ID 2013 - Inbound Marketing Competitor Analysis

Inbound Marketing Competitor
Analysis
JOHN DOHERTY – INTERACTIVITY DIGITAL MIAMI 2013

JOHN DOHERTY
Head/Senior Consultant, Distilled NYC
John.doherty@distilled.net
@dohertyjf

JOHN DOHERTY
Head/Senior Consultant, Distilled NYC
@dohertyjf
This is my conference
shirt.

Competitor Analysis For Me Used To
Be (Just) This
@dohertyjfJohn Doherty

“We’re training you to be
the digital CMOs of the
future.”
Will Critchlow to Distilled consultants
Then Will Critchlow said -

Just SEO Isn’t Enough Anymore
@dohertyjfSource

Just SEO Isn’t Enough Anymore
@dohertyjfSource
All of these matter

“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

We can spy on
ALL of these.

Spying on High ROI
Activities
Written ideas here: http://www.seomoz.org/blog/competitor-research-in-
an-inbound-marketing-world

Email is High ROI
@dohertyjfhttp://www.marketingcharts.com

Email is High ROI
66% say above
average ROI

Are Your Competitors Doing It?

Spying on Your Competitor’s Emails
Subscribe to their emails.
Collect their data.
Run your own tests.
Protip – automate.

Collect Important Info
Competitor
Date
Time
CTA
Subject
Did you click?

Automate with Zapier/IFTTT
@dohertyjf
http://zpr.io/2WP and
https://ifttt.com/recipes/93216

SEO is High ROI
75% say above
average ROI

SEO Competitor Research
Onpage Keyword Targeting
Content (onsite)
Links (External)
Tools

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.

Links
@dohertyjfThey’re still important!
LinkDetective.com Spreadsheets
SERP Exposure Link
Anomalies

Tools
@dohertyjfAll paid, all useful
LinkResearchTools
SEMrush

Tools
@dohertyjfOpenSiteExplorer.com
This alone is valuable.

Tools
@dohertyjfOpenSiteExplorer.com
Could be shady

Content is High ROI
62% say above
average ROI

Content
@dohertyjf
http://www.google.com/trends/explore#q=conten
t%20marketing
“Everyone’s doing it”

Content
What are your competitors doing?
Webinars
Blogging
Conferences
Videos
Meetups
Guides/Training

Content
@dohertyjf
If your competitor is doing this, you should
know.
http://www.distilled.net/training/

Competitor Content Research
Make a Copy

And What’s Working?
@dohertyjfhttp://sharedcount.com/dashboard.php

And What’s Working?
@dohertyjf
http://www.johnfdoherty.com/data-driven-
content-marketing/

Social is where conversation
happens
Influences many
other channels.

Who’s Sharing Their Content?
Twitter influential - http://topsy.com/(URL)?infonly=1
G+ influential - http://plus.topsy.com/URL?infonly=1

Scrape It
(make a copy)

Scrape It
(make a copy)
Add in FollowerWonk’s Authority API

And what are they saying?
@dohertyjfwww.wordle.net

Spy on Competitor Tweets
http://www.allmytweets.net/?screen_name=SCREENNAME
http://www.socialmention.com/

Get Them In Your Inbox
@dohertyjfhttps://en.mention.net/

Inbound Marketing
Competitor Research

Thanks.
Any questions?
JOHN DOHERTY
@dohertyjf

ID 2013 - Inbound Marketing Competitor Analysis

ID 2013 - Inbound Marketing Competitor Analysis

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