Choosing the Best Social Media Management Platform for Your Business

Effective social media management is essential for businesses aiming to make a significant impact online. Managing multiple channels efficiently can be daunting with the myriad of platforms available. Fortunately, tools like SocialPilot and Hootsuite exist to simplify this process. Let's delve into a comprehensive comparison to help you determine which platform best suits your needs.

Why Choose SocialPilot?

Seamless Multi-Platform Management

SocialPilot caters to businesses of all sizes, offering a comprehensive suite of features designed to streamline social media management across various platforms. From Facebook and LinkedIn to Pinterest, Twitter, and Instagram, SocialPilot seamlessly integrates all major social media channels.

Enhanced Team Collaboration

One standout feature of SocialPilot is its 'Approvals-On-The-Go' functionality, facilitating effortless team collaboration. With this feature, clients can quickly approve content without the need to log in, ensuring efficient workflow management.

Advanced Social Media Calendar

The platform's sophisticated social media calendar is a game-changer for monitoring and organising campaigns. With intuitive scheduling options and comprehensive analytics, SocialPilot empowers users to optimise their social media strategies effectively.

Exploring Hootsuite's Features

All-In-One Marketing Suite

Hootsuite, a veteran in the field, boasts a substantial user base and offers an all-inclusive social media marketing suite. Its user-friendly dashboard combines diverse industries, providing a centralised hub for managing multiple social media accounts.

Diverse Content Scheduling Options

Hootsuite excels in content scheduling, supporting various formats, including images, videos, GIFs, and links. Its bulk scheduling feature allows users to schedule multiple posts simultaneously, enhancing efficiency and productivity.

Content Recycling

One of Hootsuite's standout features is content recycling, which enables users to repurpose successful posts, giving them a second life and maximising their reach over time.

Making the Decision

SocialPilot: Tailored for Collaboration and Efficiency

SocialPilot's strengths lie in its enhanced team collaboration features, versatile scheduling options, and user-friendly browser extension. Ideal for businesses prioritising seamless collaboration and efficient workflow management.

Hootsuite: Comprehensive Content Management Solution

Hootsuite's diverse content scheduling capabilities, bulk scheduling feature, and content recycling functionality stand out. Perfect for businesses seeking an all-encompassing social media management suite with extensive scheduling options.

The choice between SocialPilot and Hootsuite ultimately depends on your specific requirements. If you prioritise seamless team collaboration and robust scheduling capabilities, SocialPilot may be the ideal choice. However, if you're looking for a comprehensive solution with diverse content management features, Hootsuite could be the preferred option for your business.

Why Clients Believe ChatGPT Writes All Our Copy

When it comes to content creation, there is often a misconception that modern copywriters rely heavily on AI to churn out their work. At YouMore, we've noticed that some of our clients wondering if ChatGPT is the wizard behind the curtain crafting all their content. However, the truth is far from this assumption. I want to shed light on the reasons behind this belief and explain the intricacies of crafting SEO-optimised content that occasionally might sound a bit off.

The ChatGPT Copywriting Conundrum

So, you've probably heard the rumour that AI, like ChatGPT, is responsible for all the content you see online. While it's true that AI can play a role in content strategy and is used by loads of companies, the reality is more nuanced than it appears.

SEO and the Art of Copywriting

Creating compelling content that ranks well in search engines is no cakewalk. We're dedicated to optimising our clients' content for SEO, which often means weaving keywords and keyword phrases seamlessly into the text. However, this can sometimes lead to content that sounds less like natural conversation and more like a robot's script. Before I write any blog or website copy, I first delve into some SEO research; checking what words are currently ranking relevant to the topic and which keywords have less competition in trying to achieve that coveted page 1 ranking. 

The SEO Keyword Dilemma

Keywords are the lifeblood of SEO. They are essential for helping search engines understand the content of a web page and connecting it to user queries. Our clients often wonder why some parts of the content sound less like spoken English and more like a jigsaw puzzle, where fitting the right keyword is like trying to hit a square block through a triangle hole.

The Importance of Strategic SEO Copywriting

My job is to craft content that not only ranks high on search engines but also resonates with your readers. Achieving this delicate balance can sometimes be challenging.

The truth is, while AI like ChatGPT can do the job of a copywriter, the human touch can never be replicated, crafting engaging and relatable content.

