Why YouTube’s Hero, Hub, Help Content Strategy works

YouTube’s hero, hub, help content strategy is key to growing a branded YouTube channel.

Developed by YouTube, the hero, hub, help strategy recommends that brands create three types of content:

HERO – You’re ‘go big’ brand/campaign moments that happen once or twice a year.

HUB – Episodic content, in a repeatable format, uploaded on a set schedule. This should be 80-90% of your brand’s videos.

HELP – Answering consumer questions or participating in trends. (because YouTube is the second largest search engine). This commonly takes the form of ‘how to’ content.

But, why does this content strategy work?  I break down the reasons.


Forbes Profile

Amazon’s Rumored YouTube Competitor

I think the future of digital is video.

What Amazon’s role in the space is coming under increased scrutiny and speculation.

Is Amazon developing a YouTube competitor?

Every social media site on the planet has shifted its focus to video. Facebook, Snapchat, Instagram, and Tumblr have introduced or expanded their video capabilities, and are prioritizing live video in their algorithms. Even LinkedIn recently announced new video features.


Automated Influencer Platforms Are Selling Out The Industry

If a little is good, a lot must be great.

Or so the thinking goes.

However, when it comes to influencer marketing, there can be too much of a good thing.

Over the past few years, there has been a wave of companies extolling the virtues of influencer marketing at scale (often using marketplaces to make the process turnkey).

While it’s terribly convenient for all parties involved, these companies operate on a flawed premise that you can automate relationships, creative, and credibility.

I’d argue that these influencer marketing marketplaces are quickly eroding credibility, and as a result, effectiveness.

Why is this?


YouTube Documentary

This past Vidcon I was fortunate enough to be featured in a documentary on YouTube that was made by VPRO (basically the Dutch 60 Minutes). Check it out.

Thoughts on Facebook Watch

With the launch of Watch, Facebook is tackling YouTube head on.

The social network behemoth has been chipping away at YouTube for the past couple years. Zuckerberg has not held back in sharing his goal to own the social video space – recently stating that Facebook will be mostly video in 5 years.


Vidcon US (Talk) – Hero, Hub, Help: Content Strategy for Brands

I attended the latest Vidcon this past July (if you’re interested in reading my key takeaways on the matter you can read my Mashable post here).

I was fortunate enough to do a panel on influencer marketing with Zach King, as well as give a seminar on one of my favorite topics – the Hero, Hub, Help content strategy. Below is a video of the Hero, Hub, Help talk (thanks so much to Franklin Graves for filming!).

In it I discuss the basics of the hero, hub, help content strategy (which you can read about in previous posts of mine – here, here, and here) as well as why it works and how it can be applied to social platforms beyond just YouTube.


The Confessional #13: MCN Exec/Co-Founder

My latest interviewee for The Confessional co-founded an MCN, former talent manager, and is currently a director for a major, traditional, media network.

We covered a number of topics including:
– YouTube’s $100 million channel initiative breathed life into MCN’s
– MCN’s making money off clueless talent
– That MCN’s exploited talent early on and have to evolve


The Confessional #12: C-Suite MCN Exec

My latest interviewee for The Confessional is a C-Suite executive at a major MCN. He’s been in the space for quite a while now, and was an early employee at one of the major MCN’s in before climbing the ranks.

We covered a number of topics including:
– The early days of YouTube MCN’s and signing creators
– How the relationship with MCN’s and creators has evolved
– How Hollywood’s influence is killing creativity on YouTube
– How money and success can negatively impact on creators


Dear John

If we’re going to believe everything we read, then the word is that influencer marketing is over, bloggers are liars, and content marketing is old-fashioned. It’s as if the executives of every traditional agency bottled up their outdated rage and spewed it into the blogosphere. Yes, social media has changed advertising.

Why didn’t you change with it?

In a recent interview with Business Insider Sir John Hegarty, the accomplished, celebrated founder of Bartle Bogle Hegarty, stated that people don’t remember compelling web content. “Can anybody tell me, in the last 10 years, a piece of content that people remember and can quote back?” he asks, before invoking Purina’s ”Puppyhood” video with BuzzFeed as a negative: “Nobody I’ve ever spoken to has ever said: ‘Have you seen the BuzzFeed puppy?'”