What are Your Competitors Writing About?


Whether it’s for your small business blog or newsletter, researching what your competition is writing about will benefit you in two important ways:
  1. You will have something with which to compare your own content strategy and your execution of it.
  2. It’ll trigger new content ideas and topics to write about.
After you've assembled a list of blogs to inspect, these are the things to pay attention to:
  • layout and design (look and feel)
  • ease of reading and interaction
  • keywords and topics covered
  • writing style and formatting
  • frequency and consistency
  • the value offered
Now consider:
  • How does your content measure up?
  • What holes do you need to fill?
  • What can you do to improve? Make a plan.
You don't have any competition, you say? OK follow this same process and research others in your industry or servicing the same target market. You'll get the same benefits.

Click to Tweet this Article

Comments

Post a Comment

Popular posts from this blog

Design Colour Trends for Spring 2018

Image
excerpt from Pantone's NY Fashion Week Spring 2018 We're just getting back to serious work after summer vacations and the design world is already thinking about spring. I like what I see but then I'm a sucker for bright colours. You'll find these used online next year, too , not just in clothing stores. Pantone says: The Spring 2018 palette encourages a sense of fun and playful release. With an air of complexity and distinctiveness, we find ourselves in a sanctuary of color that is ideal for some more unique and dramatic color mixing. Click here to see all 12 colours in the Spring 2018 Collection on Pantone's website. Click to Tweet this Article
Keep reading »

Guest Post: 10 Ways to Figure out What to Write on Your Blog When You Don’t Know What to Write on Your Blog

Image
Frances Leary When I saw this blog post by Frances Leary, I immediately asked her if I could share it with you. Frances is owner of Wired Flare , specializing in SEO, Internet Marketing & Social Media for franchises and organizations in Canada, the U.S. and Europe. While she's blogging about blogging, all of these tips below work for newsletters as well... We've all been there. Complete brain freeze.  The only problem? You need, need, need to get this blog article out STAT. You've already pushed it to the last minute, and you’re down to the wire. It simply can’t wait.  So you’re in a predicament. What do you do?  Truth be told, we often find ourselves in this predicament, and when we’re in it, these are some of the things we do…hopefully they can be a starting place for you, too. Tell a success story – Think of moments big or small that have happened in your business recently that can be a celebration. Did a client give you a pat on the back? Can you gi...
Keep reading »

"But I don’t want to spam my friends!"

Image
Overheard at a networking event: “But I don’t want to spam my friends.” An excellent sentiment! But if you think your friends would consider your newsletter to be spam, what does that say about your content strategy ? The solution to avoid sending spam is simple. Figure out what your friends (and customers and prospects and colleagues) will find interesting or useful and give them that. You're right. Your friends don’t want spam – so give them something better. Click to Tweet this Article
Keep reading »

Gift Certificates, Holiday Specials, and Stocking Stuffers

Image
If your business sells to consumers, you definitely should consider doing some extra promotional emails leading up to the holidays. This is something you need to plan now and start executing soon. You could simply add more targeted promotional messages to your regular newsletter. BUT you've worked hard all year to build your reputation and gain the attention of your readers. Now is the time to capitalize on that a bit. I'm not suggesting that you start blasting your readers with advertising. I am suggesting that a well-planned campaign can be very effective at this time of year. Here are some ideas to consider: If you sell gift certificates , you'll definitely want to promote them. Recommend who they will be suitable for. Insert Buy Now buttons directly into your newsletter with an immediate call to action. Do a holiday countdown with number of shopping days left. Create special offers or promotions only for your email subscribers. This can also help to get yo...
Keep reading »

