Posted on March 3, 2017
Content hubs are becoming more popular, as marketers see the value in creating a centralised location for their content. Rather than scattering content throughout a company website, content hubs act as microsites focussed solely on attracting visitors through relevant content.
The ultimate aim of a content hub is to build a useful, trustworthy resource that continually engages with visitors. In this blog we examine key features that should form part of an IFA content hub.
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1 – Valuable knowledge and market insight
Even though content marketing is playing an ever-increasing role in IFA marketing, too many marketers are producing content that doesn’t provide value. Some websites include content that is little more than a company news or PR service.
To stand-out it is essential to produce content that is genuinely useful to readers, that is addresses real problems and concerns that IFAs have. Start by asking what problems do they have and then create content that addresses those problems and provides valuable insight.
2 – Evergreen content
Changes within the financial markets can provide a stream of relevant content ideas. However successful content marketing strategies combine timely content with content that has longevity (‘evergreen’ content). Producing evergreen content will provide greater value to your business over the long term by generating a steady stream of traffic and encouraging return visitors.
3 – Content that’s easy to digest
It sounds obvious, but within financial services there’s always the temptation to make things a little more complicated than they need to be. The use of industry jargon is inevitable, but this should be balanced with a style that is easy to digest – visitors are impatient and will quickly leave if content is too taxing to read.
4 – Include calls to action and use personalisation
The aim of a content hub is to keep continually engaging with visitors. Whilst using calls to action to encourage the download of premium content is a worthwhile strategy, calls to action can be more discrete by simply promoting related content. This keeps the visitor on your hub, further develops your relationship and strengthens your brand.
This can also be taken a stage further. Content hubs provide the opportunity to contextualise the visitor journey. By tracking which content a visitor engages with, a content hub can promote content that is relevant to the visitor – implying that your company really understands their needs.
5 – Provide educational opportunities
The largest challenge of content marketing is to keep visitors coming back. Intermediary marketers have an opportunity to do this by providing Continuous Professional Development (CPD) resources.
CPD is an important aspect of an IFA’s career and providing CPD resources provides a strong reason for an IFA to continually return to a content hub. There are multiple companies who can provide white label CPD areas that can be incorporated into a content hub.
As content marketing becomes more prevalent within the market, providing educational resources may prove the difference between becoming ‘just another content hub’ to becoming a hub that generates real engagement and builds relationships.
6 – Some sources of inspiration
Generally speaking content marketing within intermediary marketing has taken a little longer to catch on. So we thought we’d look outside of the intermediary market for some inspiration and learnings that could be applied to IFA content hubs.
Here are some content hubs which we feel tick all of the boxes: