ID 2013 - Inbound Marketing Competitor Analysis
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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