Build your content marketing strategy around a hub and spoke content model

The hub and spoke wheel has existed since 2000 BCE. It has more than proven its worth on the world’s highways and byways, but it seems the hub and spoke model has something to offer digital marketers too. Building a strategy that’s based on the hub and spoke content model, which includes creating content hubs to organize and connect related content on your website, is an effective way to drive traffic to your website and offer potential customers a reason to stay on your site, making use of content that offers them some value.

The spoke model isn’t the only content strategy your business or organization might adopt, but it is ideal for helping companies capture leads and increasing customers’ time spent on websites, landing pages, blogs, etc. This type of content marketing strategy can also support search engine optimization efforts, ensuring that you create content that will attract the search engines as well as potential customers. Here, we’ll explore the hub and spoke strategy and how it can support your company’s content strategy.

How does the hub and spoke model work?

Spoke content is content that revolves around a central hub. The 'hub and spokes' model is a structured approach for content organization on a website, where a main page (the hub) links to various related subpages (the spokes). Let’s say that you operate a business in the airline industry or transportation industry. If a trucking company, for example, wanted to adopt a hub and spoke content marketing strategy, they’d designate their hub content, which would relate to their key transportation services, and then create spoke content related to the hub in some way. The hub contains the main content while the spokes embody sub topics.

Consider this example. Say your company offers addiction treatment. Your hub content relates to the addiction treatment services that you offer. However, in order to improve your SEO, attract more visitors, and create a more authoritative online niche for your business, you’d want to create related content. To that end, your spoke content might include articles about specific types of drugs, how to pay for rehab, advances in rehab treatments, sober-friendly things to do in your city, etc.

Your central hub content would naturally include your targeted keywords while your spoke content would also include relevant keywords and long-tail keyword phrases designed to support your SEO and attract more organic traffic to your site. Quality content will help ensure that these visitors don’t bounce.

Things to consider when developing a hub and spoke content strategy

When you develop your hub and spoke content, you’ll first need to think about your hub content. The hub content is your main content. Each spoke will then provide additional quality content. The concept is that simple, but the variations on the hub and spoke strategy in terms of specifics are infinite. Creating relevant content within the hub-and-spoke model is crucial to enhance site visibility and user engagement. Your supporting content can relate directly or even indirectly to your main hub content; however, it should necessarily relate to your central hub in some way.

In order to drive traffic to your website and ensure that it doesn’t bounce from your site too quickly, your content marketing team should reflect on the following:

• What relevant information can your company offer visitors to your website?
• What benefits can your quality content provide to customers and potential customers?
• What content forms provide the best vehicles for your content? (i.e. land page, blog post, white paper, etc…)
• What goals do you expect to achieve with your hub and spoke content?

Of course, designing a content marketing strategy will necessarily involve many factors. Who will create content for your hub and spoke model? How will you measure the success of the content? Who will perform your keyword research and ensure that your central hub and spoke content is SEO friendly? To create high-quality hub and spoke content, you’ll need to craft your content marketing strategy with care.

Advantages and disadvantages of hub and spoke content models

A hub and spoke model can provide many benefits to your business. Some of these advantages are:

• Your business can target major topics and sub topics that are crucial to your marketing plan completely
• You can build up your brand authority more easily with a hub and spoke model
• Improve your SEO because hubs and spokes offer more organized site with more opportunities to create backlinks in each article or blog post
• Hub and spoke models help to generate more leads

Of course, a hub and spoke model isn't the only way to develop a content marketing strategy. Some businesses prefer to create content using a point to point model or point to point system, which involves more direct content delivery. Plus, there are a couple disadvantages to look out for when using a hub and spoke model such as:

• The potential for hub congestion 
• A hub and spoke model takes time and investment to achieve
• Requires multiple marketing team members to develop (usually)

Planning and creating hub and spoke articles

You can create content for your hub and spoke model by beginning with some keyword research. This can help you identify your hub content and then your spoke content. After you gather your keyword data, you can begin to assign these keywords to your hub pages. You can, of course, create multiple hubs depending on the scope of your content marketing strategy. Next, you can begin to assign keywords to your spoke content pages. If you have older content, you may even be able to refresh it to reuse as spoke content. 

