Anyone in internet marketing or search engine optimization, or anyone with a blog, knows how difficult it can be to come up with new content topics. It’s often the most time consuming part of the content marketing process.
Now, there are a variety of ways to approach this dilemma, and for more information on finding topics on your own, check out this post: Content Creation: How to Discover Topics Any and Everywhere.
Today’s post, though, is all about the competition. It’s important and helpful to keep an eye on how their content’s working out for them, and it’s not just about topics either. It’s about all the finer details of their strategy.
Just remember, competitive analysis isn’t about stealing; it’s about ensuring you’re doing everything you can to connect with your audience.
Look at frequency.
Trust us, as veteran NJ SEO experts, we know full well that effective content marketing isn’t solely about topics. There’s more to it than that.
For instance, whether you’re just now executing your first content marketing plan or you just need a change, you need to determine how often you’ll need to update your blog or supply other forms of new content.
The reason a little competitive analysis helps here is because there’s no concrete answer to that question. It depends on the industry you’re in, the specifics of your business, and those of your target audience.
So, take a look at which of your competitors are finding quality levels of engagement with their content and how frequently they’re providing it.
However, when doing this kind of research, keep in mind that the way the content is promoted has a lot to do with it as well, so be sure to look at the big picture before coming to any conclusions.
You know the when, now what about the how, the how long, and the variety?
On top of frequency, check out the language of successful content from competitors, the way it’s coming across to the target audience, and that includes the language of any titles or headlines.
We’ve been in SEO in NJ and NY long enough to know that you could have the perfect topic for content, but if you use the wrong tone when creating it, it won’t matter much.
From there, you need to check out the way the audience is responding to content of different lengths and also which other forms of content, whether via video production, infographics, etc., are finding success.
That could mean looking at other metrics like views or simply comparing how much time the competitor gives to creating one form of content versus another to get an idea of what’s working for them.
Now for the topics.
As far as content topics, it’s fairly simply. See what’s working and what’s not—what’s getting shared, liked, etc.—and then factor that data into your strategy. The important thing here is to remember to make the content your own.
You still need to give people a reason to come to you instead of them. You need to look for angles they didn’t consider or stones they left unturned.
The idea is, now you know which topics are of genuine interest to your target audience. If you can satisfy that interest more comprehensively or with more flair than the competition, they’ll come to you next time.
And maybe next time they’re not just looking for information or answers. Maybe next time they’re looking for products or services, and now, they trust you.
By knowing what’s working, you’ll know where to start.
Like mentioned above, coming up with ideas for content can be tricky. Keeping track of what’s working and what’s not for your industry competition gives you something to stand on.
You’ll get a breakdown of what’s making their content successful. You just need to know what to look for and to continue to experiment. For instance, even if you find a certain length of content is succeeding, don’t just make all your content that length.
If you feel that part of your target audience will appreciate longer forms, mix it in. Maybe that’ll be what sets you apart.
The point is, look at the competition for inspiration. Don’t go there with the intention of adapting their strategy, but with taking the parts of it that work best and weaving them into your customized plan.
About Us: Climb The Search has been providing high quality SEO services for New York and New Jersey for years. We offer the total search marketing package, including inbound marketing, website design, and social media marketing. At CTS, we’re committed to growing our clients’ businesses, every single day.