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The Hero-Hub-Help Content Marketing Strategy




A content marketing strategy should identify what to publish and when to publish it. When a content marketing goal includes growing an engaged audience, YouTube’s venerable hero-hub-help framework has much to offer.

The framework helps marketers plan their YouTube programming. While it works best for videos or podcasts, hero-hub-help also offers insights for other forms of content.

Google and YouTube

YouTube and its parent company, Google, have promoted the hero-hub-help model for the last decade in resources aimed at helping businesses and individuals succeed on the YouTube video sharing platform.

These Google resources include a 2015 article about scheduling video content and a Think with Google YouTube playbook, among others.

Some marketing professionals have adopted the framework and described it extensively. They often represent it as a pyramid with “help” content at the foundation and “hero” content, which is produced the least, on top.

One could visualize the hero-hub-help content strategy as a pyramid. The foundation of "help" represents the most frequent type of content.

One could visualize the hero-hub-help content strategy as a pyramid. The foundation of “help” represents the most frequent type of content.

Hero Content

Hero content is typically the most entertaining. It may stretch your creativity and capabilities. It’s likely harder to make. The key attribute of hero content is that it should appeal to a wide section of prospects.

According to Google, hero content is “big, tent-pole events that are designed to provide a massive step-change to your audience growth.”

Content strategist Yalin Solmaz, who worked at YouTube, cites BMW’s four-minute mini-film, “The Small Escape,” as an example of hero content.

The Small Escape is a short film based on a true story. It uses quality production methods and appeals to a wide audience.

The Small Escape is a short film based on a true story. It uses quality production methods and appeals to a broad audience.

The video depicts a 1963 escape from communist-controlled East Berlin into the West using a tiny BMW Isetta. In addition to the short film, BMW published an accompanying article that describes the escape.

The accompanying article expands on the video — to tell a story.

The accompanying article expands on the video — to tell a story.

The film and article have wide appeal well beyond car enthusiasts. It could attract someone to BMW’s YouTube channel who might not otherwise be interested in cars.

Your company’s content strategy doesn’t need short, historical films. Rather, think of content that your potential customers are likely to find entertaining, interesting, and shareable. Also, you might publish hero content just once or twice a year since it takes more work.

Hub Content

Hub content is for engagement and retention. It should have consistent elements and themes throughout a series.

Hub content is pushed to subscribers via notifications or email. It appears on a schedule and, hopefully, becomes part of your audience’s routine.

Imagine your favorite television shows, news programs, or documentary series. You may think of Mutual of Omaha’s Wild Kingdom, as an example (if you’re old enough). Wild Kingdom, a nature documentary, ran every week for 25 years starting in 1963. Viewers anticipated it and tuned in to watch. In this sense, it both engaged and retained its audience.

Wild Kingdom ran every week from 1963 to 1988. Viewers anticipated it and tuned in to watch.

From 1963 to 1988, many American families watched Wild Kingdom. Today, you can watch the program on a YouTube channel.

As part of a content marketing strategy, hub content is your business’s scheduled programming. Hub content is easy to produce and publish. For example, an online retailer selling kitchen supplies could publish a weekly cooking show or healthy eating podcast.

Help Content

Help content, which Google sometimes calls “hygiene content,” is in some ways the highest form of content marketing. It answers specific questions and solves problems.

Help content draws potential customers to your business. This often happens when they search for a solution.

As an example, a U.S.-based omnichannel farm and ranch retailer, D&B Supply, publishes short (less than two minutes) help videos that answer questions someone might search for on Google or YouTube — such as the company’s videos on pellet-burning stoves.

D&B Supply's content help content is often short (less than two minutes) and answers a specific question that someone might search for on Google or YouTube.

D&B Supply’s content help content is often short (less than two minutes) and answers a specific question that someone might search for on Google or YouTube.

The company doesn’t attempt to sell products in the videos. It tries to help folks solve a problem. When consumers have questions about, say, a pellet stove, they search on Google, find the video, and become introduced to the business.

You can publish help content in bursts, producing many videos in a few days.

Other Content

Not all content is suitable for the hero-hub-help strategy. Social media content, as an example, doesn’t fit neatly into the model.

Nonetheless, the hero-hub-help framework applies to other areas of content marketing in one critical aspect: Produce different types of content to attract, engage, and retain an audience at varying points of their relationship with your company.



Sayduck enters three-year license agreement with Forms+Surfaces to create 3D product models for AR visualization




In Augmented Reality News 

October 23, 2020 – Bublar Group has announced that its subsidiary Sayduck has expanded its collaboration with one of its oldest customers and entered into a three-year licence agreement with design and manufacturing company Forms+Surfaces based in the US.

