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Hero, Hub, Hygiene Content Strategy for Brands Explained

brendangahan.com · 2,366 words · saved by 1 readers

Successful brands understand that they need to create consistent content. Hitting singles and doubles is far superior to a “grand slam” that a viral video may or may not provide. It’s the adoption of this “always on” strategy that is successfully growing communities and generating earned viewership on YouTube. Over the last year, YouTube has been sharing this strategy with brands. Known as the Hero, Hub, Hygiene model, it is a holistic video strategy that places an emphasis on the need for consistency. [Click to read my updated post on this strategy under it’s new name of ‘Hero, Hub, Help’] Picture the Hero, hub, hygiene content strategy as a content pyramid with three core layers. HERO CONTENT: This is content meant to be seen by the masses. Most of the content you create can’t, and won’t, fall into this category. HUB CONTENT: This should be the bulk of a brand’s programming and be episodic in nature. Lastly, the foundation of the content pyramid is the hygiene content. HYGIENE CONTEN

Hero, Hub, Hygiene – YouTube Strategy for Brands (w/ Gillette Case Study) Reading time: 12 min Today, successful brands understand that they need to create consistent, engaging content – hitting regular singles and doubles vs the “grand slam” that a viral video may or may not provide. It’s the adoption of this “always on” strategy that is successfully growing communities and generating earned viewership on YouTube. Over the last year, YouTube has been sharing this strategy with brands. Their framework, the Hero, Hub, Hygiene approach , is a holistic video strategy that places an emphasis

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