Crafting a Winning Content Strategy: Hero, Hub, Hygiene vs Pow, Push, Pull

Nandini Jawda

By Nandini Jawda

Crafting a Winning Content Strategy: Hero, Hub, Hygiene vs Pow, Push, Pull

Let’s dive into the world of content strategy, where creativity meets purpose and engagement is the name of the game. Picture this: a few years back, Google dropped a gem of wisdom in the form of a content strategy framework—Hero, Hub, and Hygiene. Originally tailored for YouTube, this framework has since become a guiding light for content creators across various platforms.

As the legendary marketer Seth Godin once said,

“Content marketing is the only marketing left.”

These words ring truer than ever in today’s digital landscape. But how do we navigate this vast ocean of content and emerge victorious?

The Hero, Hub, Hygiene Trio: Unraveling the Mystery

Hero Hub Hygiene

Hero Content: The Showstopper

Imagine the Diwali fireworks lighting up the sky—it’s grand, it’s spectacular, it’s Hero content. Brands like Cadbury India with their heartwarming campaigns or Amul with their witty advertisements exemplify Hero content.

As Ratan Tata once said,

“The only strategy that is guaranteed to fail is not taking risks.”

Hero content takes risks to create a lasting impact, attracting new audiences and reigniting connections with existing ones.

Hub Content: Your Trusted Companion

Hub content is the beloved TV serial that Indians eagerly await each week. It’s not flashy, but it’s dependable and comforting. Companies like Flipkart and Zomato deliver Hub content through regular updates and newsletters, keeping their loyal followers engaged.

As N.R. Narayana Murthy said,

“In the world of Internet Customer Service, it’s important to remember your competitor is only one mouse click away.”

Hub content ensures customers keep coming back for more.

Hygiene Content: The Unsung Hero

Hygiene content is like the trusty guidebook that helps you navigate through the bustling streets of India. With millions of searches happening every minute, hygiene content steps in to provide answers. Companies like Policybazaar and MakeMyTrip excel in producing hygiene content—informative blogs, how-to guides, and insightful infographics.

As Sundar Pichai once remarked,

“The future of mobile is the future of online. It is how people access online content now.”

In the vibrant landscape of Indian digital marketing, the Hero, Hub, and Hygiene framework serve as the guiding stars for content creators. By understanding and harnessing the power of these content types, businesses can create a captivating content strategy that resonates with audiences, fosters engagement, and drives growth in the dynamic digital market.

Pow, Push, Pull: An Alternative Perspective

Pow Push Pull

Pow: The Impactful Punch

In the world of Pow content, it’s all about delivering that impactful punch. it’s the content that gets people talking. It’s the infographic, the white paper, the content that leaves a mark.

As Jay Baer famously said,

“Content is fire, social media is gasoline.”

Pow content ignites conversations

Push: Fostering Connections

Push content is about nurturing the relationships you already have, delivering valuable content directly to your dedicated followers. While similar to Hub content, Push content takes a more active approach, using social media platforms to deepen connections and spark engagement. it’s like the gentle breeze that guides you along. It’s the newsletter, the social media post, the content that keeps your audience engaged.

As Joe Pulizzi once said,

“Content marketing is a commitment, not a campaign.”

Push content shows your audience that you’re in it for the long haul.

Pull: Drawing Them In

And then there’s Pull content— it’s like the magnet that draws people in. It’s the blog post, the how-to video, the content that answers people’s questions.

As David Meerman Scott famously said,

“Instead of one-way interruption, web marketing is about delivering useful content at just the precise moment that a buyer needs it.”

Pull content is there for your audience when they need it most.

Crafting Your Strategy: Finding Harmony

In today’s diverse content landscape, striking the perfect balance between Hero, Hub, Hygiene, Pow, Push, and Pull is essential for success. Whether you’re aiming for viral fame or nurturing loyal relationships, each element plays a crucial role in your content ecosystem.


As you embark on your content creation journey, remember this: there’s no one-size-fits-all approach. Whether you’re embracing the Hero, Hub, Hygiene framework or delving into the Pow, Push, Pull model, success lies in understanding your audience, delivering value, and fostering meaningful connections.

“Content is anything that adds value to the reader’s life.” - Avinash Kaushik, Chief Strategy Officer, Croud.

If you’re ready to elevate your content strategy, embrace storytelling, engage your audience, and let your creativity soar. The digital landscape awaits—go forth and create something extraordinary.