This video explains how to operate business content by dividing it into three roles: Hero, Hub, and Help, instead of uploading it indiscriminately. Hero is responsible for new influx, Hub is responsible for maintaining existing subscribers, and Help is responsible for continuous influx through search. The important thing is not just to chase highly viewed content, but to know what purpose each piece of content should serve in your business and operate in a balanced manner.

1. The problem of uploading content without a strategy

The video begins with the words, "There is no business these days that doesn't need content." Even the owner of a hardware store has a YouTube channel and the director of a tutoring school has an Instagram account, so content is no longer limited to a specific industry. However, many business owners just create content based on ideas that come to mind that day without a clear strategy.

"Most of the time, I just post what comes to mind that day. I just post it without any particular content strategy and hope for the best."

The speaker says he has been working in the content business for about 10 years and has researched and used numerous materials and strategies himself. However, there wasn't much data to actually use, and strategies that seemed good often only applied to specific businesses.

The 3H Framework introduced today is a method that has survived even after repeating the process of collecting, applying, and discarding such data for a long time. The explanation is that it is simple yet highly versatile, so it can be applied to most businesses regardless of the type or size of the business.

"Starting by knowing what you need and why is starting a few steps ahead of others."

However, having a framework does not automatically mean success. He emphasizes that 3H is only a basic operating board for designing content suitable for the business, and it is up to the business operator to decide how to fill it.

2. 3H framework started on YouTube

3H is a content management structure derived from the initials of Hero, Hub, and Help. This concept was originally introduced in the YouTube Creator Playbook created by Google for brands and creators between 2013 and 2014.

At first they were called Hero, Herb, and Hygiene. In marketing, hijin means 'a basic element that must be met,' but to the general public, it could first be accepted as meaning 'hygiene.' It was counterintuitive that the word hygiene suddenly appeared while explaining the content strategy, and after that, we started using the expression 'hygiene' instead of 'help**' in various educational materials.

Currently, the names Hero·Hub·Help have become standard, and the speaker says he will use the expression Help from now on.

Hero Content

Hero is large-scale campaign content. Representative examples include content that is exposed to many people and creates word of mouth, such as Apple's iPhone launch advertisement or Nike's touching campaign.

"Hero is a large-scale campaign content."

The core purpose of Hero is to expose your content to people who don't know your channel and bring in new viewers and prospects. This includes content that even non-subscribers click on after seeing the thumbnail or is spread widely through algorithms.

However, heroes are not necessarily something that only large companies can create. Even if the scale of the service is small, content that attracts new customers by investing more time and resources than usual can become hero content within the business.

Hub Content

Hub is regularly published series-type content. It uploads consistently on a weekly or monthly basis and plays a role in keeping existing subscribers and customers visiting the channel.

"The purpose of hub content is to retain existing subscribers. It is to spoon-feed them like a quick meal."

They may have less power to bring in new people on a large scale than heroes, but they are important because they keep people who are already in your channel entertained.

Help Content

Help is content that answers questions or problems people search for. Because it is content that users search for themselves, it does not go out of style, and even old videos can continue to get views.

"Help is content that answers the problems people search for."

For example, help includes topics that people actually wonder about and look for solutions, such as assembly instructions, tax issues, legal advice, hospital information, and how to use IT tools.

3. Why the three types of content are necessary for each other

The key to the 3H framework is that each of the three contents plays a different role. If you focus on just one, you can achieve certain results, but at the same time, it also creates distinct limitations.

When only heroes operate

If you only create hero content, new inflows can increase significantly. However, once people join, there is little reason to stay in the channel. You may end up unsubscribing or becoming a ghost subscriber who no longer sees your content.

"If you only play heroes, the number of new users will increase significantly, but there is no reason for those people to remain in the channel."

In other words, even if you succeed in bringing people in, if you don't have content to anchor them, the effect won't last long.

