Producing content for your marketing can be overwhelming—there are so many options! This is why I recommend picking one form of ‘hero’ content and doubling down on this medium as a priority. Learn more about hero content in this article.

By Ellie Keft

September 16, 2021

What is ‘hero content’?

One of the trickiest things with content creation in marketing is… OVERWHELM—trying to decide which content medium to go with.

So I always recommend just picking ONE content type and ‘heroing’ it.

Meaning, going full ham with it., putting most of your energy into that content type, so it’s really high quality and valuable content.

So many people think they have to do it allll, ALL of the time.

But picking one main platform, I reckon, is the key to moving forward.

There are tonnes of options for hero content, but here are the ten I like to talk about:

  • Blogs
  • In-depth publications and reports
  • Mini courses and mini video series
  • Print publications
  • YouTube videos
  • Live online events
  • Podcasts
  • Exclusive email broadcasts
  • Social media ‘lives’
  • Creative assets

But quickly as mentioned at the beginning, 

  • I’ve created a new QUIZ that’ll help you choose what one key content type to produce consistently, known as your HERO content
  • Answer a few questions based on you, your personality, your business, your messaging, your audience and your capacity, and it’ll spit out a result at the end.
  • A great way to start the process of figuring out that core content type to base your marketing around.
  • Take the quiz.

Once you know your hero content, that’s when the magic begins…

After you know that ONE, and you get in the habit of hitting the targets you’ve hit for yourself, you can then do a bunch of things to get your content working for you!

And that’s by repurposing that content, sharing it on the best platforms for you and your audience, and also looking at ways to amplify its reach.

We’ll talk about all of that in a moment, but first let’s chat about why I think picking just one HERO is important.

Why pick one type of content to ‘hero’?

So picking just one, as I mentioned, is about combating overwhelm.

Because as we know, overwhelm is the ULTIMATE thief of productivity, of moving forward, of achieving one’s goals. That and perfectionism, but let’s save that for another day.

But there are also some other reasons why picking HERO content type is a good thing to do—here are a few of them:

  1. Consistency creates trust because you’re genuinely being generous and giving with your time and IP
  2. You can bring your audience on a journey with you, not just love ‘em and leave ‘em, when they turn up every week (or however often you’re sharing the content) to hear from you
  3. Creating consistent content has a ‘snowball effect’ where you gain more traction and momentum as time goes on. And picking one hero content type means you’re much more likely to stick with it for longer, rather than jumping from platform to platform to platform.
  4. You can build your email list with qualified leads that fit into a similar basket, and you can more confidently know where people found you and what’s working and what’s not.
  5. Similarly, you can build your social media following with quality, targeted people too, and you can nurture them with that consistent hero content.

So there are a few reasons why picking one content type to hero is a great idea.

Creating consistent content has a ‘snowball effect’ where you gain more traction and momentum as time

goes on.

Killa content structure to put your content to WERK

Now, let’s quickly touch on how you can make your hero content run farther, faster, and really get the most mileage possible out of this regular hero content you’re creating.

So for a killer content program, you’ll need to determine FOUR components;

  • Your hero content
  • Your repurposed content
  • Your distribution platforms
  • Your amplification platforms

I’ve mentioned this a little bit in past episodes, so you might have a fair idea about what it’s all about.

But basically, we’re wanting to structure our content production systems around a few things:

  1. Efficiency, which is pretty obvious—if you’ve already done the work you’re just stretching that out, like making a pea and ham soup out of the ham bone! My granny does that but when I stopped eating meat I missed out on that, anyway tangent.
  2. Assumption that not everyone will see your content on every platform, and they’ll need 7ish touch points before they buy from you or book with you. So this is just amplifying the exposure of that core content. Plus, different content forms and mediums will resonate differently with different people.
  3. And lastly, people need to be told the same thing a lot of times, in a lot of different ways before it really sinks in. Depending on your messaging, there might be a lot of things your audience needs to know about you and your biz before they meaningfully engage, so while you might feel like you’re repeating yourself, trust me, you’re simply solidifying and doubling down on your key messages.

So let’s jump into those four components:

We’ve already chatted about number one, ‘your hero content’.

Your repurposed content

And number two, ‘your repurposed content’ is the real meat and potatoes of this idea of capitalising on your hero content. 

So once you’ve created your hero content, you can repurpose that to multiple platforms—this is the pea and ham soup from the bone I mentioned earlier.

So depending what your hero content is, you can pick one to two other content types to repurpose it into.

And these might be some of the other hero content types we mentioned before, or it might be smaller pieces of content.

So with this podcast, I’m in the process of figuring out my systems and processes for turning these episodes into blog posts and into social media resources, like carousels so people can have bite-sized chunks of learning on social media, or they can head over to my website and read the blog, or they might listen to the poddy, like you are now.

This article is based on an episode of my podcast, Unearth Your Herd… check it out!

Your distribution platforms

So beyond repurposing your hero content, you also want to be thinking about where you’d like to share it with your audience.

Because, contrary to some people’s opinions, if you build it they will not come! At least, not at first 🙂

It takes a while to build up that momentum, like I said, but once it happens, it’s exponential.

So the distribution platforms in most business’ cases will simply be social media and email.

But depending on what you’ve decided your hero content is, that might not be right for you.

For example, sharing a print magazine will obviously need to be done IRL, in real life.

But for me and this podcast, I share about it on Insta + Facebook and I send out an email (usually). I also want to start sharing on Pinterest soon.

Your amplification platforms

And then we move on to your amplification platforms, which is the ‘cherry on top’ part of this whole shebang.

We’re talking about paid amplification through ads, or tapping into another business’ audience or seeding and syndicating content on other websites—that type of stuff.

This part of it, I think, can wait until you have all of the other systems sorted.

Once you’re happy that you’re consistently able to produce your hero content at the frequency you’ve chosen, that you can repurpose it to at least one other medium consistently, and you are sharing it with your existing audience through socials and email, then I’d start looking at amplification.

Some marketers will suggest a different approach to this, but for me personally, I reckon this works well because it gets you in the habit of consistent content creation first—that’s the hardest bit.

Photo credit: Steffi Pereira

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