Hero, Hub and Hygiene Content

Originally built for big YouTube strategies.

By integrating these elements, campaigns extend their lifecycle.

Table of Contents

Hero Content (Big Idea)

Metrics: Reach
Aimed at Inspiring browsers (don’t even fully know what they need yet, casually exploring solutions, visitors out of curiosity)
Сentrepiece of a campaign
Initial awareness and excitement
Broad awareness. Significant reach. Attention
Big viral videos, major campaigns, product launches. Massive and viral content. Key events or milestones
“Big moment” content.
Tied to key events or milestones
Aims to leave a lasting impression.
Highly creative, shareable and emotional
Distributed across high-visibility platforms

Example

A viral video campaign unveiling a new product or service
An inspiring short film highlighting your brand’s support for a major social cause
A globally live-streamed product launch event, such as Apple’s keynotes
Collaborative projects with influencers or celebrities, like a behind-the-scenes documentary.

Metrics: Engagement
Aimed at Followers.
Reinforces the campaign narrative over time, sustain audience interest beyond Hero moments
Behind-the-scenes stories or teasers of Hero Content
Education, entertainment or inspiration
Regular engagement.
Nurture interest and build connections over time.
Regular episodes or series. Content that keeps people coming back (like a hub they regularly visit)

Examples

A branded YouTube series (tutorials, customer stories).
A recurring blog series like “Monthly Industry Trends” or “Customer Success Spotlights”
Podcasts or webinars addressing relevant topics or audience challenges
Interactive quizzes, polls or contests encouraging participation
Social media campaigns inviting user-generated content with hashtags like #MyBrandJourney
Newsletters highlighting new products, blog posts or exclusive events.

Metrics: Conversion
Aimed at Searchers.
Meets practical needs, build trust and long-term loyalty
Answers follow-up questions after Hub Content
Ensures that campaign remains relevant and discoverable over time.
Maintain brand visibility
Specific informational needs
Answer questions, solve problems and provide in-depth information that supports decision-making.
Search-friendly tutorials, how-tos, FAQs. Evergreen content that keeps your brand ‘clean’ and always visible in search.
Help content is for search engines

Examples

Step-by-step how-to guides or tutorials, such as “How to use [Product/Service]”
FAQs addressing commonly asked customer questions
Blog posts offering actionable advice, like “Top 10 Tips”
Explainer videos simplifying complex industry concepts or product features
Keyword-targeted content, such as “What is…” or “Best Practices for …”
Product reviews, feature comparisons or troubleshooting guides.

Hero content. A short documentary about a client transforming their * using your *, featured in a major ad campaign
Hub content. Weekly * routine videos, success stories from clients, a podcast discussing * trends and a * quiz on *
Hygiene (Help) content. A blog post titled “10 best * for *” and a YouTube tutorial on “How to perform a * properly”.