Online competition is intense. Close to 2 million blog posts are published every day. That’s a lot of content. A bit discouraging, isn’t it? But take a moment to think about the nature of competition. Online competition is based on topics. In Google, in social media, and in the minds of your audience, competition for attention is always specific to a topic. Popular topics are crowded with competitors: famous blogs, big companies and sites that have invested in content for years. If the topic is small, small websites can win attention, but it may not be enough to generate leads and sales. It’s hard to thrive in a tiny, micro-niche.

1. Content Hub Structure: Organization
CENTRAL HUB
Main topic, most
competitive keyphrase
RELATED SUB-TOPICS
Answers to the main
questions, “how to”
SUPPORTIVE BASE
Helpful info on broader
range of related topics

2. Content Hub Structure: Topic
CENTRAL HUB
Main topic, most
competitive keyphrase
RELATED SUB-TOPICS
Answers to the main
questions, “how to”
SUPPORTIVE BASE
Helpful info on broader
range of related topics

3. Content Hub Structure: Format
TEXT
Search-friendly pages,
longform posts, articles
VISUAL CONTENT
Text plus Infographics,
Slideshares and memes
MOTION & AUDIO
Text plus video and
podcasts

4. Content Hub Structure: Location
ON YOUR SITE
ON OTHER SITES

5. Content Hub Structure: Creator
CREATED BY YOU
CO-CREATED WITH
INFLUENCERS