Content Marketing

Every organization needs an easily understood content strategy to act as a roadmap for always on activity and broader content goals. In 2014, YouTube and Google put forth the hero-hub-hygiene (H-H-H) strategy to help digital marketers get the greatest impact from their efforts. It allows teams to diversify content to build audience loyalty and longevity, rather than falling into a common marketing trap: chasing spikes in attention from viral content (and the inevitable valleys that follow) at all costs.

Sound like a familiar problem? 2014 seems like a long time ago, but hero-hub-hygiene is still a successful strategy for destination marketers in 2019. Let’s take a look at the framework, section by section, to find out why.

Why is Hero, Hub & Hygiene framework?

Please go through the below transparent image definition on the Hero, Hub & Hygiene framework.

Image Source: Google images

Basically, HHH strategy tries to meet 3 basic brand objectives

1. Strive to increase reach and brand awareness — HERO
2. Reinforce your consistent brand message for community building & conversations — HUB
3. Be present where your consumers are looking for content that you can provide — HYGIENE

The basic premise is that your marketing strategy video or otherwise should produce three types of content:

1. Hero — big ticket, impact driven, mass targeted campaigns that focuses on a larger audience and gets newer audiences to know about your brand
2. Hub — low budget but regular campaigns that serve as reminders to your audience on what you stand for. Could be blogs, collaborations, partnerships, content marketing and more.
3. Hygiene/Help — be present when consumers are looking for answers to questions directly or indirectly related to the industry you are in. It is about you as a brand trying to educate consumers and thus coming across as thought leaders. These can be in the form tips and tricks or how-to’s or tutorials or just a self-help article.

The above was a more textbook version as defined by blogs and You-tube. The Hero, Hub, Hygiene strategy could be better explained by taking few examples of brands that are practicing the same intentionally or unintentionally.

Maggi

After a recent massive PR exercise to resurrect its image, Nestle recently launched various line extensions to its really popular brand, Maggi. These new line of products were called Hot Heads. Let’s look at the Hero, Hub and Hygiene campaigns for Maggi and Hot Heads.

Hero | Maggi Hotheads

This was a series of ads aimed at reaching out to masses. The objective was to introduce the flavors and showcase the USP of the product. Occupy the “hot and spicy” space.

Hub | Maggi Hotheads

While the Hero campaign above was meant for masses, Hub as per theoretical definition was a regular content aimed at their prime prospect. A target audience in the age group of 16–25 who will drive the initial consumption and become early adopters to drive word of mouth.

For the same purpose, for their Hub campaigns, Maggi used internet influencers to drive home the product USP.

Hygiene | Maggi Hotheads

Hygiene content for Maggi have been a series of youtube videos or blogs that talk about various ways in which one could posible use Maggi noodles. Directed well towards web-site/youtube /etc for all kind of recipe’s in detail, Hotheads become a part wide range possible.

https://www.maggi.in/recipe-list?category=maggi-noodles-recipes&utm_source=google&utm_medium=cpc&utm_campaign=maggi_recipes_small_meal_broad&utm_term=maggi_recipe&gclid=EAIaIQobChMIvZ2JzY695gIVQQwrCh3M0Q-9EAAYASAAEgKipfD_BwE&gclsrc=aw.ds

Also video’s on youtube

A simple search on Youtube trends will tell us that it is an existing need being unique and would make for excellent hygiene content, completely pull.

Same is followed by sponsoring food programme on TV and online

In today’s date if any one search for cooking maggi recipe, one can find many option which video’s are not uploaded by Nestle (Company)

My personal conclusion

Hero

Both(Indiabulls & Maggi) above given examples , they could have added series of customer experience by different religion, states, languages ,etc. missing

Hub

Both have presented there product to targeted audience, inspired well and shown different new way’s for audience

Hygiene

Both companys clears the idea about brand, product available for consumers, how they are unique in competition.

We can find the answers from company mission statements.

In order to make it a truly superhero content campaign, they have make sure that every element is on point.