Content creation tasks have just blown up in the last 5 to 10 years, with the advent of extra online channels and the ways in which people can find and digest content.

I would urge you to take a step back though, and make sure you are spending the right amount of time on the right kind of content. And that, my friend, means focussing on channelling your energy into valuable Hero Content.

What is Hero Content?

This is the long-form content which is:

• planned
• thought-through
• focussed on  your ideal client/customer audience (or avatar), and
• best demonstrates your expertise or knowledge

Its main purpose is to help you to be found in searches (Google, YouTube, and social media); support your marketing strategy; and offer extra resources for your customer journey.

Hero Content is produced REGULARLY and consistently, is evergreen (more proactive than reactive), has a clear to action and fuels your short-form content.

Short-form vs Long-form Content

Just to put things into perspective, its worth revisiting the different kinds of content you will create in your business. I’ve explained Hero Content, which is essentially your long-form content. But, you will create a host of short-form content too.

There are three kinds of short-form content:

1. 1. Repurposed content (shorter updates / posts / visual collateral – based on your Hero Content)
   2. Proactive content (shorter updates / posts / visual collateral – based on testimonials, product USPs, service benefits, etc)
   3. Reactive content (‘live’ and in the moment commenting, sharing and posts in reaction to enquiries or input from your community)

The value in repurposed content:

The main idea is to “slice and dice” your bigger piece of original Hero Content into bitesize bits that can be shared across different platforms and in different ways (copy, graphics, GIFs, Reels, Stories, Audiograms, etc).

Repurposed content helps to “promote” your Hero Content. It keeps reminding your audiences over time and in different places, about each of your pieces of Hero Content. Remember – just because you publish it (in its original form and place) – doesn’t mean anyone knows its there (forever and ever).

What are the types of Hero Content platforms?

There are three main forms of Hero Content platforms:

• Video (which could mean you having a YouTube Channel, or a Live Show)
• Writing (like a blog, which is hosted on your website, or a frequently-sent and well-planned email newsletter)
• Audio (podcast)

Which Hero Content platform is best for you?

I’m going to give you a quick rundown of who each of the different platforms are best for. Then, hopefully, you can work out which one will be for you.

VIDEO

Good for creators (you) who:

• Are comfortable in front of the camera
• Are articulate and can cut to the chase
• Have less time to devote to content creation
• Particularly good for demonstrating or walking a viewer through a topic/subject

WRITING

Good for creators who:

• Prefer writing as a way of getting down their content
• Have an audience that is ripe for instructional, or highly-detailed information
• Good for service-based businesses; technical skill industries

AUDIO

Good for creators who:

• Are articulate
• Prefer to be behind the camera (don’t have to video record episodes)
• Great at facilitating discussions
• Enjoy interviewing people
• Love to talk
• Are in pretty much any industry
• Wants to master or have a hybrid mix of writing (show notes for the podcast); audio (the podcast) and video (record the podcast recording)

Here at Harbour 32 we work with content creators like you and specifically with Hero Content creators. If you would like to have a conversation with us about how we can support your production, marketing or distribution needs with your hero content – we’d be happy to chat you. 

You could book a Discovery Call and select a date that works for you. Alternatively you can complete our Quote Request Form and we’ll get back you within two working days.