When operating only the hub

If you just create hub content, you can keep your existing subscribers and fans relatively stable. However, it is difficult to grow the channel size because the power to attract new viewers is weak.

Not all subscribers are strong fans, so if you don't keep getting new subscribers, your channel may decline. It is pointed out that there may be a situation where the number of subscribers decreases even if content is uploaded.

"If you only operate as a hub, existing subscribers will remain, but the channel volume will not grow well."

When only help is operated

Help content generates long-term traffic through search, but has limitations in making the channel or brand itself memorable. Users who leave with useful information may not even remember who created the content.

"It's like completely locking one of the doors leading into the search."

So, the hero brings in new people, the hub retains people brought in with difficulty, and the help consistently creates new inflows through search.

"The core of this 3H framework is that the three contents must be well combined and operated so that the channel can grow without being stagnant for a long time."

4. Issuance rate and operation method

Google's existing playbook suggested the publishing proportion of hero, hub, and help content to be around 10%, 30%, and 60%, respectively. However, the speaker says that this ratio does not necessarily have to be followed.

This is because YouTube's policies and users' search methods have changed from the past, and the appropriate ratio also varies depending on the type and situation of the business. Therefore, the proportion must be adjusted according to the goals and resources of each business.

However, if you are a business owner planning to operate social media in earnest, we advise you to pay particular attention to the quantity and quality of hub content. As content overflows and simple information can be easily obtained through AI services, it has become more important to keep users who have entered the channel.

"I think it has become much more important to take good care of users once they enter my channel."

The 3H's are not just a strategy that applies to YouTube. It can be used for blogs, newsletters, podcasts, other social media, and even offline media. The fact that it is difficult for a single piece of content to simultaneously achieve multiple business goals, such as attracting new users, retaining subscribers, and attracting search results, is the same regardless of the platform.

5. Practical application of 3H through Volvo trucks

The first example is a Volvo truck. In general, when it comes to truck advertisements, it is easy to think of rigid advertisements that list specifications such as payload, fuel efficiency, and durability. However, Volvo Trucks deviated from this typical method and created intense hero content.

It was a video showing actor Jean-Claude Van Damme doing a split move where he spreads his legs completely between two Volvo trucks backing side by side. This video did not explain how sophisticated Volvo's Dynamic Steering Technology is through technical documentation, but rather allowed viewers to believe it with their own eyes.

"The only purpose of this video is to make you believe how sophisticated Volvo's dynamic steering technology is by seeing it intuitively with your own eyes, rather than through a technical document."

This video exceeded 100 million views on YouTube and received explosive interest on social media just one month after the campaign began. When the viral exposure generated in that year is converted into advertising costs, it created a value of approximately KRW 150 billion**, and the global sales of Volvo trucks increased **24%** in the year following the campaign.

However, Volvo did not end with one successful hero video. In order not to let the explosive influx of interest go to waste, we continued to produce hub content. Representative examples include series such as 'Brian's Truck Report' and 'Introducing My Truck'.

It was a way for a veteran truck tester with 25 years of experience to meet real truck drivers and share their lives and difficulties. It wasn't a flashy viral video, but it steadily garnered views and created a sense of affinity and connection for Volvo within the global truck driver community.

In addition, through help content such as 'What's Your Story', we also answered questions about how to use actual functions and safety-related questions. Viewer questions and feedback were used as material to plan the next hub content and hero content.

In other words, Volvo is an example of a 3H structure that brings people together through one large campaign, maintains relationships through regular conversations, and solves problems with practical information.

6. Lego and media mix case

The second example is Lego. As a global brand, LEGO has a very large amount of hero content. Since 2019, we have been carrying out a global campaign called 'Rebuild the World', producing large-scale brand films and aiming for a global advertising effect.

As many customers already knew about LEGO, special and large-scale marketing was needed to gain widespread interest beyond existing customers.

