If you are following SEO news then you have seen “content is a king” statements reiterated million times. But the fact remains. Findings of Content Marketing Institute suggest that in 2016, 88% of B2Bs use content marketing extensively while 72% are planning to generate even more content compared to previous year. This article will show you how to create a content plan with high focus on ROI and how to maximize your content success rate.
For the past month I was engaged in a heavy competitors’ research and innovative spying techniques. Focusing on successful content strategies of my close competitors I found that such analysis gives great opportunity to create ROI-oriented content plan.
I will share my experience with you and then I will lead you one step further and show you how to make your content more relevant and compelling by identifying what your leads/prospects/followers/readers search for most.
But the best part of it is that you won’t have to spend as much time as I did and will have your first draft of content plan by the end of the day (disclaimer: later promise is void if you’re not engaged:-) )
Either way, techniques described here will let you:
- identify ROI-oriented landings of your competitors;
- discover what product/service your competitors put more emphasis on;
- find most searched terms and questions for your content;
- create your ROI-oriented content plan.
1) James Bond of Content Marketing
Spying on competitors is fun but works best if you have close competitors who take content marketing seriously. The fun part is that the more time/money they spend on content, the more intel you will gather and the more in-depth your analysis will be. Particularly, this method will allow you to identify what types of products/services your competitors are putting more struggle into selling.
We are going to need a tool like Serpstat or similar. Buzzsumo, SpyFu, Isponage will also do. We will be spying on keywords that our competitors run in ads. Now take time to think about it. Such keywords are carefully selected and most of them will lead to landing pages optimized for conversion. If only there was a way to parse all these keywords and see all these landing pages! 😉
- Enter your competitor’s domain (as an example, I’ll use e-commerces that specialize on clothes) in the tool and go to “PPC Research”, then click on “Domain vs Domain”:
- Add up to three competitors’ domain and press “COMPARE” to see the number of core, intersecting, and unique keywords these domains have in their PPC campaigns. Then chose the “total number” of keywords for domain 1 and press “EXPORT”:
- After you exported everything (each competitor at a time) and deleted duplicates, you will have all PPC keywords with metrics like “Position”, “Number of queries”, “CPC”, and “Competition”. But the most important is that you will have a link to a landing page for each keyword along with its text!
You are now able to inspect ROI-oriented content strategies of your competitors and find the right approach how to take on them. But there is one more useful tip you can do before developing your content plan.
2) Find What Your Audience is Searching for
Before you set off creating your killer content plan using the abovementioned method I urge you to stop and first analyze the demand for your future content. Why? So your content becomes more poised and… well… demanded.
The sad news is that Google throttles its data for low spending AdWords accounts and you won’t be able to see the Volume of your targeted keywords in order to analyze the demand. The good news is that you can still use Serpstat as it shows it all plus one cool feature called:
- “Question Only” filter lets you see the direct questions users ask Google and analyze the demand for each query. Let’s run our seed keyword (“columbia jacket”, for example) and go to “Content Marketing” / “Search Suggestions”:
- Scroll down to see questions that contain your keyword:
- Run all your keywords to identify what questions are search for the most.
This way, not only will you identify most converting strategies of your competitors but will also excel their content giving answers to most looked for questions.
Now go and crush your opponents:)