After mapping your keywords for each article or other piece of content, you can then create your content. Regardless of any model you employ, you need to create high quality content. Without the quality, no content strategy is likely to succeed with the search engines today. It's SEO quality-content that will improve your search engine rank and drive traffic to your website.

How to create a hub page

Creating a hub page is a cornerstone of the hub-and-spoke content marketing strategy. Think of it as the central hub of a wheel, with spokes branching out to deeper, related content. A well-executed hub page not only provides a clear overview of a broad topic but also guides your audience to explore more specific subtopics, keeping them engaged and informed. Here's how to make your hub page stand out:

Start with a clear topic

Begin by pinpointing a topic that resonates with your audience and aligns with your business goals. Use keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs to uncover topics with high search demand but manageable competition. A well-chosen topic can significantly boost your organic traffic while positioning your brand as an authority in the space.

Write for clarity and depth

Your hub page should act as the ultimate introduction to the topic. Break it down with simple definitions, explain why it matters, and highlight its relevance to your audience's challenges or goals. Don’t shy away from adding value—consider addressing common misconceptions or offering unique insights. This kind of depth makes your page a go-to resource.

Craft engaging headlines

Your headlines are your first impression—make them count! Write headlines that not only inform but also pique curiosity. For example, instead of "Introduction to Email Marketing," try something like "Email Marketing 101: Building Campaigns That Actually Convert." Engaging headlines help your page feel approachable and keep readers scrolling.

Bring it to life with visuals

Nobody enjoys a wall of text. Break it up with engaging visuals like infographics, charts, or videos that add context to your points. Tools like Canva or Venngage make creating professional visuals easier than ever. Remember, visuals don’t just enhance readability—they also improve shareability and can help explain complex ideas.

Make navigation seamless

Your hub page should connect effortlessly to your spoke pages. These internal links guide users to dive deeper into subtopics while creating a logical flow of information. Use clear anchor text for your links, like “Learn more about creating SEO-friendly blog posts” rather than generic phrases like “Click here.”

Optimize with purpose

SEO isn’t just about cramming in keywords. Optimize your hub page with a focus on user intent. Use descriptive meta tags, alt text for visuals, and a thoughtful URL structure. Recent industry trends suggest Google values topic authority more than ever, so linking to high-quality, related content (both internal and external) can enhance your page's credibility and rank.

Pro tip: think beyond text

Hub pages are evolving. Interactive elements like polls, calculators, or embedded tools can set your hub page apart. For example, if your hub page is about personal finance, a simple budgeting calculator could boost engagement and time spent on the page.

Creating spoke content

Spoke content is where the magic happens—it’s the detailed, specific pages that branch out from your hub page to cover subtopics in depth. Together, they create a cohesive, interconnected content ecosystem that keeps your audience engaged and helps search engines recognize your expertise. Here’s how to create spoke content that truly delivers:

Pinpoint meaningful subtopics

Start by brainstorming subtopics that naturally flow from your hub page. Think about what your audience would want to know next. Then, back it up with keyword research—look for subtopics with solid search demand and lower competition.

Dive deep with your content

This is where you get to shine. Each spoke page should go beyond surface-level explanations to provide real value. Answer common questions, address pain points, and include actionable tips your audience can use. The goal is to create content that’s not just informative but also memorable and shareable. When you invest in quality, your audience will see you as a trusted resource.

Target long-tail keywords

When optimizing for SEO, don’t overlook long-tail keywords—they’re your secret weapon. These more specific phrases often align closely with user intent and face less competition, giving you a better chance to rank. For example, instead of targeting “content marketing,” try “how to create a content marketing strategy for small businesses.”

Keep the hub connection strong

Every spoke page should link back to your hub page. This isn’t just good for SEO—it’s good for your readers, too. These links help establish a clear structure, guiding users back to the central resource where they can explore the topic holistically.

Build a web of internal links

Your spoke pages shouldn’t exist in isolation. Link them to other relevant spoke pages to create a network of interconnected content. For instance, if one spoke page is about “writing compelling blog posts,” you might link it to another about “crafting irresistible blog headlines.” These connections enhance user navigation and signal to search engines that your site offers comprehensive coverage.

Pro tip: match your audience’s journey

Think about where each spoke page fits into your audience’s journey. Are they just starting to learn about the topic, or are they looking for advanced insights? Tailoring the depth and tone of your content to these stages ensures you’re meeting your audience’s needs at every step.

