July 9, 2022

The Hub and Spoke Content Model for Social Media

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In today’s issue, I’m going to show you how to convert social media impressions into customers.

If you set up this system, you’ll drastically improve your ability to bring your audience from social platforms like X (formerly Twitter) and LinkedIn, onto your website to learn about your products and services.

And even if people aren’t ready to buy, you can expose them to your longer-form content, deepening their trust in you, and moving them closer to becoming a future customer!

Unfortunately, most creators don’t have a predefined system for doing this.

Sales don’t happen by chance. They happen from a carefully architected journey.

Introducing the Hub and Spoke model

The architecture that we’re going to set up today is what’s called the “Hub and Spoke” model of content creation.

The benefits of the Hub and Spoke model are:

  • It’s easy to stay on topic.
  • It’s easy to create more relevant content, faster.
  • You’ll naturally have a place to send your audience.
  • You’ll show off your deep expertise in your topic of choice.

How to leverage the Hub and Spoke model in 4 steps

  1. Create a Hub piece of long-form content
  2. Chop your Hub content into 4-6 relevant Spokes
  3. Stagger the content over 4-6 weeks
  4. Point your social content back to the Hub piece with your CTA

Step 1: Create a Hub piece of long-form content

The most important part of this entire system is giving people a reason to leave their preferred social media platform and head to your website.

We’re going to do this with a Hub piece of long-form content, like a newsletter, podcast, or video.

For example, my Hub piece of content is my Saturday newsletter, The Saturday Solopreneur.

This piece of content will serve three purposes:

  1. Show off my expertise
  2. Build trust with my audience
  3. Move people from social media to my website

Let’s use last week’s issue called, “4 Questions for Better Weekly Productivity” as our example today.

Step 2: Chop your Hub content into 4-6 relevant Spokes

Once I have my newsletter written, I want to create social media posts that are related to that particular issue.

These social media posts will be the “Spokes” of our Hub and Spoke model.

There are 6 pieces of Spoke content that I love creating:

  • Stories
  • Observations
  • Threads
  • Contrarian takes
  • Past vs. present
  • Listicles

With this model, you no longer have to ask “What should I write about today?”

We already have a topic from our newsletter, so creating these 6 pieces of social media content becomes much easier.

Our Hub and Spoke model now looks like this:

We can use these 6 social media posts in the future, and all of them are naturally related to the original newsletter issue.

Step 3: Stagger the content over 4-6 weeks

I take those 6 pieces of Spoke social media content and stagger them over the next 6 weeks.

I do this because I don’t want to talk about the same thing every single day.

I’d rather move from sub-topic to sub-topic each day, all underneath the umbrella of Solopreneurship, my high-level topic.

This helps me stay on message while remaining interesting.

For example, I schedule the “Story” Spoke to be published on LinkedIn the Monday after the newsletter goes out. This is just one small part of how I run my LinkedIn Operating System to grow 12,000 followers per month.

Here’s the story I wrote, inspired by the productivity newsletter issue:

I published this on Monday, 7/04, and the post generated over 140,000 impressions from readers who are interested in productivity improvements.


But, remember, our goal is to move them from impression to website visitor. So, next…

Step 4: Point your social content back to the Hub piece with your CTA

The last step is making sure that the CTA (call-to-action) at the end of each piece of content calls the reader to the relevant newsletter issue to learn more.

You’ll notice that this LinkedIn post features a link to the newsletter issue if they want to learn more about the productivity system they just read about.

(Note: I refer to it as a “free guide” to make it more compelling)

Of those 140,000 impressions on that LinkedIn post, 3,600+ people entered my website on that specific newsletter issue and started reading.

And every newsletter issue I write positions my products passively at the end:

Of those 3,600 people who entered my website, 73 purchased a product or service from me, totaling $4,527.

Steps 2, 3 and 4 are my Content Operating System at play. The system designed to help you create 6-12 pieces of high-quality content that lead to revenue.

By using this system, I never have to ask people to buy my products.

Instead, it becomes a simple numbers game of impressions → visitors → product views → $$.

Well, that’s it for today.

I hope you enjoyed it.

Whenever you're ready, there are 4 ways I can help you:

1. The Creator MBA:  Join 4,000+ entrepreneurs in my flagship course. The Creator MBA teaches you exactly how to build a lean, focused, and profitable Internet business. Come inside and get 5 years of online business expertise, proven methods, and actionable strategies across 111 in-depth lessons.

2. The LinkedIn Operating System:​  Join 20,000 students and 50 LinkedIn Top Voices inside of The LinkedIn Operating System. This comprehensive course will teach you the system I used to grow from 2K to 500K+ followers, be named a Top Voice and earn $6.7M+ in income.

3. The Content Operating System​:  Join 10,000 students in my multi-step content creation system. Learn to create a high-quality newsletter and 6-12 pieces of high-performance social media content each week.

4. ​Promote yourself to 215,000+ subscribers​ by sponsoring my newsletter.

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