HERO-HUB-HELP
Create a plan!
We can help you with that
Google’s content plan
The people at Google know better than anyone how to engage audiences with very different types of content. This is not coincidence or luck, but planning. In fact, there is a very well thought-out plan behind all that content that visitors see on a daily basis through Google's media channels. Luckily for us, the people in Silicon valley were not shy about sharing their secret with us.
Planning
Luckily for you, we at QuickWorks are not shy about passing on the secret.Actually, you've already read it, because the secret of audience engagement is planning, planning and more planning. Offering the right content at the right time. Those who operate without a plan will find it difficult to build a strong relationship with their target audience.
HERO-HUB-HELP
Google knows this all too well, which is why it has come up with the following, the HERO-HUB-HELP Model. This model from Google is a content planning system that connects customers to brands. Within the model, there are three types of content to help inspire and surprise visitors. Applying this consistently puts you a lot stronger in the battle for the target audience's attention.
HELP
Everything starts with a good foundation so does your content planning. It is therefore a good idea to fill the Content Calender with HELP content first. This is necessary to help the visitor find answers to the questions they have. Think of important tasks or how-to information, but reviews of products can also be a good addition.
Make sure you find out what questions your target audience has and plan content that matches them. Think about where this content can best be shared, which channels are most suitable. Will you go for a how-to video or a how-to blog article? Publish all this content throughout the year. That way, you ensure that your target group always has access to relevant information.
HUB
With HELP content created, you have quickly and effectively answered your target audience's questions. but unfortunately, this does not automatically mean they feel connected to your brand, service or product. But how do you do that, create that connection or incentive that keeps visitors coming back to your website? For this, Google has come up with HUB content. Content with the aim of inspiring and stimulating.
The foundation of your content a thread that keeps returning. This content is posted on a regular basis, per month for example in the form of a Digital magazine per week for example a Blog and sometimes daily at a major event. Because of its regularity, HUB content is very easy to schedule in a content calendar. Some HUB content can also be recycled just fine, which in turn helps to round out the annual schedule.
HERO
Your target audience is already pretty well served by the HELP and HUB content and comes back with some regularity, which is very good! To make it even better and engage your target audience even more, you need HERO content, the content everyone is talking about. HERO content appears only infrequently on the content calendar a maximum of twice a year. Think of it as the promotion of a big event, the launch of a new product.
Because HERO content is so scarce, you can start planning and preparing well in advance. Make sure it will actually be something special so people refer to it and talk about it. choose the right time and channels to share this special content. A lot of time and energy has gone into it, so you want maximum impact, it is the crowning glory of your media campaign.