It’s May, it’s springtime and the first peek of the corona crisis seems to be behind us. For many brands and agencies, a pronounced moment to re-consider all strategies and if necessary have some adjustments applied to them.
Are the target groups still accurate? Do we focus on the right needs? Is our model used still relevant? Good question, as there are many models available. In this blog, we dive deeper in a few of our favorite models.
Content-based model: a Google classic
One of the most well-known models is the Hero Hub Hygiene Model. Although this model was initially created by Google for YouTube content, the principles can be applied to more forms of content other than video. For instance, it works perfectly for social content. The model consists of three pillars to help you classify and structure your social content.
Hero: big moments in your marketing calendar to attract people’s attention. These are moments to which the lion’s share of your creativity and production budget goes to, to create content with the highest quality possible and people talk about this content long after. You only have these moments a few times per year. Think about huge product launches or holiday campaigns.
Hub: This content you post more often and has a purpose to really connect people to your brand. In this way, you ensure that people return. Hub content is the added value for people causing them to actually want to be in touch with you. This content is spread out throughout the whole year. Think about vlogs, promotions, and behind-the-scenes.
Hygiene: This you can apply as a sort of maintenance, sometimes having a posting frequency on a daily basis. This always-on content keeps people updated and increases your reach. The content helps people with practical stuff or questions they have; think about how-to’s and tutorials. The content is relevant throughout the whole year.
The success of the hero hub hygiene model is that the content layers reinforce each other; therefore if you expand your reach with the hygiene content, the more impact your hero film has. And people will keep coming back with the connecting hub content.
This model, therefore, responds to the balance between content, in order to offer a steady and total picture. So this is one big cycle where the regularity and balance in the publication of the content do not really matter where and when you get in.
Going with the flow: customer journey models
A different but very popular model is pitch play plunge, from Facebook’s Creative Shop. This one is a bit like catch connect convert (continuous), which you can also know as connect, convince, convert. What about catch, connect, convert, cherish? Attract, engage, convert; inform, engage, entertain - you get the point. Besides that all of these also suffer from terrible abuse of alliteration or triad, these models all come down to the same thing. That saves a bit.
The basic principle is that people need different things in different phases of their customer journey to bring them closer to your brand. Back to school for a second: the customer journey according to e.g. AIDA (attention, interest, desire, action) maps the different phases of the experience that a person has with a brand. No experience? Then you have to start drawing attention. Someone knows your brand, realizes that he has a problem, and experiences your brand/product as a (possible) solution? Time to get your sale! Models like pitch play plunge and catch connect convert are all based on guiding people through this funnel through the flow of awareness - consideration - decision.
In the “pitch”-phase you attract attention with a short, straight-to-the-point message, preferably in a short-form video. With "play" you look for engagement and interactivity so that people can really commit to your message and brand. Basically you can use all kinds of content formats for this, but things like polls and gamification often work well. After these layers come your "plunge"; immersive content in which you want really captures people’s attention in order to get the message across with those that are truly interested. Now is the time for longer content, with more information and details.
With a good retargeting media strategy you can easily get people into buckets in Ads Manager so that everyone you reach with awareness content immediately starts their own awareness-engagement-consideration flow. So if the content has been geared to the pitch play plunge strategy from the moment of creation, then this can help you get the most out of your audience.
The only thing is that it is a fairly linear model. But with all the incentives and touchpoints, a customer journey hardly takes the form of a funnel - rather that of a colander.
It is certainly possible that at your first touchpoint with a brand you’ve already (perhaps even as a result of content from another brand) decided that you have a certain problem and what the solution to that should be. If the solution is thrown into your lap at your first contact moment with a brand, you can immediately switch to conversion.
Kriskras-proof: moment model
Instead of journey-based touchpoints, you can also deploy content at certain moments. The beauty of a moment model is that with the right selection of a moment you can catch someone in a state of utmost relevance, which means that people are motivated enough to go through the awareness-engagement-consideration flow in one stroke. This often works well for low impact decisions such as purchasing FMCG and when the conversion is accessible. Think of ads and videos near fast-food chains, an hour before or a few hours after dinner time.
Which model fits my brand?
Which model fits best for your social strategy depends merely on your objectives, the type of product, and your target audiences. Is your product expensive, so that people want to last it a long time and are therefore sure that they make the right choice before making a purchase? Then it is important to build a sustainable relationship with them. Or do you have a very homogeneous target group? With a hero hub hygiene content strategy, you can not only reach and bring in people but also really build a connection between them and your brand. It works perfect for automotive, but also for brands that often post their content organically.
Do you want to approach many different target groups and have them enter the customer journey directly? Instead of a one size fits all approach, you will benefit more from creating a customer journey that starts from the first moment of contact. Build your messages step by step from a short introduction to more and more engaging and immersive content. Pitch play plunge, baby.
And if your product flourishes fully during very specific moments, such as Ramadan, major weather changes, or ultimate snack moments, then you can make all your impact in one go with a moment strategy.
Are you still on track with your strategy or does it need some polishing? Do not hesitate to call us, we are happy to think along. Happy strategizing!