Content Hubs: 5 Methods That Increase Engagement + Authority

Imagine you need to find a specific book for a research assignment. But when you go to the library to look for it, you find thousands of books in the room, none of which have been categorized or alphabetized.

You know the book is there, but without some sort of organization, it’ll take hours to find it. 

Content on your website faces the same issue. 

As search engines and users alike demand more relevant, accessible content, many marketers need to tackle the challenge of not just creating content but effectively organizing it to drive traffic and engagement. 

This is where content hubs come into play. 

Imagine a well-oiled machine, where every part works in harmony to optimize both user experience and SEO. 

A content hub does just that and should be part of every business’ content development strategy.

I’ll show you how to use one to serve as a centralized platform for all your content related to a specific topic. Plus, you’ll see how a content hub makes navigation seamless and enhances your site’s authority.

What Is a Content Hub?

A content hub is the epicenter of your content ecosystem—it’s where content and SEO meet. 

It’s typically structured around a pillar page providing a comprehensive topic overview. From this central pillar, numerous cluster pages branch out, each delving into more specific aspects of the main subject. 

This architecture helps organize content more effectively and enhances SEO by keeping users engaged and allowing them to find related content easily.

Why Do You Need a Content Hub?

Integrating a content hub into your content strategy brings a ton of benefits:

• SEO Enhancement. By targeting a variety of related queries, content hubs accumulate authority, making your site a go-to resource for specific topics.
• Improved User Experience. Content hubs allow users to easily navigate related topics without sifting through unrelated content.
• Increased Internal Linking. By providing ample opportunities for internal links, content hubs boost SEO and help spread ranking power throughout your site.
• Natural Link Building. As a valuable resource, a well-crafted content hub attracts organic backlinks.
• Content Focus. Having a content hub also helps keep your content strategy focused and aligned, preventing content sprawl where articles are loosely related and poorly organized.

Content Hub Types

There are several types of content hubs, each with its own unique structure and purpose. Let’s break down each in a little more detail.

1. Hub and Spoke

The Hub and Spoke model is one of the most popular and effective content hub structures.

It consists of the “hub,” a central pillar page that broadly covers a topic. This hub then links to multiple “spoke” pages. 

Think of it like a bicycle wheel, with the hub at the center and the spokes radiating outwards.

Each spoke page focuses on a more specific aspect of the topic covered in the hub. 

The Hub and Spoke model has several standout features:

• Pillar Page. The central hub page provides a thorough overview of a broad topic and is typically rich in keywords related to that topic. It serves as the authoritative source or gateway to more detailed spoke pages.
• Spoke Pages. These are more detailed, usually focusing on a specific keyword or query related to the main topic. Spoke pages delve deeper into the subject, providing specialized information that complements the overview given on the hub page.
• Interlinking. A crucial feature of this model is the strategic interlinking between the hub and each spoke and among the spokes themselves. This helps distribute SEO value across the pages, making it easier for search engines to crawl and index the content.

2. Content Library

The Content Library is another effective model for organizing and managing digital content, particularly suited for sites with a lot of resources. 

Think of it like a traditional library, where information is systematically categorized and archived, making it easily accessible. 

A Content Library organizes content into categories and subcategories, often with a searchable index or a user-friendly navigation system that helps users find specific information quickly. 

This model not only improves the user experience but also enhances the discoverability of content through search engines.

The Content Library is beneficial for several reasons:

• Neat categorization. The content library thrives by allowing for the categorization of content into logical categories and subcategories. This structure helps users navigate the library and locate the needed content without sifting through unrelated materials.
• Search Functionality. Many content libraries include search bars, filters, and advanced search options that allow users to refine their searches based on publication date, content type, topic, and other parameters.
• Indexing. A comprehensive index or sitemap can also be part of a content library, offering an at-a-glance view of all available content. This can be particularly useful for larger sites.
• User Interface. Content libraries typically have a clean, straightforward design that prioritizes ease of use and quick access to information. The user interface often includes dropdown menus, search bars, and clickable categories.

3. Topic Gateway

The Topic Gateway is designed to serve as an entry point that leads users to more detailed content within a website. This model is beneficial for sites that cover broad topics and want to guide users to specific areas of interest.

It’s essentially a directory where each section briefly introduces a major topic and then provides links to various related articles, videos, or other resources. This model helps users find a pathway through large volumes of information without feeling overwhelmed, directing them from general introductions to more specific content.

The Topic Gateway has several defining features:

• Broad Topic Overviews. Each gateway page typically starts with a broad introduction to a major topic, setting the stage for more detailed exploration.
• Direct Links to Detailed Content. From the gateway page, users can follow links to detailed content, neatly segmented into specific areas. This could include blog posts, white papers, case studies, instructional videos, and more.
• Organized Navigation. The gateway often includes organized navigation systems, such as menus or graphical interfaces, that make it easy to see the breadth of available content and choose a direction of interest.
• Customization for User Segments. Many Topic Gateways tailor content visibility based on user interests or behaviors, prominently presenting the most relevant or frequently sought-after resources.

