How companies benefit from the strategic use of modern content hubs in their communications

In times of Artifical Intelligence and AI models like Chat GPT, more and more companies are using newsrooms in their corporate communications. In this article, you will learn why it makes sense to supplement newsrooms with topic-specific content hubs and what role the halo effect plays in this.


Newsrooms have become indispensable tools for agile and flexible corporate communications. Even in times of Artifical Intelligence and advanced AI models such as Chat GPT, the use of newsrooms enables companies to deliver content to the right target groups in a structured and targeted manner. To be even more successful here, companies need to address their potential customers through a comprehensive content strategy that includes different formats as well as the full range of available channels. This requires supplementing established newsrooms with topic-specific and neutrally designed content hubs.


The award-winning innovation and communications consultancy Evernine Group is convinced that supplementing established newsrooms with content hubs and the use of chat GPT can help to convey messages even more effectively to the target group, even in the business environment. By using the halo effect, where messages are presented in the context of a larger context and less strongly from a brand perspective, companies can achieve greater impact and sustainably increase the interest of their target groups.


Newsrooms as a central part of corporate communications

Many companies already have newsrooms in place, for example in the form of a corporate blog, and use them as an important tool for their corporate communications. Newsrooms can be used to prepare topics editorially and play them out digitally via various channels. Communication is data-based on the basis of in-depth analyses, targeted and focused on the desired target groups, and centrally coordinated and controlled.


Newsrooms even go beyond their actual core topic of optimized corporate communications and promote cultural change in companies as a whole through agile working methods in flexible, self-organized teams, the elimination of silos through central control and the acceleration of internal communications as well as overcoming hierarchical thinking.


In order to also think future-oriented here, the use of Chat GPT can be useful. For example, Chat GPT can support editors with research in article creation, with the formulation of SEO-relevant content or with article summaries and explanations.


The advantages at a glance:


➡️ Better organization and compilation of relevant information for journalists and other interested parties.

➡️ Ability to communicate current developments and events quickly and effectively

➡️ Increased visibility and presence in the media landscape

➡️ Increasing credibility and trust in the company through transparent and professional communication

➡️ Strengthening relationships with journalists and other relevant stakeholders

➡️ Improving crisis management through a rapid and targeted response to negative reporting or unforeseen events

➡️ Opportunity to strengthen and influence its own positioning and brand awareness through a targeted content strategy.


Overall, as a central part of corporate communications, a newsroom can help improve a company’s reputation and standing and better connect with relevant stakeholders. And by using chat GPT, newsrooms can certainly produce news and articles more quickly, providing readers with an initial overview of specific topics. Nevertheless, quality should always be ensured and the use should be considered critically.


The advantages of content hubs

Newsrooms are therefore particularly well suited for presenting corporate communications in a comprehensive and brand-oriented way. Content hubs, on the other hand, are disadvantaged in the minds of many company managers and are only relevant for SEO purposes. But far from it, because content hubs should also be part of a successful communication strategy as targeted, topic-specific and KPI-optimized distribution organs!

Content hubs serve as a central point of contact for relevant corporate content & topics and form the basis for a successful content marketing strategy. (Image source: Evernine Group)

As a content and technological basis, they thus form the basis for unique marketing and post-PR activities. At the same time, well-positioned content hubs are crucial for companies to be able to take advantage of the new developments in the AI field, keyword Chat GPT. After all, the benefits of fast and simple content generation using AI programs only have a positive impact if effective content distribution is also possible.


This is precisely what modern content hubs offer. This allows new paths to be taken in the digital world, for example, and innovative content formats such as scrollytelling, podcasts or videos can be quickly and easily integrated into the overall concept. In this way, content hubs are also able to react agilely and at short notice to new trends.


By using content hubs, companies can take advantage of these benefits:


➡️ Platform for generating new customers & for the use of social marketing. Existing customers, journalists & partners are better informed about relevant topics & content at a central point of contact

➡️ Ideally suited as a platform for the “Digital Me” of employees in the company – they can position themselves as experts via the Content Hub

➡️ More credibility through the use of the halo effect as well as increasing brand awareness and user engagement

➡️ Depending on the individual strength of their own brand, companies can make their content environment brand- or topic-oriented

➡️ More targeted content creation also using AI programs such as Chat GPT


The importance of own content hubs for content marketing campaigns

Content hubs are important tools in content marketing campaigns as they provide a one-stop shop for a specific topic or product category. By using their own content hubs, companies can better organize and present their content, making it easier for users to find relevant content and engage with the brand.


When designing content hubs, companies should take advantage of the halo effect, which states that content reaches its chosen target audiences primarily when it is placed in the most neutral environment possible. In this way, companies benefit from more credibility, for example when it comes to thought leadership topics. Depending on the individual strength of their own brand, companies can make their content environment brand-oriented or topic-oriented.


The architecture should also include an appealing substructure, landing pages with corresponding CTAs for lead generation, and a data and tracking system. Evernine has set up such an architecture for its client company Axians with the content hub “Digital Chiefs” and is operating it successfully. In news, technical articles and other formats, experts from Axians and other partners talk here about the challenges and opportunities of digitization in Germany and thus reach their relevant target groups.


New opportunities through AI

With such an architecture and technological environment, companies can take advantage of the benefits offered by AI programs such as Chat GPT. This is because they facilitate both research and the creation of articles and thus simplify the editorial operation of their own content hubs. This opens up new opportunities for companies to react agilely to current topics and market developments. However, they should take strict care to act in accordance with the predefined content strategy.


An ideal platform for content marketing strategies

“By using their own content hubs, companies can increase their brand awareness and engagement. By creating high-quality content and presenting it in their own hub, they can position themselves with their expertise in relevant areas and gain the trust of users,” says Sven Blaukat, Director Strategy Consulting at Evernine. They can also make their content available to a wider audience through targeted distribution on social media and other channels.


They can also help companies achieve their content marketing goals. By focusing on a specific topic or product category, they can create more targeted content and deliver their marketing messages more effectively. In addition, by analyzing user interactions on their content hub, they can gain valuable insights that can help them further optimize their content strategy.

In the age of AI and AI models like Chat GPT, more and more companies are using newsrooms in their corporate communications.

Overall, the use of owned content hubs is an important strategy in content marketing campaigns. By creating a one-stop shop for relevant content, companies can increase brand awareness and engagement, achieve their marketing goals more effectively, and they gain greater control over the user experience.



Companies must think of content hubs in this way and see them as a supplement to their established newsrooms. Because these are suitable as a basis for populating content hubs with content.


“Especially when it comes to presenting a few, specific and also provocative topics detached from the normal brand-oriented communication and in addition in the form of novel content, tailored to the relevant target group and in an appealing environment, content hubs convince with their high efficiency,” confirms Alexander Roth, CEO of the Evernine Group.


The Evernine agency has placed successful content hubs and numerous best practices for corporate magazines on the market. “The key is to find the right strategy. You can put it thematically closer to a brand, it can be purely related to a product area, or you can build it just to attract new customers, for example,” says Roth.

Alexander Roth, CEO of Evernine Group. (Image source: Evernine Group)

Source title image: Evernine Group.