Learn all about the 3-H model! 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. Lucky for us, the people in Silicon valley were not shy about sharing their secret with us. Here’s how to make your business stronger with their 3-H model! As you may have noticed, there are many types of video production you can have created for your business. But what type of content is appropriate? Meet Google’s 3-H model.
The Google 3-H model explained
Google’s 3H or “hero, hub, help” model helps you deploy content strategically. A few years ago, Google came up with a model for content creators on YouTube. By applying this model to their content, channels grew tremendously. Think of your reach as a plant. It grows best with the right specific nourishment, or best content. The 3-H model is much more widely applicable than just YouTube and has already helped many companies. With the 3-H model, you too can take your company’s video content to the next level. Thanks to this content model, you will soon have everything you need to grow your business and make it stronger. This model from Google is a content planning system that connects customers to brands. You keep your audience engaged and they become the ambassadors of your business. Reliability, better visibility, greater repeat sales, turning people into ambassadors has many benefits. The 3-H model ensures that you make your audience work for you. Within the model, there are three types of content to help inspire and surprise the visitor. So let’s see what the 3-H model can do for you!
Read more about hero, help, hub here!
Start from the HELP question
Help Content is content that you create regularly to inform your target audience, provide instruction or answer questions. Everything starts with a good foundation so does your content planning. Therefore, it is good that you first fill the Content Calendar with HELP content. This is necessary to help the visitor find answers to the questions they have. This is also known as the silent force under the content. You use this content to help repeat customers and visitors make their choices so that they remain satisfied and perhaps encourage others to knock on your door.
HUB Content: how does it work?
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? Hub Content should ensure that you inspire your target audience and ultimately encourage them to take action. For example, it could be about a great project or a product that you are highlighting. Hub content holds the attention of your target audience so that visitors and customers keep coming back and stay connected. Hub is designed to turn one-time customers into repeat customers and stay on people’s radar. This can include Recalmes, Promotional videos, Testimonials or cool How It’s Made videos.
HERO content works for you!
Hero Content is special content. You take the time to do this once or twice a year at the most. With the goal of creating fans. Content that people like to forward to friends or colleagues. Your target group 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. This content creates visitors and is your big breakthrough and introduction to the outside world. It is the business card under the video and especially meant for people who don’t know your company yet, but could and would like to do business with you. Think for example of a Corporate video, Commercial or Branded Content.
The Content Calendar
Planning is everything but content is king. The Content Calendar is filled with content according to the HERO-HUB-HELP model . Help content is the most common and Hero content the least. A content calendar gives an overview of all content that will be created and shared by your company or organization in a certain period, for example a year. A content calendar also describes what the topic is, what the goal is, what type of content it is and on which channels you want to share the content.