4. Content Database

The Content Database design, manages and presents large volumes of information, especially concerning data, research, or technical documents. 

It’s a highly organized repository where content is meticulously cataloged, and users can easily search and retrieve it. Content databases typically feature advanced search functionalities and filters that allow users to sift through large amounts of data or content based on specific criteria.

Here’s what makes the Content Database stand out:

• Advanced Search Capabilities. One of the hallmarks of a content database is its robust search engine, which allows users to perform detailed searches. These may include keyword searches, category-based filtering, or other parameters.
• Structured Categorization. Content in a database is often organized into clear, logical categories and subcategories, making it easier for users to browse through collections if they prefer not to search.
• User Interface (UI) Design. The UI of a content database is typically straightforward but incorporates elements that facilitate easy navigation and quick access, such as dropdown menus, search bars, and filter options.
• Accessibility Features. Given the often complex nature of the content stored in databases, accessibility features like tagging, tooltips, and help guides are essential to assist users in navigating and understanding the content.

5. Topic Matrix

The Topic Matrix is an advanced method for organizing and presenting interconnected content across multiple dimensions or categories.

It organizes content not just by simple categories but in a multi-dimensional grid that intersects various aspects of topics, allowing users to explore content by multiple pathways.

This model is particularly handy for websites covering a wide range of topics or organizations that need to display complex relationships between different content areas, such as educational platforms or comprehensive service providers.

Here’s what makes them so useful:

• Multi-Dimensional Categorization. Unlike simpler hub models, the Topic Matrix categorizes content across several axes—such as theme, audience, format, or date—creating a complex but highly useful navigation system.
• Intersecting Content Pathways. Users can navigate content by following intersecting paths, moving from one axis to another, and finding content that matches very specific criteria.
• Dynamic Content Relationships. The matrix can dynamically display related content based on the intersection of categories chosen by the user, helping to discover new or related topics.
• Visualization Tools. Topic Matrix hubs often use visualization tools like interactive graphs, charts, or dynamic lists to help with navigation.

How to Create a Content Hub

Now that we’ve spoken about the different content hubs, how do we make one?

Building a content hub involves several steps, each critical to the hub’s effectiveness:

1. Identify the General Topic. Start by selecting a broad topic relevant to your target audience. This should be broad enough to contain several subtopics but specific enough to provide value.
2. Conduct Extensive Keyword Research. Use tools like Semrush or Ahrefs to identify keywords and phrases related to your main topic, including potential cluster topics.
3. Map Out Individual Subtopics. Organize these keywords into subtopics that will form your cluster pages. This step is crucial for determining the scope and structure of your hub.
4. Create Detailed Content for Each Cluster. Write comprehensive, engaging, creative content for each subtopic. Ensure content is optimized for SEO and readability.
5. Organize and Interlink Content. Strategically link between the pillar and cluster pages and among the cluster pages themselves to facilitate ease of navigation and spread link equity.

Content Hubs in Action

Let’s look at different content hubs that effectively demonstrate how to organize and streamline content to make it more navigable for users.

Backlinko’s Content Marketing Hub

This hub educates users on everything related to content marketing, linking out to in-depth guides on specific topics such as content strategy, different types of content marketing, content production, and distribution.

As you can see, the model used is the Content Library, where all of the information is organized into categories and subcategories for easy and logical navigation.

Asana Resources

Using the Topic Gateway Model, Asana’s content hub compiles extensive guides and best practices relating to project management. 

The content is categorized for accessibility, allowing users to easily find broader topics, such as marketing or IT, before navigating to more refined and specific topics.

Baymard UX Benchmarks

Being a large-scale UX research institute, Baymard needed a more comprehensive content hub to organize its information, which made the Topic Matrix the optimal choice.

On its UX Benchmarks page, users can find a wealth of UX research organized into a searchable database, providing invaluable resources for web designers. 

This information is cross-categorized across different axes rather than more straightforward methods. This allows users to interact with the hub to find the information they’re looking for.

Let’s Build Your Content Hub Today

Content hubs are more than just a method of organization—they’re a strategic tool that can significantly enhance your digital marketing efforts. 

By centralizing your content around key themes, you increase its value and relevance, leading to better SEO, higher engagement, and greater authority in your industry.

But you don’t have to do it alone.

At DCP, we have years of experience creating comprehensive content hubs—and the content that fills them—that fit your specific business.

Contact us to help organize your content so you can start attracting (and converting) more organic traffic.