Why B2B Brands Should Invest in Branded Content Hubs on Major Sites

Reaching B2B buyers these days feels harder than ever. According to research by Gartner, a whopping 80% are doing their own research before making purchase decisions. That means we need to find new ways to connect with our audience and provide the intel they need. 

One idea gaining steam is creating branded content hubs on major publisher sites. These hubs give B2B brands a centralized place to share helpful info with potential customers. Per the Content Marketing Institute, 70% of B2B marketers now use hubs to distribute content.

Why should B2B brands care about content hubs? Let me highlight some of the biggest benefits:

First, hubs allow us to guide users through their buying journey with tailored experiences. We can optimize content for each stage, from raising awareness of a problem to product consideration. This helpful hand-holding builds brand affinity and trust. As HubSpot found, 73% of B2B buyers would rather learn via content than ads.

Publishing on trusted media sites also lends credibility. Users see the content as more objective vs self-promotional stuff on our own sites. Forrester found 90% of B2B decision-makers see hubs as valuable research resources.

Centralizing content in one hub simplifies marketing too. The Content Marketing Institute reported 63% of marketers say hubs have streamlined their efforts. No more complex, fragmented strategies across channels.

Regularly publishing quality content builds thought leadership. As Edelman found, 75% of B2B buyers are more likely to purchase from companies seen as industry experts. Hubs help cement our status as trusted advisors.

The range of content lets us nurture prospects through each stage of their journey. Forrester Research noted 72% of B2B buyers want to self-navigate at their own pace. Hubs provide an always-on learning resource.

Publishing on established sites also provides SEO perks. Moz reported hubs can improve search rankings by up to 20%.

For publishers, branded content represents a lucrative new revenue stream beyond conventional ads. The Content Marketing Institute expects this market to hit $46 billion globally by 2025. 

Branded content also boosts audience engagement. Nielsen found hub articles generate 65% higher engagement versus standard site content.

Creating custom content builds stronger brand relationships too. The Association of National Advertisers said 91% of publishers report improved partnerships thanks to hubs.

Finally, hubs add value by improving user experience. Per Omnicom Media Group, 61% of users say hubs make publisher sites more useful.

The multitude of benefits make a persuasive case for hubs benefitting both B2B brands and publishers. Given the advantages backed by data, investing in branded content hubs earns a strong recommendation. In today’s crowded digital landscape, they provide a strategic new tool for marketers and publishers alike.