Hub and spoke is a content structure where a central hub page connects to a set of related spoke pages, with links running in both directions. The hub gives the overview and the spokes go deep on individual subtopics, forming a tightly interlinked unit. In content marketing it is the same idea as the pillar-and-cluster model.
For brands, the hub-and-spoke structure is a deliberate way to organize internal links so that authority concentrates on the hub and topical coverage is easy for search and AI systems to recognize. The interlinking also helps crawlers discover every page in the set and helps readers move from a broad question into the specific answer they need.