A Step-by-Step Guide to Creating Hub-and-Spoke Content

Build a connected content strategy that boosts SEO and drives traffic

Publishing content at random won’t grow your brand, but a structured strategy will. The Hub-and-Spoke model is a simple yet powerful framework that helps you plan and organise content around topics your audience is actively searching for.

It’s especially effective for SEO and long-term content planning, but it’s also a smart way to deliver real value at every stage of the customer journey.

What is Hub-and-Spoke Content?

The Hub-and-Spoke model is a content strategy framework where:

• The Hub is a pillar page that covers a broad topic in depth.
• The Spokes are supporting articles that explore related subtopics in more detail.
• All spokes link back to the hub, and the hub links out to each spoke — creating a tightly connected internal linking structure.

Think of it as building a content ecosystem that keeps users engaged — and signals authority to search engines.

To help visualise the difference, here’s a simple comparison:

On the left, Point-to-Point content is scattered — each piece may be valuable, but there’s no clear structure. Readers bounce between posts or leave entirely. On the right, the Hub-and-Spoke model connects everything through one central hub, guiding users to the content they’re most interested in. This not only improves user experience but helps Google understand your site’s topic authority, which boosts your chances of ranking for high-intent keywords.

Why It Works

• Better SEO: Internal links help search engines understand the relationship between topics.
• Longer time on site: Readers are encouraged to explore related content.
• Clear user journey: It makes it easy for visitors to go from overview to deep dive.
• Scalable structure: You can expand the model over time by adding more spokes.

Step-by-Step: How to Build a Hub-and-Spoke Strategy

Step 1: Choose a Core Topic (The Hub)

Start by selecting a broad, high-value topic that resonates with your audience and has strong search potential. This will become your pillar page — a comprehensive overview that introduces and unifies the surrounding subtopics.

Example Hub Topic:
The Secret to Creating a Memorable and Relatable Brand Identity
(Focus: Brand Archetypes as a framework for branding success)

This core piece explains what brand archetypes are, why they matter, and how they influence brand strategy.

Step 2: Identify Related Subtopics (The Spokes)

Break down the pillar topic into supporting themes, keywords, or questions. Each subtopic should be specific enough to be covered in a standalone post while still tying back to the main theme.

Example Spokes (Subtopics based on the 12 Brand Archetypes):

• The Outlaw: Liberation and disruption
• The Magician: Creating transformation and wonder
• The Hero: Inspiring courage and mastery
• The Lover: Building intimacy and desire
• The Jester: Engaging through joy and humor
• The Everyman: Emphasising inclusivity and belonging
• The Caregiver: Nurturing through service
• The Ruler: Offering control and structure
• The Creator: Fostering innovation and originality
• The Innocent: Embracing purity and optimism
• The Sage: Providing truth and wisdom
• The Explorer: Championing freedom and adventure

Step 3: Create the Hub Page First

Develop your long-form, high-quality hub article. This should introduce the full concept, lightly touch on each spoke, and link out to detailed posts (even if they’re to be written later).

✔️ Tip: Include a visual diagram of the 12 archetypes to reinforce the structure.

Step 4: Build the Spokes as Standalone Posts

Each archetype post should:

• Dive deep into one persona
• Explain brand examples (e.g., Harley-Davidson for Outlaw)
• Offer brand strategy tips tailored to that archetype
• Link back to the hub article and mention the other archetypes for contextual relevance

Examples of Spoke Articles:

• Choosing the Right Archetype for Your Start-up
• Understanding Brand Archetypes: Examples & Benefits

Step 5: Interlink the Spokes (Not Just to the Hub)

To build topical depth and increase time-on-site:

• Link related archetypes together (e.g., Hero ↔ Explorer)
  The Outlaw | The Magician | The Hero | The Lover | The Jester | The Everyman | The Caregiver | The Ruler | The Creator | The Innocent | The Sage | The Explorer
• Add “Continue reading” CTAs to move readers through the cluster
• Use consistent anchor text like “Learn more about the Magician archetype”

Step 6: Keep the Content Ecosystem Updated

Your cluster should evolve:

• Add new spokes (e.g., niche industry applications of each archetype)
• Update old content with fresh links and SEO enhancements
• Revisit the hub regularly to reflect any strategy or branding shifts

Example: Hub-and-Spoke in Action

Let’s say your core topic is “Remote Work Strategy” (Hub).

Your spokes could include:

• How to Build a Remote Work Culture
• Tools for Remote Collaboration
• Remote Hiring Best Practices
• Productivity Tips for Distributed Teams
• Cybersecurity for Remote Workforces

Each of these is a detailed post, but all link back to the hub — and can also link to each other where relevant.

Hub-and-Spoke vs. Blogging Without a Strategy

While unstructured blogging results in disconnected posts and limited SEO traction, the hub-and-spoke approach fosters intentional, interconnected content that builds authority, boosts engagement, and scales easily as your content strategy evolves.

How It Connects with Other Frameworks

The Hub-and-Spoke model helps you organise your content. Combine it with:

• TOFU-MOFU-BOFU to structure content by funnel stage.
• AIDA to write persuasive copy for each piece.
• StoryBrand or Hero’s Journey to add emotional resonance to pillar and spoke pages.
• Jobs-To-Be-Done to ensure your hub and spoke topics address both the functional and emotional jobs your audience is trying to get done.
• 5E Content Model to keep your content mix balanced across engagement, education, empowerment, entertainment, and excitement while maintaining a connected structure.

Next Steps to Build Your Hub-and-Spoke Strategy

If you want your content to rank, convert, and scale — you need more than just blog posts. You need a system. The Hub-and-Spoke model gives you a strong foundation for SEO, user experience, and strategic growth.

Book a discovery call today. We’ll help you build a content strategy that attracts the right traffic and turns it into results.