A unique content freshly produced, presented as a video, event, study or podcast.
It aims at inspiring the audience: with a story that finds its way to their hearts, with facts that are relevant, or simply to entertain with something surprising.
A brand only has a few such hero moments a year, so they have to be spot on!
As in any story, the hero is not alone on stage: in movies such as the Lord of the Rings, Frodo is helped by Gandalf, Sam, Pippin and Merry; in The Matrix, Neo is assisted by Morpheus; in Star Wars, Obi-Wan Kenobi supports Luke Skywalker.
Once the Hero content has been produced, it must be activated by his helper(s), and accompanied by activities – preferably across several channels – to unfold its radiance.
The next time you discuss hero content with marketers, ask yourself three questions:
– what is your brand’s “Superbowl moment”?
– Is the planned content unique enough to touch your customers?
– Does the budget include the accompanying measures to make the hero content shine?
If all this is given – the marketing fireworks can be ignited, the hero story launched and spread over months.
