The 4 H's: Musts of a great video content plan (with David Bain) [Film School for Marketers, Ep. 36]

Businesses use video for a multitude of purposes within their sales and marketing process, but, whether it's closing deals or building brand awareness, what's the proper mix for your organization's goals?

This episode of the FSM is brought to you by Quicc. 

Listen to the full episode here (or scroll down to watch the video):

In this episode, we're joined by veteran podcaster, video content creator, and author of Marketing Now, David Bain.

David launched his first business in 2000, recorded his first podcast in 2006, and his first YouTube video in 2007.

That's two decades of experience as a business owner who prioritizes content creation and adapting to today's digital landscape.

Over the course of that time, he's discovered how to balance different types of content, the trade offs of investing time and money, and what it all means for the video marketer and marketing director.

When he began his own marketing training programs in 2007, he came across Google's recommended content planning structure containing "Hero, Help, and Hub" Content. 

And, in addition, added his own video content type: Heart.

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Breaking down David's "4 H's"

The 4 H’s, as described by David and Google are: 

Hub - The content you develop on a regular basis to give a fresh perspective on your target's passion points.

Help - What your audience is actively searching for regarding your brand or industry

Hero - Content you want to PUSH to a big, broad audience; what would be your Super Bowl moment

Heart - What is the heart of what your business does? This describes landing page content where you’d describe your core product or service. 

In this episode we'll breakdown: 

• What you should consider when adding the 4 H's to your strategy
• How to make hero content (especially if you have a small budget)
• The ever-present quality vs. quantity debate
• Common pitfalls to avoid
• Tips for converting viewers of heart content

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