One of the most important things a content strategist needs to know is how its content faces that of the competition. Without knowing what type of content their competitors create, where they distribute it, or how often it will be very difficult to truly differentiate their brand and content, giving potential visitors a reason to view their content on your blog Place of the competitor. That’s why you need to conduct a competitive content marketing analysis that will help you not only do the above but also find opportunities your competitors have not met.
Of course, it takes a lot of time and it works to do a competitive content marketing analysis, but it’s worth it, so let’s go deeper.
Step 1: Determine the Goal
What exactly do you want to learn by analyzing the content of your competitor? What information do you want to extract and how do you intend to use it? Do not start with a marketing analysis of competitive content without first setting goals.
Analyzing your competitors’ content can tell you whether the audience is more involved with them or with you on their websites or social networks, and how much. For example, if an article you wrote on LinkedIn received 30 likes and a similar article from your 100 competitors, you know you need to change some things here.
It will probably be better on some social media platforms than others. Therefore, it is important to know not only your overall social reach but also separately for each channel you use and which you do not use (to determine if an opportunity is missing). also. For example, you may have felt that Pinterest does not work in your niche, but if your competitor uses it successfully, why not try it yourself?
The engagement will tell you if it meets the needs of your target audience. If a competitor has more shares, likes, retweets or comments then do better than you and the public will reward them for it.
Step 2: Find Out Your Direct Competitors
In a sense, all companies can compete because both compete for the time and money of the customers. Of course, trying to analyze everyone in the world would be a waste of time. So focus on those companies that are truly in your industry and in the market, selling products and services that are equal or similar to those of you. For example, McDonald’s and Burger King are direct competitors, but McDonalds and Nike are not the ones who would analyze the first and not the second company.
You will probably be able to identify the 2 or 3 direct competitors right from the beginning, but remember that you should look for those who are at least on the same level as you or better. Because? In short, why are you analyzing someone who is not doing the same thing as you? What do you have to learn from them?
However, you do not want to compete with someone who is clearly a bigger name than you. If your website has 1000 visitors a day, do not try to shake hands with someone who has 100,000 or more. Find someone with whom you can really compete without being a complete mismatch.
One way to find your closest competitors is to do a simple search on Google. Just look for the type of product or service you sell and see which companies and brands appear on the first page. Again, you will probably skip the first or second result, as these are probably big companies, but the rest will be your direct competitor.
Step 3: Create an Inventory of Their Content
Now that you’ve identified who your direct competitors are, you’ll need to figure out where to host your content, the first thing you can see is browsing their website. For example, if you see something labeled “Resources,” you might find eb00ks, whitepapers, and case studies with lots of content. On the other hand, a section called “Price” or “Services” probably will not have what interests you.
Check again to be sure. A lot of time you will find hidden content in the secondary navigation. For example, you’ll find “News” in the “About Us” section or “Webinars” in “Training.” Make sure you cover the entire site so you do not miss out on anything important. You should also scroll down the main page of the page, as you can also find more content here that does not appear in the navigation or sub-navigation of the site.
Step 4: Do a Content Audit
A content audit helps you assess the quantity and quality of your competitors’ content and how they compare with them.
When you look at the crowd, you not only have to watch how many blog posts and other types of content (technical documents, case studies …) the competitor has already published, but also how often he does it. If this violates someone who publishes content on a daily basis and does so only once a week, this is already a big advantage for your competitor.
Analyzing the quality of your content is a little more subjective, but in general, taking a look at your engagement here is a good idea. Do you have more shared resources, I like comments, etc.? This can tell you which topics are best for readers and how. Also, don’t forget to dig a little deeper and ask yourself:
- Is their content in-depth?
- Are they creating accurate and relevant content?
- Is it well-structured and easy to read? Does it have subheadings, bullet points, etc?
- Are there grammatical and spelling errors?
- Who their writers are and what is their area of expertise?
Step 5: Use the Right Competitive Content Marketing Analysis Tools
While the competitive analysis of content marketing may seem like a lot of work (and we have to face it), fortunately, there are many tools you can use to help you out.
Here are some tools to spy on your competitors:
Step 6: Apply What You’ve Learned to Your Content Strategy
The idea of competitive content marketing analysis is to see where you can outperform your competitors and where to improve your game, but also what opportunities you lose and the benefits you can get.
Some things you can not compete with. For example, you may not have enough resources and enough people in your content team to publish content every day. However, they can also create deeper content than they do and are therefore based on a just base.
In addition, this analysis may also indicate that you need to spend more time on channels, and especially on social channels. You may need to invest more effort into Twitter or LinkedIn to join your competitors or access Google +.
Of course, the goal is not to copy what works for your competitors (it may not work for you), but to use what you’ve learned to differentiate yourself and your content. Work even more in areas where you are already well, and take advantage of those where you see a chance.
A marketing analysis of competitive content is not unique. You have to do it at least every 3-4 months to be nothing more than the trends in content marketing. Only then does it have a real value that it can apply to its content strategy.