Striking the Perfect Balance

Copywriters are the unsung heroes who skilfully strike the perfect balance between SEO optimisation and a conversational tone. We understand that content should not just be seen but also enjoyed, and this requires a human touch.

So, rest assured that when you work with YouMore, you're receiving content that's crafted with a perfect blend of art and science. By understanding the intricate dance between SEO and the art of writing, we can dispel the myth that ChatGPT is the sole author behind our content. Oh! And if you would like to read a blog written by ChatGPT, check out this blog I asked to put together. Let’s see if you can spot any differences! Read it Here

Are you observing other businesses in the Edinburgh area achieving remarkable success and wondering why your efforts aren't yielding similar results? Both you and your competitors are engaged in content creation, so what sets them apart? The real question to ask yourself is, "Am I consistently producing valuable content?"

The Crucial Role of Strategic Planning

Just as every impressive structure begins with a blueprint, your content strategy needs careful consideration. Before you dive into content creation, pause and reflect on these key queries: What is the overarching purpose of my content? Who is my target audience? What message do I intend to convey?

Gather your tools—a notepad or your smartphone—and start jotting down your thoughts. Establishing a clear direction for your content, understanding the platforms it will grace and identifying the questions it aims to answer are pivotal steps in laying the groundwork for content consistency.

Tailoring Content to Platform and Audience

Navigating the editing phase involves tailoring your content to fit its intended platform seamlessly. Whether you're targeting LinkedIn, YouTube, or Instagram, adapt your content to align with the platform's context and audience preferences. Each platform exudes its own vibe, so ensure your content resonates within that sphere. Moreover, never underestimate the transformative impact of skillful editing. A polished, professional touch can set your content apart and elevate your business above the rest.

Effective Implementation: Spreading Your Message

Once your content plan is crafted and your creations are ready for dissemination, it's time to unveil them to the world. Designate one responsible individual, outline a comprehensive content calendar, and commit to a consistent posting schedule. Keep in mind, it's all about the balance between quality and quantity. Posting subpar content frequently won't yield the desired outcomes. Embrace the motto of ‘quality content over quantity’ to truly engage your audience.

Strategise and Execute: Extracting Maximum Value

The key takeaways from this process are strategic planning and seamless execution. This dual approach not only streamlines your content creation but also ensures its effective utilisation. After all, what purpose does it serve to create a multitude of content if only a fraction of it is published? 

A Path to Lasting Success

In the bustling business landscape of Edinburgh, achieving consistency in content creation can undoubtedly set you apart. By meticulously strategising your content, adapting it to diverse platforms, and implementing with persistence, you're setting the stage for lasting success. It's not about flooding the digital realm with content; it's about crafting a meaningful presence that resonates with your audience and propels your Edinburgh business.

Using TikTok, YouTube Shorts, and Instagram Reels to Propel Your Traffic Strategy

Are you ready to explore the world of short-form content and its magical ability to charge your website traffic? Buckle up, we're diving into the fast-paced universe of TikTok, YouTube Shorts, and Instagram Reels to uncover how these platforms can skyrocket your online presence. Get ready to sprinkle a little "short and sweet" into your marketing mix and watch your traffic strategy reach new heights!

The Power of Short-Form Magic:

Short-form content is like an espresso - quick, intense, and oh-so-addictive. TikTok, YouTube Shorts and Instagram Reels have harnessed this addictive quality and turned it into a traffic-driver.I hear you, ‘But what should this content look like?’ Invision this: Catchy videos that capture attention faster than our amazing blogs, bite-sized content that's easy to digest and share. Learn to harness the short-form and you're opening the door to a broader audience and amplifying your chances of driving more clicks to your website.

Crafting Irresistible Content:

Creating short-form content is an art, and the canvas is your smartphone screen. But fear not, you don't need a blockbuster budget or a Hollywood script to shine here. Think outside the box, let your creativity run wild, and infuse your unique brand personality into every pixel. Whether it's a snappy tutorial, a behind-the-scenes peek, or a 15-second dance-off, make sure your content is a vibrant reflection of your brand. Don’t be disheartened when the video of what is inside your office fridge surpasses that brilliantly informative video about your product, it’s all part of the game. Oh! And don't forget to scatter some relevant keywords like marbles - this is SEO after all!

