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The Hub and Spoke Model
Turn borrowed attention into an audience you own.
Owned media
Your website, your email list, your phone or text list. You control them, and they stay yours no matter what any platform decides.
Borrowed media
Social platforms such as Instagram, LinkedIn, Facebook, YouTube, and TikTok. Great for reach, but the platform sets the rules, decides who sees your posts, and can change both at any time.
The goal: use borrowed channels to start the conversation, then bring people home to the media you own.
The hub
Your website is the usual hub, though anything you own can serve: blog posts, service pages, a podcast, long-form video. Long-form content is where you show depth. It answers the questions your clients actually ask, it can be found in search, and it gives people a reason to stay.
The spokes
Each hub piece is cut into smaller pieces sized for the places your audience already spends time: social posts, carousels, short-form video, quote graphics, and newsletter teasers. Each spoke shows one angle of the hub piece and gives a reason to come back for the rest.
One hub piece, many spokes
Example: a financial advisor's blog post answering "Why am I profitable but always out of cash?"
- Social post. The single most surprising point, in two or three sentences. Points back with "Full post in bio."
- Carousel. The three steps from the post, one slide each. Points back with a last-slide link.
- Short-form video. The question, answered out loud in under a minute. Points back with a caption link.
- Quote graphic. One line worth saving. Points back with a profile link.
- Newsletter teaser. The opening and why it matters this week. Points back with "Read the full post."
Rules of the road
- Publish on the hub first. Spokes point to something that already exists.
- Every spoke links home, every time.
- Capture the visit. Give hub readers a reason to join your list.
- Repurpose, don't repeat. Each spoke shows a different angle.
- Stay consistent. A steady weekly rhythm beats an occasional burst.
How ContentOS does it
The Blog Builder writes the hub piece. The Social Post Builder and the Newsletter Builder take that same piece and cut it into spokes, in your voice, for each platform you choose. The Profile Optimizer makes sure every profile sends people to your hub.
Your hub and spoke checklist
- I know my hub (my website or other owned media).
- Visitors can join my list from every hub page.
- Each profile links to my hub.
- This week's hub piece goes up before any spoke goes out.
- Every spoke this week includes a way back to the hub.
See it built live
Watch one hub piece and its spokes get built for a real local business in a little more than 30 minutes.
From Scott Sanchez, Founder of The D4rence Agency and creator of ContentOS.