Play with the 3-H model

As you may have noticed, there are many types of video you can have created for your business. But what type of content is appropriate? Fortunately, you don’t have to reinvent the wheel yourself to find the answer to that question. There is a perfect model that helps you choose the right kind of content. Meet the 3-H model of Google.

Hero, Hub and Help

Google’s 3H or ‘hero, hub, help’ model helps you deploy content strategically. Many organizations have used it before you. And with success. A few years ago, Google came up with a model for content creators on YouTube. By applying this model to their content, channels grew enormously.

Think of your online reach as a plant. It grows best with the right nutrition, or the best content. The 3-H model is much more widely applicable than just on YouTube and has already helped many companies.

A content strategy that does score

We have learned that only simple strategies survive. They have to be worked with. The idea behind the model is as follows: During the year you deploy three different types of content, the Hero, Hub and Help content. Each type of content has its own frequency, target audience and purpose.

Below you can see the three types of content explained in a nutshell with some content topic examples.

HERO

Hero content saters to the problems of viewers and is your big break and introduction to the outside world. It’s your video business card and especially meant for people who don’t know your company yet, but could and would like to do business with you. Think for example of a Corporate video, Commercial or Branded Content.

HUB

Hub content keeps the attention of your target audience so visitors and customers keep coming back and stay connected. Hub is designed to turn one-time customers into repeat customers and stay on people’s radar. You can think of Commercials, Promotional videos, Testimonials or cool How It’s Made videos.

HELP

Finally, there is the Help content. This is also called the silent force among content. You use this content to help repeat customers and visitors make their choices so they stay satisfied and perhaps encourage others to come knocking on your door. Help content makes people unconsciously into ambassadors of your company. Instructional videos and impressions of events fall under this category, but also livestreams and video updates.

The right ratio

As a company, you can very easily look at which group of users is the most interesting to focus on. Do you benefit more from Hero content, because you want to attract more customers, or do you focus more on the existing customers? A good ratio between all three forms of content is of course ideal.