CONDUCT A COMPETITIVE ANALYSIS
Analyzing your competitor’s content strategy will help you to determine how to position your own content. You can start by looking through your competitor’s website to see where they have located their content and the type of content they are developing. Does your competition have a single blog or more? What type of content they have on their About Us Page? How have they organized their content in terms of navigation?
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You also want to see the type of content they publish the most; is it blog posts, ebooks, white papers, videos, audios or articles? How many ebooks have they published? How many blog posts, videos, and whitepapers do they have? Answers to these questions will give you an idea on how your own content publishing efforts stack up to those of your competitors.
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In the same vein, identify how often they publish their content. Do they do it once a week, once a day? How often do they develop large content such as ebooks or a webinar? This will tell you the competitor’s level of activity with regard to content creation. Finally, determine the type of topics your competition covers in their content so you can leverage any points of advantage they are not leveraging themselves. Use free crawling services such as Xenu Link Sleuth to make your content analysis easier.
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Next, analyze the quality of your competitors’ content. Some questions to factor in are: Is their content authoritative and reliable? Is it professionally written in terms of flow, spelling and grammar? Is the content detailed or shallow? How helpful is it for the target audience? Is there just one person creating the content or are there other contributors?
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After determining the level of quality, the next step is to look at how they have linked their content with social media. Are social media buttons on their blogs and websites to allow users to share the content? It is important to track your competitor’s social media engagement so, look around for the major social networks such as Facebook, Twitter, Pinterest, Google+, YouTube and LinkedIn. Look at how your competition is engaging on these platforms in terms of the number of followers, subscribers, and repins. What kind of messages and content do they distribute in these social networks? Are they actively involved with their social community?
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Research the Keywords that Your Audience Is Likely to Use
How is your target audience likely to search for your content? It is one thing to create content and it is quite another to have it in front of your target audience. This means that you need to research the keywords and phrases your audience is likely to use when searching for you. You will then incorporate these keywords into your search engine optimization strategy to make your content searchable.
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In addition to using the keywords in your content, you can use these keywords in your social media engagements. Using these keywords, you can find people to follow and have conversations with. Make use of hashtags related to your keywords to see the trending topics in any given area and to participate in the conversation. Other tools to use are Twellow that allows you to look up for businesses with which you can start engaging. Google Keyword Planner Tool will provide a list of keywords and the variations that your prospects are likely to use to find you.
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Uni Wise adheres to the spirit of “platform sharing, resource sharing, and value co-creation” and provides various online media promotion knowledge and concepts, enabling enterprises to stand out in the fiercely competitive market at the lowest cost and achieve more business opportunities.
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