Hero, Hub, Hygiene: The Holy Trinity of Content

Feeling lost about what kind of content to create? You’re not alone. The secret to a killer content strategy is balancing three key types: Hero, Hub, and Hygiene. Each plays a unique role in growing your audience and keeping them hooked — no complicated jargon, just simple, smart content that works.

Think of them as your content dream team – each one plays a different role, and together they keep your audience hooked and your business growing.

1. Hero Content – The Showstopper

This is your Beyoncé moment. Hero content is big, bold, and designed to turn heads. We’re talking viral videos, big campaigns, epic launches – the stuff you only do a few times a year. Why it matters: it’s your visibility rocket. It introduces you to fresh audiences and makes a strong first impression they remember.

2. Hub Content – The Heartbeat

This is your regular “hey, remember me?” content. Think blogs, newsletters, podcast episodes – all the consistent, on-brand value you serve to your existing audience. Why it matters: Hub content deepens relationships, builds trust, and keeps people coming back for more. Without it, your audience might forget you exist (and we can’t have that).

3. Hygiene Content – The Helpful Bits

Not flashy, but it’s your quiet workhorse. This is evergreen, SEO-friendly, how-to and FAQ style content. Why it matters: Hygiene content captures the people actively looking for answers and positions you as the go-to solution – even while you sleep.

Here’s the truth: Rely on just Hero and you’ll burn out (and your budget). Only do Hub and you’ll talk to the same 12 people forever. Stick to Hygiene alone and you’ll be invisible until someone Googles you. The magic is in mixing all three – an attract, nurture, convert cycle that actually works.