Are you looking for an effective way to incorporate video into your marketing strategy? The Hero, Hub, Help approach is a proven framework that can help you create video content that resonates with your target audience at different stages of their customer journey.
What is the Hero, Hub, Help approach?
The Hero, Hub, Help approach is a content strategy framework developed by Google that categorizes video content into three types: hero, hub, and help. Each type of content serves a specific purpose and is designed to engage with your target audience at different stages of their customer journey.
Hero Content
Hero content is designed to create a big splash and attract a wide audience. It typically consists of high-quality, highly produced videos with a high emotional impact. The goal of hero content is to create brand awareness and buzz. Examples of hero content include brand stories, product launches, and major events.
Hub Content
Hub content is designed to build a loyal audience by providing regular, engaging content on a consistent basis. It is typically less polished than hero content but still high-quality and highly relevant to the target audience. The goal of hub content is to keep viewers coming back for more. Examples of hub content include regular series, behind-the-scenes footage, and how-to videos.
Help Content
Help content is designed to provide answers to specific questions or solve problems for viewers. It is typically highly informative and educational in nature. The goal of help content is to establish the brand as an authority in the industry and build trust with the target audience. Examples of help content include tutorials, guides, and product demos.
Getting started with the Hero, Hub, Help approach
To get started with the Hero, Hub, Help approach, first, identify your target audience and their needs. Then, determine which type of content is most appropriate for each stage of their customer journey.
For the hero stage, consider creating high-impact, emotionally charged videos that will grab their attention and create brand awareness. For the hub stage, focus on creating regular, engaging content that will keep them coming back for more. Finally, for the help stage, create highly informative and educational content that will establish your brand as an authority in the industry.
The Hero, Hub, Help approach is an effective framework for creating video content that resonates with your target audience at different stages of their customer journey. By identifying your audience’s needs and creating content that meets those needs, you can build long-term relationships with your customers and establish your brand as a trusted authority in the industry.
If you would like help with your video marketing, or if you would like to discuss this topic in greater detail, please contact David May.
*the first draft of this was written by ChatGPT