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


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.