While you should not steal your competitors’ content, it’s important to read it as often as possible. Sign up for their email lists, follow them on social media, and get reminders about new blog posts. Also follow your competitors when they post a guest article or blog post or conduct an interview. Why? You might learn something important that you can use to make your own content work better.
What You Should Look For In Your Competitors’ Content:
1. Identify Content Marketing Gaps – When you go to your competitors’ websites, how do you feel as you read the content? Are you confused by the navigation or does it lead you right where you want to go? What do you like about the website content and what do you dislike? Take notes so that you can find deficiencies in your own website that can be fixed.
2. Determine Effective Content Types – By watching the amount of engagement on any article or blog post, you can see first-hand what types of content works best for your audience. Since you share an audience, you can be reasonably sure that this method will work. On their blog, notice which types of blog posts get more likes, shares and comments. If you can identify popular topics and types of content, use these in your own work.
3. Help You Find Your Voice – If you’ve identified more competitors, you can compare which type of content is more fun to read. Which one is closest to a style you’d like to write? As you read, take notes on styles that you like and those that you do not like. Is there a missing component of style that you can add to your content to make it more interesting and feel more like part of you?
4. Push You to Do More – When you observe how your competition is motivating, engaging, and grabbing customers right out from under you, it will make you do more. You’ll produce more content, post more on social media, create more products, develop more services and just do more. Because when you see someone else doing it, you know you can do it better.
5. Teach You What Not to Do – When you read content that is poorly written, or fails to reach its potential, you’ll be able to tell that it’s bad. When you realize your competitor has made a mistake, you’ll be able to avoid those mistakes.
6. Teach You What to Do – Sometimes your competitor will do something right. That’s great, for you too. When you see your competition delivering effective content to customers, you see what can be accomplished. Remember that competition is never bad. Have you ever noticed that gas stations and coffee shops tend to open in pairs? There is a reason. If there is a profitable coffee shop or business on the street and you open one that’s just a little better or different across the street, you’ll be successful too.
7. Help You Find New Resources – As you read your competitors’ content, you will be introduced to new resources that will help you in your business. You may find resources that are great, and you may find some to avoid.
8. Learn New Keywords – A really useful aspect of your competitors’ content is the keywords that they choose to use. They may use some keywords that you didn’t think about before. You don’t have to content their content in order to use the keywords in your content.
You can learn a lot from your competitors’ content. You can learn what to do and not to do, new resources, keywords and more. Keeping track of your competition is an important part of making your business better. It helps you craft better content that helps you get your message across effectively.