TikTok Tactics:

First up, TikTok! This platform is like a virtual party where everyone's invited. Use trending challenges to jump into the spotlight, add catchy captions, and let your creativity roam free. Remember, the goal isn't just to entertain but to tease your audience with a taste of what your business has to offer. A dash of humor and a sprinkle of authenticity - voilà, your traffic strategy is on the way to the top. 

YouTube Shorts Sensation:

Ever thought a 60-second video could leave such a lasting impression? Me either. Start strong, dive into the heart of your message, and wrap it up with a bowtie ending. And here's a pro tip: intrigue your viewers with a teaser, promising more juicy details on your website or other social platforms! Time for a SEO bonus ball: make your video description a keyword haven, and those search engines will be your best pal.

Instagram Reel Retention:

Last but not least, Instagram Reels. Here, it's all about thumb-stopping visuals and quick, impactful content. Showcase your products, share tips, or educate - all while keeping your viewers hooked and intrigued. Remember, the aim is to leave them wanting more. Add a dash of storytelling, toss in relevant hashtags, and don't forget to lead the traffic trail right back to you

Short-form content isn't just a trend or a fad; it's a powerhouse strategy and it is here to stay. TikTok, YouTube Shorts, and Instagram Reels are your golden tickets to engaging, entertaining, and intriguing your audience factory. What if you don’t have any content? Well, people are walking around with a £1000 camera in their pocket - I’m talking about your phone - so there are no excuses. Already got content? Brilliant, select some engaging moments, cut it down and you are ready to go. Hungry for more? Why not read our blog Social Media Content: Best Practices.

Balancing the needs of readers and search engines is an art that every content creator must master. Crafting SEO-friendly content doesn't mean sacrificing creativity, readability or engagement. In this article, we will explore some essential tips that will help you create content that satisfies both your audience and search engines. 

Know Your Audience: 

Before diving into writing, it is helpful to build an understanding of your target audience thoroughly, at the end of the day they’re the ones doing the reading. Conduct in-depth research to identify their preferences, trends and language. Tailoring your content to resonate with your readers will help build a connection between them and your content. Incorporating relevant keywords naturally is a great way to avoid sacrificing your tone. 

Read more in our article on how to market to your ideal client.

Keyword Research: 

Keyword research is the backbone of SEO copywriting. Utilise tools like Google Keyword Planner to find relevant keywords with a balance of search volume and competition. Make sure to include some long-tail keywords, keyword phrases of three to five words, as they tend to attract more targeted traffic and are easier to incorporate smoothly into your copy.

Create Compelling Headlines: 

Craft some attention-grabbing headlines that will ignite some curiosity in your audience but also include your primary keyword. Use power words and numbers to make the headlines more enticing, encouraging readers to click through and explore your content further.

Structure Your Content: 

Divide your content into easily scannable sections with descriptive subheadings. This not only makes it more reader-friendly but also helps search engines understand the structure and relevance of your content. Incorporate your target keywords into the subheadings naturally.

Write Engaging Introductions: 

Your content's introduction is crucial for capturing readers' attention and encouraging them to read on. Make it captivating, relevant and concise, introducing your primary keyword in a way that flows naturally with the content.

Maintain Keyword Density: 

Keyword stuffing is a thing of the past. Instead, focus on maintaining an appropriate keyword density throughout your content. Aim for a natural incorporation of keywords, ensure they fit seamlessly within the context. Don’t sacrifice grammar for a few extra keywords!

Optimise Meta Tags and Descriptions: 

Craft unique and compelling meta titles and meta descriptions for each piece of content. These elements act as the first point of contact with search engine users, influencing click-through rates and SEO performance.

Utilise Visuals and Multimedia: 

Engage your audience with visuals such as images, infographics, and videos. Visual content not only enhances the reader's experience but also keeps them on the page longer, signalling positive user engagement to search engines.

Ready. Set. Copy.

SEO copywriting is an art that strikes a balance between catering to readers and appeasing search engines. By understanding your audience, conducting thorough keyword research and implementing SEO best practices; you can create content that attracts organic traffic while keeping your readers informed and engaged. Remember, quality content is the foundation of successful SEO.

When posting on social media businesses want to create content that will best capture their audience's attention. But social media is saturated with competing content, making it a tricky task to stand out. With users scrolling through their feeds at lightning speed, how can you ensure that your content doesn't go unnoticed? The answer lies in understanding the psychology of scanning and tailoring your content to maximise engagement. Let's delve into the art of capturing attention and making your content truly unmissable.

