Hero-Hub-Help

What is Hero-Hub-Help?

Google and YouTube’s content programming framework (also called Hero-Hub-Hygiene) balances a publishing portfolio the way a broadcaster programs a channel. Hero content is the handful of big tentpole moments a year, built for reach. Hub content is the regular, episodic series that gives an audience a reason to return. Help content is the always-on library answering the questions people already search. Most teams discover they fund Hero moments and Help articles but have no Hub, which is why nobody subscribes.

When should I use Hero-Hub-Help?

• When everything you publish is the same size and cadence, and the calendar has no rhythm of big and small.
• When planning video or social programs, the model was built for channel programming and portfolio balance.
• When budget debates pit big campaigns against evergreen content, the model says both, in ratio.

Learn more & sources

• Think with Google, video content programming

Related tools

• Channel Strategy / Distribution Matrix, Defines which channels you publish to, and the strategic role of each.
• Editorial Calendar, The dated, assigned plan that turns strategy into a publishing schedule.
• Repurposing / Atomization Matrix, Turns one pillar asset into its full ecosystem of smaller spinoffs.