distributed effectively.

This is exactly what modern content hubs offer. As a result, new paths can be taken in the digital world and innovative content formats such as scrollytelling, podcasts or videos can be quickly and easily integrated into the overall concept. Content hubs are also able to react to new trends in an agile and short-term manner.

By using content hubs, companies can take advantage of these benefits:

➡️ Platform for generating new customers & for the use of social marketing
Existing customers, journalists & partners are better informed about relevant topics & content at a central point of contact

➡️ Ideally suited as a platform for the “digital me” of employees in the company - they can position themselves as experts via the content hub

➡️ Greater credibility through the use of the halo effect and an increase in brand awareness and user engagement

➡️ Depending on the individual strength of their own brand, companies can align their content environment to be brand- or topic-oriented

➡️ More targeted content creation, also using AI programs such as Chat GPT

 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.

When designing content hubs, companies should take advantage of the halo effect, which states that content is most likely to reach their chosen target groups if it is placed in as neutral an environment as possible. This allows companies to benefit from greater credibility, for example when it comes to thought leadership topics. Depending on the individual strength of their own brand, companies can align their content environment to be brand- or topic-oriented.

The architecture should also include an appealing substructure, landing pages with corresponding CTAs for lead generation and a data and tracking system. Evernine has set up and successfully operates such an architecture for its client company Axians with the “Digital Chiefs” content hub. In news, specialist articles and other formats, experts from Axians and other partners talk about the challenges and opportunities of digitalization in Germany and thus reach their relevant target groups.

 New possibilities through AI

This type of architecture and technological environment allows companies to benefit from the advantages offered by AI programs such as Chat GPT. This is because they facilitate both research and the creation of articles, thereby simplifying the editorial operation of their own content hubs. This opens up new opportunities for companies to react agilely to current topics and market developments. However, they should pay strict attention to acting in accordance with the previously defined content strategy.

 An ideal platform for content marketing strategies

 Conclusion