The Power of Visual Stimuli

When it comes to capturing attention quickly, nothing beats visual stimuli. Our brains are wired to process images and videos rapidly, making them ideal tools for catching the eye amidst a sea of content. By incorporating visually engaging elements into your social media posts, you increase the chances of people stopping to consume your content fully.

Strategic Placement for Impact

Remember, first impressions are everything. To make an instant impact, it's crucial to strategically place your content to make the most of the psychology behind scanning. Consider Instagram: if images were placed below captions, would they be as attention-grabbing? Most likely not. To entice your audience, position visually captivating content, such as videos, images, icons, or infographics, where it will be seen immediately.

Applying the Psychology Across Platforms

The principles of content placement and engagement are not limited to social media platforms alone. Whether you're crafting emails, newsletters, websites, or blogs, understanding the psychology of scanning can enhance your content's effectiveness. By placing the fastest-to-consume content at the top, you seize the opportunity to hook your audience from the moment they land on your page. Once you have their attention, you can gradually introduce content that requires more time and effort to absorb, such as well-crafted text (oh look, that's what we've done with this article).

Tailoring Content for Maximum Engagement

Armed with psychological insights, you can tailor your content to achieve maximum engagement. Consider the following strategies:

Eye-catching Visuals

Invest in high-quality images, attention-grabbing videos, and compelling infographics that align with your brand and message.

Effective Headlines

Create concise and captivating headlines that pique curiosity and encourage further engagement.

Compelling Introductions

Begin your content with an intriguing hook or a powerful storytelling element that captivates your readers from the get-go.

Concise and Scannable Text

When incorporating text, keep it concise, organised, and easy to skim. Use subheadings, bullet points, and bold fonts to highlight key information.

Interactive Elements

Utilise interactive features like polls, quizzes, or user-generated content to actively involve your audience and encourage their participation.

Clear Call-to-Action

End your content with a clear and compelling call-to-action, guiding your audience to take the desired next steps.

In the era of information overload, understanding the psychology of content engagement is paramount. By leveraging the power of visual stimuli and strategically placing fast-to-consume content at the forefront, you can capture your audience's attention and increase engagement. Remember to adapt these principles across various platforms and employ compelling visuals, concise text, and interactive elements to create an immersive and impactful content experience. With this knowledge in hand, you can stop the endless scrolling and make your content truly unmissable.

Digital marketing is more competitive than ever in 2023. We’ve seen a massive increase in businesses making the most of various digital marketing channels in Edinburgh alone. But are all of these businesses making the most of what video content has to offer? We don’t think so.

Video Content is the Most Engaging

According to Marcus Sheridan’s They Ask, You Answer, video content consistently captures the attention of online audiences. This means people spend more time watching videos online than doing anything else - and this statistic is just growing (in 2022, 82% of internet traffic was video content). The popularity of YouTube, Instagram reels and TikTok show just how much we LOVE to consume video. So, why wouldn’t a business jump on board this train that’s only heading in one direction?

Video Content Has Great Return on Investment

Given audiences love engaging with video content so much, it’s no surprise that 88% of video marketers say they’re satisfied with the ROI of the video content they share on social media. The proof is in the pudding with this one, with 78% of marketing professionals claiming video content has had a direct influence on increasing sales!

Video is here to stay, so you need to be leveraging the right content in the right places. This means putting your business where the public’s attention is: TikTok, Instagram, YouTube and anywhere where video exists basically! If you can get the hang of creating great video content you’ll be able to make the most of social media and what it has to offer. We would really recommend getting on TikTok; it’s a rapidly growing digital marketing platform, so get ahead of the curve and start putting content out on this platform!

It isn’t just about getting ahead of the game, though; it’s about not getting left behind. Your competitors will sooner or later wise up to the potential of video, so you don’t want to be trying to figure it out when it’s too late! No one likes being on camera to start with, and that puts people off from even trying. But you’ll get used to it! There will come a point where you won’t be so self conscious about how you come across. Get over yourself and your business will benefit!

So don’t get left behind thinking that video is just a fad. It’s here to stay, so get used to it!

