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ID 2013 - Inbound Marketing Competitor Analysis

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ID 2013 - Inbound Marketing Competitor Analysis

  1. 1. Inbound Marketing Competitor Analysis JOHN DOHERTY – INTERACTIVITY DIGITAL MIAMI 2013
  2. 2. JOHN DOHERTY Head/Senior Consultant, Distilled NYC John.doherty@distilled.net @dohertyjf
  3. 3. JOHN DOHERTY Head/Senior Consultant, Distilled NYC John.doherty@distilled.net @dohertyjf This is my conference shirt.
  4. 4. Competitor Analysis For Me Used To Be (Just) This @dohertyjfJohn Doherty
  5. 5. “We’re training you to be the digital CMOs of the future.” Will Critchlow to Distilled consultants Then Will Critchlow said - @dohertyjfJohn Doherty
  6. 6. Just SEO Isn’t Enough Anymore @dohertyjfSource
  7. 7. Just SEO Isn’t Enough Anymore @dohertyjfSource All of these matter
  8. 8. Inbound Marketing Channels
  9. 9. “Inbound marketing is advertising a company through blogs, podcasts, video, eBooks, whitepapers, email marketing, SEO, social media marketing, and other forms of content marketing. Contrast: buying attention. Wikipedia http://en.wikipedia.org/wiki/Inbound_marketing @dohertyjfJohn Doherty
  10. 10. @dohertyjfJohn Doherty
  11. 11. @dohertyjfJohn Doherty We can spy on ALL of these.
  12. 12. Obligatory Spy Image
  13. 13. Spying on High ROI Activities Written ideas here: http://www.seomoz.org/blog/competitor-research-in- an-inbound-marketing-world
  14. 14. Email
  15. 15. Email is High ROI @dohertyjfhttp://www.marketingcharts.com
  16. 16. Email is High ROI @dohertyjfhttp://www.marketingcharts.com 66% say above average ROI
  17. 17. Are Your Competitors Doing It? @dohertyjfhttp://www.marketingcharts.com
  18. 18. Spying on Your Competitor’s Emails @dohertyjfJohn Doherty Subscribe to their emails. Collect their data. Run your own tests. Protip – automate.
  19. 19. Collect Important Info @dohertyjfJohn Doherty Competitor Date Time CTA Subject Did you click?
  20. 20. Automate with Zapier/IFTTT @dohertyjf http://zpr.io/2WP and https://ifttt.com/recipes/93216
  21. 21. SEO
  22. 22. SEO is High ROI @dohertyjfJohn Doherty 75% say above average ROI
  23. 23. SEO Competitor Research @dohertyjfJohn Doherty Onpage Keyword Targeting Content (onsite) Links (External) Tools
  24. 24. Onpage Targeting A little bit of scraping knowledge goes a long with in finding your competitor’s keywords. You’ll need this formula: =LEFT(CELL,FIND(“(NBED DIVIDER)",CELL,8)-1) Use Scraper and 100 result Google Advanced Search for faster scraping. @dohertyjfJohn Doherty
  25. 25. Links @dohertyjfThey’re still important! LinkDetective.com Spreadsheets SERP Exposure Link Anomalies
  26. 26. Tools @dohertyjfAll paid, all useful LinkResearchTools SEMrush
  27. 27. Tools @dohertyjfOpenSiteExplorer.com This alone is valuable.
  28. 28. Tools @dohertyjfOpenSiteExplorer.com Could be shady
  29. 29. Content
  30. 30. Content is High ROI @dohertyjfJohn Doherty 62% say above average ROI
  31. 31. Content @dohertyjf http://www.google.com/trends/explore#q=conten t%20marketing “Everyone’s doing it”
  32. 32. Content @dohertyjfJohn Doherty What are your competitors doing? Webinars Blogging Conferences Videos Meetups Guides/Training
  33. 33. Content @dohertyjf If your competitor is doing this, you should know. http://www.distilled.net/training/
  34. 34. Competitor Content Research @dohertyjfJohn Doherty Make a Copy
  35. 35. And What’s Working? @dohertyjfhttp://sharedcount.com/dashboard.php
  36. 36. And What’s Working? @dohertyjf http://www.johnfdoherty.com/data-driven- content-marketing/
  37. 37. Social
  38. 38. Social is where conversation happens Influences many other channels.
  39. 39. Who’s Sharing Their Content? @dohertyjfJohn Doherty Twitter influential - http://topsy.com/(URL)?infonly=1 G+ influential - http://plus.topsy.com/URL?infonly=1
  40. 40. Who’s Sharing Their Content? @dohertyjfJohn Doherty Scrape It (make a copy)
  41. 41. Who’s Sharing Their Content? @dohertyjfJohn Doherty Scrape It (make a copy) Add in FollowerWonk’s Authority API
  42. 42. And what are they saying? @dohertyjfwww.wordle.net
  43. 43. Spy on Competitor Tweets @dohertyjfJohn Doherty http://www.allmytweets.net/?screen_name=SCREENNAME http://www.socialmention.com/
  44. 44. Get Them In Your Inbox @dohertyjfhttps://en.mention.net/
  45. 45. Email SEO Content Social
  46. 46. Inbound Marketing Competitor Research
  47. 47. Thanks. Any questions? JOHN DOHERTY John.doherty@distilled.net @dohertyjf

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