Not all content is created equal.  There are some pieces that engage your audience and drive results, and these are known as hero content.

Hero content is the centrepiece of your content strategy.  It’s that one big, impactful piece that grabs attention and makes a lasting impression.  It could be a television ad, an experiential campaign, a brand video, a whitepaper, a book, or even a long-form blog post.

The trouble with hero content is that to get the rewards, you need to invest the time, and often money and other resources into making something great.  Which is why it’s worth coming up with a great strategy to go with it, to help maximise its impact and get more return on your investment.

Where to Use Your Hero Content

1. Website: Make sure that your website has at least a landing page to lead people to your hero content, and somewhere where the full piece can be accessed.
   
2. Blogs & Articles: Don’t just create one article – plan a series of articles around it and tailor them all to stages of the buyer journey, or different sectors or even publications.  Divide up your hero content and use different parts in your blogs, or as guest blogs on other sites.
   
3. Social Media: You’ve put all of this effort into creating a great piece of content, so don’t just waste it on a single post.  You need to create a campaign.  Pull out the main themes and don’t forget to weave in imagery and video.
   
4. Events: It could be to launch your content to your audience, or it could be to talk about the issues explored in your content.  Maybe a round table or a customer event.  You could also consider digital events, like a webinar, or to pitch for speaker opportunities at a conference.
   
5. Infographics: Infographics are a great way to get the key points of your content across in an at-a-glance and impactful way.  You can use them across all of your platforms making them versatile and worth the effort.
   
6. PR: If your hero content includes predictions, survey responses, research data, new thinking, or even customer success stories then you could create a press release from it.
   
7. Lead Gens: Think ebooks, slide decks, ‘how to’ guides…anything that would give your audience value and entice them to give you their data.
   
8. Email Marketing: It could be a one off email campaign, or part of your regular newsletter, your hero content needs to get in front of your email list.

Hero content is a powerful tool in your digital marketing arsenal. By strategically planning, breaking it down, and repurposing it effectively, you can maximise its impact and achieve long-lasting results.  With the right approach, hero content can be a valuable investment that pays dividends for your brand.