Content is everything

A static homepage that contains text about the company and its products has one attractive advantage: at some point it will be complete. And that is it for the next year or so. Job done. Next.  

This is probably why there are still so many of them around. Unfortunately. Because when measured against the requirements of today’s online world, a static homepage offers little more than a telephone without a dial pad, which has only one option: to hope that someone calls. 

If anyone finds this familiar, they should at least start thinking now. After all, many companies fail to exploit the major opportunity of using the only place on the internet that is truly theirs to carry out sustainable customer communication and lead generation.  

But how do you move from passive to active? For example, by expanding your own website to include a content hub, to which all content and marketing activities distributed online will lead because they are all bundled centrally here. These are the five most important reasons for making the change: 

1. Address strategically important topics 

Sell the hole, not the drill. Nobody can ignore this old piece of marketing wisdom when it comes to the question of which content is really relevant for target groups. A content hub opens up the necessary scope for dynamically changing, high-quality content that focuses on the customers, answers their questions, solves their problems, and satisfies their needs. When used cleverly, it can also address strategically important topics in the medium term, benefitting the brand and helping a company to stand out from the competition. 

2. More traffic and visibility on the internet 

Relevant content on a content hub results in better rankings in Google searches and greater attention in social media. This, in turn, increases the traffic on the company’s own website, because a click on any content that is found on Google or distributed and shared on social media takes the user directly to the content hub. All content is subsequently consumed here. And because additional content about similar topics is bundled here, there is a greater likelihood that anyone who is interested will continue to browse. This also has a positive impact on the company’s visibility on the internet. If the bounce rate drops, browsing time increases and visitors share content with others, thereby improving the company’s ranking with Google. 

3. Full control over customer contacts 

A static website has virtually no influence on the customer journey, which now comprises well over ten touchpoints until a purchase decision is made. With a coordinated strategy for the distribution and promotion of suitable content, companies can position themselves at every key touchpoint to guide anyone who is interested to the content area of their website. They can then use the data generated here for their own purposes—in contrast to a post on Facebook, XING, or Twitter, or a video on YouTube without a link to the content hub. 

4. Find out what interests target groups 

By analyzing the traffic data, it becomes easier to see which content is truly relevant to the selected target groups and which formats go down well or not. This is how companies can tailor their content precisely to the interests of the users as well as continually improve it. As a result, they have an opportunity to turn first-time visitors into returning users, who recommend or share content with others, thereby further improving the reach. 

5. Gain new leads for sales with premium content 

Even if companies successfully communicate with their target groups time and time again, it is ultimately about doing more than this: it is about making contact with potential new customers for e-mail marketing and sales. In return for personal data, companies should offer their visitors free-of-charge premium content adapted to the specific product, such as an in-depth e-book, white paper, or webinar. If the content lives up to its promises, then success will soon follow.


In view of the rapid digital transformation, the era of a purely static website is coming to an end. In the internet in particular, companies must approach their customers instead of waiting for customers to come to them. By converting or expanding their websites to include the content hub with relevant content, companies of any size can significantly improve their online visibility and achieve new competitive advantages, by positioning content at all key touchpoints of the customer journey and gaining new contacts and leads. 

Über den Autor