How companies should categorise their video content – and where Trapdoor comes in!
It’s nice when a company like Google comes out with recommendations that completely and utterly validates the premise that your company is built on. Funnily enough that’s what happened with us.
If you haven’t heard about Hero, Hub, and Hygiene let me cast a bit of light on the subject. After studying the trends and behaviours of their content producers and users, YouTube came out with their recommendations on how companies should be organising their video content strategy. They suggested companies divide their content into 3 categories, and you guessed it, they called them Hero, Hub, and Hygiene (which they have recently renamed to Help). You gotta love some catch alliteration. Let’s break it down;
This is your high-end content, the videos that you may produce a couple of times a year that are going to be blasted to the masses. They tend to be big budget pieces that are aimed at attracting attention and, fingers crossed, they may just go viral. This is where you see high production values kick in – crews, cast, locations… lights, camera, action!! At Trapdoor, this is the type of content we thrive in producing.
This is “Push” style content intended for your target market. It should be entertaining and engaging and focused on driving people to subscribe.
And lastly this is your “Pull” or “Always On” content. These are the videos on topics that your audience is searching for. Companies need to be producing this on a regular basis. Google recently renamed this section to Help because so much of the content in this space revolves around videos that add value or solve a problem for the end user. Our sister company, ‘Shootsta’ is focused on producing this type of content.
Mike our CEO recently addressed this at an industry event – you can check it out in the clip below.
There is a great case study that YouTube put out on Clean and Clear and how they reinvented their YouTube strategy to better market to their core demographic, teenage girls, and how that resulted in a double digit increase in market share. It’s definitely worth checking it out.Video Marketing Lessons From Clean & Clear
What type of content is your company producing, and better yet, what type of content should your company be producing?! Want some help with strategising and moving forward? Give us a call, we’d love to help you out!