What is the Hub, Hero, and Hygiene Content Marketing Strategy?

Originally designed by Google to help guide YouTube users, over time, the Hub, Hero, and Hygiene Content Marketing Strategy has become the defacto video marketing content strategy for most all brands. By applying the Hero, Hub, Hygiene video content strategy, you can better visualise where you may have gaps in your video marketing strategy. The Hub, Hero, and Hygiene model recommends that brands have 3 types of digital video content.

Hero content – The core content piece that brings attention to your brand.

Hub content – The recurring videos that keep your loyal customers coming back for more.

Hygiene content – The foundation videos that cover all the other important – albeit often less interesting – aspects of your brand.

By applying the principles of a Hero, Hub, Hygiene video content model, you are assured that you are covering all your content marketing needs. From drawing in new audiences to nurturing the longevity of your current customer relationships to providing all the key info about your brand.

Hero Video Content

Let’s start with the top of the Hero, Hub, Hygiene pyramid. Hero content is the attention-grabbing, wow-factor, blockbuster video designed to make a large impact and show off your brand to the world. Designed to spread brand awareness, Hero video content is centrepiece of your campaign strategy and typically costs the most in terms of both time and money.

As Hero content is more costly it does tend to be released more sporadically, perhaps 1-4 times per year depending on the brand and its overall marketing objectives. Very often Hero videos are produced to coincide with the launch of a new product or service. As Hero video content is often the content that introduces your brand to new potential customers, it needs to be a video that draws attention and has high recall. This is best achieved through unique creative, an emotionally driven story and high-quality production. Hero videos usually enjoy the widest audience over a variety of platforms including, website, email, paid media and social media channels. And so the video needs to have separate edits to match each of the platforms being used.

Hub Video Content

Hub content usually comes in the form of the videos that keep your audience interested in your brand, bringing them back for more content and information time and time again. Hub video content is often presented in the form of a video series or some type of recurring themes. Hub video content is vital for an optimal user experience. By increasing brand awareness and encouraging customer engagement, Hub video content helps build stronger relationships between your brand and your audience.

When creating Hub video content it is important that you understand what is important to your audience. What do they want? What do they care about?What motivates them? Your Hub video content should answer  all of these questions and more. This content needs to be produced in an interesting style that will keep your audience coming back for more. Longevity and shareability are important elements of Hub video content. Hub video content can be produced in many styles which can include testimonials and product demos.   

Hygiene Video Content

Next then is Hygiene video content. Hygiene video content isn’t usually the most exciting video content in tour content library, but it is often the most important. While Hero video content tend to be glitz and glamour, Hygiene content is all about functionality. Hygiene video content usually comes in the form of the how-to videos and informational clips that fill in the gaps of your customers’ knowledge of your brand and is often the final piece of info that entices a prospect to become a customer.

When it comes to your website’s Search Engine Optimization site, hygiene content is proven to be extremely valuable as keywords used in the content of the video are closer to keywords searched for during the actual buying stage. So they help in boosting rankings organically.  A good strategy for producing highly effective Hygiene video content is to research which search terms and questions are most frequent in your industry. By using this strategy, your Hygiene video content should deliver the highest attributable ROI out of all your online video content. When creating hygiene video content, remember that your audience is watching because they already have as positive inclination towards your brand. As such, there is no need to be too salesy. Keep it simple, produce content that gives pertinent info and you are more likely to achieve your desired results.

How to Match-up Hub, Hero, and Hygiene to Your Marketing Funnel

Top-Awareness: People won’t purchase your product if they’ve never heard of you, so the top of the funnel is about making your business known to prospects. Your Hero content is usually the most valuable here, but Hygiene can also act as an effective awareness builder when it is used to leverage SEO rankings.

Upper Middle-Capture: It is important to present yourself, your company and your brand as industry thought leaders and to build trust with prospects drawn in by your awareness content. At this level you must answer any important questions and objections they might have that is causing them not to convert. Hub content is ideal for this level.

Lower Middle-Nurture: Once your prospects have gotten to the nurture stage, they have shown strong intent and are ready to make a decision. You want to dispel any possible doubts here with quality Hygiene content, such as product demos.

Bottom-Conversions and Sales: At this level you will probably find a mixture of all three types, Hero, Hub and Hygiene that are specifically produced to drive conversions.

Of course, this is somewhat general and each business’s marketing funnel (and therefore their aligned video content) will be somewhat unique for their situation. But, what it shows is that the Hero Hub Hygiene model is designed not only with the sales funnel in mind, but also to be scalable to any business size and adaptable to each sales funnel.

Wrap-up

A well thought out and strategic video content strategy ties in directly to the overall success of most brands’ marketing performance. So most brands now are using the Hero, Hub, and Hygiene content model to build a solid foundation of video content to draw viewers in and turn audiences into a community. VideoFresh offers brands Hero, Hub, and Hygiene subscription packages to give brands an easy system to create the necessary foundational video content that they need. The packages are offered at a fixed cost so you don’t have to deal with negotiating the price for it. And we guarantee that you will love every video that we produce..

Are you interested in talking with the experts that helps brands develop & implement their Hero, Hub, and Hygiene video content strategy? If so, lets chat.

Extras

Wanted to also share a blog from Brendan Gahan, “Hero, Hub, Hygiene Model- The Definitive YouTube Strategy for Brands”