How to create a resource centre that will attract, engage and convert

Today’s B2B buyers research solutions long before speaking to sales and expect your website to help them do that. A well-designed content hub or website resource centre brings your best thinking together in one place, helping people find relevant insights, explore different formats and take the next step with confidence.

Here’s how to design one that genuinely works for both humans and search engines.

1. Start with strategy

Every effective content hub begins with purpose. Before you think about layout or filters, define who you’re trying to help and what success looks like. Who are your visitors? What do they need from you? How will your hub contribute to your broader marketing goals?

A hub connects the dots between all your content types, such as blogs, case studies, webinars and podcasts, and presents them in a unified, user-friendly way. It should complement your existing channels rather than replace them.

Action steps:

• Map your audience segments and their priorities.
• Audit your content library to identify strengths, gaps and overlaps.
• Clarify what outcomes you want to achieve, from brand awareness to lead generation.

When you start with purpose, structure and design follow naturally.

2. Make it genuinely useful

Good UX is what turns a collection of pages into an experience people enjoy using. The best content hubs feel simple, logical and personal.

Instead of filtering by content type, such as blog, case study, news, think about how your users make decisions. They’re looking for information that fits their situation, role or challenge. A CEO of a health tech company might want to explore ‘website strategy for healthcare’ rather than ‘see all webinars.’

Design filters around personas, industries and topics that matter to your audience. This approach keeps the focus on their goals rather than your internal content structure.

You can enhance this further with smart content. If your CRM knows a visitor’s sector or interest area, you can automatically show a tailored view of resources that match. Some brands use familiar chat-style prompts such as ‘Show me guides for marketing leader’ to make discovery feel intuitive and engaging.

Keep your design accessible and responsive. Ensure it loads quickly, works beautifully on mobile devices and gives your best content a prominent position near the top.

3. Curate with intent

A well-organised content hub feels considered and easy to navigate. Group resources by theme, challenge or audience rather than by format. Use metadata and tagging to make searching and filtering easy to navigate.

Maintain a healthy balance between evergreen content, which builds authority, and timely pieces that show you’re keeping pace with your industry. Each resource should have a short summary that explains what’s inside and why it matters.

Automation can help here. When content is connected through shared tags or database logic, you can automatically suggest related resources from across your site, which map to the content journey. That constant cross-pollination keeps content fresh and saves time on manual updates.

4. Generate leads with empathy

A good resource centre builds trust first and conversions second. Visitors are far more likely to engage if they feel your content is genuinely helpful.

Mix open and gated content strategically. Keep educational pieces freely accessible to attract traffic and show expertise. Gate high-value assets such as reports or templates when you want to capture intent. Connect these forms to your CRM or marketing automation platform so you can nurture contacts with relevant follow-ups.

Dev tip: Progressive profiling allows you to gather data gradually over multiple interactions rather than asking for everything at once. It’s smoother for users and helps you understand them better.

Calls to action should feel like natural next steps and an invitation to explore further, not a hard sell.

5. Technical build and performance

From a development perspective, a strong content hub often goes beyond what standard CMS feeds can do. For example, HubSpot doesn’t allow multiple content types to merge into one feed, so a custom, database-driven structure gives far greater flexibility.

This approach lets you:

• Combine content from multiple sources into one unified experience.
• Offer multi-filtering, such as by topic and industry at the same time.
• Create pre-filtered URLs that can be shared directly.
• Automate related content blocks so visitors always see the most relevant and recent material.

While maintaining a database takes some setup, it unlocks much richer functionality and can even support other use cases such as product, partner or event directories.

From an analytics perspective, a centralised hub makes it easier to expose visitors to a wider range of content. That improves engagement and internal linking, which in turn can strengthen site authority and SEO performance.

6. Keep improving and promoting

A content hub should evolve. Review it regularly, update content, remove anything outdated and refine your filters or tagging as needed.

Promote it across your digital channels. Link to it from your homepage, include it in newsletters, and share new or high-performing resources on social media. Measure what people interact with most and adjust accordingly.

Treat your content hub as a living asset that grows alongside your business.

Building your own content hub

If you’d like help creating a content hub that includes everything we’ve talked about and more, you know where to find us. Get in touch for a no BS strategy session with our team.