The new assignment will consist of Sayduck building an online 3D configurator for over 80 of Forms+Surfaces’ different furnishing products for public spaces. Forms+Surfaces designs and manufactures architectural products used in public spaces, from walls and elevator interiors to site furnishings and lighting.

According to Bublar, the 3D configurator will make it possible to realistically present complex products that come in a multitude of variations and combinations that typically are not easily showcased online. It will also allow Forms+Surfaces customers to visualize product selections in augmented reality (AR), a core feature of the Sayduck Platform.

“We are truly excited about our continued collaboration with Sayduck. We knew that we were only scratching the surface as far as business opportunities when Forms+Surfaces introduced the AR technology to architects and designers for select products back in 2013. This new 3D configurator project is a natural extension of our digital outreach, helping streamline the specification process of our entire outdoor product line for our customers,” commented Jeffrey Stork, President, Forms+Surfaces, Inc.

Examples of Forms+Surfaces’ products

Earlier assignments from Forms+Surfaces have included an AR-enabled iOS app. In addition, Sayduck states that it has created multiple products as simpler, non-configurable items in the past.

Commenting on the agreement, Niklas Slotte, Managing Director at Sayduck, said: “I am very happy that we have gained continued trust from one of our oldest customers. We have had a strong collaboration for more than seven years and with this agreement we will develop our partnership even further.”

Bublar added that Sayduck’s strategy is to help product manufacturers and e-commerce companies to showcase and present their products in more immersive ways. The Sayduck Platform allows companies to create unique web 3D and AR experiences for their customers, helping to drive product engagement and customer confidence.

For more information on Sayduck and its 3D Configurator product, please visit the company’s website.

Image credit: Sayduck / Forms+Surfaces

About the author

Sam Sprigg

Sam is the Founder and Managing Editor of Auganix. With a background in research and report writing, he covers news articles on both the AR and VR industries. He also has an interest in human augmentation technology as a whole, and does not just limit his learning specifically to the visual experience side of things.


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Revuze, the first SaaS Consumer Insights eCommerce Platform





🚀🔥 Israel, Tel-Aviv – TAM Media Research has announced a partnership with Revuze Ltd., the provider of Revuze Explorer, the first SAAS consumer insights eCommerce platform, to launch TAM CRISP (Consumer Reviews and Influencer Sentiments for brand Performance) for the India Market. 👇

TAM is a joint venture between AC Nielsen and Kantar Media Research and is India’s main Audience Behavior & Brand Communication data provider.

🗨 As businesses embark on digital transformation initiatives and modernize their business operations, requirements are growing for strengthening eCommerce performance to enhance customer experiences and deliver suitable products to the Indian market.

“After showing significant success in the USA, Revue is entering the Indian market by partnering with TAM Media. This is a natural choice as both are part of the Nielsen family. TAM contributes 20+ years’ experience and deep understanding of the Indian media landscape”, said Shai Etzion, Chief Revenue Officer. “While Revuze Explorer will be a compelling product and a game-changer for India to understand consumer sentiments and reviews.”

🔥 “Today’s evolved Indian Voice of Consumers (VOC) is not just pragmatic about the products they purchase, but also extremely vocal and quick to give reviews. For a Marketer, this customer feedback can help realign Product & Communication strategies effectively. Hence, it is crucial for Marketers to constantly keep track, understand & re-connect while managing consumer sentiments towards Brands.” Said L.V. Krishnan, CEO, TAM Media Research.

✨”TAM has partnered with Revuze to bring a new-age, robust data analytics tool – CRISP, for Marketers to decode the realms of unstructured feedback data from consumers and retrace it back to defining sharper Brand strategies. In a fast-paced, evolving environment, it can be a crucial weapon for Marketers to win additional Brand Sales & Market Shares. CRISP will help build the much-needed superior analytical prowess within the Marketers business, help analyze product usage, and identify areas of product/service improvement based on feedback, so as to take quick-footed decisions.” 👇

● About TAM:

TAM Media Research-a 50:50 joint venture between two global media research organizations, Nielsen & Kantar Media Research. Set up in 1998, TAM has been the Central Media Intelligence Unit of Audience Behavior & Brand Communication data in India for more than 2 decades. TAM’s Media Intelligence repository is of central use by media & brand marketing organizations and is based on data collected & analyzed across both paid & earned media. TAM’s vision is to establish the Science of Data Monetization within the Indian Media and Marketing Industry.

