Photo credit :  Barry Moltz
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ContentRecently, our team attended a content creation summit with a client. I’ve actually posted about it before, but another concept I learned during the summit warrants a second post.

Being a helper.

Or, more specifically, creating and curating content that helps people in their everyday lives.

Allow me to explain.

If you work for a brand – or an agency – there are three major buckets that all of the content that you are pushing out falls into:

  • Hero
  • Hub
  • Help

(PS – found through research this concept was initially based on You Tube, and very eloquently overviewed here.)

Hero: just like the “viral button,” this doesn’t exist unless others make it so. This is hub or help content that gains a life of its own – usually through humor, tugging at heartstrings or shock value. Here is a great example.

Hub: this is the content focused on the brand. Ideally, it gives a new angle or provides a different perspective. The link above puts it very nicely – the regular scheduled programming about a brand or product. Here is a great example.

And then there is Help (or as the You Tube strategy story calls it, Hygiene), my favorite! This content is exactly what it sounds like and helps keep people engaged with you at all times. Here is a great example.

Here is another great explanation by You Tube as well. Really worth a look.

While I love how it applies to You Tube, I think this concept can extend to all of a brand’s online portals from blog posts to website to social media and beyond. Even to one’s media relations strategy…

Alison Bailin
Alison Bailin
Senior Account Executive Alison has a lot to say…about pretty much everything...all the time. From the current state of public relations to the social media impact on Shark Week to crisis communications in the sports world, Alison’s blogs are focused on “amusing through her PR musings,” and then some. Check out Alison's full bio

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