Want to use video marketing to grow your audience, nurture community engagement and capture user intent (via search-friendly content)? Then it’s time for Google and YouTube’s definitive guide to video strategy – the ‘hero’, ‘hub’ and ‘hygiene’ model.
Since Google introduced hero, hub and hygiene (now called ‘help’) content as recommended YouTube programming in 2014, the model has dominated marketing executions – and not just for video content. It relies on content pre-planning to produce a regular, consistent variety of videos, with a focus on more rather than less. The rewards? Raising brand awareness, influencing consideration, driving sales, and promoting customer loyalty (and advocacy).
But just what is hero, hub and hygiene / help video content – and how can you leverage it for kick-ass results when it comes to your business and content goals?