Does your content marketing strategy include the three types of video: Hero Help Hub?
The Hero Help Hub Framework details the three types of video content you need to effectively promote your brand.
As supply and demand for rich media continues to sky-rocket, it’s no longer enough to lump all your films and animations under the one category of ‘video’.
Video content can be high impact and promotional, like this TV ad for Hairburst.
It can be useful, like this short video about applying to US universities.
Or it can be retention and engagement content, designed to subtly reinforce your brand’s values, like the Red Bull Project Stratos video.
The Hero Help Hub Framework helps you identify what kind of video you need, depending on what you’re trying to achieve.
The Hero Help Hub Framework
Video content strategy #1: Hero content
- Keywords: emotion, bravery and storytelling.
- Main distribution channel: paid media.
- Duration: 30 – 90 seconds long.
First up is Hero content. Hero content has high production values but low release frequencies. It’s great for raising awareness via interruption advertising, as it’s creative, bold and emotive. It’s the video equivalent of your product launch: you do it once or twice per year and make as much fuss of it as possible.
Great hero content often has a strong storytelling element to it. This, combined with powerful visuals and/or audio, are what engage viewers to watch until the end and get emotionally involved with what they see.
Hero videos form a seismic first impression. They are a 10 on the Richter scale, motivating viewers to find out more, try your product or simply remember your brand name. Think of it as your Super Bowl ad: your ‘wow’-factor piece of content.
Hero content requires the most resources (both in time and money) than the other two video types. However, the investment pays off as this content type has the biggest impact of all. Audience retention, viewer engagement and conversions are at their highest.
Plus, if it’s the best, the first or the biggest – or if there’s another real-life story behind your hero content – you can also get earned media coverage, scooping up more viewers without any additional media spend.
Click here to see a great example of hero content from the British Triathlon Federation.
Video content strategy #2: Help content
- Keywords: informative, useful and timely.
- Main distribution channel: owned media
- Duration: typically 1 – 5 minutes.
Help videos are always-on content, answering your current and prospective customers’ queries 24 hours a day, 365 days of the year. Imagine someone has just typed one of these into Google:
- How to detangle curly hair
- Are sweeteners bad for you?
- Best camera phones for photography
- Lose weight quickly
- How does whitening toothpaste work?
If you want your brand to appear on search engine results pages for searches like these (that are relevant to your brand) then you need to create help content. Help content is not a promotional film masquerading as informative, educational content: help content is genuinely useful to viewers, with subtle branding.
It’s pull content, optimised for search, that answers people’s questions in a timely manner. The title, thumbnail and metadata will all need to be optimised to closely match the relevant search queries, to ensure it can be successfully indexed by search engines.
Most of the time, help content sits ready for when your target audience seeks it out, perhaps on the FAQs page of your website, or – if it’s got wide appeal – you can push it out through your social channels, just like these bitesize how-to videos from Buzzfeed. If it’s a seasonal, timely or newsworthy piece of content, you may want to actively put some paid advertising behind it at relevant times of year. If it’s really useful and well executed, you may also scoop some ‘earned’ distribution, through shares, media coverage and links to it by influencers.
The queries to focus on answering with help content are the ones that sit in the overlap area of these three criteria:
- What prospective customers/clients are searching for
- Your brand’s expertise/niche
- Where there’s enough search volume to validate the production
Help content could be talking heads, infographics or animations. You can create this type of content fairly cheaply, especially if you do it in batches. Then, release the videos in stages, when most relevant to your target audience. They can be a bit longer than hero content – just as long as they need to be to answer the query concisely.
Click here to see a great example of help content from the education sector.
Video content strategy #3: Hub content
- Keywords: regular, engaging and fresh perspective.
- Main distribution channel: owned media.
- Duration: 30 seconds – 2 minutes long.
Both hero and help content is about finding a new audience – either through big bold ads or by being there when a searcher has a query.
Lastly, hub content is aimed at audiences who already know about you. Perhaps they’ve seen your hero content. Perhaps they live locally, or they’ve subscribed to your updates. They actively want to receive engaging content from you on a regular basis, as long as it’s relevant to their stage in the customer journey.
Hub content is normally deeper under the surface than hero content. It might be the second video people watch after they find out about your brand, or video links you send to your email database.
It’s push content that deepens your relationship with current and prospective customers, helping to maintain their interest and engagement over time. Hub content helps you keep your database warm and ready to convert when the next opportunity arises.
Help content is videos that you develop on a regular basis to give a fresh perspective on your key messages, such as:
- Is your brand strong on sustainability? Create a video showing how you looked after your supply chain this month, and how your brand’s success has contributed to other businesses succeeding, too. Next month, you could demonstrate your environmental credentials. For example, via an animation showing how the waste in the creation and packaging of your product can be fully recycled.
- Does your brand personify the word ‘fun’? Show how your brand has brought joy and happiness to end users. Create professional or user-generated content that shows how your brand brings glee to an aspect of customers’ lives.
- Is your brand all about giving back to the community? Create a series of case studies showing different people you’ve helped, and the impact that your CSR schemes have had on real lives.
Click here to see a great example of hub content from technology start-up Wearsafe.
Time to crank up your video content strategy with the Hero Help Hub Framework?
So, what type of content from the Hero Help Hub Framework does your brand need? We can help you discover how video can help you overcome challenges and meet your objectives. Email firstname.lastname@example.org or call us on 01582 410892 for an informal chat.