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Inbound Marketing Competitor
Analysis
JOHN DOHERTY – INTERACTIVITY DIGITAL MIAMI 2013
JOHN DOHERTY
Head/Senior Consultant, Distilled NYC
John.doherty@distilled.net
@dohertyjf
JOHN DOHERTY
Head/Senior Consultant, Distilled NYC
John.doherty@distilled.net
@dohertyjf
This is my conference
shirt.
Competitor Analysis For Me Used To
Be (Just) This
@dohertyjfJohn Doherty
“We’re training you to be
the digital CMOs of the
future.”
Will Critchlow to Distilled consultants
Then Will Critchlow sai...
Just SEO Isn’t Enough Anymore
@dohertyjfSource
Just SEO Isn’t Enough Anymore
@dohertyjfSource
All of these matter
Inbound Marketing
Channels
“Inbound marketing is advertising a company
through blogs, podcasts, video, eBooks, whitepapers, email
marketing, SEO, soc...
@dohertyjfJohn Doherty
@dohertyjfJohn Doherty
We can spy on
ALL of these.
Obligatory Spy Image
Spying on High ROI
Activities
Written ideas here: http://www.seomoz.org/blog/competitor-research-in-
an-inbound-marketing-...
Email
Email is High ROI
@dohertyjfhttp://www.marketingcharts.com
Email is High ROI
@dohertyjfhttp://www.marketingcharts.com
66% say above
average ROI
Are Your Competitors Doing It?
@dohertyjfhttp://www.marketingcharts.com
Spying on Your Competitor’s Emails
@dohertyjfJohn Doherty
Subscribe to their emails.
Collect their data.
Run your own test...
Collect Important Info
@dohertyjfJohn Doherty
Competitor
Date
Time
CTA
Subject
Did you click?
Automate with Zapier/IFTTT
@dohertyjf
http://zpr.io/2WP and
https://ifttt.com/recipes/93216
SEO
SEO is High ROI
@dohertyjfJohn Doherty
75% say above
average ROI
SEO Competitor Research
@dohertyjfJohn Doherty
Onpage Keyword Targeting
Content (onsite)
Links (External)
Tools
Onpage Targeting
A little bit of scraping knowledge goes
a long with in finding your competitor’s
keywords.
You’ll need th...
Links
@dohertyjfThey’re still important!
LinkDetective.com Spreadsheets
SERP Exposure Link
Anomalies
Tools
@dohertyjfAll paid, all useful
LinkResearchTools
SEMrush
Tools
@dohertyjfOpenSiteExplorer.com
This alone is valuable.
Tools
@dohertyjfOpenSiteExplorer.com
Could be shady
Content
Content is High ROI
@dohertyjfJohn Doherty
62% say above
average ROI
Content
@dohertyjf
http://www.google.com/trends/explore#q=conten
t%20marketing
“Everyone’s doing it”
Content
@dohertyjfJohn Doherty
What are your competitors doing?
Webinars
Blogging
Conferences
Videos
Meetups
Guides/Traini...
Content
@dohertyjf
If your competitor is doing this, you should
know.
http://www.distilled.net/training/
Competitor Content Research
@dohertyjfJohn Doherty
Make a Copy
And What’s Working?
@dohertyjfhttp://sharedcount.com/dashboard.php
And What’s Working?
@dohertyjf
http://www.johnfdoherty.com/data-driven-
content-marketing/
Social
Social is where conversation
happens
Influences many
other channels.
Who’s Sharing Their Content?
@dohertyjfJohn Doherty
Twitter influential - http://topsy.com/(URL)?infonly=1
G+ influential ...
Who’s Sharing Their Content?
@dohertyjfJohn Doherty
Scrape It
(make a copy)
Who’s Sharing Their Content?
@dohertyjfJohn Doherty
Scrape It
(make a copy)
Add in FollowerWonk’s Authority API
And what are they saying?
@dohertyjfwww.wordle.net
Spy on Competitor Tweets
@dohertyjfJohn Doherty
http://www.allmytweets.net/?screen_name=SCREENNAME
http://www.socialmentio...
Get Them In Your Inbox
@dohertyjfhttps://en.mention.net/
Email
SEO
Content
Social
Inbound Marketing
Competitor Research
Thanks.
Any questions?
JOHN DOHERTY
John.doherty@distilled.net
@dohertyjf
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ID 2013 - Inbound Marketing Competitor Analysis

  1. 1. Inbound Marketing Competitor Analysis JOHN DOHERTY – INTERACTIVITY DIGITAL MIAMI 2013
  2. 2. JOHN DOHERTY Head/Senior Consultant, Distilled NYC John.doherty@distilled.net @dohertyjf
  3. 3. JOHN DOHERTY Head/Senior Consultant, Distilled NYC John.doherty@distilled.net @dohertyjf This is my conference shirt.
