If a Hub is built in a digital forest and no one is around to visit it, does the Hub actually exist? Without a well-developed distribution strategy to bring in the right sets of eyes, a great content Hub isn’t of much use to you. If you’ve put in the time and effort to build a killer content Hub, you need to market that Hub before it can help market your content. After all, you wouldn’t buy a Ferrari and leave it parked in a garage, would you? ☺

1. 6 Ways to Promote Your Hub to
Drive Massive Traffic
Emilie Hamel
Customer Success Specialist
Sam Brennand
Customer Success Lead
8/20/2015 16 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

2. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
HOUSEKEEPING!
Get your tweet on and join the conversation with #uberwebinar
We’ll send slides and the recording
Q&A at the end - ask questions in the chat box!
(If we run out of time, tweet or email us!)

3. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

4. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
ANSWER:
NO!

5. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
YOU NEED TO MARKET YOUR CONTENT HUB SO IT CAN
HELP YOU MARKET YOUR CONTENT
(SAY THAT 5 TIMES FAST)

6. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
Email Marketing Social Media SEO
Communities Embeds Paid Traffic

7. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
(1) Email Marketing
20 years on, still going strong…
A recent study conducted by Pardot found
that – surprise, surprise – 73% of marketers
agreed that email marketing is still core to
their business.
Understand how visitors are making their
way to your Hub (a.k.a. what’s working)
Dig deeper

8. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
(1) Email Marketing
Approaches & Tips
• Introduce your Hub when it launches
• Make sure your company knows about it!
• Include links to your Hub in email signatures
• Tightly integrate Hub content with your
marketing automation workflows/campaigns
• Use your Hub’s Tile Embed feature

9. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

10. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

11. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

12. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

13. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

14. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
(2) Social Media
The new-ish kid on the B2B block
According to the Content Marketing
Institute, the average B2B marketer uses
six different social networking platforms.
Social media can have a lead-to-close rate
up to 100% greater than that of outbound
marketing methods.

15. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
(2) Social Media
Approaches & Tips
• Repurpose your Hub’s content into bite-
sized chunks to distribute frequently
• Integrate your Hub with AddThis – today!
• Seed your presentations and visual content
to platforms like SlideShare
• Use Hootsuite (we’ll get to it in a minute)

16. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

17. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

18. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
Customized social sharing icons with AddThis

19. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
Learn More:

20. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
(3) SEO
Search Engine Optimization
There are over 12,000,000,000 (billion!)
searches per month in the United States
alone.
SEO-generated leads can close at a rate of
up to 850% higher than outbound-
generated leads. Inbound marketing at it’s
finest!

21. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
(3) SEO
Approaches & Tips
• Set meta descriptions for everything (both
Items and Streams)
• Optimize your on-page SEO
• Longer content tends to perform better (top
10 content pieces have >2,000 words)
• Appropriately use Stream SEO options

22. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

23. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

24. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
Customize SEO Titles
Create User Friendly Meta Descriptions

25. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

26. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
(4) Communities
Enhance visitor engagement
Every marketer wants to turn their content
into a vibrant community.
If you have great content, your buyer
personas will be compelled enough to leave
a comment, share it with their own
network, or give you constructive feedback.
Engagement is the silver bullet.

27. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
(4) Communities
Approaches & Tips
• Integrate Disqus with your Hub – today!
• Make sure you have a process in place to
reply to – and encourage – engagement
• Ask for feedback in your content
• Embrace tools like Influitive to encourage
fans to become advocates

28. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

29. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

30. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

31. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
Get your fans involved!

32. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
(5) Strategic Embeds
Give ‘em a taste
Your Hub should be a final destination for
content consumption, engagement and lead
capture.
Using a number of your Hub’s easy to use
Embed Tools, you can strategically embed
elements of your Hub into other platforms
to drive traffic back to the main event.

33. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
(5) Strategic Embeds
Approaches & Tips
• Embed Tiles into emails
• Embed a dynamic Stream of Tiles onto the
static pages of your website
• Embed Tiles or Animated Mini-Flipbooks
• Embed Tiles or Grids into sidebars/footers
• Embed a Hub on internal tools (i.e. intranet)

34. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

35. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

36. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

37. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

38. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

39. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

40. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
(6) Paid Traffic
The magic of SEM and ads
According the Content Marketing Institute,
“search engine marketing (SEM) is the paid
promotion method that B2B marketers not
only use most often but also find most
effective.”

41. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
• Experiment with social media advertising
• Drive traffic using Google AdWords
• Test out paid ads on Bing & Yahoo
• Advertise strategically through tools like
Outbrain or Taboola
• Retarget Hub content to your visitors
(6) Paid Traffic
Approaches & Tips

42. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

43. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

44. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar

45. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
Things to Start Thinking About
Do you have a documented promotional strategy for your Hub?
Is your Hub the center of your content distribution strategy?
Remember: You need to market your Hub so that it can
help you market your content

46. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
THANK YOU!
QUESTIONS?
@uberflip @sambrennand info@uberflip.com hub.uberflip.com

47. 6 Ways to Promote Your Hub to Drive Massive Traffic @uberflip @sambrennand @emiliehamel#uberwebinar
Additional Resources