The Best Reading of 2013

Image
The best reading from our newsletter contributors during 2013... Does your writing pass the $1-a-word Test? by Neil Everton, Podium Media & Communications Coaching If you are looking for a quick and certain way of giving your words more impact, look no further than your purse or wallet. Take a look at the last thing you wrote. It doesn't matter if it's a letter, email, report, newsletter, web content or promo script... read more Marketing to Your Tribe by Stephanie Holmes-Winton, The Money Finder This just in: some people don’t like what I have to say. They might unsubscribe from my newsletter, or they might make a snide comment on social media... read more Anyone Can Find Business on Twitter by Anita Hovey, Twirp Communications That’s right... ANYONE. The next time someone says “Twitter is just a bunch of nonsense” I want you to share a link to this post... read more 6 Ways to Become Part of Your Customer's Story by Bernadette Jiwa, The Story of Tell...
Keep reading »

Remember Your Audience

Keeping blog content relevant to your target reader is a key factor in blog success but can easily get lost in our rush to get everything done. One way to slow down and remember your audience is to sit quietly at your keyboard for even a minute or two, just before you compose your post, to think about the topic you are addressing in terms of your target reader. Once you place yourself in your reader's chair, it becomes easier to write specifically to them. This short moment of meditation will absolutely increase your focus and build your blog success. Keeping your posts relevant, interesting and helpful will have your readers returning for more. Click to Tweet this Article
Keep reading »

Oh, The Embarrassment! (And The Engagement)

Image
You know that feeling when you're talking to a group of people, quite passionate about the topic, and suddenly your brain resets? You have no idea what you were about to say. Total blank. Especially when it happens in front of a class or on a live broadcast, you feel an immediate flush of embarrassment and confusion. I know it well. What to do? Own up and share your predicament. Everyone messes up at one time or another. What you'll discover is that people will rush to help you recover, to rescue you. (Dare I say Canadians are particularly good at this?) Suddenly, whatever you were talking about has become a shared experience , not just a discussion. I was reminded of this embarrassment factor while watching a Facebook Live where my friend and colleague, Anita Kirkbride, momentarily lost her focus... and gracefully recovered. Later in the discussion, she talked about how the fear of embarrassment shouldn't keep us from doing our own social media marketing. Embarra...
Keep reading »

Paper Counts

The paper you use when providing printed documents to contacts and clients is a big deal. Well, I should say that it's a big deal only if you use the right paper. It's a non-issue if you use plain old 20lb. paper and it's a real detriment if you use cheap photocopy paper. I have had a lot of people comment on my paper over the years and many have said it's an important part of my brand. Not only does quality paper look good, but it also feels good to the touch - it engages other senses - which makes it (and you) memorable. I think it also says that the person you're giving it to is worth the extra cost and effort. The environment: I try to compensate for my excess by recycling all the paper I print for my own use. Once done with, paper gets flipped over and used again. I had read that this isn't good for your printer but I just retired a printer after doing that for 11 years - can't ask for a printer to last much longer than that! (I also b...
Keep reading »

What to Write About

Image
Your website is about what you do and your blog is about why you love what you do. I wish I could say I made that up but I read it somewhere. It has really stuck with me though. What an easy rule to follow! For newsletters and email communication, your content will depend on your strategy and goals. Choose to send either a mostly promotional email or a mostly informational email. I recommend 80% information and 20% promotion – or vice versa. Having this focus makes it clear to your subscribers what to expect. You are better to send two separate emails than to send one email that is 50/50. Each type of email has its place. I can get just as excited about a shoe sale as I do about a new idea. What do your subscribers want to read about (or look at)? That is more important than what you want to write about. (It’s also the difference between blogs and newsletters.) Content creation is one of the big challenges for my newsletter clients. I always tell them that it gets easier...
Keep reading »

The Truth About Magic Bullets

Image
There are no 3-easy-steps to becoming a millionaire. If magic bullets and passive income really existed, we'd ALL be sitting around enjoying the view from our yachts. Cambridge Dictionary defines a 'magic bullet' as "a quick and simple solution to a difficult problem". None of the major dictionaries offer a definition for 'passive income'. These are marketing myths. They will cost you more money than you'll make. Or you will give up doing the work that is your expertise to spend your time doing marketing work. It's nice to dream but then get back to work. PS: There are no unicorns in real life either. Click to Tweet this Article
Keep reading »