If you’re like most content marketers, you publish a piece of content before moving onto the next piece a week after.
You promote the link everywhere you can think of in the hopes that it will bring you results, but what you’re left with is nothing but hope.
Are you tired of hoping without seeing results?
The Hybrid Content Strategy (HCS) is a method I use for all my clients to ensure that we create content that generates traffic and qualified leads.
What does it entail?
HCS is a combination, or hybrid, of the most frequent pain points of your ideal audience persona and the top performing content on your blog or leading industry blogs.
By addressing the frequent pain points, your ensuring that your providing real value to your audience. When you combine this with top performing content, you’re ensuring that the content will generate traffic as there’s clear demand for similar content.
In other words, the idea is already validated. All you need to do is create a version that is fitting for your audience.
Here’s how you can implement the HCS to increase your traffic and leads.
Find your Top Content on Social
In order to do this, I use a tool called Buzzsumo. It’s a great tool for discovering which related content is driving the most engagement online. And it’s free, although you won’t have access to some features.
Just drop in the name of your company or a leading company in your industry and you’ll see all the top performing content in the past year. I would suggest looking at historical data spanning the past 2 years, although you can’t do so with the free version.
You can see in the screenshot below I did a quick Buzzsumo search for Peloton.
What do we see here?
Their top performing piece of content is an interview with their CEO, in which he explains how they increased sales after raising prices. The post got 200.7K engagements on Facebook.
We’ve also got two satirical articles, which are ridiculing one of Pelotons ads that targeted ultra rich people while targeting people of medium income. The posts are actually hilarious!
Now, this search generated external content that mentions Peloton. If you want to see actual content from your blog or their blog, simply drop in your company’s domain or your target company’s domain name.
Here are the results for the company’s domain name onepeloton.com
What we instantly see is that the content on their blog is significantly less popular than external content on Peloton. That being said, their top performing piece of content has 5.7K total engagements, which is not too shabby.
As you analyse your company’s or your target company’s content on Buzzsumo, ask yourself these questions:
- What type/format of content is performing best? Is it Articles (How-to-, listicles, long-form), videos, interviews?
- On what platform does it perform best? If you see that your target company’s content is performing best on Facebook, then you should be thinking about creating content for Facebook, because that’s where your audience lives.
- Is external content out performing internal content? Is there more engagement on external publications than the company’s own blog? If so, these could be perfect targets for your content.
Now that you know what type of content, platform and channels work best, you need to combine this information with your audience’s pain points to birth a hybrid piece of content.
In this article, we’ll assume that you already have your ideal audience personas mapped out. If you don’t, I’ll be writing a follow up piece going through my process that I usually carry out for my clients.
Each of your audience personas will have their pain points listed. If you’re not sure what a pain point is, it’s simply a specific problem that prospective customers of your business are experiencing.
Your prospective customers have varied pain points, so you need to have multiple audience personas that reflect your audience segments.
You know the problems, now you need to offer solutions.
Ideally, your business provides services that resolve your prospective customer’s problems. This means you’re well-versed on the subject and able to provide professional help.
When brainstorming ideas, don’t try to force all your prospective customers pain points into one piece. You might be able to address multiple pain points in a long-form piece, but keeping them targeted ensures enough focus to create real value.