How can you create a content strategy that considers your competition?
Content is king, but it's not enough to just create and publish it. You also need to consider what your competitors are doing, how they are reaching and engaging your audience, and how you can differentiate yourself from them. In this article, you'll learn how to create a content strategy that considers your competition and helps you stand out in the crowded digital landscape.
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Alessandro L.I help you bootstrap marketing at scale | Digital Marketing
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Karim SherraHelping SMEs & Startups Grow Online | Business Growth Consultant | Digital Transformation Expert | Guided over $100M in…
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The first step is to identify who your main competitors are and what kind of content they are producing. You can use tools like SEMrush, BuzzSumo, or Ahrefs to find out their top keywords, topics, formats, channels, and performance metrics. You can also look at their website, social media, email newsletters, and other sources of content to get a sense of their tone, style, and value proposition. This will help you understand their strengths and weaknesses, as well as their opportunities and threats.
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To create a content strategy that effectively considers your competition, start by conducting a thorough analysis of their content. Look at the type of content they produce, the channels they use, the frequency of their posts, and how their audience engages with it. This insight will help you identify gaps in their strategy that you can exploit, as well as successful tactics you might incorporate into your own strategy. Pay close attention to their strengths and weaknesses, and think about how you can differentiate your content to offer unique value to your audience.
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To create a content strategy that considers your competition, start by conducting a competitive analysis to identify their strengths, weaknesses, and content tactics. Use this information to differentiate your brand by focusing on unique value propositions and areas where your competitors are not strong. Continuously monitor your competitors' content efforts to stay informed and agile, adjusting your strategy to maintain a competitive edge and capitalize on emerging opportunities.
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Dive deep into competitor analysis with tools like SEMrush but here's the twist: don't just follow their lead. Find where they're lacking and pounce. Your competitors might dominate certain keywords or topics, but what aren’t they doing? That's where your goldmine lies. Forget playing it safe by mimicking their successful strategies. Instead, zag when they zig. If they’re all about blog posts, you dive into podcasts or videos. Notice a gap in their tone? Perhaps they're all business, no personality. That’s your cue to be relatable, inject humor, or whatever shifts the narrative to make your content stand out. Your strategy should not only fill the gaps but also predict where your industry's audience is headed next.
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Competitor analysis is not about copying others, but rather about discovering your own distinctive advantage in a common arena. Begin with a comprehensive analysis. Examine their content – what topics do they cover, and how is their audience reacting? For example, if a competitor’s how-to guides are popular, consider creating your version with a unique twist or more depth. Look at their SEO keywords, social media engagement, and content frequency. The objective is not to imitate, but rather to pinpoint overlooked aspects and discover opportunities for you to introduce something fresh and innovative.
The next step is to define your own goals and audience for your content strategy. What are you trying to achieve with your content? How do you measure your success? Who are you trying to reach and influence? What are their needs, pain points, interests, and preferences? You can use tools like Google Analytics, Google Trends, or Surveymonkey to collect and analyze data about your audience and their behavior. You can also create buyer personas and customer journeys to map out their characteristics and stages.
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Your content should mirror your audience’s ambitions and your business goals – it’s a targeted conversation, not a broadcast. So, set clear objectives – are you aiming for brand awareness, lead generation, or customer education? Tailor your content to resonate with your target audience’s interests and needs. For example, if your audience is tech-savvy entrepreneurs, focus on content around cutting-edge technology and business growth strategies. The goal is to reach the audience and create content that speaks directly to their wants and challenges.
The third step is to find your unique value proposition (UVP) that sets you apart from your competitors. Your UVP is the core message that communicates why your audience should choose you over them. It should highlight your benefits, advantages, and differentiators that resonate with your audience. You can use tools like SWOT analysis, value proposition canvas, or USP generator to craft your UVP. You can also test and validate it with your audience through feedback, surveys, or experiments.
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Your unique value proposition is more than just a way to stand out. It’s your content’s signature. Making every word uniquely yours. That said, ask yourself: What can I offer that others don't? Maybe it’s unparalleled expertise in a niche area or a fresh, unconventional approach to common topics. Here's an example: if there are numerous fitness blogs, yours could focus on holistic wellness, combining fitness with mental health. Your unique value proposition should stand out in all your content, making your brand a recognized authority rather than just another voice in the crowd.
In order to create a content plan that aligns with your goals, audience, and UVP, the fourth step is to identify the content themes, formats, channels, calendar, and guidelines. Content themes should be the main topics or categories that your content will cover, while content formats should include the types or mediums of content you will use, such as blog posts, videos, podcasts, infographics, etc. As for content channels, these are the platforms or outlets where you will distribute your content. Additionally, you need to create a content calendar to determine the schedule or timeline of when you will create and publish your content. Finally, it's important to set up content guidelines that include standards or rules for your content such as tone, voice, style, length, and quality. You can use tools like Trello, Asana, or CoSchedule to organize and manage your content plan.
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A well-crafted content plan is your blueprint for success – it keeps your efforts aligned, consistent, and impactful. Start by mapping out topics that align with your unique value proposition and audience interests. Set a realistic publishing schedule – consistency is key. For example, if your UVP is providing in-depth industry insights, plan a biweekly comprehensive report. Include different formats, like blogs, videos, or infographics, to cater to varied audience preferences. Remember to plan for seasonal or topical content that keeps you relevant. Your content plan is your roadmap; it should guide you on what to create, when to publish, and how to distribute, ensuring your content efforts are focused and effective.
The final step is to monitor and optimize your content based on your performance and feedback. You should track and measure your content metrics, such as traffic, engagement, conversions, retention, etc. You should also compare and benchmark your content against your competitors' content to see how you are doing and where you can improve. You should also collect and analyze your audience feedback, such as comments, reviews, ratings, etc. to see how they are responding and what they are expecting. You should then use this data and insight to optimize your content accordingly, such as by updating, repurposing, or deleting your content.
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Here's a reality check: A rigid plan is a setup for failure – stay adaptable, and let audience feedback guide your course. How? Engage with your audience to get feedback on your content. Are they finding it valuable? What do they want more of? Use analytics to gauge performance. If a particular type of content consistently underperforms, it’s time to pivot. Flexibility in your strategy allows you to stay relevant and effective. A successful content strategy is dynamic and must evolve with the changing needs of your audience and the trends in the market.
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