Updated on September 21, 2021
What's the first step to creating unique, differentiated content? Analyze the generated content in your market. You need to know what your neighbors, friends, and competitors are publishing to ensure that you are creating the most engaging and differentiated content. Completing a competitive content analysis puts you one step ahead of your content marketing strategy and uses your competitors' efforts to your advantage.
To perform a competitive content marketing analysis, get a list of your content marketing competitors and follow these three steps:
- Take inventory of your competitors' content.
- Evaluate the quantity and quality of content.
- Tagging and Analytics content topic .
Step 1: Take an inventory of your competitors' content
Make a list of each content media and each content site. In other words, capture everything from blog articles to videos on and off their website. Each content type provides insight into the level of content investment, the types of formats their audience prefers, the scope and relative importance of the topics, and key word . Content types include:
Know your competitors. Catalog each media and site #content, @ellieeille said via @CMIContent @semrush. Click to post a Tweet
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Step 2: Evaluate the quantity and quality of content
Once you've taken an inventory of your competitors' content, it's time to evaluate it. It's important to understand how focused each type of content is getting from your competitors and how your audience perceives it. Check out how many media types and channels they are leveraging, and how often they publish that type or to that channel. One of the great things about content marketing channels is that they often provide some publicly visible popularity and engagement markers. Look for trends in level of interaction – shares, comments, etc. – to understand how well the content is performing.
In #content competitive analysis, which looks at publicly visible popularity and engagement markers, @ellieeille via @CMIContent @semrush said. Click to Tweet Stack these metrics of quantity and quality into your content inventory to get an overall picture of your competitors' content marketing strategy .
Step 3: Tag and analyze content topics
The next step in your analysis is to go to the micro level – piece of content. Tag and analyze the theme of each piece of content that helps display content marketing gaps which becomes the opportunity for you.
As you review each section, keep the title and description of the content in mind, and use as much of it as possible. If some of your competitors have too much content to digest, start with the most popular sections and channels or the most recently published content. For each piece of content, tag it with a theme or set of topics.
You will end up with a master spreadsheet of your competitors' content marketing strategies that have been restructured. Now let's dive into the interesting process of trend analysis. Looking at the combination of quantity and quality of content coverage by topic will highlight topics to stay away from and gaps that you can fill. In other words, you'll create a map that shows how to differentiate and win with your content marketing.
Decode your competitors & # 039; @Ellieeille tells the #ContentMarketing strategy to identify gaps that your #content can fill via @CMIContent @semrush. Click to Tweet 
The habit of using content in a smart way
Completing a content marketing analytics is an important step in creating intelligently driven content, but it is not enough to make a report. Just like you, your competitors are regularly publishing more content, learning from their previous publishing history, and optimizing their own strategies. To make sure your content is still available different it's important to build the habit of finding and leveraging information about your competitors' content strategies.
On top of that, you'll likely find that you have content competitors – organizations that compete with you for your audience's attention but not necessarily with competing products or services. . These are also important organizations to include in your analysis and create another unique opportunity: content partnerships . Content marketing analysis of complementary organizations can help create the opportunity to work together to reach the same audience using the strengths of both content creators.
Analyzing the content marketing landscape can be a time consuming but vital step in creating unique content that truly stands out from the crowd. noise . Instead of blindly pumping out content, take the time to understand where opportunities really exist to create valuable resources.
Cover photo by Joseph Kalinowski / Content Marketing Institute
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