How To Do Competitor Analysis In Content Marketing

How To Do Competitor Analysis In Content Marketing

 

When you are doing competitor analysis in content marketing, you will need to perform some competitors content audit for your brand. Conducting a competitor content audit in addition to reviewing your own content will assist in defining and refining your content strategy.

 

 

Keeping an eye on competitor campaigns can help you adapt and respond with your content. It can inform the content and platform choice by analysing the sentiment from audiences towards competitor content and avoid any embarrassment for your brand. It’s also good to benchmark times of the year when they are in a campaign to help inform your content schedule.

Be aware that competitors will be monitoring your content too, so don’t give too much away e.g. content results that aren’t visible to the public in the content you seed out.

 

For example, if you’re planning on trialling a new innovative format or trying to secure a sponsorship with an event, make sure to keep information on social platforms limited as your competitor could identify your intentions and beat you to it by launching before you or securing a sponsorship ahead of you.

 

 

Always be aware that the content you create is viewable by anyone (including your competitors) and that you should factor that into your content messaging.

 

Tweetdeck

Here’s a screenshot of free tool Tweetdeck that can be used to monitor a competitor’s usage of Twitter. You can define search streams for their proactive messaging or hashtag campaigns, their user mentions and any untagged mentions of their products or campaigns.

Using the navigation panel on the left, the menu item “Add Column” can be used to add additional workstreams to your horizontal view including content from:

  • User Content: seeing all the content and activity posted by a user
  • Notifications: all the notifications associated with your linked account
  • Search: content phrases or keyword search within the newsfeed
  • Lists: content from specified users
  • Scheduled: your scheduled content
  • Messages: your private direct messages
  • Trending: top trending stories in your country

competitor analysis in content marketing

Tweetreach

Here’s a screenshot of paid tool TweetReach that can be used to measure the usage and reach of a competitor’s hashtag. This is a useful way of determining the success of a competitor’s campaign without having access to their insights panel.

Let’s go through each section to learn how you can glean insights into competitor activity:

  1. Search Query: search for any username or term – hashtags, phrases, keywords, URLs and more
  2. Reach: the size of the potential unique audience
  3. Exposure: the total number of potential impressions for the tweets in your report
  4. Tweet Activity: summary of the tweets in this report, including a timeline of tweet volume
  5. Tweet Types: breakdown of the types of tweets in this report (tweets, retweets and replies)
  6. Top Contributors: the top three participants in this report, based on exposure, retweets and mentions.

 

  1. Top Tweets: the three most retweeted tweets in your report
  2. Contributors: a full list of all participants in this report, including details about their contributions

Tweets Timeline: a full transcript of all tweets in your report including timestamps in UTC

competitor analysis in content marketing

 

Buzzsumo is a paid for platform that allows you to assess content that’s being shared across the web including an analysis within your vertical and identify competitor activity.

As per their own software statement you can:

  • Identify which types of topics and content formats people love to share amongst your target audience
  • Discover catchy headline formats that work and the influential authors to work with or curate content from.

competitor analysis in content marketing

 

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