How to Create an In-Depth Content Hub

Getting noticed online can feel impossible for small- and medium-sized businesses (SMBs). Big brands dominate search rankings, leaving little room for smaller players to gain visibility. 

But what if there’s a way to level the playing field?  

Enter hubbed content—a structured, topic-driven approach to SEO that boosts search rankings, increases engagement, and positions your business as an authority.

In this guide, I’ll show you exactly how hubbed content works, why it’s so effective, and how you can use it to grow your content. 

Let’s get into it.

Key Takeaways

• Hubbed content is a topic-focused content structure that combines a landing page that discusses the main topics and 10 to 15 blog posts on relevant subtopics. A strong internal linking structure ties everything together. 
• Hubbed content boosts authority, search visibility, and lead generation. It aligns with Google’s focus on delivering original, useful, people-first content.
• Hubbed content is ideal for brands that want to grow their blogs, increase their authority, or get SEO results fast.  
• Many content marketing best practices apply to content hubs, such as identifying user intent, conducting strong keyword research, and creating fresh content. 
• My agency has had great success with content hubs. One client skyrocketed from ranking for three keywords to over 950 in only 10 months.

Table of Contents

• Key Takeaways
• What Is a Content Hub, and Why Does It Work?
• The Core Structure of a Content Hub
• Why Content Hubs Are an SEO Goldmine
  • • 1. Brand Awareness
    • 2. Search Visibility
    • 3. Funnel Expansion
    • 4. Lead Capture Without Gating
• When Should You Consider Content Hubs?
• How To Create Content Hubs
  • Plan Where Your Content Hub Will Fit on Your Site
  • Start Ideating Your Content Pieces and Strategy
  • Choose a Central Topic
  • Choose Subtopics
  • Audit Your Existing Content
  • Create and Implement Your Content Hub
  • Implement Your Measuring Strategy and Track Your Success
• Common Mistakes to Avoid
• Content Hubs Work—and They Work Fast
• FAQs
• Conclusion

What Is a Content Hub, and Why Does It Work?

Hubbed content is an in-depth, topic-focused content structure designed to dominate search rankings. It consists of:

• A hub page (usually a landing page), sometimes referred to as a pillar page, that introduces the main topic and links to related subtopics
• Ten to 15 blog posts, each acting as a chapter covering a specific aspect of the main topic
• A structured interlinking system helps users easily navigate between chapters

However, hubs are much more than a collection of blog posts, says Chris Hill, Content Team Manager at NP Accel:

“It’s a structured, strategic resource designed to establish authority on a topic while driving organic traffic. Think of it as a digital book with 10 to 15 interlinked chapters, each answering a specific question within a broader theme.”

The Core Structure of a Content Hub

Content hubs have a pretty simple structure. They typically include:

• A pillar page that acts as the main authority page
• Cluster content that provides in-depth information on subtopics related to the pillar topic
• Internal linking to create a seamless user journey between the pillar page and subpages
• A dedicated URL structure to keep things organized

Trello’s guide to remote work is a great example:

It has a dedicated landing page with a clear introduction, a table of contents for easy navigation, and internal links between every chapter.

“These features not only enhance user experience but strengthen topical relevance in Google’s eyes,” says Hill.

Why Content Hubs Are an SEO Goldmine

Content hubs deliver authority, search visibility, and lead generation. Here’s why they work:

1. Brand Awareness

Content hubs become the go-to resources on a specific topic. Say someone is searching for plumbing repairs, for example. If your business has a comprehensive guide covering everything from leak fixes to pipe replacements, they’ll remember your name when they need a professional.

2. Search Visibility

Every piece of content in the hub targets different keywords, all related to the main theme. This creates keyword clusters that help search engines understand your expertise and relevance, which can boost your rankings. Hubbed content also benefits from Google’s preference for well-structured, helpful content.

3. Funnel Expansion

Because content hubs cover topics at different levels, they attract wider audiences—from beginners looking for basic info to experts needing advanced solutions. This naturally pushes more people into your sales funnel.

4. Lead Capture Without Gating

People hate paywalls and email gates. Instead, you can offer additional resources (like a downloadable guide) in exchange for an email, capturing leads while keeping the content free and accessible.

Content hubs also deliver on Google’s efforts to serve up original, useful, people-first content. 

