How can I use the 3H model to tailor content to my customers’ needs?

Having a consistent brand message across channels is essential. When it comes to content we should avoid pushing more onto customers, instead we need to choose highly relevant content and the most effective channels which are tailored to the customers’ needs.

Google’s hero, hub, help model can help you meet your objectives and engage your intended audience by focusing on three categories of content; hero, hub and help content.

Hero content is typically the most attention-grabbing and entertaining. The goal of hero content is to inspire and engage both new and loyal customers.

This should be content potential/existing customers will find interesting, relevant, and shareable. For example, this could be a memorable disease awareness campaign.

Hub content is not just for engagement but also for retention. It takes the form of regular ongoing content pieces that customers expect with consistent elements and themes.

Typically, Hub content is pushed to subscribers via email or notifications and becomes part of the customer’s routine. This could be an industry newsletter or a blog/dynamic section of your HCP website.

Help content answers specific questions and solves specific problems. It can help draw potential customers to your business by providing a solution to a problem they are experiencing.

Help content should answer questions and add value, this could be through a webinar, FAQ website or video Q&A.

The underlining goal of this framework is to ensure you produce different content types to attract, engage and retain your customers at different points of their journey. Need some help categorising your existing content and planning your future content? Fill in our contact form now!