Episode Summary
A deep dive into the 3H Content Marketing Framework and how each content type maps to a specific stage of the Pump and Funnel model.
Key Takeaways
Hero content maps to awareness — books, films, pillar blog posts.
Help content maps to consideration — long-tail, question-answering articles.
Hub content sits outside the funnel — podcasts and YouTube series.
Hub content should be measured by subscriber growth, not conversion rates.
Full Discussion
The 3H Content Marketing Framework — originally developed by Google and YouTube — categorises content into Hero, Hub and Help. In this episode, David explains how each type maps to the Pump and Funnel model and why Hub content sits outside the funnel entirely.
Hero content reaches the widest audience. Help content answers specific questions at the consideration stage. Hub content builds trust over time with audiences not yet ready to buy.
Sources & Further Reading
- The Pump and Funnel Marketing Model — full overview of the model and how it evolved.
- Applying the 3H Content Framework
- Extending the Model: The 6H Framework
- David Bain — content marketing strategist
- Pump & Funnel YouTube Channel
