Solution Centre
The solution centre converts big ideas into practical ways forward.
We emulate solution sales (Wikipedia definition) by writing down ‘the ways’. We help people decide between different methods of solving their problems, outlining their choices and weighing the pros and cons.
You don’t seriously consider products and services until you have chosen ‘the way’
This example solution stage lies between being motivated to do something and deciding how to ‘make that change’. The big ideas and points of view energise people, and the solution stage is picking a pathway.
Topic hubs vs other ways of organising content.
The solution stage is considered high-value in sales. The bigger the problem, the higher the value. However, this stage exists in both b2b and b2c; it is not exclusive.
The solutions stage holds the greatest potential for website performance gains simply because it rarely exists.
Website Content Organisation Techniques
It doesn’t sound like a big deal, but there are large potential rewards from re-organising website content. In the past, we have achieved 3-5x the number of leads from the same text just by moving the pages. Hubs concentrate the mind and intensify relevance.
There are at least two types of hubs. As we progress and deploy in multiple scenarios, we see topic hubs and niche audience hubs being complementary ways to intensify interest in our visitor audiences.
Topic Hubs vs Blogs
Moving away from blogs is a big mindset change for most people involved in web marketing. There has been a huge investment in them. We are not arguing for people to stop writing, but when you think about the format, ordering content chronologically makes little sense.
The blog tech navigation is sub-optimal. The blog format inhibits long conversations needed for higher ticket and more complex, value sales.
Topic Hubs vs Topic Clusters
Clusters have become popular since the semantic SEO and Entity conversations took hold. Topics and entities are not precisely the same both leverage how Google maps out the internet.
It is largely an SEO technique, although linking between related articles can be powerful in the hands of a skilled writer in ‘selling the click’.
Topic Hubs vs Skyscraper Technique
The skyscraper technique is a methodology for building awesome website resources. It was developed to attract links. It essentially involves creating a more comprehensive, complete, and valuable resource than current ‘linked-to’ content.
To people needing authoritative content, it could persuade them to switch links to your new resource.
The topic hub is a natural progression. Creating a richer resource for the whole topic rather than a single search term extends the idea. Many long pages could benefit from being more navigable, and building a more expert-looking hub could be more attractive.
