Today's business is not only focused on selling products, but also on the content they create. The existence of content is like a bridge that contacts potential consumers with the brand so that the delivery of information about the product is channeled and creates strong brand awareness.
In creating marketing content, you need to know and understand the 3 H model. What are the 3 H models? The 3H model which consists of Hero, Hub, and Hygiene is a strategy that is used and applied in the world of content marketing. At first, the model introduced by Google in 2013 was only a model used to develop YouTube channels to attract the audience to watch. Gradually, this strategy was used in creating various types of marketing content, so it wasn't just for video content and wasn't stuck on just one platform.
Check out the explanation to understand the 3 H marketing content model below!
- Hero
One of the important models in creating marketing content is the Hero model. The Hero model is a content model aimed at reaching a large audience. In achieving this achievement, it is necessary to prepare something extraordinary, interesting, inspiring, and potentially viral so as to bring in a large audience. An example of hero content is parenting-themed video content from the character Andy F. Noya who discusses the importance of a father's hug for his child. Creating Hero Content requires several ways to bring in a large number of audiences. Here's how!
– Kenali target audience
The target audience is related to creating Hero content. Who do you want to target? Then, what message do you want to convey to the target audience? What values, needs, or desires do they want to achieve after seeing your content? By understanding the target audience well, making the content that has been made more relevant and attractive to the audience.– Tentukan tujuan konten
Determine what goals you want to achieve in creating content. Is it for hard selling, brand awareness, or education about your business theme. It is recommended, raise a theme around your business and then make it into an educational content, be it a tutorial or a video.– Buat cerita yang menarik dan kuat
Make stories that are interesting and strong so that they lure the audience to watch or read, like, comment, and share your content. You can create a storyline based on a famous figure that fits your business theme, or take an educational video from an inspirational character. Typically, this content is made in the form of videos with captions.
However, keep in mind that the content created is only limited to education and increasing brand awareness, because if the aim is to sell, especially when taking videos from famous figures, it has the potential to be subject to copyright.– Buat desain visual menarik
One of the determining factors for the audience to watch or read your content is in the visual form of the content that is attractive and pleasing to the eye. Therefore, make a visual design that is attractive and neatly arranged.– Buat tulisan atau caption singkat
Add a caption to your content, try to make the caption as short as possible. If the content to be created has a lot of writing, you can create content per slide or it is called caraousel content. However, pay attention to writing that is short, concise, and clear.– Tambahkan call to action
Don't forget to create and add clear and attractive call to action sentences so that the audience decides to take an action, such as watching, registering, or buying your product. - Hub
As the name implies, hub content is content that functions as a link between brands and followers to create interaction. This content model is usually created per week, such as examples of content complete the words or guess the picture with multiple choices. If you want to create high interaction, you can hold a give away quiz with questions or guesses about your product. - Hygiene
The final content model is hygiene. This content model usually contains tips & tricks, recommendations, or other information suggestions related to the types of products you offer. This content model can be made with various types, such as articles, videos, caraousels, and others. An example of a hygiene content model is a tips & tricks article about digital marketing.
Content marketing is increasingly developing and changing. So, it is very important to monitor developments in the content world so that you can reach and become more relevant to your target audience. What do you think?
