Hero, Hub, Hygiene Content – YouTube Content Strategy for Brands

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Today, successful brands understand that they need to create consistent, engaging content – hitting regular singles and doubles vs the “grand slam” that a viral video may or may not provide. It’s the adoption of this “always on” strategy that is successfully growing communities and generating earned viewership on YouTube.

Over the last year, YouTube has been sharing this strategy with brands. Their framework, the Hero, Hub, Hygiene approach, is a holistic video strategy that places an emphasis on the need for consistency.

You can read more about Hero, Hub and Hygiene content, together with a case study from Gillette, on Brendan Gahan’s website.

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Understanding the new customer journey

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FROM SIMPLE TO SPLINTERED TO SEAMLESS: IN THIS NEW TECHNOLOGY-ENABLED WORLD, HOW CAN BRAND MARKETERS AND RETAILERS CAPTURE THE IMAGINATION AND RETAIN THE LOYALTY OF THEIR CUSTOMERS? FITCH BELIEVES SEAMLESS RETAIL EXPERIENCES REQUIRE A NEW APPROACH.

In the beginning, there were shops. We’d pop to the shops, pick up our stuff, go home.

Things were Simple.

Then with the internet, we shopped from home. Now, mobile brings the shops to us, wherever we are – the options are endless.

The customer journey has become Splintered.

In this new technology-enabled world, how can brand marketers and retailers capture the imagination and retain the loyalty of their customers?

FITCH believes that Seamless Retail experiences require a new approach.

Click here to download the article

THE ZERO MOMENT OF TRUTH

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In his study with Google, Jim Lecinski argues that there are four types of moment in a customer’s journey. These are: Stimulus, ZMOT, FMOT, or SMOT.

The customer journey is not always a simple four-step process, especially for one-time purchases and more expensive products.

A customer’s journey may loop. For example, a stimulus can lead to research, which can in turn lead to new stimuli, at multiple research touchpoints. And any of these stages can happen via unlimited combinations of online or offline activity.