ID 2013 - Inbound Marketing Competitor Analysis
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https://twitter.com 326
http://www.seoorb.com 221
http://lookingfornoble.com 52
http://www.scoop.it 46
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    ID 2013 - Inbound Marketing Competitor Analysis ID 2013 - Inbound Marketing Competitor Analysis Presentation Transcript

    • Inbound Marketing CompetitorAnalysisJOHN DOHERTY – INTERACTIVITY DIGITAL MIAMI 2013
    • JOHN DOHERTYHead/Senior Consultant, Distilled NYCJohn.doherty@distilled.net@dohertyjf
    • JOHN DOHERTYHead/Senior Consultant, Distilled NYCJohn.doherty@distilled.net@dohertyjfThis is my conferenceshirt.
    • Competitor Analysis For Me Used ToBe (Just) This@dohertyjfJohn Doherty
    • “We’re training you to bethe digital CMOs of thefuture.”Will Critchlow to Distilled consultantsThen Will Critchlow said -@dohertyjfJohn Doherty
    • Just SEO Isn’t Enough Anymore@dohertyjfSource
    • Just SEO Isn’t Enough Anymore@dohertyjfSourceAll of these matter
    • Inbound MarketingChannels
    • “Inbound marketing is advertising a companythrough blogs, podcasts, video, eBooks, whitepapers, emailmarketing, SEO, social media marketing, and other formsof content marketing. Contrast: buying attention.Wikipediahttp://en.wikipedia.org/wiki/Inbound_marketing@dohertyjfJohn Doherty
    • @dohertyjfJohn Doherty
    • @dohertyjfJohn DohertyWe can spy onALL of these.
    • Obligatory Spy Image
    • Spying on High ROIActivitiesWritten ideas here: http://www.seomoz.org/blog/competitor-research-in-an-inbound-marketing-world
    • Email
    • Email is High ROI@dohertyjfhttp://www.marketingcharts.com
    • Email is High ROI@dohertyjfhttp://www.marketingcharts.com66% say aboveaverage ROI
    • Are Your Competitors Doing It?@dohertyjfhttp://www.marketingcharts.com
    • Spying on Your Competitor’s Emails@dohertyjfJohn DohertySubscribe to their emails.Collect their data.Run your own tests.Protip – automate.
    • Collect Important Info@dohertyjfJohn DohertyCompetitorDateTimeCTASubjectDid you click?
    • Automate with Zapier/IFTTT@dohertyjfhttp://zpr.io/2WP andhttps://ifttt.com/recipes/93216
    • SEO
    • SEO is High ROI@dohertyjfJohn Doherty75% say aboveaverage ROI
    • SEO Competitor Research@dohertyjfJohn DohertyOnpage Keyword TargetingContent (onsite)Links (External)Tools
    • Onpage TargetingA little bit of scraping knowledge goesa long with in finding your competitor’skeywords.You’ll need this formula:=LEFT(CELL,FIND(“(NBEDDIVIDER)",CELL,8)-1)Use Scraper and 100 result GoogleAdvanced Search for faster scraping.@dohertyjfJohn Doherty
    • Links@dohertyjfThey’re still important!LinkDetective.com SpreadsheetsSERP Exposure LinkAnomalies
    • Tools@dohertyjfAll paid, all usefulLinkResearchToolsSEMrush
    • Tools@dohertyjfOpenSiteExplorer.comThis alone is valuable.
    • Tools@dohertyjfOpenSiteExplorer.comCould be shady
    • Content
    • Content is High ROI@dohertyjfJohn Doherty62% say aboveaverage ROI
    • Content@dohertyjfhttp://www.google.com/trends/explore#q=content%20marketing“Everyone’s doing it”
    • Content@dohertyjfJohn DohertyWhat are your competitors doing?WebinarsBloggingConferencesVideosMeetupsGuides/Training
    • Content@dohertyjfIf your competitor is doing this, you shouldknow.http://www.distilled.net/training/
    • Competitor Content Research@dohertyjfJohn DohertyMake a Copy
    • And What’s Working?@dohertyjfhttp://sharedcount.com/dashboard.php
    • And What’s Working?@dohertyjfhttp://www.johnfdoherty.com/data-driven-content-marketing/
    • Social
    • Social is where conversationhappensInfluences manyother channels.
    • Who’s Sharing Their Content?@dohertyjfJohn DohertyTwitter influential - http://topsy.com/(URL)?infonly=1G+ influential - http://plus.topsy.com/URL?infonly=1
    • Who’s Sharing Their Content?@dohertyjfJohn DohertyScrape It(make a copy)
    • Who’s Sharing Their Content?@dohertyjfJohn DohertyScrape It(make a copy)Add in FollowerWonk’s Authority API
    • And what are they saying?@dohertyjfwww.wordle.net
    • Spy on Competitor Tweets@dohertyjfJohn Dohertyhttp://www.allmytweets.net/?screen_name=SCREENNAMEhttp://www.socialmention.com/
    • Get Them In Your Inbox@dohertyjfhttps://en.mention.net/
    • EmailSEOContentSocial
    • Inbound MarketingCompetitor Research
    • Thanks.Any questions?JOHN DOHERTYJohn.doherty@distilled.net@dohertyjf