Measuring and optimizing performance

Creating hub and spoke content is just the beginning—tracking its performance and making improvements are what turn a good strategy into a great one. By focusing on the right metrics and ongoing optimization, you can ensure your content continues to drive value. Here’s how to measure and refine your efforts:

Keep tabs on organic traffic

Start with the basics: is your content attracting visitors? Use tools like Google Search Console or your favorite analytics platform to monitor organic traffic trends for both your hub and spoke pages. A steady increase signals that your content is resonating and ranking, while dips might mean it’s time for updates or re-optimization.

Dive into engagement metrics

Metrics like time on page, bounce rate, and conversion rate tell you how well your content is connecting with your audience. Are readers sticking around to explore more? Are they taking the next step, like signing up for your newsletter or downloading a resource? If engagement is low, consider whether your content answers your audience’s questions or if the page layout needs improvement.

Monitor keyword rankings

Keyword rankings are a great barometer of your content’s visibility in search engines. Tools like Ahrefs, SEMrush, or Moz can help you track how your hub and spoke pages rank for targeted keywords. If rankings aren’t improving, revisit your SEO strategy—consider refreshing outdated content, targeting new long-tail keywords, or building backlinks.

Study user behaviour

Analytics tools like Google Analytics or Hotjar offer a window into how users navigate your site. Are they clicking through to spoke pages from your hub? Do they drop off at certain points? Heatmaps, session recordings, and flow reports can help you identify friction points and improve the user journey.

Prioritize user experience

Great content deserves an equally great experience. Regularly review the design, layout, and navigation of your hub and spoke pages. Is your hub page intuitive to explore? Are spoke pages easy to read and visually engaging? Enhancing user experience not only improves engagement but also signals to search engines that your site is high-quality, which can boost rankings.

Pro tip: test and iterate

Performance optimization isn’t a one-and-done process. Run A/B tests to experiment with headlines, layouts, or calls-to-action. Small changes—like tweaking a headline or reworking a CTA—can lead to big results over time.

Common mistakes to avoid

When implementing a hub-and-spoke content marketing strategy, it’s easy to hit a few bumps along the way. Here are some common mistakes to watch out for and tips to steer clear of them:

• Rushing in Without a Plan: Jumping straight into content creation without a clear strategy can leave you with scattered, ineffective pages. Take the time to research topics and subtopics thoroughly. Use tools like Google Trends or Ahrefs to identify what your audience cares about most—it’ll make your content feel intentional and relevant.
• Focusing on Quantity Over Quality: More content isn’t always better. In fact, low-quality or rushed pages can send readers away faster than you can say “bounce rate.” Instead, think about what your audience really wants to know. Deliver high-value, engaging, and well-researched content that makes them glad they landed on your page.
• Neglecting Internal Linking: Think of your hub and spoke pages as a team—they need to support each other. Make sure every spoke page links back to the hub and, where it makes sense, to other spokes. This creates a clear, logical structure that’s helpful for both users and search engines.
• Forgetting SEO Optimization: You can create the best content in the world, but if it’s not optimized for search engines, it might not get the attention it deserves. Sprinkle in relevant keywords naturally, write compelling meta descriptions, and don’t forget to optimize your images with alt text. These little tweaks can make a big difference.
• Ignoring Content Maintenance: Content isn’t a “set it and forget it” situation. Over time, information can become outdated or irrelevant. Regularly review and update your hub and spoke pages to keep them fresh, accurate, and valuable. Even adding a new statistic or example can breathe life into older pages.

By staying mindful of these common mistakes and focusing on creating content that’s both high-quality and user-friendly, you’ll build a hub-and-spoke strategy that drives traffic, engages your audience, and supports your long-term goals. Remember, it’s not just about checking boxes—it’s about creating a connected, valuable experience for your readers

Create hub and spoke content with a content leader

Stretch Creative partners with companies to craft high-quality content and provide expert SEO strategy tailored to their hub-and-spoke content models. Our team of professional writers, editors, and SEO specialists brings years of digital marketing experience to every project, ensuring your content not only aligns with your business goals but also drives meaningful results.

From developing a robust SEO strategy to delivering SEO-friendly, customizable writing services, we’re here to support your content marketing efforts every step of the way. If you’re looking for a partner to help you create a plan that fits your objectives and budget, we’d be happy to help you succeed. Let’s get started.

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