Tips for a successful content strategy
The Hero-Hub-Help Model
Content planning is not very straightforward because of the numerous possibilities you can choose from. What’s more, so many questions need to be answered upfront: Which topics do you want to cover? On which channel? Which formats make sense for your company's content?
Your head is already spinning? Don't panic! There is a model that can simplify content creation: the Hero-Hub-Help Model – or the 3-H Model for short.
The model was originally developed by Google and explained in the YouTube Creator Playbook for Brands. It was intended to provide guidance to commercial users of YouTube on how to easily plan their content. However, applying the model is not limited to the video sector – it can be used for strategies in various areas.
How does the 3-H Model work?
The Hero-Hub-Help Model is a very simple, yet effective tool for content planning. It helps you to structure your content into three categories according to its attractiveness for the target audience as well as the distribution options. It constitutes a very good starting point for content planning and increasing your reach. Ideally, your editorial schedule should cover all three content formats (text, image and audio) but depending on your objectives, this may vary, of course.
Structure your content using these 3 categories!
Help content does not always need to take up the most space. Sometimes it is more important to generate traffic and thus focus on hero content. Whether your 3-H model is more like an inverted pyramid or a wine glass is up to you and your content goals. To help you get started with the 3-H model, we'll explain the three categories in more detail. Having trouble coming up with ideas? Then grab your colleagues and try a creativity technique to get the ball rolling.
Help content is the type of basic content that users are specifically looking for and that is permanently relevant. Examples are FAQs, guidebook content, user-generated content or tutorials and instructions. They belong to the category of evergreen content and long-tail topics and should be available at all times. NB: Make sure that your help content is SEO-relevant and always up to date. This ensures continuous traffic to your site.
This type of content is of specific interest to your target group. The aim of hub content is to bring users back to your company's website again and again and to positively influence their buying decisions. Hub content should be created on a regular basis to keep in touch with your customers and build trust. It includes blog or video series that address a specific topic from different perspectives, as well as reports, interviews and seasonal content.
Here's an example: Our client SalzburgerLand Tourismus wanted to bring followers back to the website over and over again and strengthen the users’ trust in the brand. For this purpose, the punkt & komma team produced 20 authentic portraits of people from all over the province of Salzburg. The resulting videos were gradually published on a dedicated landing page over a period of one year.
Creating hero content means creating outstanding content, which requires a lot of time, effort and money. It’s a push-and-pull format and is produced at a specific point in time to then promote it heavily afterwards – for instance, for product launches. With this type of content, all possibilities should be exhausted to achieve the greatest possible reach. To give you an example: You could use paid advertisements and influencers to distribute your hero content.
Need some inspiration? Take a look at the campaign of our client HILTL. The image clip addresses three target groups. The visual content was created in such a way that it can be published on all relevant channels.
Important: Do not look at the individual types of content in isolation! Hero, hub and help content only show their full effect when they are combined. That’s where the strength of the model lies!
In short: While hero content generates attention and attracts visitors to your website, hub content ensures that they come back. Help content forms the basis of your website and answers your customers' most pressing questions. In addition, it optimally supports the hero content that is only published selectively. By achieving higher visibility in search engines, you can consistently attract new users. That’s how the respective content types can live up to their potential and contribute to effective content marketing.
Need some support? We’d be happy to help!