YouTube content strategy that explains how brands and small business owners can grow on YouTube using the Help, Hub, Hero content model developed by YouTube. #socialmedia #video #YouTube

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Broken Peanut Media, LLC.
For Brands
For Brands
YouTube Content Strategy
YouTube Content Strategy

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Broken Peanut Media, LLC.
Build community & authority
Hub Content
YouTube Content Strategy for Brands
Content Strategy
Case Study
Answer questions your customers are asking
Help Content
Usage | Advertising | Television Stats
Why YouTube?
Hero Content
21
10
32
14
05
28
Question and contact information
Thank
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Exponential drive conversions Mortgage Broker Example

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Broken Peanut Media, LLC.
Joshua has worked in Digital Media Production since 2006. He
started as an editor creating online content for Adobe, McAfee, and
Wiley Publishing before Netflix was even streaming content.
In 2009 he started Broken Peanut Media, LLC and began producing
content for a variety of corporate clients based DFW. His work
gained him several awards.
In 2014, he started a YouTube agency with a business partner that
focused on growing YouTube channels for brands organically. As the
Director of Video Marketing, he managed a staff of 10 and worked
directly with HP, HyperX Gaming, and hundreds of YouTubers.
In 2017, Joshua relaunched Broken Peanut Media, LLC and
combined video production, YouTube Strategy, and Paid Media into
one agency. Since then, he has worked with Samsung, Funimation,
L’Oréal Paris, and many other brands.
Owner – Broken Peanut Media, LLC
Joshua Wethington
Bio

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Broken Peanut Media, LLC.
Our Partners

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Broken Peanut Media, LLC.
Why YouTube?
2BMONTHLY
active users
1B
Hours Watched
DAILY
2nd Largest Search Engine in the World
70% are on mobile | 25% of global traffic
Mobile users watch 24 hours per
YouTube Shorts earn 15B views per day
85% viewers watch Live Stream Events
51% watched a podcast on YouTube
“How-To” is the 4th largest category
50K YEARS of product reviews watched
3x of millennials would rather watch tutorial
than read instructions or blogs.
80% of users said they watched the video
at the beginning of the purchase process
67% of SMB with YouTube channels say
it plays a role in growing revenue.

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Broken Peanut Media, LLC.
Advertising
59% YouTube Ads are more relevant than
ads on TV and other streaming apps.
2x more likely to buy something they saw
on YouTube.
YouTube mobile Ads are 84% more likely
to hold attention over TV ads
Vertical video ads delivered 10% - 20%
more conversion per dollar
Small business advertising has doubled on
YouTube since 2016.

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Broken Peanut Media, LLC.
For Television
60% of Gen Z (viewers use YouTube to
content related to TV shows and movies.
700M Hours of YouTube is watched daily on
Televisions.
Sports viewership is expected to reach
90M by 2025
60%of media and music companies with
YT channels say it’s an important stream of
revenue for them.
246 Shows were published on YouTube in
2020 this 77% YoY Growth
1.2K library shows were published in
H1 2020 (+171% YoY)

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Broken Peanut Media, LLC.
Blogs vs Online Video
Blog
• 1999 – Blogger.com
• 2002 – term “mommy bloggers” starts
• 2003 – AdSense & WordPress Launch
• 2005 – Blogger gets WHPress Pass / Huffington Post
• 2006 – Twitter Launches and start micro blogging
• 2010 – 11% of bloggers say it’s “primary income”
• 2011 – Google rolls out Panda Update (quality content)
• 2015 – FB Instant Articles
• 2019 – 500M Blogs 10% make 10K/year
Online Video
• 2005 – YouTube launches 11.5M investment
• Late 2005 – Google buys for 1.65B
• 2007 – YouTube Available in UK / FB video launch
• 2009 – Full HD available / 1B video views per day
• 2012 – 4B views per day
• 2016 – FB Live launched
• 2017 – up 40% for 6 figures / 50% for 5 figures
• 2018 – FB watch available / Ad breaks ($6 CPM)
• 2019 – 2B Active users / 1B Hours per day

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Broken Peanut Media, LLC.
Video Is Your Blog

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Broken Peanut Media, LLC.
Content Strategy

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Broken Peanut Media, LLC.
Video Content Strategy
Every brand needs a cohesive content strategy that pulls potential
customers towards your brand, develops a relationship with them, and
converts them to your product or service.
Pull potential customers
toward your brand
Develop a relationship
with customers
Sell Products or Services

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Broken Peanut Media, LLC.
Video Content Frequency
4 to 8 videos per month
Once per month
Once per Quarter

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Broken Peanut Media, LLC.
Conversion Funnel
AWARENESS
CONSIDERATION
CONVERSION

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Broken Peanut Media, LLC.
Help Content

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Broken Peanut Media, LLC.
Help Content
Help content leans on search more than any other pillar of content. This content is ever green meaning
that people are always searching for it. Help content breaks down into two categories

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Broken Peanut Media, LLC.
Help Content
Help content leans on search more than any other pillar of content. This content is ever green meaning
that people are always searching for it. Help content breaks down into two categories

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Broken Peanut Media, LLC.
Help Content
Help content leans on search more than any other pillar of content. This content is ever green meaning
that people are always searching for it. Help content breaks down into two categories

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Broken Peanut Media, LLC.
Help Content
Help content leans on search more than any other pillar of content. This content is ever green meaning
that people are always searching for it. Help content breaks down into two categories

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Broken Peanut Media, LLC.
Help Content
Goals:
1. Bring value by answering questions
2. Build remarketing list from views
3. Brand Awareness
Help content leans on search more than any other pillar of content. This content is ever green meaning
that people are always searching for it. Help content breaks down into two categories

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Broken Peanut Media, LLC.
Help Content Examples

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Broken Peanut Media, LLC.
Hub Content

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Broken Peanut Media, LLC.
Hub Content
You start to develop a relationship with your audience and demonstrate
thought leadership. Hub content is where you start thinking about original
content and working with influencers.

