What is the 3H Model?

The 3H Model: An Introduction

The 3H Model is a system used for content planning. It divides content into three categories: Hero, Hub, and Hygiene. This classification helps in developing a balanced strategy that both increases visibility and strengthens the relationship with the target audience. Video can be an effective tool within each category to improve communication.

The Origin and Development of the 3H Model

The 3H Model was developed to bring structure to the content creation process. Originally introduced by YouTube, it was intended to help brands plan and prioritize their content in a busy digital environment. Over the years, the model has evolved and been adapted to various media and channels, and it now forms part of many marketing strategies.

How to Use the 3H Model in Content Strategies

To use the 3H Model effectively, it is important to understand the three main components:

• Hero Content: These are large, eye-catching campaigns that appeal to a broad audience. They often require more resources but can create significant brand awareness.
• Hub Content: This content maintains regular contact with the audience and focuses on specific interests, thereby contributing to relationship building.
• Hygiene Content: This forms the foundation of the strategy and must always be available. It often includes frequently asked questions and instructional videos.

Benefits of the 3H Model

The 3H Model offers various benefits, such as:

• Structure and Focus: Breaking down content helps with planning and prioritizing.
• Engagement: The model supports creating content that aligns with audience needs.
• Efficient Resource Usage: By understanding which content requires more investment, budgets can be deployed more efficiently.

Examples of 3H Model Applications

Various brands successfully apply the 3H Model. For example, Albert Heijn uses both hub and hygiene content with their “Allerhande” recipes and cooking videos. KPN leverages the model by deploying large-scale research as hero content.

Common Mistakes When Using the 3H Model

An important consideration when using the 3H Model is maintaining balance between the three types of content. A common mistake is overestimating the impact of hero content while neglecting hub and hygiene content. Consistency in hygiene content is essential for building trust with the audience.

How to Measure Success with the 3H Model

Measuring success with the 3H Model begins with establishing clear goals for each content category. Hero content can be evaluated based on reach and brand awareness, hub content on engagement and interaction, and hygiene content on organic traffic and search results.

Conclusion

The 3H Model provides a solid foundation for an effective and structured content strategy. By dividing content into hero, hub, and hygiene, organizations can better respond to audience needs and deploy resources more efficiently.