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Three content types key for brands

News, 21 May 2015

HOLLYWOOD, FL: Brands should base their content strategies around three broad types of material – "hero", "hub" and "housecleaning" – to fully meet consumer needs, a leading executive from Google has suggested.

Kim Larson, global director of Google BrandLab – a unit of the firm seeking to help clients "think digital-first" – discussed this topic at the Association of National Advertisers' (ANA) 2015 Media Leadership Conference.

In outlining a new framework that could assist marketers in the content space, she referenced a "hero-and-help" model covering three distinct areas.

"Hero" content was the first piece of the equation, and represents the kind of "big tent-pole content" aiming for broad reach and awareness. (For more, read Warc's exclusive report: The three secrets of video-based digital marketing.)

"[Marketers] probably are going to do less of hero content, and it does cost a lot more money, but it's really important in a marketing-content mix," said Larson.

Alongside this material comes "hub content", which has a lower budget but is released with greater frequency, and is intended to provide the "insistent drumbeat" of engagement.

"It hits consumer needs and finds a passion point," said Larson.

The third category she cited was "housecleaning content", fulfilling a more functional, if no less important, purpose.

"We call it 'help-or-hygiene content', and it does make the cash register ring," said Larson.

An example may be a parent searching Google or YouTube for information on a new style of diaper, and being presented with a video ready to answer their query.

Google BrandLab has previously partnered with players including adidas and Clean & Clear, the teen-focused dermatological line owned by Johnson & Johnson, and which has recently ramped up its online video output.

Data sourced from Warc