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Critical Competitive Intelligence Tools and Tricks - August 2011

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To compete in today's fierce marketplace, you need a competitive edge with insightful information, meaningful metrics and dollar-producing data that helps you find the fastest path to growing your business organically–the content marketing way. Let's face it–the right data can save you a lot of time and money.

Join SpyFu founder Mike Roberts and ideaLaunch founder Byron White for this month's Content Marketing Webinar focused on killer competitive intelligence tools, tricks and resources you can use to discover important insights about your customers, competitors and even your friends (and enemies).

From PPC patterns to social media behaviors to organic market share analysis, get the competitive information you want and need to make critical decisions at your fingertips.

In this webinar, you'll learn:

The top 10+ competitive intelligence tools and resources
A competitive intelligence methodology for content plans
A competitive intelligence methodology for SEO plans
PPC keyword and campaign tools for competitive intelligence research

Publié dans : Technologie, Business
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Critical Competitive Intelligence Tools and Tricks - August 2011

  1. 1. Competitive Intelligence Tools and Tricks to Grow Your Business Byron White Mike Roberts Content Marketing Webinar Chief Idea Officer President Wednesday August 31, 2011 ideaLaunch SpyFu Monthly Webinar Series
  2. 2. The Content Top Competitive Competitive IntelligenceMarketing Revolution Intelligence Tools Tricks
  3. 3. What isContentMarketing?
  4. 4. It’s the art of listening to your customers’ wants and needs Search Box Social Media Web Analytics Keyword Popularity Customer Service Questionnaires
  5. 5. And the science of delivering it to them in a compelling way Articles Blogs Books eBooks RSS Feeds Printed Books Newsletters Videos Web Widgets
  6. 6. It’s catching readers orbiting at high speeds Applet Desktop Events Information Portals Mobile Podcasts RSS Feeds Social Networks News
  7. 7. With information they want and need Love It Metrics Downloads Time on Site Repeat Visitation Send to Friend Post to Network Link to Page
  8. 8. It’s testing campaigns to learn what works best A/B Testing Multivariate Testing Eye Track Testing Segmentation Testing Geo Target Testing Usability Testing Content Testing
  9. 9. And finding the most efficient path to engagement and salesThe Trust Pipeline Score Engagement Qualify Lead Evaluate Intent Induce Trial Motivate Purchase Get the Sale Correlate Assets to Sale
  10. 10. Content Marketing is a Process and Workflow
  11. 11. CompetitiveIntelligenceTricksto Grow Your Business
  12. 12. Content Planning is where Competitive Intelligence Fits InWhat’s in the Content Plan? Competitive Research Customer Research Market Share Research Style Guide Content Asset AllocationWhy create a Content Plan? How much content? How frequently? How good is it? What distribution channels?
  13. 13. Top Level Competitive Research
  14. 14. Top Level Competitive Research
  15. 15. Competitive Comparison: Content Quality, Frequency andQuality
  16. 16. Competitive Comparison: Additional Content Assets
  17. 17. Competitive Comparison: Social Media Analysis
  18. 18. Competitive Comparison: Content Widgets and Application
  19. 19. Competitive Comparison Summary Content Asset YourSite.com Competitor.com Traffic A C PPC Spend B A Content Portfolio B B Content Authority C B Publishing Frequency D C Social Reach F D Social Conversations F F Testimonials A F Partnerships B A Internal Links C B Inbound Links C C SEO Strength A C SEO Performance B A Testing Methodology A B
  20. 20. Find the competitive keywords and filter them down
  21. 21. Filter those select keywords into your keyword silos
  22. 22. Keyword silos make it easy for writers to score content.
  23. 23. CompetitiveIntelligenceToolsto Grow Your Business
  24. 24. Competitive Research: Lots of Free and Paid for ToolsFree Research Tools WordVision.com SpyFu.com Compete.com Quantcast.com SEOMajestic.com Raven-SEO-Tools.com Tools.SEOBook.com SEOToolSet.com LinkVendor.com MarketLeap.com
  25. 25. The Search Monitor Highlights Monitor lots of competitive data including market share, page rank, ad copy, landing page and budget of competitors paid and organic search. Affiliate monitor to check special TOU compliance checker and new affilate signing up to then recruit them away.
  26. 26. Yahoo Site Explorer Highlights Explore all pages indexed by Yahoo for a particular domain name Discloses the number of inbound links to the website Dive deep in for a closer look at a domain name
  27. 27. Compete Highlights for Compete Pro Paid and organic search trends, historic data and filter ability for top performing keywords. Nice Search Referrals tool to see keywords that drive traffic to a given site (Without access to their Google Analytics Account ; - )
  28. 28. Copernic Tracker Highlights Looks for new content on web pages, throttled as frequently as you like Notification by email including copy of the changes on a page highlighted Note some reports that this may no longer be serviced or supported.
  29. 29. Update Patrol Highlights Similar to Copernic, and maybe more updated. Discloses the number of inbound links to the website Dive deep in for a closer look at a domain name
  30. 30. Post Rank Highlights Recently purchased by Google Monitor the attention your content receives Dive deep in for a closer look at a domain name
  31. 31. Feed Compare Highlights Compare your FeedBurner subscribers to another company in one single graph
  32. 32. Google Trends Highlights Compare traffic to your site vs another site Google hides the numbers but you can make educated guesses
  33. 33. WayBackMachine Highlights The history of the web is archived for you on this cool tool Find old designs of even your own site: LIfeTips 2004
  34. 34. Readability.Info Highlights Check the readability and characteristics of the content on a particular page
  35. 35. Google Alerts Highlights Monitor news stories and keep abreast of hat your competitors are doing.
  36. 36. Twitter Search Highlights Tweets about you or the competition are easy to find
  37. 37. Social Mention Highlights Search for content across the social media universe
  38. 38. SEMRush Highlights Advanced competitors research tool View common keywords, SE keywords, SE Traffic SE Price
  39. 39. Quantcast Highlights Learn demographic information and see how you stack up with the competition
  40. 40. SEOMoz and Open Site Explorer Highlights Get all the backlink data you need for you and the competition
  41. 41. WordVision
  42. 42. SEOMoz Highlights Compare your domain authority with the competition
  43. 43. SEOMoz Highlights Crawl your site and your competitors and find the errors
  44. 44. Byron White, ideaLaunchChief Idea OfficerTwitter: @ByronWhiteByron[at]ideaLaunch.com “The only marketingPhone: 617-227-8800 x 201 left is content marketing.” Seth Godin Free 101 Content Marketing Tips Book Download Visit ideaLaunch.com