Build a calendar
Use the Hero-Hub-Help framework to organize and create video content at scale.
Get started with the Hero-Hub-Help framework
Most successful creators on YouTube have a consistent publishing schedule—often posting a new video multiple times a week and some even everyday. While brands may believe this amount of content is out of their reach, by using the Hero-Hub-Help framework, it’s possible to program and organize content at scale.
In this lesson, we’ll introduce a simple framework to organize content into one of these three types: Hero, Hub, or Help.
- Hero and Help content promotes discovery.
- Hub content keeps people coming back.
Hero content is the type of content marketers are probably most familiar with. What Hero pieces have in common is size, breadth, and reach: these are orchestrated media pushes.
- Hero content supports tentpole moments that only happen a few times per year.
- Each brand’s moment is different. It might be a major sporting event such as the Super Bowl, World Cup or Olympics. It could be the launch of a new marketing platform or a major product announcement.
See it in action
Boss Everyone feat. Özil, Oscar, Alli, Zidane: adidas FootballAdidas Football thought online-first because of the nature of their target audience. The campaign itself was rooted in Internet culture. To speak to their target audience—in a common language—adidas Football launched a piece of Hero content for their Boss Everyone marketing campaign on YouTube. The made-for-web video combines content from other videos into an entertaining, sharable, and clever video that expands the reach of the marketing campaign.
Hub content is regularly scheduled content that’s aligned with the target audience’s passion points. What’s important is that these videos give the target audience a reason to keep watching and to come back when new content is posted.
- Hub content usually gives a fresh perspective on a particular topic.
- This content is designed to build a following among an existing audience.
- For many creators, Hub content makes up the core of their channel.
- Hub content can take many different forms—explore the Creator Academy lesson on formats to see examples.
See it in action
Messi, Herrera, Rakitić, Çalhanoğlu -- Gamedayplus Episode 5: adidas FootballLeveraging partnerships with UEFA and the Champions League, adidas Football created the Gamedayplus series as part of their Hub content strategy. Now in its second season, the brand releases a new episode each Monday. This Hub content works together with their Hero campaign to continue the Boss Everyday narrative, complement other marketing campaigns, and help adidas Football stay top-of-mind during the season.
Help content educates its audience by answering questions that viewers might be searching on—whether they want to change a tire or change their nail polish.
Help content can be some of the most discoverable content on YouTube, and can potentially have a very long shelf life on the internet. It should be relevant year round—regardless of other marketing initiatives going on at the moment.
- This type of content might sit at the bottom of the marketing funnel—closest to the point of purchase.
- Consider creating Help content that’s designed to entertain rather than just answer questions—applying some creativity can lead to content that’s both fun AND informative.
- Populate the description of your Help videos with broad keywords.
- Consider creating Help content based on questions and key terms that viewers are already running searches on.
See it in action
Gareth Bale, How To Hit A Knuckleball -- Gamedayplus Episode 6: adidas FootballBecause how-to videos are one of the most popular types of videos watched on YouTube, adidas Football began to repurpose existing footage from their web series as tutorials. This Help content increased the brand’s organic views and earn higher watch time than other types of content on the channel.
Design a distribution strategy based on content type
The type of content impacts how it's discovered, so many content strategists consider a strong distribution strategy to be essential.
- Hero content deserves massive orchestration, and offers a great opportunity to reach new, light, or lapsing consumers.
- Hub formats connect with core audiences, so consider using targeted advertising to drive traffic to episodic content that gives the audience a reason to come back again and again.
- Help videos should answer the questions the target audience is asking. Identify users’ needs by examining search and social insights. Look to data – this creates stimulus and scale for Help content.