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Broken Peanut Media, LLC.
Hub Content
You start to develop a relationship with your audience and demonstrate
thought leadership. Hub content is where you start thinking about original
content and working with influencers.

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Broken Peanut Media, LLC.
Hub Content
You start to develop a relationship with your audience and demonstrate
thought leadership. Hub content is where you start thinking about original
content and working with influencers.

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Broken Peanut Media, LLC.
Hub Content
Goals:
You start to develop a relationship with your audience and demonstrate
thought leadership. Hub content is where you start thinking about original
content and working with influencers.
1. Build Community
2. Grow your email list
3. Soft sell smaller products

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Broken Peanut Media, LLC.
Hub Content Examples

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Broken Peanut Media, LLC.
Show Formats
Original Credit: Matt Gielen – Little Monster Media Co.
SRC: Tubefilter Article

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Broken Peanut Media, LLC.
Hero Content

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Broken Peanut Media, LLC.
Hero Content
Hero content is your super bowl ad. You will lean on a combination of paid
advertising, influencer marketing, entertainment and distribution.

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Broken Peanut Media, LLC.
Hero Content
Hero content is your super bowl ad. You will lean on a combination of paid
advertising, influencer marketing, creative entertainment and distribution.
Goals:
1. Sells or Conversions
2. Grow Your Audience
3. Earned Media

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Broken Peanut Media, LLC.
Hero Content Examples

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Broken Peanut Media, LLC.
Case Study:
SoCal Mortgage Broker

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Broken Peanut Media, LLC.
Help Content Strategy
This category needs to be evergreen so it’s always working for you. Take a step back and
talk in more general terms to educate prospects. If they have any particular questions, they
can reach out to you.
Credit Score Refinancing Mortgage Broker Foreclosures Tips for Buying /
Selling
Misc. Questions
How To Improve Refi Explained
7 Questions you
should ask your
mortgage broker?
Foreclosure Myths
Does taking
professional photos
help sell a home
Does owning a
home help you with
taxes?
What Does my
score have to be
Refi to pay of debt
What is a mortgage
broker?
Should you Buy
Foreclosed homes?
Tips for staging a
home for an open
house?
What can you do
with home equity
Minimum Credit
Score
Refi v Home Equity
Loan
How much does the
mortgage broker
make?
13 Things to know
about buying
Foreclosed home
Working with a
appraiser?
Renting out a room
in SoCal
How To Buy with
low credit
How much does refi
cost
Should you use a
mortgage broker or
online service?
Where to find
foreclosures?
When is the best time
to sell a home in
SoCal?
Home Warranties?

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Broken Peanut Media, LLC.
Hub Content Strategy
Your monthly market update videos are perfect in this category, This is the place to do a
live video and give exact rates, deals, new programs, and information that is time sensitive
to buyers. I would also brand your interviews to start growing your brand within the SoCal
industry. Just keep in mind the audience for these shows will be different.
Content Category Uploaded or Live Frequency and length of video
SoCal Mortgage Market News
Live
Live broadcast giving monthly updates to
mortgage rates, news, areas of interest,
and forecasting based on 20 years
experience.
Monthly. 15-30 minutes
Interview with Industry Experts
Live three camera interview with industry
experts in related fields such as
renovation, real estate agents, appraisers,
banks, commercial developers, city
planners.
Weekly. 30-50 minutes

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Broken Peanut Media, LLC.
Hero Content Strategy
Since you do not want to advertise, we need to create content that is outside of your niche
(mortgage and real estate) that has broad appeal that will attract your target audience of 25-
35 DINK’s that live is SoCal.
Target Audience YouTube Specific GEO Specific
Why millennials should buy home. Reaction to Van Life
SoCal Water Sports
(Kayaking, Kite Surfing, Surfing, Jet Ski)
Upcoming Neighborhoods
Office and Home Tour
(show homes at 350K, 400K, 450K)
SoCal Lifestyle
(Camping, Biking, Exploring, Adventures)
Owning over Renting
(Airbnb Room)
Day/Solo Traveling
(locations you can get to easily)
Restaurants
(Top 10 lists)
Student Loans and Mortgages
AMA / Autocomplete
(Q&A based on social media questions)
SoCal Disasters
(Earthquake and Fire)

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Broken Peanut Media, LLC.
Thank You

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Broken Peanut Media, LLC.
Questions
@videojoshua
@jwethington
@videojoshua
@videojoshua
http://brokenpeanutmedia.com
Dallas, Texas
joshua@brokenpeanut.com
214-232-2013

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Broken Peanut Media, LLC.
Sources:
https://trendsreport.withyoutube.com/
https://blog.youtube/
https://www.youtube.com/howyoutubeworks/progress-impact/impact/report/
https://blog.hootsuite.com/youtube-stats-marketers/#YouTube_for_business_statistics
sproutsocial.com/insights/youtube-stats/
https://www.thinkwithgoogle.com/
https://twitter.com/YouTubeInsider
https://www.youtube.com/trends/
https://www.tubefilter.com/
https://www.tubefilter.com/2019/02/12/taxonomy-youtube-videos-develop-original-content-that-works/