---
title: "Hygiene, hub and hero content"
description: "The three content types YouTube research found in strong channel brands."
canonical: https://tomsharman.com/bookshelf/known/hygiene-hub-and-hero-content/
updated: 2026-11-03
---

# Hygiene, hub and hero content

> The three content types YouTube research found in strong channel brands.

Mark Schaefer's framework, from KNOWN, pp. 64 to 83.

Framework 6 of 19 from [KNOWN](https://tomsharman.com/bookshelf/known/index.md) by Mark Schaefer. Category: Content and packaging.

## The steps

1. **Hygiene.** Answers common questions and shows up in search, good for awareness.
2. **Hub.** Addictive content that keeps people on your site and invites a binge.
3. **Hero.** Bold, expensive content meant to go viral.

## Where it comes from

From chapter: CHAPTER 5 Eight Space Strategies, pp. 64–83

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/hygiene-hub-and-hero-content.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/hygiene-hub-and-hero-content-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/hygiene-hub-and-hero-content.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/hygiene-hub-and-hero-content-dark.png