3-Part video marketing strategy: Hero, Hub & Hygiene defined

By Darrell Block | January 2017

There’s a lot of talk on how crazy fast video marketing is growing. With one third of all online activity going to video, and that number on the rise, it’s no wonder marketers want a bite of it. However, in order to fully take advantage of this form of digital marketing, you need to do more than just produce one random video. Most marketing videos fall into three categories, Hero, Hub and Hygiene. Each of these types rely on the others to fully thrive. Learn more in the definitions below.



Hero is a term used for an attention-grabber video that companies use in order to reach a broader-range mainstream audience. This type of video can work to spike awareness about a timely subject – so you may comment on the latest news with a short 30 second clip. When you promote this form of video, it shows how the company is at the forefront of the hype, which can help build trust, driving potential sales / subscribers. Another – perhaps more common – use for a hero video would be when promoting a brand new product or an upcoming event. Hero videos are done about 1-2 times a year so as to not overspend and to keep the video feeling novel.

The Hero video may not show the main work of your company, but that's what other forms of video are for (check out Hub content). Here’s a hero video done by Volvo in order to raise awareness about their new truck models. In using a man doing the splits in between moving trucks, Volvo attempts to show how good their steering capabilities were. 


Hub videos are updated regularly either daily or weekly – whichever is better for the company. Making these videos valuable and engaging incentivizes people to subscribe or follow your company as they want to receive consistent updates from a knowledgable source. This helps to generate a more long-term relationship and loyalty from the consumer.

In addition, the company will have videos to support the less-detailed Hero video, as well as other content to keep people engaged with what the company is doing. The combo of Hub and Hero content create potential for high conversion rates as Hero grabs attention, and Hub shows your knowledge base.


Lastly is the hygiene portion which contains the support content for your company. This content is aimed at drawing in consistent new consumers from search engines. This form of video should be optimized around search questions like "How to save money on car insurance?" This way, people will be in search mode when coming across content at it shows up in Google or Bing results.

Having this support content churned out consistently shows your company is reliable as you provide answers. It also shows consumers some of what your company does without bringing them directly to your About page.

As you can see, the pyramid shows the way each category works together. The Hero content radiates excitement, Hygiene content shows an awareness of industry happenings, and the Hub is the final destination as visitors have opportunities to subscribe and become long-term followers. Each is dependent on the other to be most successful.          

Check out 8 different ways ArcStone has produced video for clients in the past!

Topics: Marketing Strategy