'Lego Masters' is introduced as an example of hub content. A multi-season program that highlights LEGO creators and their creations from around the world. The response from AFOL, the Lego fandom, was enthusiastic, and it also helped new Lego fans settle into the Lego ecosystem.

Help content includes videos that solve problems that occur during the actual assembly process. Examples include how to build a sliding door with LEGO pieces, tips for building a sturdy window, building guides and the Creator Series.

"We are solving practical problems that users who get stuck while assembling may search for through content."

While Volvo is an example of operating 3H within a single channel called YouTube, Lego is an example of media mix that utilizes various media, including YouTube. Even if the platform is different, the role classification of hero, hub, and help applies the same.

7. Apply to 'Ladder Game' channel

The speaker explains by applying the 3H structure to his channel 'Ladder Game'.

First, as a representative example of help content, I heard a video that did not have a high number of views but was very useful regarding investment. Although it is not a material that will be very popular, it is definitely something that anyone looking to invest should look into.

Although this content had a low number of views, many people evaluated it as useful, and the external influx through search was not bad. Especially since it is a timeless topic, it can still retain value even after 3 or 5 years.

Hub content introduces a format for translating overseas lectures and adding commentary. As long as you have a high subscriber viewing rate and find good lectures, you can produce relatively stably. The advantage of repetitive production is that the work method and effort required for production can be predicted to some extent.

Above all, because this format fits well with the core values ​​of the channel intended by the speaker, it is evaluated as having a good balance in terms of content production.

"If all the content I like is ignored by subscribers, it would be meaningless as hub content."

On the other hand, there is no hero content on the Ladder Game channel yet. The speaker says that it can be risky for a new channel or a company in the early stages of business to decide from the beginning, "This is our hero content," and spend a lot of money on producing it.

First, while operating hub and help content, you need to look into what subscribers like and investigate trends and examples from other channels. When you are confident about your plan, it is not too late to invest more time and money to create hero content.

8. Flexibly adapt to your business

There is no need to be obsessive about getting the 3Hs perfect from the start. Some businesses may not need hero content right away, while others may need to focus all of their capabilities on hub content.

Especially in fields where people solve problems through search, such as tax accountants, lawyers, hospitals, and IT tools, simply creating help content on a consistent basis often helps the channel grow and lead to actual sales.

"Rather than forcing yourself to have all three types of content, it is better to start by thinking about what content you should focus on now."

Therefore, the important thing is not to formally create all three types of content, but to determine which content your business currently needs most. And you need to first spend time making sure each piece of content does its intended job.

For example, if your business is short on new customers, hero or search-type help content may be a priority, and if you already have enough inflow but return visits and purchase conversions are weak, hub content should be strengthened.

9. Reasons to be wary of viral omnipotence

At the end of the video, the biggest pitfall is pointed out as viral omnipotence. Many business content creators think, "All you need to do is get a lot of exposure somehow," but going viral itself is difficult and converting viral attention into actual sales is another problem.

"I think it will be okay to just get more exposure, but it's hard to do that well, and even if you do well, it's another thing to turn it into meaningful sales for your business."

Content that gets a lot of views isn't necessarily good for business. If the topic of the content and the audience do not match the customers of the business, even if the number of views is high, it may not lead to purchases, consultations, subscriptions, or return visits.

In the end, business content requires different success criteria for each piece of content.

• Hero content is important for new influx and reach.
• Hub content is important for existing subscribers to continue watching, revisit, and build relationships.
• Help content is important for search traffic, long-term views, and connection between problem solving and sales.

Therefore, not all content should be judged on views alone.

Conclusion

The 3H framework is a strategy that divides business content into three roles: new inflow, relationship maintenance, and search inflow. Heroes bring people in, hubs capture them, and help creates new visitors consistently over time.

The most important thing is not to make every piece of content viral, but to be clear about what purpose each piece of content should serve within your business.

"Please remember that it is not very healthy to focus only on content that has explosive views."