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Hygiene, hub, hero – The 3 basic building stones of a strong Content Plan

By 12/05/2020April 8th, 2021No Comments3 min read

At MMBSY we create content plan based on the hygiene hub hero model. This model is a content model first used by Google for YouTube publishers. The leading principles however can be applied to all forms of content planning. Let us break it down for you:

Hygiene Content Plan

  • Always On – Evergreens
  • Pull your core
  • Touch your prospects


Hygiene content is created around the core interests relevant to the ideal prospect or target consumer.  This content is specifically created to capture surfers searching key terms related to the brand.  Think of this as content that will always be relevant, even in 2 years. If you have a certain product for example, this could be an article about how to use it or how to make keep it in the best shape.

Hub Content Plan

  • Moments & campaigns
  • Push (& Pull) your core
  • Hit your prime Prospect


Hub content is meant to entertain and keep an audience coming back. It must tap into your consumers’ passion points. According to YouTube, this content should be “regularly updated,” “valuable and engaging,” and should incentivize people to “subscribe – like – follow”. Think of a video series on YouTube that keeps you coming back every week, for example cooking tutorials.

Hero Content Plan

  • Huge awareness
  • Bigger budgets
  • Hit the KPI’s


Nowadays, online videos make up more than 80% of all consumer internet traffic – YouTube is the second most trafficked site, after Google.
According to YouTube, hero content is something that’s done on average 1-2 times a year for a brand and will entertain and inspire the viewers with emotional storytelling. This should be your big blast, for instance a surprising campaign with an influencer or the launch of a new product, brought to your audience with great content.

Social Content Plan

In order to distribute that great content, get it in front of the audiences & keep the attention & conversation going – you need social media. Posting on social channels is pivotal to amplifying your brand’s reach and delivering the content to the customers where we know they spend their time. Make use of your blog posts, video’s and SEO insights to drive traffic and engage with your community. And please, while you are at it, boost great content with a clever use of budget.

Discover what this model looks like in the domain of Food Content. Read the blogpost Mie Van der Auwera wrote on that topic or just send her a delicious mail to

Written by Mie Van der Auwera – Managing Partner at MMBSY

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