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Content types & Core Content

Hygienic-, Hub- & Hero Content define how you inspire, educate and entertain- Core Content defines all of the content, information and data across your business.

Hygienic-, Hub- & Hero Content

Google itself gives recommendations for a specific type of content marketing strategy based on the three KPIs Inspire, Educate and Entertain. Three different types of content are used for this.

Inspire. Educate. Entertain.


The content marketing strategy proposed by Google with hygienic content, hub content and hero content can also be transferred to company websites or semi-professional blogs. The strategic structuring of the content to be published is effective.


Three different types of content are used for this:


  • Hygienic content forms the foundation

  • Hub Content is responsible for the stability in the middle section

  • Hero content is at the top of the pyramid

Regular contributions on topics relevant to the target group are referred to as hub content. This also includes current developments, trends and entertaining topics.

Hygienic content


Hygienic Content deals with fundamental company issues. It is basic content and basic information about the brand or company. Hygienic content can also be described as permanent basic information about a company. Why is hygienic content so important? Hygienic content means information about the basic offers, services and products of a company or a brand. Advertisers who prepare this information in videos benefit from the search habits of potential users - they answer search queries that users actually make in the form of permanently valid advice, tutorials, instructions or service information. In addition, Hygiene Content can be used to link other content. Hygiene content should not be missing in a content marketing strategy, as it clearly emphasizes the positioning of a company, among other things.

Hero content


Hero content is produced on special occasions and with greater effort / budget. Hero content is particularly elaborately created content that is rarely published. It is a type of content that, as recommended by Google, is part of a successful content marketing strategy. When new products are launched, this would be about the right time for hero content. This is often elaborately created and planned with a large budget. The aim is to get the attention of the general public. This form of push content has the best reach and media effectiveness if a permanent presence has already been achieved through hygienic content and hub content. The three types of content are therefore directly intertwined - they support and depend on each other. They can also be used on smaller pages or blogs.

Hub content


Hub content means loyalty to the brand. Hub content describes regular and up-to-date content that can also have an entertaining character. One of the essential goals of a content marketing strategy is to position yourself as an expert in your field and to persuade the user to return again and again through interesting articles. These goals can be achieved with hub content, which is published regularly. This includes blog entries, but also series-like posts on YouTube channels. For a YouTube channel, Google suggests subscribing to the channel as the default target. Hub content is also distributed on social media but with less effort than hero content

Core Content in a Holistic Marketing Approach

Core content, which encompasses all the information, data, and content across a business, is an intricate and multifaceted entity. In the context of marketing, understanding the complexity of core content is crucial to implementing a holistic approach that effectively leverages this valuable resource.

A holistic marketing approach recognizes the interconnectedness of core content. It involves aligning all marketing efforts with the overarching business objectives, ensuring that the content, data, and information support a unified message and customer experience. Core content spans a diverse range of content types, from product descriptions and website content to marketing collateral, customer data, and more. Each type of content serves a unique purpose within the business, making it essential to manage and utilize them cohesively. Core content includes a wealth of data, from customer profiles to market research. Effective data management is vital in optimizing marketing strategies, as it provides insights into customer behaviors and preferences.

Maintaining consistency across all core content is essential for branding and customer trust. A holistic approach to marketing ensures that the messaging, tone, and branding elements are uniform, whether in product descriptions, emails, or social media posts. Core content integration involves weaving together different content sources to create a seamless customer experience. A holistic approach looks at how various types of content can work together to deliver a consistent and compelling message to customers. Core content in the context of marketing is a complex web of data, information, and content types that require a holistic approach. When managed and utilized cohesively, core content can be a powerful tool in driving marketing strategies, ensuring brand consistency, and delivering a seamless customer experience. Recognizing the complexity of core content is the first step toward leveraging it effectively in the ever-evolving landscape of marketing.


5 types of Core Content

Using a mix of the 5 core content types improves your content ROI. Especially Content curation has a good value - improving, adapting and refreshing already existing Content saves time and money.


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