  4. 4. Competitor Analysis For Me Used To Be (Just) This @dohertyjfJohn Doherty
  5. 5. “We’re training you to be the digital CMOs of the future.” Will Critchlow to Distilled consultants Then Will Critchlow said - @dohertyjfJohn Doherty
  6. 6. Just SEO Isn’t Enough Anymore @dohertyjfSource
  7. 7. Just SEO Isn’t Enough Anymore @dohertyjfSource All of these matter
  8. 8. Inbound Marketing Channels
  9. 9. “Inbound marketing is advertising a company through blogs, podcasts, video, eBooks, whitepapers, email marketing, SEO, social media marketing, and other forms of content marketing. Contrast: buying attention. Wikipedia http://en.wikipedia.org/wiki/Inbound_marketing @dohertyjfJohn Doherty
  10. 10. @dohertyjfJohn Doherty
  11. 11. @dohertyjfJohn Doherty We can spy on ALL of these.
  12. 12. Obligatory Spy Image
  13. 13. Spying on High ROI Activities Written 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.com 66% say above average ROI
  17. 17. Are Your Competitors Doing It? @dohertyjfhttp://www.marketingcharts.com
  18. 18. Spying on Your Competitor’s Emails @dohertyjfJohn Doherty Subscribe to their emails. Collect their data. Run your own tests. Protip – automate.
  19. 19. Collect Important Info @dohertyjfJohn Doherty Competitor Date Time CTA Subject Did you click?
  20. 20. Automate with Zapier/IFTTT @dohertyjf http://zpr.io/2WP and https://ifttt.com/recipes/93216
  21. 21. SEO
  22. 22. SEO is High ROI @dohertyjfJohn Doherty 75% say above average ROI
  23. 23. SEO Competitor Research @dohertyjfJohn Doherty Onpage Keyword Targeting Content (onsite) Links (External) Tools
  24. 24. Onpage Targeting A little bit of scraping knowledge goes a long with in finding your competitor’s keywords. You’ll need this formula: =LEFT(CELL,FIND(“(NBED DIVIDER)",CELL,8)-1) Use Scraper and 100 result Google Advanced Search for faster scraping. @dohertyjfJohn Doherty
  25. 25. Links @dohertyjfThey’re still important! LinkDetective.com Spreadsheets SERP Exposure Link Anomalies
  26. 26. Tools @dohertyjfAll paid, all useful LinkResearchTools SEMrush
  27. 27. Tools @dohertyjfOpenSiteExplorer.com This alone is valuable.
  28. 28. Tools @dohertyjfOpenSiteExplorer.com Could be shady
  29. 29. Content
  30. 30. Content is High ROI @dohertyjfJohn Doherty 62% say above average ROI
  31. 31. Content @dohertyjf http://www.google.com/trends/explore#q=conten t%20marketing “Everyone’s doing it”
  32. 32. Content @dohertyjfJohn Doherty What are your competitors doing? Webinars Blogging Conferences Videos Meetups Guides/Training
  33. 33. Content @dohertyjf If your competitor is doing this, you should know. http://www.distilled.net/training/
  34. 34. Competitor Content Research @dohertyjfJohn Doherty Make a Copy
  35. 35. And What’s Working? @dohertyjfhttp://sharedcount.com/dashboard.php
  36. 36. And What’s Working? @dohertyjf http://www.johnfdoherty.com/data-driven- content-marketing/
  37. 37. Social
  38. 38. Social is where conversation happens Influences many other channels.
  39. 39. Who’s Sharing Their Content? @dohertyjfJohn Doherty Twitter influential - http://topsy.com/(URL)?infonly=1 G+ influential - http://plus.topsy.com/URL?infonly=1
  40. 40. Who’s Sharing Their Content? @dohertyjfJohn Doherty Scrape It (make a copy)
  41. 41. Who’s Sharing Their Content? @dohertyjfJohn Doherty Scrape 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 Doherty http://www.allmytweets.net/?screen_name=SCREENNAME http://www.socialmention.com/
  44. 44. Get Them In Your Inbox @dohertyjfhttps://en.mention.net/
  45. 45. Email SEO Content Social
  46. 46. Inbound Marketing Competitor Research
  47. 47. Thanks. Any questions? JOHN DOHERTY John.doherty@distilled.net @dohertyjf
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