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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 said -
@dohertyjfJohn Doherty
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, social media marketing, and other forms
of content marketing. Contrast: buying attention.
Wikipedia
http://en.wikipedia.org/wiki/Inbound_marketing
@dohertyjfJohn Doherty
@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-world
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 tests.
Protip – automate.
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 this formula:
=LEFT(CELL,FIND(“(NBED
DIVIDER)",CELL,8)-1)
Use Scraper and 100 result Google
Advanced Search for faster scraping.
@dohertyjfJohn Doherty
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/Training
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 - http://plus.topsy.com/URL?infonly=1
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.socialmention.com/
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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