This is where E-E-A-T (experience, expertise, authoritativeness, trustworthiness) comes in—and hubbed content checks all the boxes:

• Experience: A long-form hub lets you showcase in-depth knowledge.
• Expertise: Ten to 15 well-researched chapters demonstrate your subject matter expertise on the topic.
• Authoritativeness: Continuously publishing high-quality content that positions you as a credible source can increase your authority. External signals like backlinks can also help increase your credibility and authority.
• Trustworthiness: Proper citations, author bios, and expert interviews build trust.

“A well-structured content hub aligns perfectly with this by providing comprehensive, interlinked information that keeps readers engaged and signals authority to search engines,” says Hill.

When Should You Consider Content Hubs?

Hubbed content isn’t for everyone. But it could be a game-changer if you fall into any of these categories:

• You have a limited blog presence. Need to establish content authority fast? A hub is a great way to jump-start your strategy.
• You’re missing informational content on a key category. Filling a content gap can boost your credibility and attract new traffic.
• You want to reposition your business. A content hub can shift how customers see you, establishing expertise in a new area.
• You need SEO results faster. Hubbed content can start ranking in months, not years, especially when backed by a solid SEO strategy.

Is hubbed content right for your brand? Then, let’s learn how to create content hubs.

How To Create Content Hubs

There are two ways you can build a content hub:

1. Create a new content hub from scratch.
2. Repurpose an existing piece of content.

Adjusting your website’s structure to create a new content hub is ideal, as it makes planning and writing your content easier. It also gives you more opportunities to incorporate long-tail keywords. 

If you want to use an existing piece of content as your content hub, that’s fine, too. Just be sure to include links to other related content on your website so search engines can find it.

Once you’ve decided on your approach, follow the steps below to get started:

Plan Where Your Content Hub Will Fit on Your Site

Your content hub should be easy to find and navigate. I recommend putting it in the main navigation of your website. This will make it easy for both users and search engines to find.

That’s exactly where Trello places its guide to remote work:

If your website has a lot of content, you could create multiple content hubs. This is especially useful if you have different products or services to promote.

For example, if you sell both men’s and women’s clothing, you could create a separate content hub for each. This would be a good way to target different keywords and appeal to different audiences.

Start Ideating Your Content Pieces and Strategy

Now’s the time to start brainstorming topic ideas. Topics that make great content hubs are:

• Broad enough for 10 to 15 chapters
• Narrow enough to keep the content focused
• Evergreen, so your content stays relevant for years

Use keyword research to check whether a topic is comprehensive enough. Each blog post should target a different long-tail keyword to avoid keyword cannibalization.

One way to do this is by running your topic through Ubersuggest to see how many high-volume, related keywords appear.

For example, an accounting firm thinking of creating a content hub around “tax planning” would find dozens of relevant keywords with hundreds of searches:

Subtopics could include: 

• Planning for retirement
• Business tax planning
• Tax planning software people can use 

Jot down any ideas that come up during keyword research. Your goal is to create the most in-depth, useful resource possible. Executing that could be a clever way of interlinking two or more topics. Or it could be a graphic, chart, or table for a specific keyword. 

Choose a Central Topic

Before creating content for your hub, choose a central topic. This will be the main focus of your content hub.

Start by brainstorming a list of potential topics. Then, narrow your list to a topic that:

• Is relevant to your business
• Has a lot of search volume
• Is something you can write about in-depth

Consider an outdoor clothing brand that wants to increase organic traffic and build a community of hikers. It could create hubbed content covering the best hikes in the U.S. 

The topic is incredibly relevant to its business and draws more than 5,400 monthly searches. It also opens the door to dozens of subtopics since the brand can write guides for every major hike. 

Choose Subtopics

Once you have your central topic, it’s time to choose some subtopics. Subtopics are related to your central topic but narrower in scope. For example, if your central topic is “SEO,” a subtopic could be “link building.”

Your subtopics should be relevant to your central topic and something you can write about in-depth. You want your content hub to be a comprehensive resource on your chosen topic.

To choose subtopics, start by brainstorming a list of potential topics. Then, narrow down your list by choosing topics that:

• Are relevant to your central topic
• Have a lot of search volume
• You can add to naturally

If you’re struggling to get started with topic creation, my tool Ubersuggest is great for generating data-backed lists of starter topics.

