Make Your Brand a Digital Content Hub (by Josh Miles) | Business LockerRoom
Aug 06

Make Your Brand a Digital Content Hub

by Josh Miles

Where will your content have the greatest impact on your brand: social media, email, or your blog?

Welcome to month seven of the Bold Brand Challenge. In our last post we discussed how to build a digital marketing strategy that works. Today we’re talking about your content hub—the place where you will put your digital content marketing to work.

Where should your digital marketing live?

There are plenty of reasons to invest in content marketing, but first, marketers must choose to publish on social media, email, or their website/blog.

Really? No, not really. It’s a trick question.

This isn’t about choosing which to do. Your company should likely be sharing content across all of these channels. The real question is, where should all of that content ultimately reside.

Let’s think through the positives and negatives of each choice.

Social Media

Social networks are great for sharing content to huge audiences, and providing natural ways for fans of you, your company, or your brand to connect with all of your other friends, fans, and followers. The opportunity for amplification is unmatched by other media, but the potential your message could simply be missed is incredibly high. Most social media platforms are owned by someone else (think Facebook, Twitter, and LinkedIn), giving you very little control over how—and in some cases, if—your content will show up. The social media waterfall waits for no one, it just keeps flowing and flowing. Even though the short-term potential is huge, the likelihood of your content helping long-term is pretty low. So leverage social for what it is, but don’t rely on that as your digital marketing hub.


I’m a huge fan email marketing programs. Done well, email is an intimate way to build a brand that resonates with your clients, as well as stay in front of your subscribers on a regular basis. In fact, I’m such a fan that we’re dedicating the 10th month of the Bold Brand challenge to email alone (so stay tuned). However, email isn’t great for sharing on a broad scale, nor does it allow for people to search for content specific to your brand. So yes, build your email marketing database into a powerful, brand-building medium, but again, this shouldn’t be your ultimate hub.

Websites and Blogs

It may seem odd to some that I’ve lumped blogs and websites into the same category. I understand they can be very different things, but there’s one thing they should have in common—you own them. Ultimately, your content hub should only be built on top of a medium you own, control, and can scale as you see fit. Who controls the content on your homepage? You do. Who controls the content on your blog? You do.

The ideal hub for your digital marketing content is all about control. I want to encourage you to be control freaks… in a good way. As you build content on your website, you can choose to link back to other helpful, related posts on your own domain, which will have the greatest SEO benefit to your brand. In effect, you’re telling search engines what’s most important, and what each page is about.

Now that your content is safely under your control, feel free to share it through your email marketing program and on all of your favorite social networks. Just be sure to keep one instance of it on a medium you own and control.


  1. Do you have a great place to share content that you own and control? You don’t have to call it a “blog,” but consider adding a blog, news, happenings, or similar section to your website that you can build upon.
  2. If you already have a blog, take a look at how you’re attracting readers. Improve older posts, add images, adjust headlines, or even add more links to newer articles.
  3. Leverage your top performers to share your under-performers. As you’re looking back at old posts, link from your most popular posts to others that you’re proud of. You may be surprised how much more traffic you generate, simply by improving the linking within your own website. If you own it, you can improve it.

Remember, you can do this!


If you’ve missed any of our previous challenges, check them out here. (See, I just looped you back in.)

See you next month, when we’ll discuss how to plan for content marketing & marketing automation. And remember to share your questions, challenges, and successes on your favorite social networks below—better yet, blog about this post on an owned medium!


About the Author

Josh Miles is a caffeine and Twitter addict, and the principal and founder of Miles Design. He was honored as one of Indianapolis Business Journal's 2013 40 Under 40. Josh is also the author of Bold Brand: The New Rules for Differentiating, Branding, and Marketing Your Professional Services Firm. His expertise is highly sought after by professional services firms from coast to coast.

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