Business is competitive, so is marketing. There is no denying the fact that B2B marketing can be extremely tricky, especially for independent small business. That is why it is vital for you to find out what exactly your competitors are doing and plan your winning strategy accordingly.
This is where content marketing strategy takes its place in the big picture of marketing. Most of the content competitors publish on their site (or on other platforms) are open to public reading. Make the most out of this opportunity. Follow your competitors and analyse their content to ensure that you’re curating the most engaging and differentiated content. Once you have this knowledge, you can stay one step ahead in creating a content marketing strategy.
To perform a competitive content marketing analysis, take a list of your content marketing competitors and follow these three steps:
Step 1: Discover content from your competitors
After updating the list of your competitors, it’s time to discover their content that they publish on their blog and other websites. Capture everything from blog articles, press releases to audio-video recordings. Each specific content gives in-depth knowledge to the level of content investment, the format type that their audiences enjoy reading, and the range of relevant topics and keywords. To optimize your competitive study, you can take guidance from a content marketing agency which will help you with market research, strategic planning, competitive analysis and so on.
Step 2: Perform a content audit
Once you have taken the time to map out where the competitor’s content lives, your next step is to perform an in-depth audit of the content. Take a look at these four factors to perform the audit:
- How much content is being published?
- How often is the content being published?
- What type of content quality has the greatest impact?
- How is the content promoted?
Implementing the above factors will give you results in adapting an overall picture of your competitor’s content marketing strategy.
Step 3: Tag and analyse content topics
The final step in your analysis is to tag and examine title and description of the competitor’s content. If in case some of your competitors have too much content to digest, start off with the most popular pieces and channels, or most recent content published. For each content piece, tag the piece with a topic or set of topics.
Analysing the content marketing scenario can be time-consuming, but is a critical step in creating unique and differentiated content that stands out from the crowd. A competitive and effective content marketing analysis will improve your content while continuing to differentiate you from competitors.