Audit Your Existing Content

Before you start creating new content for your hub, analyze the content already on your website. You may have some articles or blog posts that fit your content hub’s topics and overall strategy.

To audit your existing content, start by searching your website for relevant keywords. Then, go through each piece of content and decide if it’s relevant to your content hub.

If it is, add it to your list of potential content for your hub. Even if the piece needs some editing, it will save you the time it takes to create a net new piece.

Create and Implement Your Content Hub

Creating content hubs takes time and expertise. You’ll need to write 10 to 15 in-depth articles for each hub, which can take months without additional support. 

If you don’t have an in-house team, you might need to hire content strategists, SEO experts, and writers.

Decide where you’ll publish your hub during the content creation phase. That could be:

• On your blog
• On your homepage
• In a separate resource section

You don’t need to publish every piece of content at once. Start with the hub’s landing page and then add subtopics according to a weekly or monthly schedule. 

As you add each piece of content, link to it from your landing page using relevant anchor text. This will help users navigate your content and find what they want.

Once you’ve added all your content, it’s time to start promoting it. Share your content on social media, in email newsletters, and on other websites. The more people see your content, the more traffic you’ll get to your site.

Implement Your Measuring Strategy and Track Your Success

Tracking the effectiveness of hubbed content is critical. Metrics to monitor include:

• Organic growth (i.e., keyword rankings, page views, and traffic from search engines)
• Engagement rates (i.e., average time on page and bounce rates)
• Leads or sales (i.e., conversion rate and average order value)
• Backlink acquisition. (i.e., number of backlinks and domain authority)

Using tools like Google Analytics, Google Search Console, and heatmaps can help refine and optimize your hub for better performance.

If you don’t see the desired results, change your content or promotion strategy and track how those changes impact your metrics.

Common Mistakes to Avoid

Many businesses invest in hubbed content but don’t get results due to avoidable missteps. To make the most of hubbed content, be aware of these common pitfalls:

• Ignoring user intent: Content should answer real questions that users ask.
• Lack of internal linking: Without links between pages, readers may leave too soon.
• Weak keyword research: Targeting the wrong terms can limit visibility.
• Not updating old content: Google favors fresh and relevant content.
• Overloading content with fluff: Ensure that every chapter provides unique and actionable insights.

Sound familiar? Yep, traditional content marketing strategies apply to hubbed content, too. You need fresh, concise, optimized content that targets relevant user intent.

Content Hubs Work—and They Work Fast

I said that hubbed content gets results quicker than traditional SEO alone. But just how fast can this strategy work?

At my agency, NP Digital, we’ve seen hubbed content deliver results in weeks and months—not years.

One client went from ranking for three keywords to over 950 in just 10 months. Their featured snippets increased from three to 177, driving massive traffic growth. And they’re not alone—we’re seeing these results over and over again.

FAQs

How do I internally link in a content hub?

Create internal links from your hub’s landing page to each subtopic. Add links between the subtopics back to the main topic. This will help users navigate your content and find what they’re looking for.

Why should I invest in a content hub?

Content hubs are a great way to improve your SEO and drive traffic to your website. Creating a comprehensive resource positions you to rank for more keywords and attract more visitors. 
A content hub can also help you generate leads and build relationships with potential customers. Providing valuable information builds trust with your audience and establishes you as an expert in your industry.

What are the different types of content hubs?

There are three types of content hubs:

A directory of businesses or service providers

A collection of blog posts on a specific topic

A library of resources such as ebooks, guides, and templates

How often should I update my content hub?

The frequency of updates for your content hub depends on your industry and the type of content you’re covering. In general, aim to update your hub regularly to keep it fresh and relevant, particularly in response to industry trends, news, and important changes.

Do I need a content strategy for my content hub?

Yes, it’s important to have a content strategy when creating a content hub. This will help you map out what content you need to create and how it will all fit together. Without a plan, it will be difficult to create a comprehensive resource that covers all aspects of your chosen topic.

Conclusion

Hubbed content is an absolute game-changer. It builds authority, improves search rankings, and creates a better user experience. 

Structuring your content around a central theme and interlinking related pieces makes it easier for both search engines and real people to find what they need.

Yes, it takes time and effort, but the payoff is huge. More traffic, better engagement, and higher conversions make it well worth the effort. 

There’s every chance you’ll see sustainable, long-term success much faster than you would with traditional SEO strategies.