What's your video content strategy? And do you have one? There is one out there
called Hub, Hero, Help, ever heard of it? We're gonna dig into that right now!
There's a lot of different types, of strategies that you can apply to your
video content marketing but this one: Hub, Hero, Help is a really powerful one and
actually YouTube has create a whole bunch of resources on it for their own
creators... YouTubers, because they know it works and YouTubers use it and it does
work. You've may have heard this concept before but I'd like to hopefully bring
you a new perspective, a different way of thinking about it that you might have
not before. So let's really dig into it, there are three things, right? Hub, hero,
help and their different types of content and frequencies of how you
create this content. The first one is Hub and this idea is to focus on your
community, your hub, the people that come into, your subscribers, your
customers, your clients... people that know you and you're maybe answering questions,
you're sharing an update of what's new in your company of what's going on. It's
much about the human connection: you're just chatting, you have a
conversation. This could be a livestream or it can also be recorded and this is
usually on a monthly basis. The idea here is that once a month, or bimonthly
you share a little new, what's happening here. We do a video newsletter
with our community sharing what's new at the studio. And the idea is, again, to be
consistent on this so that people say "Oh, yeah that's right, that's cool, I see what
you guys are doing and that's nice". And again it reaffirms that they like you
and the day they want to know more and they want to stay connected, it keeps them
coming back again and again. And ideally buying from your business once again. The
second is Hero and this is designed to be captivating, it's it's meant to be
a big production. This is where we want to put a lot of your resources and time
Often this will be really funny or entertaining or very moving and it could
be a news topic, it could be something just in your industry, it just
captivates your potential customers and it makes them want to share it. It's just
so interesting, it's not really salesy: you're not trying to sell
a specific product, you're not trying to sell your company. It's just a feeling!
Often, if you look at brand ads for big companies: Apple does or Google does
those are often hero content to just make you feel "Yeah, I like them" or
Coke commercials, you know those are hero content so we put a lot of
your resources, but you don't do a lot of these: maybe once a quarter, maybe once a
year that you just invest into it and if you can tie around maybe a popular topic
or discussion that people are having- it's called newsjacking- and that is
another way to hop on a conversation that people are having, you can dig
into and say "Oh okay cool now what do they have to say?" But again you don't do
this too often. The third one is Help, is what it sounds like, this is where you're
answering questions. Ideally you're searching for what are people searching
for so you do a little research to understand that questions that people
have and they're creating content around: answers, maybe tutorials demonstration,
videos, maybe about your product or industry questions. And that's what this
series is and this needs to be not too difficult to do, because you want to
do this the most frequent: ideally once a week where it's just constantly creating
content. And this is evergreen, it'll always stay valuable because it's
helpful content and ideally this is where people are going on Google or
YouTube and they're searching for an answer and they see your content and
then they want to learn more and it's just very helpful to have this type of
content. So those are the 3 types and often you can look at this
there's a lot of articles out there you can do some research even more about
this, they actually put Hero at the top. If you look at a sales funnel where
clients come in the top and then they slowly get filtered down. Leads
come in the top and then the clients, ideally they become clients, at the
bottom. Hero is where they first hear about you they're like "Wow, this is so
cool", not really salesy, you know, marketing is
just your why, why you're in business and then you get down to maybe the Hub
content, you're starting to like them a bit more you're like "Oh yeah this is
cool, I remember the company I want to get to know them". You get to have that human
connection and then the Help. They're like "Oh, wow these are experts! I like
these guys, I trust them" Because you're constantly creating this content, very
frequently and then they buy. So that's often how that how people look at it. So
they put Hero at the very top. They start with Hero
then Hub then Help. But I actually put Hub first because I think it's easier to
create the Hub just "Hey, let's share an update of what's new at our company,
what's new with our team, what's new with our brand!" And then have that there and
then focus on the big Hero. Because if you had the Hero, but no other content
then people are "Oh, great that was nice video but then there's nothing else to
look at" There's nothing else to continue the relationship so if you're looking at
this strategy this is a decent one to to apply, again I mentioned YouTube
gives this education of their own YouTubers to
apply because it works. You might want to start with Hub, maybe even Help
before you get to the Hero so you're consistently creating content
and then you put a lot of time and effort, money and resource into your big
Hero piece of content and this is where you also want to put some paid
distribution on those, where as maybe the Hub and Help is your owned media: we're
meaning you sent out an email update around it, like our video newsletter we
share it via our email list and your own social sites. But the Hero is where you
put some paid distribution as an ad to go out ,that brings people in. I hope this
has provided a new perspective on the Hub, Hero, Help concept. Please subscribe,
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I'm Alex with Your Local Studio. Let's go make some video!