2. Creative Framework
Educate, Entertain, Inspire
Editorial Framework
Hero, Hub, Help
Production Framework
Made for YouTube, Creator Collaboration, Always On
3. People come to YouTube for 3 Reasons
2 31
ENTERTAINING VIDEOS
To be entertained
EDUCATIONAL VIDEOS
To learn something
INSPIRING VIDEOS
To be inspired
4. Connecting on an emotional level gets people
to pay attention to your content increases sharing
5. HERO-HUB-HELP
Editorial Framework
HELP
Content that educates its
audience by answering
questions that viewers might
be searching on
HUB
Regularly scheduled content
that’s aligned with the target
audience’s passion points
HERO
Content that’s supported by
orchestrated media pushes,
usually around tent-pole
moments that happen only a
few times a year
SURFING
SUBSCRIBE &
FOLLOW SEARCH
7. Hero
Goes out and champions on your
behalf // anthemic // a ‘go big’
moment // creates brand halo
TIME
MEDIASPEND/REACH
8.
9.
10. Hub
Episodic // schedules // drives
subscribers // based on your brand
‘pillars’ and customer passions
TIME
MEDIASPEND/REACH
11.
12. Help
Always-on // searched questions //
many videos with fewer views which
add up // great for SEO
TIME
MEDIASPEND/REACH
13.
14.
15. WEAVING IT ALL TOGETHER
THE HHH FRAMEWORK
TIME
MEDIASPEND/REACH
16. YouTube
Production Framework
1 Made for YouTube
Occasionally make content specifically
for YouTube, use third-party production
2 Collab with a Creator
Work with a Creator to reach their audience,
using their production skills and resources
3 Always On
Employing an HHH strategy and posting
regularly on schedule
