Not all hub content is created equal. The right hero format for your organisation depends on your resources, your audience, and your strengths.

The hero content formats

Podcast: Builds a deeply loyal audience over time, repurposes well into clips and transcripts. Best fit for: organisations with a strong perspective and access to interesting guests or stories.

Long-form video (YouTube): Permanent asset, searchable, the most repurposable format. Best fit for: organisations comfortable on camera with topics people actively search for.

Long-form written content (blog or newsletter): Lowest production barrier, builds SEO over time, easy to repurpose. Best fit for: organisations with strong writers or leaders who think well in text.

Webinar or live session: Interactive, relationship-building, can be recorded and repurposed. Best fit for: organisations with an existing audience to draw from.

Niche-niche

To get some differentiation with your hero content, try tackling a subject that is niche/niche. Meaning a niche part of a niche itself. An example would be, talking about health initiatives for people with disability is a niche, but there’s a few people doing it. Talking about the benefits of strength training in the gym is a niche topic, with plenty of people doing it. The benfits of strength training for people with disability? Less people doing it, it’s a niche-niche. It’s defendable, identifiable, and specific. Important in an age of saturation. 

The honest assessment

Choose the format you’ll actually sustain. The best hero content format is the one you’ll produce consistently for 12 months – not the one that sounds most impressive.

If you hate writing, don’t build a newsletter hero. If you’re uncomfortable on camera, don’t start a YouTube channel. Play to your strengths.

Exercise

Choose your hero content format. Write two paragraphs explaining why it’s right for your organisation – your audience, your strengths, your resources, your sustainability.