When you look at the most visited page on your business’ website, you can bet the “About” page will be near the top of the list. It’s a page that all businesses know they need to have, but few give it the attention needed to really get the most from it.

Lots of people think of the “About” page as a sort of fluffy part of the website that doesn’t actually offer much value. “Everyone has one, so I better have one too” tends to be the line of thought. But this doesn’t take into account the importance it has for connecting your business with your customers.

Why is the “About” Page Important?

So, you know you need an “About” page, but aren’t sure why. There are loads of reasons why every business will have one on their website. Here are a few of them.

Build Trust

This is a fairly obvious one. People feel more comfortable buying from businesses when they feel they know the people behind them. They want to know the story, the individuals in the team, why you do what you do, and so on.

Your About page should tell anyone who wants to know everything they want to know about you and your business! The key to creating content - and there should be no shortage of content on your about page - is to answer clients’ questions. So think of all the questions your customers may have about your business and try to include the answers with your about page.

Increase Conversion Rate

What happens when more people trust your business? That’s right - more people buy from your business! The About page on your website can contribute massively to your conversion rate and can give it a boost.

One of the best ways of doing this is with the content you put on the page. A lump of text reading “we are a video marketing company in Edinburgh that specialises in…” will not win you too many fans, even if it is open and honest. Instead, consider creating a great piece of video content that will sit nicely on your About page for years.

How Can You Improve Your About Page?

When your customers get to your about page, what do they see? The same old generic copy outlining your team's work ethic and something about how far you've come in the last few years? Or are they greeted with something that will genuinely give them insight into what your business does, what makes it unique, and help them to understand the people behind the business?

All too often businesses are afraid of being too honest. But authentic, transparent content that shows the human side of your business will separate you from competitors! So include a funny story from your journey to where you are today, or a cool fact about your work. You could take a look at your competitors’ About pages and use that as inspiration. What haven't they included? But above all, be authentic. That's what customers are looking for, after all.

You could do this with an “Our Story” video told by various people throughout the business, or short bio videos from your team. Video connects with people more than any other form of content, and makes your business stand out from the crowd (read more in our article on how to make your business stand out with video content). These factors all contribute towards a customer’s decision to buy, and will lead to an increase in your conversion rate.

For more tips on increasing your conversion rate with your website read our article.

So how does your about page stand out? Is it really about you? Or is it another generic page of "blah blah blah"? Have a think about how you can improve it and you'll see customers' trust in your business increase massively, and see your conversion rate follow!

When creating video content, don’t just use it for the same kind of content you normally make. Do something different! Video is a great tool for doing something a bit creative, something different that will make your business stand out. Whether sharing stories from your team or showing some of your work, there’s so much you can do instead of simply promoting your product or service.

Video Content for Social Media

There’s a constant stream of businesses using social media for one purpose: to sell as much as possible. What’s the problem with that? Don’t all businesses want to sell as much as possible?

Whilst this may be largely true, it’s about how businesses go about doing this. Video content gives you the opportunity to stand apart from the transactional, sales-type content that your competitors will be churning out. Instead of showing how great your product is, show how great your business is! Talk about your background, your team, the business’ journey, your values – these will all separate you from the usual stream of content. Video is amazing for capturing the attention, but once you’ve captured it you need to hold it. By making something a bit out of the ordinary you’re far more likely to keep people engaged.

Read our blogs on tips for social media marketing and best practices to nail your social media pages!

Videos as Digital Assets

Video isn’t just for social media! This is a big mistake that businesses make when creating and distributing the videos they create. When you create a piece of content that takes as much time, effort and money as video does, you want to get the maximum return on your investment.

Think of your videos as digital assets that can be used and repurposed across various platforms and distribution channels. Create content that you can use on your social media by all means, but that shouldn’t be the sole purpose. Video is great for websites, blogs, newsletters, and any other way you can think of for interacting with clients. Use it to engage, educate and build relationships between your business and customer base.

Video Content and the Customer Journey

As far as the customer journey is concerned, this is another area where video content if often under-utilised.

Businesses will create a flashy video to promote a product no problem. But this is too short sighted and only focuses on capturing the attention of potential customers - the very beginning of the customer journey. To really harness video and get the most out of this medium, it should be used across the customer journey. From initial engagement right through to after-sales, video content has a huge role to play.

