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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 -@...
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, socia...
@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.Pr...
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 f...
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 - h...
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.c...
Get Them In Your Inbox@dohertyjfhttps://en.mention.net/
EmailSEOContentSocial
Inbound MarketingCompetitor Research
Thanks.Any questions?JOHN DOHERTYJohn.doherty@distilled.net@dohertyjf
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ID 2013 - Inbound Marketing Competitor Analysis

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  • You can get paid up to $25 per hour to be on Facebook? ■■■ http://t.cn/AieXipTS
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  • I always happen to miss your sessions in London, it won't happen next time! Excellent stuff! Keep it up.
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  • Really useful stuff here, thanks!
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  • Excellent presentation John with some great links to useful tools and Google Docs to copy. Thanks for sharing!
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ID 2013 - Inbound Marketing Competitor Analysis

  1. 1. Inbound Marketing CompetitorAnalysisJOHN DOHERTY – INTERACTIVITY DIGITAL MIAMI 2013
  2. 2. JOHN DOHERTYHead/Senior Consultant, Distilled NYCJohn.doherty@distilled.net@dohertyjf
  3. 3. JOHN DOHERTYHead/Senior Consultant, Distilled NYCJohn.doherty@distilled.net@dohertyjfThis is my conferenceshirt.
  4. 4. Competitor Analysis For Me Used ToBe (Just) This@dohertyjfJohn Doherty
  5. 5. “We’re training you to bethe digital CMOs of thefuture.”Will Critchlow to Distilled consultantsThen Will Critchlow said -@dohertyjfJohn Doherty
  6. 6. Just SEO Isn’t Enough Anymore@dohertyjfSource
  7. 7. Just SEO Isn’t Enough Anymore@dohertyjfSourceAll of these matter
  8. 8. Inbound MarketingChannels
  9. 9. “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
  10. 10. @dohertyjfJohn Doherty
  11. 11. @dohertyjfJohn DohertyWe can spy onALL of these.
  12. 12. Obligatory Spy Image
  13. 13. Spying on High ROIActivitiesWritten ideas here: http://www.seomoz.org/blog/competitor-research-in-an-inbound-marketing-world
  14. 14. Email
  15. 15. Email is High ROI@dohertyjfhttp://www.marketingcharts.com
  16. 16. Email is High ROI@dohertyjfhttp://www.marketingcharts.com66% say aboveaverage ROI
  17. 17. Are Your Competitors Doing It?@dohertyjfhttp://www.marketingcharts.com
  18. 18. Spying on Your Competitor’s Emails@dohertyjfJohn DohertySubscribe to their emails.Collect their data.Run your own tests.Protip – automate.
  19. 19. Collect Important Info@dohertyjfJohn DohertyCompetitorDateTimeCTASubjectDid you click?
  20. 20. Automate with Zapier/IFTTT@dohertyjfhttp://zpr.io/2WP andhttps://ifttt.com/recipes/93216
  21. 21. SEO
  22. 22. SEO is High ROI@dohertyjfJohn Doherty75% say aboveaverage ROI
  23. 23. SEO Competitor Research@dohertyjfJohn DohertyOnpage Keyword TargetingContent (onsite)Links (External)Tools
  24. 24. 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
  25. 25. Links@dohertyjfThey’re still important!LinkDetective.com SpreadsheetsSERP Exposure LinkAnomalies
  26. 26. Tools@dohertyjfAll paid, all usefulLinkResearchToolsSEMrush
  27. 27. Tools@dohertyjfOpenSiteExplorer.comThis alone is valuable.
  28. 28. Tools@dohertyjfOpenSiteExplorer.comCould be shady
  29. 29. Content
  30. 30. Content is High ROI@dohertyjfJohn Doherty62% say aboveaverage ROI
  31. 31. Content@dohertyjfhttp://www.google.com/trends/explore#q=content%20marketing“Everyone’s doing it”
  32. 32. Content@dohertyjfJohn DohertyWhat are your competitors doing?WebinarsBloggingConferencesVideosMeetupsGuides/Training
  33. 33. Content@dohertyjfIf your competitor is doing this, you shouldknow.http://www.distilled.net/training/
  34. 34. Competitor Content Research@dohertyjfJohn DohertyMake a Copy
  35. 35. And What’s Working?@dohertyjfhttp://sharedcount.com/dashboard.php
  36. 36. And What’s Working?@dohertyjfhttp://www.johnfdoherty.com/data-driven-content-marketing/
  37. 37. Social
  38. 38. Social is where conversationhappensInfluences manyother channels.
  39. 39. Who’s Sharing Their Content?@dohertyjfJohn DohertyTwitter influential - http://topsy.com/(URL)?infonly=1G+ influential - http://plus.topsy.com/URL?infonly=1
  40. 40. Who’s Sharing Their Content?@dohertyjfJohn DohertyScrape It(make a copy)
  41. 41. Who’s Sharing Their Content?@dohertyjfJohn DohertyScrape It(make a copy)Add in FollowerWonk’s Authority API
  42. 42. And what are they saying?@dohertyjfwww.wordle.net
  43. 43. Spy on Competitor Tweets@dohertyjfJohn Dohertyhttp://www.allmytweets.net/?screen_name=SCREENNAMEhttp://www.socialmention.com/
  44. 44. Get Them In Your Inbox@dohertyjfhttps://en.mention.net/
  45. 45. EmailSEOContentSocial
  46. 46. Inbound MarketingCompetitor Research
  47. 47. Thanks.Any questions?JOHN DOHERTYJohn.doherty@distilled.net@dohertyjf

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