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How to Build and Sell a Content hub
How to Build and Sell a Content hub

In this guide we will outline how to create a content hub for a client, price it and sell it with confidence.

The guide will be split into 3 sections: Sales, Pricing and Execution. In this example we will be using a Cognitives template, Future, to create a content hub for Drift.com, a live chat app for sales. 

See the demo site here.

We will build a content hub for the Drift live chat app - www.drift.com

Sales

What am I selling?

You are selling a content hub. Content hubs are typically used to solve a key problem: how do I centralise all my content to increase audience and leads?

Cognitives solves this problem by allowing a company or brand to leverage their existing content from social channels, along with user generated content, original blog posts, white papers and videos into one central place. This allows the brand to grow an audience on a channel they own.

Key Selling Messages

  • Your client will be able to leverage great things customers say about them on social, leaving all the negative comments behind 
  • Your client can centralise their content to a core location, removing the ambiguity around where to find key assets for sales people and stakeholders
  • The quality of user experience will increase using a leading publishing platform like Cognitives
  • Team collaboration and content management becomes simple and easy
  • The client can grow an audience on a channel they own, owning the data and the rights to communicate and own that user base on their terms.

Below is a pitch deck we have put together specifically to assist you in the process of pitching this kind of project to a client. This is re-brandable to your agency.

Feel free to remix the slides to your needs and remember our team is on hand - take up our pitch assist service any time.

DOWNLOAD FREE PITCH DECK

 

Pricing

Recommended pricing for this kind of client project is to combine a base plan with social curation services. The level depends on the amount of content a client has coming through the pipeline - we recommend starting them on a base subscription plan and growing from there. A good starting point for a Content Hub is $1,000 USD per month. 

 

Execution

In this section we will go through how to put together a content hub using your platform. For this example I am using the Future template, one of the many templates that ships with your platform.

  1. Branding: Making the site look right
  2. Sections and Navigation: Set up the Nav to work with the clients marketing site and link out to external sources
  3. Content: Get the client’s content into the platform including articles, ebooks, landing page links and brand videos.
  4. Social Curation: Influencer content and their own social content.
  5. Setup & Tweaks: Final setup and tweaks before go live
  6. Domains & Launch: choose a plan, then redirect a domain and launch.

 

1. Branding

First you need to get the tagline, brand logo and links of the template in sync with the client's website. Also try tweaking the colours and fonts to match the style they are going for.

 

2. Section and Navigation Set Up

Look at the way the marketing site of the client is set up and decide how you want to structure the navigation of the content hub. It is easy to simply group the content streams together into section pages. If a key influencer or high profile person creates content, consider set up a blog for this person. Otherwise keep it in line with how they create content or segment their customers.

This video quickly shows you how to add sections.

Next, you need to add those sections to the navigation - demonstrated in this video.

 

3. Content

Getting content into the platform is a combination of feed imports, RSS, social and manual content creation.

Blog posts and articles can be brought in via an RSS feed. If it is available, you can pull that content in from the official blog (consider though that they may not have included images in the feed.

Once you have some base content in there, their rich media needs to come in. This is typically a combination of brand videos, interviews, Ebook links, links to landing pages and other content.

The first place to start here is the brand's site. Create a list of must-have content and bring that in as a starting point, and figure out where all that content will live in the site (Sections, blogs etc).

Then start migrating the content across. See the video for a demo of how to do this.

See this live on the site at drift.myagencydemo.com

 

4. Social Feeds

This is where it gets fun. You can pull in a range of influencer content and the brands own social content to get a blend going. Where this becomes powerful is when you can leverage the social content created by the brand or mentions of them through social.

Influencer content: Start by doing some research on the category the company competes in and curating some content via the social funnel. you can touch on competitor content, depending on the client, but a better angle is thought leaders, bloggers etc, particularly if they are affiliated with the brand already - they have spoken at their conferences for example.

Next is their own social content. This can be pulled from all channels easily. If you need content from their facebook page then you will need to be added as an admin of the page by the company. all the other channels can be set up without this so if this if for a new client you can still curate their social content easily. If they put effort into video or image based content then focus on that and filter the feeds accordingly.

See the video below for a step by step guide to doing this.

 

5. Setup and Tweaks

Next you need to check the designs and the way the template looks and do the final colouring in of the product. The details you need to focus on here for a content hub are things like: favicon, tagline, page descriptions, blog logos - everything that gives the site design a fuller feeling and look.

The video goes into detail of the settings to jump onto. If you need assistance with any key settings head to our helpdesk at www.platformsupport.co

This video below shows you how to change the feature image on a section page.

 

6. Domains and Launch

Once it is good to go, your client will want their content hub migrated to a domain. The domain management screen is available in your platform once the site is on a paid plan - so put it onto the plan, and then you will see the domains screen with the relevant DNS details that need to be set up.

See the example in this video of getting a brand hub up on the domain hub.myagencydemo.com

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