Of course video is great for capturing attention, but it can do so much more than that. It can play a massive role in a customer’s decision to buy if they have had all their questions and concerns addressed with helpful, informative videos from your team. Then in after-sales video content can be used to maintain that relationship that your previous videos would have done so well at building! By affording extra care to this stage of the customer journey you’ll do wonders for your retention, referrals and reputation.

Read more about guiding the customer journey!

What Videos Should I be Making?

It’s all very well being told to make videos, but what should you be making them about?

There’s lots that video is good at, but most of all it’s great for building trust with clients. This is done through educational, honest, authentic content that adds value to their lives in one way or another.

This could be in the form of a meet the team videos, product tutorials, how to find us timelapses, customer testimonials, or showcases of your recent work. These will all build up that all important relationship with your clients and create a great impression of your business before you’ve even met!

Have a look at our article on video ideas to increase conversion rates for more helpful information.

Video offers so much value, but with the cost of making them you want to be sure you’re getting it right. Use this information to not only create great videos for your business, but also to implement them across your marketing channels. Send a “Just saying hello” video when someone signs up to your mailing list, create a time-lapse of a recent project, or have videos for your FAQ section on your website to give it that much more of a personal feel. You’ll see the benefits with great relationships with customers and increased conversion rates in no time!

What is Content?

When a lot of businesses consider creating content, their first thought is often social media. Social media marketing is a huge part of marketing campaigns for businesses today, but it is by no means the only place where content should be created for.

Content for Customer Journeys

Content should play a key role for businesses in guiding the customer journey. From initially capturing the attention to checking in with a customer in the after-sales process, there are always opportunities to enhance your interactions with content. But getting this right takes planning, direction and thought.

All of your content should have a “why” behind it. Why do you want to make it? What is its purpose? Are you just doing it because someone told you it was a good idea, or does it have real motivation behind it? A cohesive and well thought-out plan for your content can completely transform the way your business interacts with clients. Content isn’t an afterthought or something to focus on if you get around to it. It should be a priority to grow your brand, increase your sales and drive your business forward!

Social Media Content

I said that content isn’t just for social media - but there is a place for social media content!

Social media offers a free platform for promoting your business, reaching new clients and building relationships. There is one thing that content for social media should do above all else, though: engage your audience!

On social media, businesses have to battle for the attention of clients not only with competitors, but with everything else that is being shared! So it’s important that social media content has an interesting visual style and is short and snappy. This captures attention and keeps it there!

But social media content shouldn’t be made purely for the sake of capturing attention. There is scope to add value, too. With educational, entertaining or useful content you will build up a trusting relationship between your clients and your business. So once you’ve captured the attention, your goal should be to keep it there with value-adding content.

Read up on our advice for social media content.

Website Content

Your website plays a crucial role in your customer journey. Prospective clients may land on your website after searching for the products or services you provide, or perhaps after seeing a social media post. This means that by the time someone enters your website they’re already further along the customer journey than if they’re seeing your social media posts. You don’t need to focus so much on capturing attention, rather the aim should be to add value. If someone has entered your website this is your chance to impress and convince them that your products or services are what they have been looking for.

To make your website as appealing and effective as possible it should do these things:

- Explain what your business does.

- Connect visitors with your business and your people.

- Educate and engage.

If it does these things you will see conversion rates increase and sales as a result. Some good ideas for the type of content you should be using on your website include: tutorials, FAQs, testimonials and team bios.

Read more about how to increase conversion rates through your website.

Using Content in Emails

Email campaigns are a great way to build a trusting and personal relationship between your business and customers. They offer a way to directly communicate with someone, so content for email marketing should be tailored to this use. This separates email marketing from social media marketing or paid ads.

In most cases, if someone is receiving an email they’ll know about your business. Again, this is different from social media marketing. You don’t need to focus so much on making your brand recognisable or memorable. Customers will be familiar with you already, so they’ll be further along in the customer journey. This means your focus should be different in accordance with this.

Here are some ideas for types of content that you could include:

As you can see, content can play an important and varied role in many aspects of your business. Throughout the customer journey, on multiple platforms, content can transform the way your business interacts with clients. Having a plan for how you want to use your content to enhance these interactions can give your business the edge over your competitors and generate trusting, long-term relationships between you and your customers.

Get in touch to see how we can improve your content strategy!

Learn page button

learn hub