How to Apply the Hero-Hub-Help Video Strategy to your Corporate Communications

by Plum Staff on August 28, 2015

 Katie Raebel | Online Video Specialist

With the rise of social business platforms and fragmented company intranets, getting a message out to your employees these days can be quite a challenge. And if you’re on the receiving end of those communications, sifting through the corporate feed for info that matters to you can be even more overwhelming. Sounds a lot like the same challenges marketers are facing today doesn’t it? So, how do you rise above the noise?

Working for a company that specializes in corporate production I know that our clients find video valuable in helping to get their message across. Yet I can’t help but notice the challenges clients are facing with content creation and shrinking budgets. So, let’s explore some video marketing best practices that you can apply to your corporate communications strategy.

Set a Realistic Budget

It’s best to start thinking about your overall video budget at the beginning of your communications plan. From here, you can start segmenting that budget into three basic content buckets. If you’re not already familiar with the Hero, Hub and Help video content strategy, check out the YouTube Creator Playbook for Brands. This valuable, in-depth resource covers everything from building a content plan to distribution and analytics.

Hero Content

Hero videos are the 1 or 2 fundamental videos that should really define the overall message you’re trying to convey to your audience. Plan to allocate a good chunk of change to these videos particularly if the communication need will last several months. Challenge your production company to think about a lasting and engaging message. These videos should have a high production value and may incorporate animation, interviews from leadership, and conversation starters to engage your employees. When it comes to distribution consider these tips:

  • Ask if it can be featured on the corporate intranet home page for an extended period of time
  • Professionally record a townhall or meeting featuring your respective content
  • Create an easy-to-find intranet landing page with the video as the primary focal point
  • Include it as a persistent resource in a company e-newsletter using the right/left column or footer space
  • Promote via email signatures from communicators and leaders
  • Make it easy to find the video and offer many quality renditions for download to reach your global audience
  • Have the video translated and ask the IT department if your video platform supports subtitles. If not, consider having your production company “burn” the subtitles into the video.

Hub Content

Hub videos are lower-budget simply produced videos that you can distribute on a regular basis. One way to create this content type is by maximizing the production budget from your hero videos. For example, if you’ve done a number of interviews with company executives, think about frequently asked questions that employees might ask and have your leaders respond. If your production company is keeping your footage archived, have them export just the question and answer in simple, short, topical clips. Close with a call-to-action for your employees to share or comment on the video. Here are some other distribution ideas:

  • -- Highlight the videos as part of a weekly “skim” email
  • -- If you are using SharePoint or another social business platform, remember to tag co-workers in the video. This is an easy way to put it on their radar and encourage sharing.
  • -- Release the video(s) in an intranet site feed
  • -- Create a YouTube-like “channel” to house all related videos for easy browsing

Help Content

Help videos are the lowest budget (or no-budget!) form of video content and can be extremely valuable in reducing email clutter. This type of content is often employee generated also known as user generated content (UGC). The challenge with UGC is that you may have limited control over video quality, file types and video playback. To alleviate this, provide your employees with some fundamental tips and resources on how create the type of content you’re looking for and how to submit it. Vimeo includes several great resources in their Video School library on sound and lighting. Here are some help videos that often apply to corporate communications:

  • -- Recorded screen captures to highlight where to find information or how to use a particular program
  • -- Recorded training webinars and presentations
  • -- Recorded Skype/Lync Interviews
  • -- Employee workshop highlights (mobile captures)
  • -- Curated video content from trade sites that support your message

Where IS that video?

Finally (and I can’t stress this enough), get the most out of your budget by optimizing your videos for search within your company’s intranet. If you’re not sure how to do that, reach out to your production company and/or IT department. The simple act of transcribing your video and creating good metadata will keep those videos re-surfacing in your intranet search results and make that video budget worth every penny.

How do YOU distribute and repurpose your videos for your internal corporate communications?

I’d be interested to know from you all how you are maximizing your internal videos for corporate communications? Have you tried any of the tactics above? Which methods are working best for your employees?