Building on YouTube’s own video marketing guidance for brands, the help, hub, hero approach allows you to create a structured three tiered content plan. Each tier represents a distinct body of content that has its own purpose, with each tier coming together to create an overarching video content strategy that is greater than the sum of its parts.
Hero Video Content
The ‘go-big’ videos in your content marketing arsenal. Like traditional TV advertising, Hero content is designed to turn heads and get your brand noticed. Production values are usually a lot higher than hub or help videos but release frequency is very low. Hero content can be released around tent pole events like product launches and should be highly entertaining, inspiring or even moving, creating a surge in brand awareness that then allows you to attract relevant audiences with your hub and help content.
Hub Video Content
Hub video is regularly scheduled push content designed to target your prime prospects. This is content that has been made for those who are already interested in you and what you do. In many ways hub videos are the foundations of your brand building campaign as they aim to create genuine interest and brand loyalty amongst key demographic groups and market sectors, encouraging likes, shares and followers on social media.
Help Video Content
Help video is ‘always-on’ evergreen content that is designed to address the questions and concerns of your target audience. In contrast to the push approach of hub videos, help video is pull content that is optimised for search. As well as creating genuine loyalty amongst your existing subscribers, help videos will cement your reputation as the go-to source for information relating to your industry sector.