Hero, Hub and Hygiene: a match made in heaven
Hero, Hub and Hygiene-what? Well, these three terms form a content strategy that you can use as a basis for valuable, inspiring content. A strategy that attracts visitors throughout the year and also stimulates action on all your online channels. In your content calendar, you had better take into account a well-considered relationship between the three H's.
Hero content
Hero content is the cream of the crop in terms of content, but therefore also the most complicated to do really well. A few times a year you go big with strong campaigns or large-scale events. It is content that requires a lot of work and is so good that it could even go viral. You appeal to an extraordinarily large target group, larger than the one you normally try to reach.
Examples: high-profile collaborations, a spectacular video, a book ...
Hub content
Hub addresses a specific target audience and keeps them coming back for more. Posting occurs regularly, so interested parties know exactly where and when content appears. Generally, this is a form of series or content with the same ongoing theme; "episodes" that return every so often (daily, weekly, monthly...). So you don't create this type of content on an ongoing basis, but rather you allow it to recur, with some regularity.
Examples: podcasts, vlogs, a weekly newsletter ...
Hygiene content
Hygiene answers your target audience's basic questions. That is why it is also called "help content. It is the content in which you incorporate many keywords, which ensures that you are found and with which you therefore score on the SEO level. This content forms the basis of your content planning because it generates engaged traffic on an ongoing basis.
Examples: blogs with tips, tutorials, manuals, frequently asked questions (FAQ) pages....
The perfect blend
The nice thing about these three content types? They reinforce each other. Hero appeals to a new and very broad audience, Hub ensures that interested parties keep following you, and Hygiene guarantees that your followers find answers to all their questions. So we here at Digitong - just like the municipality of 's-Hertogenbosch - strive to find the right balance between the three types of content and to deploy them at the right time. An approach that works.
Hub, Hub, there is still work to be done!
Like to apply this model yourself? Good idea! Coming up with an effective content strategy yourself may seem like a long-winded work. Therefore, take contact with us, we are only too happy to spar with you about the possibilities.