● About Revue:

Revue is an Israeli market research startup backed by global investors such as, Nielsen, Prytek, and Maverik Israel utilizing artificial intelligence to simplify market research so that anyone can make decisions based on consumer opinion data. Revuze’s AI collects and turns unstructured data into market insights about your brand, competitors, products, features, and benchmarks it against the competition. This unique approach allows brands to understand the customer’s voice for a better strategic direction, connecting the dots with qualitative eCommerce opinion insights from multiple sources to succinctly identify the root cause of consumer issues in hours instead of months.


👉Read more at Revuze & Revuze’s Blog


✍ Source: Alon Ghelber CMO / Revuze

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transcosmos becomes a certified “Lazada” partner,…






Since 2015, transcosmos has been highly recognized by Lazada for its localized e-commerce support services respecting cultures and commercial practices of ASEAN countries and cross-border e-commerce operations based on each specific logistics situation, law, regulation, etc.

transcosmos inc. is proud to announce that the company has become a certified partner of “Lazada,” a leading e-commerce platform in ASEAN. transcosmos delivers clients’ superior products into the hands of ASEAN consumers by enhancing its cross-border e-commerce services building on its bases in ASEAN countries and its e-commerce and distribution network.

Lazada certifies companies that show excellence in e-commerce store operations, and who deliver timely and effective operations and high-quality customer services, serve brands in expanding their e-commerce eco-systems, and over-achieve standard requirements as a partner. As Lazada strengthens its focus on the Japanese market, the company has launched its certification program in Japan, and recognized transcosmos as one of its first four partners. transcosmos initiated its services for Lazada in Thailand in 2015. Since then, the company has been highly recognized by Lazada for its localized e-commerce support services respecting cultures and commercial practices of each ASEAN country, and cross-border e-commerce operations that take into consideration each country’s specific logistics situation, laws and regulations, and other factors.

In the ASEAN market, transcosmos not only sells its clients’ products on local e-commerce shopping malls and assists their cross-border businesses, but also offers services that integrate online, offline and digital marketing. The integrated services help clients drive their Online-Merge-Offline (OMO) initiatives by connecting their online stores with physical stores in the market, succeed in in-flight duty free channel, and execute social media marketing. With such services, transcosmos serves clients in boosting their brand recognition and expanding sales. As a Lazada partner, transcosmos will further drive e-commerce and retail businesses in the ASEAN market.

● About Lazada Group

Founded in 2012, Lazada Group is Southeast Asia’s leading eCommerce platform. With a presence in six countries – Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam – we connect this vast and diverse region through our technology, logistics and payments capabilities. Today, we have the largest selection of brands and sellers, and by 2030, we aim to serve 300 million customers. In 2016, Lazada became the regional flagship of the Alibaba Group, and is backed by Alibaba’s best-in-class technology infrastructure.

With its operations bases in Vietnam, the Philippines, Thailand, Malaysia and Indonesia, transcosmos offers a variety of localized services including contact centers, digital marketing and e-commerce one-stop services. Its e-commerce support services tailored for each client based on their phase of globalization and local market strategies help clients expand their businesses in each local market. More specifically, clients have the option to choose cross-border e-commerce services including test marketing that let them quick start a new business channel, distributor services where transcosmos acts as an importer and a seller in the local market, and e-commerce one-stop services for clients who already have e-commerce channel in the local market. Through such services, transcosmos provides clients with end-to-end support to help them succeed in each market.

transcosmos’s cross-border e-commerce services include flagship store opening, shipment to ASEAN countries, sales management and customer services all at one-stop. All clients need do is deliver their products to transcosmos.

transcosmos offers e-commerce one-stop services that fit clients’ e-commerce business and brand strategies across 48 countries including Japan, Europe and the United States, China, Taiwan, South Korea, ASEAN, India and Latin America. With the aim of contributing to clients in enhancing brand value and expanding sales, transcosmos will continue to deliver the best services to each country in this fast-changing e-commerce market.

  • transcosmos is a trademark or registered trademark of transcosmos inc. In Japan and other countries.
  • Other company names and product or services names used here are trademarks or registered trademarks of respective companies.

About transcosmos inc.

transcosmos launched its operations in 1966. Since then, we have combined superior “people” with up-to-date “technology” to enhance the competitive strength of our clients by providing them with superior and valuable services. transcosmos currently offers services that support clients’ business processes focusing on both sales expansion and cost optimization through our 168 bases across 30 countries/regions with a focus on Asia, while continuously pursuing Operational Excellence. Furthermore, following the expansion of e-commerce market on the global scale, transcosmos provides a comprehensive One-Stop Global E-Commerce services to deliver our clients’ excellent products and services in 48 countries/regions around the globe. transcosmos aims to be the “Global Digital Transformation Partner” of our clients, supporting the clients’ transformation by leveraging digital technology, responding to the ever-changing business environment.

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