Content Hub and Content as a Service (CaaS): How the B2B Content Marketing Trends Can Help You

Content Hub aggregates content for your marketing efforts and serves an important purpose. But reality shows: You often don't have the time to create relevant content. Content as a Service offers can help you with this. We show you how you can profitably use the two trends - Content Hub and Content as a Service (CaaS)

2.10 Content Hub und CaaS So helfen die zwei neuen B2B Content Marketing Trends deinem Unternehmen.png

For you as Head of Marketing, it's no secret that you should invest in content marketing, and that there is considerable potential to be leveraged here. However, not everyone has the time to implement all the measures they set out to do. The typical result is the irregularly published blog posts that hardly anyone reads.

The problem is well-known and widespread in B2B marketing. The cause is usually a lack of resources. The result: poor quality content with numerous gaps. They do not reach the desired target group and simply do not generate the required relevance. This is frustrating! Especially because emerging trends have to be taken into account as well - but whether they really bring the desired success is questionable

In the following article, we will introduce you to two content marketing trends that you should definitely pay attention to: Content Hub and Content as a Service (CaaS for short). They help you to make your content marketing more successful and, above all, much more efficient

What is a Content Hub and How Does It Work?

The Content Hub is your central collection point for all artifacts that support your buyer persona during their customer journey. The content is stored media-neutrally for reuse. Wherever the buyer is on his journey: The Content Hub can deliver and correctly allocate the desired content. The content creation can be taken over by a content creation service.

A content hub takes into account the following channels

  • Website & Blog

  • Email & Newsletter

  • Social media

  • SEA / SEO

A content hub places itself right in the middle of your communication efforts. It is there to structure the content along the customer journey and to guide the reader through the journey accordingly. And ultimately to track where exactly they are

This gives you a decisive advantage: You know exactly what your reader is interested in and what information he probably still needs to advance further in the customer journey. This is especially useful with regard to your lead nurturing

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Stay Connected to Your B2B customers with Content Hub

For business with enterprise customers, high-quality content for digital touchpoints is more important than ever. Because in the age of Corona, many classic activities for marketing and sales, such as the important trade fairs, are falling away. So the question is how to keep in touch with your B2B customers. Content hubs play an increasingly important role here.

No customers are as demanding as B2B customers.

Often it is about technical or complicated products that need an explanation. It is therefore typical that B2B customers ask for more in-depth information early on in their customer journey. A content hub filled with high-quality content is ideal for delivering this to them.

The Content Hub is the digital platform for all content, a blog 2.0 so to speak or as we like to call it: Online Expert Magazine. The hub makes it easier for B2B companies to build up the all-important expert status, which is impossible to achieve with a single post on social media

In the Content Hub, any number of articles on the relevant topics can be collected and made available on a long-term basis.

What Is Included in the Content Hub?

For which topic is your company an expert? You'll probably find several, because the main topic usually consists of several subtopics that are also relevant to you and your industry

Aioma, for example, is an expert in automated B2B marketing, which includes the following topic worlds

The list is not exhaustive. You can find an overview of all our topics in our Content Hub

Basically, your Content Hub should highlight the three to six most important topics. Each topic should be addressed at the different stages of the customer journey.

The 4 Big Aadvantages of the Content Hub

The benefits of content hubs are many. We've taken a look at the most important ones that every Head of Marketing should know about:

  • More conversions: A good content hub can be equipped in such a way that it is precisely tailored to the desired buyer persona or buyer personas. Whatever the needs, questions and wishes of the customer, the hub always delivers the right content at every step of the buying process. And that ultimately leads to the desired conversions.

  • Better user experience: Ideally, the Hub is the heart of your online marketing distribution. All content is gathered in one central location and this makes it easier to unify the user experience. The user always enjoys content of a consistently high quality, which increases their satisfaction and thus reduces the likelihood of them dropping out prematurely.

  • More reach: a content hub helps you increase the organic reach of your posts because it makes the content available in a way that is easily digestible for social media. For B2B, of course, the Xing, LinkedIn, and Facebook and Twitter platforms are particularly relevant.

  • Greater longevity: the content in your hub doesn't have a short half-life; rather, the collection is designed for longevity. This is the difference to posts on social media, which are often very short-lived.

Who Writes All These Articles for Me? The Solution is Called Content as a Service

Today, it is increasingly uncommon to hire a freelancer for every single article. This is because the copywriting brief alone requires a lot of time, and frequently changing the freelancers involved can lead to further expense. With Content as a Service (CaaS), B2B companies now have another, more efficient, option at their disposal.

The Content Hub and Content as a Service go hand in hand. The CaaS service provider regularly delivers customized content when you order a subscription, which you can then store in your hub. Only in combination with CaaS does a hub unfold its full effect.

CaaS is a logical progression, because for all B2B companies, the effort to provide sufficient content to the many different personas on the important channels and in the right formats is increasing. At some point, teams reach a point where the effort is no longer sustainable. This is where CaaS comes in and opens up new possibilities for your company to expand content marketing and to serve all channels in the best possible way in the future.

What Advantages Does CaaS Offer Me?

The main arguments in favor of using CaaS:

  • You hand over the content creation completely to a service provider.

  • You no longer need to commission freelancers individually.

  • You no longer have to worry about the structure of copywriting briefings.

  • In most cases, the solution is cheaper than having your own or freelancers create the content.

  • The content deliveries are available on a convenient subscription basis, which serves a constant supply of the hub.

Conclusion: B2B Content Marketing Is Also Easy with Content Hubs and Content Subscriptions

Content as a Service and a related Content Creation Service is an extremely valuable tool, especially for companies in the B2B business. With this, you rely on a central digital communication platform that collects and provides all content in your company and delivers it to the appropriate channels. Ideally, you integrate the hub into the corporate website or establish it as an independent knowledge portal. The Content Hub is tightly integrated into the overall content marketing strategy and allows your company to build the expert status it desires. If you combine it with CaaS, you reach a new dimension in the flexibility of your content strategy and its implementation.