You work hard to develop quality content for your target audience. You study effective content marketing tactics to polish your craft and enhance the engagement factor of each published post. However, is it necessary to occasionally glance over at what your competitors are doing with their content? Absolutely! Below is an overview of several key reasons why this is the case:
Identify Your Target Competitors
Who are your competitors? Without keeping an eye on your competitor’s work, it is nearly impossible to accurately identify your target competition. It is easy to look at popular websites in your market and assume that they are competing against you. According to the Business Journals, you need to know the work of your competitors to get clarity in this regard.
A target competitor strives to hit the same targets that you do, such as the:
- Target need
- Target market
- Target demographic
In addition, the products and services offered would essentially mirror what you offer. They may even use the same approach in connecting with your customer base. By keeping an eye on their content, you will be able to confirm if they are your competitors at all.
Examine Their Strengths vs Your Weaknesses
As you continue to grow your online presence, you may notice that you have a few areas of improvement that essentially hinder your growth. Perhaps one of your competitors has apparently overcome that hurdle and found success. It is vital that you take the time to study their work and pay close attention to how they overcame the struggles that have pinned your progress. For instance:
- Do the topics that they cover address market needs that you have overlooked?
- Are their social media posts more engaging than what you provide?
- How do they creatively work their keywords into their content?
You could easily dissect a single post from your competitors and get a great perspective on what you are not doing that you should start doing right away.
Applaud Your Strengths, Reinvigorate Your Confidence
It is difficult to continuously create quality content for your audience – especially if you are just starting out or not quite sure that they are even paying attention. When you take the time to see what your competitors are doing or have done with their content, you will find ways to applaud yourself and find the reassurance that you need to keep moving forward. Why?
As referenced above, the first thing you will notice is the list of things you have done the wrong way. However, if you push past the negativity, you will also see what you have done the right way.
For instance, you may notice that a competitor:
- Does not have a consistent posting schedule
- Does not cover relevant topics that address current market needs
- Does not have a good search engine ranking due to poor content development
- Stuffs keywords into each post instead of creatively weaving the words into the work
Once you are reassured that you are at least making progress towards your goal of maximizing exposure with your content, then you can look to the future with an optimistic viewpoint.
Stay Ahead of the Learning Curve
Another key advantage of examining the content of your competition is the edge on the learning curve you will enjoy. With the digital age seemingly moving at the speed of light, it is imperative to stay current on market trends and innovative marketing techniques that will boost you above the rest. The last thing you want is to be the last person to hop onboard the train of thought used by your competitors today.
In addition, this will prevent you from becoming complacent with your content. It is easy to become overly comfortable within your comfort zone to the point where it hinders your growth and the potential of your online presence. Keeping an eye on your competitor’s content will make it clear whether you are keeping pace with the market or falling behind.
Maintain a realistic perspective of your content versus your competitor’s content. Keep in mind that there are quite a few factors that may separate you from them – including experience, knowledge, insight and resources. However, if you want to focus on creating quality content for your target audience and progressively growing your online presence, then use the content of your competition as a key to unlock that door of opportunity.