ID 2013 - Inbound Marketing Competitor Analysis
Upcoming SlideShare
Loading in...5

ID 2013 - Inbound Marketing Competitor Analysis






Total Views
Views on SlideShare
Embed Views



7 Embeds 651 326 221 52 46 3 2 1



Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.


13 of 3 Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

    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
    • JOHN DOHERTYHead/Senior Consultant, Distilled 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.Wikipedia Doherty
    • @dohertyjfJohn Doherty
    • @dohertyjfJohn DohertyWe can spy onALL of these.
    • Obligatory Spy Image
    • Spying on High ROIActivitiesWritten ideas here:
    • Email
    • Email is High ROI@dohertyjf
    • Email is High ROI@dohertyjfhttp://www.marketingcharts.com66% say aboveaverage ROI
    • Are Your Competitors Doing It?@dohertyjf
    • 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@dohertyjf and
    • 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! 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@dohertyjf“Everyone’s doing it”
    • Content@dohertyjfJohn DohertyWhat are your competitors doing?WebinarsBloggingConferencesVideosMeetupsGuides/Training
    • Content@dohertyjfIf your competitor is doing this, you shouldknow.
    • Competitor Content Research@dohertyjfJohn DohertyMake a Copy
    • And What’s Working?@dohertyjf
    • And What’s Working?@dohertyjf
    • Social
    • Social is where conversationhappensInfluences manyother channels.
    • Who’s Sharing Their Content?@dohertyjfJohn DohertyTwitter influential - influential -
    • 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?
    • Spy on Competitor Tweets@dohertyjfJohn Doherty
    • Get Them In Your Inbox@dohertyjf
    • EmailSEOContentSocial
    • Inbound MarketingCompetitor Research
    • Thanks.Any questions?JOHN