The Hub Concept
The Hub Concept is the idea of creating an effective centre of information in everything you do. In writing, that would mean following a structure where there is a core idea or topic and everything else written is related around it. This is the same notion as headers, in that the concept holds a bearing or direction which leads the reader to become absorbed and dedicated to finishing the entire structure. At VanWhistle Media, this idea was used in developing numerous client websites, including the website for a long-term client, 360 Integrative Medical Centre. Their modern facility approach focuses on providing customers with an immersive centre of services, so it made obvious sense to duplicate this concept by ensuring each component of their business was easily and readily available to website visitors following The Hub Concept structure. When used alongside the 3-click rule, The Hub Concept can decrease bounce rate and increase overall interest. We then move on to content. The question becomes – what is the best and most efficient way to keep visitors interested and to sway them to read and buy? Next topic: content marketing.
The Hub Concept can be applied to all areas of digital marketing and business! Do you have examples of this idea put to work in your office or personal space? Let’s hear about it! Stay tuned for more work-related topics which will be the focus for the new month!
MAY, LET’S DO THIS!
I attended a BNI networking breakfast a few weeks ago and chatted with the chapter’s president at the end of the meeting. I talked about how much I loved technical writing and his eyes lit up. He too had experience writing as he was previously a writing instructor at a local college. He used one word to describe the difference between creative and technical writing – HEADINGS. It was as if we had dual light bulbs go off above our heads. We nodded and laughed simultaneously. Writing creates these sorts of connections. That is what I find so intriguing!
I prefer to use the word HEADERS, but they are essentially the same thing. Google defines a header as –
At VanWhistle Media we created headers for everything. Here are some examples that were used in our Media Kit prototype:
Our prototype was very wordy, long and also lacked any graphic elements. However, it was well received by one client who said, “I was extremely impressed by the content and especially your work experience.” We were working on a long-term SEO contract with him and he was very interested in our presentation and writing skills. This is around the time I started to really consider the power of writing and how it could help so many of the prospective customers we were winning.
The document contains elements of direct truth, for example we state: “As a startup company, we are in the process of figuring out who we are.” This was later removed as the feedback was it reflects that you aren’t sure about your company and lack experience. In any case, there were a lot of goods and bads, but I still like the document for its stark black & white contrast and simplicity. The content was strategically refined and I added some neat black and yellow design elements to make it more powerful and succinct. For Blox. Communications, those two words keep coming up and will likely become an important part of my vision and mission statement. Soon to come!
If you’re interested in having a read and becoming a part of our editing process, here is the VanWhistle Media Media Kit prototype – MarketingPkg2019
If you have any feedback, please share! I’d love to start a conversation about your favorite headers and why they were effective!
If your brand delivers quality products and/or services, creates exceptional digital exposure and aligns with your customers’ values, then viewers will begin to associate your brand with positive emotions.
Wow, this website shows their products in a sensible order / the product descriptions are detailed and personalized / this makes me think of the wool bucket hats my Grandmother used to make in every colour / I want to contact the store tomorrow to see if they have this hat in stock and so on and so forth — the buyer’s process is attentive and resolute.
Timing differs on the other side, however. In marketing sales, process and planning may not always be aligned. We need to find ways to guarantee customer conversion, but how can this be done?
Like a beautiful calico print t-shirt you wore when you were thirteen or like a rain splattered window you peered out of on your way home from piano lessons, you developed their brand in the same way you developed your thought processes growing up. Hup 2 3 4, hup 2 3 4 and so on and so forth.
For example, viewers/buyers/customers are making the same, slow connections linking their own special life experience to what they are observing in your products and/or services. They will begin to recall your name and in the long-term, will remember who you are for what you produce. Then, the name you have chosen to attach to your products and/or services will become synonymous and eventually engrained in history.
This is the importance of material and conceptual brand development — once someone is able to automatically associate your brand name with positive emotions, they will become your friend for life.
This is my company logo. I am proud to be part of a team that honours our core concepts – Integrity, Simpler & Larger, Synergy and Digital Presence. You’ll be hearing a lot more about these things and my adventures working for a digital marketing startup! Stay tuned, we have our EYE on you!!!
A good friend of mine posted a video on her Instagram yesterday celebrating women for International Women’s Day 2019. She positioned my face in the centre of her opening shot and when I saw it, my heart strings pulled for the first time in very long while. For the first time in a very long while I felt proud to be alive, healthy and moving in the direction I want to go. My new job and career path has influenced this sentiment, so when I came across an old post (featured further below), I could finally see the difference just 3 months has made.
Marketers run campaigns for many incentive reasons. Whether to motivate and encourage or to stimulate a greater output and investment, what matters today is that campaigns produce an intrinsic value that over time will impact the course of history for everyone. I am happy to be a member of the marketing discipline, so I can be a direct working part of the action. A perfect example of this is the campaign theme for INTERNATIONAL WOMEN’S DAY 2019. It surrounds women and their strength with the slogan, #BalanceforBetter — a balanced world is a better world.
This makes so much sense to me. My husband and I always say, we need to be able to take care of ourselves first before helping each other. It is the first step towards achieving self-betterment and living a life that is wholly your own. Still, women deserve a moment of focus because the roles we have earned as mothers alone can be excruciatingly difficult. We will always witness a divide in genders, but by finding balance, we can explore our abilities and mitigate our weaknesses; we can apply ourselves in more powerful and life changing ways.
So how can YOU help forge a more gender-balanced world?
Celebrate women’s achievement.
Raise awareness against bias.
Take action for equality.
Run campaigns that matter and incite change.
As my current hero Seth Godin put it: WE’RE MARKETERS. WE MAKE CHANGE HAPPEN!
Here is the old post:
When is enough enough? I am coming down from a relapse. My entire world was rosy. Now I am struggling with a bout of depression that feels like my world went from beautiful to grey. Currently, my world completely lacks any sensory resonance. I’m at that point where only a chocolate covered donut prettied up in sprinkles or the act of cutting apples on a mandolin makes me feel something, anything.
I know now that I could never be a stay at home mom. I would feel helpless and lost, most of the time. Also, not working is NOT good for me. In fact, it’s been horrifying (thank God for my new job that starts on the 15th). I just wish I could remember the elation I felt when I was offered the position. That feeling is gone, has left somewhere in retreat where I don’t have the energy to take it back.
Is it even beneficial to post stories onto my new blog? It feels like such a giant culmination of effort, even if I’m depressed I can ride a small wave of happiness, then once the story is posted it’s over. I have to start all over again. Should I just run? Totally have been avoiding the gym. What will make me feel better? As time keeps ticking, I’m just waiting for it to end.
My husband and I just watched A Star Is Born, we came out of the theatre and I swear I heard him sniffle, he asked me if I liked it and I said it felt depressing. So, was it actually depressing or is it just me feeling that way? Only time will tell, should we just countdown the days? 10 more days and then it won’t feel so bad. I counted down the days till Halloween for Bishop, I’m pretty sure she enjoyed that.
NEVER feel alone. Reach out to someone, anyone. Dang, call me 604-345-5042, I’ll help you!
xo – fe.