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Spying on the competition is so easy these days, since content marketing is done in the open eye and searchable in any browser. Here are some tips on how to do it well (spying, not content marketing).
There are couple of tools that actually offer to centralize all those pieces of information.
Rivalfox.com for instance offers most of the aspects mentioned in the article:
- which content competitors publish
- the engagement received by their content (on SM and other channels)
- which keywords they rank for
- copy of their ads with publishers and mediators networks
- performance of their websites
DISCLAIMER: I am working for Rivalfox! This article was just too close from describing what we are doing for me to stay silent :)
Interesting, David. I had not heard about Rivalfox. Is it priced for enterprise only or would freelancers and small businesses also be able to use it?
Rivalfox is priced for medium size businesses, but could appeal also to small size businesses (the pricing can be adapted considering the revenue of the company, number of employees etc)
That's new to me. Sounds handy.
Lots of tools there for doing competitive research. I've saved it for later reference. I tend to focus on my own brand strategies and not so much the competition, but what Infinigraph was doing was really interesting to me. They're focusing on editing videos on the fly now, but I hope they're still ranking the virility of content shared by competitive brands and brands that have the same audiences as well. Unfortunately, it is a toy that only the big brands can afford.
I agree with you Gail, its not so healthy to focus on your competitors' strategies. But content marketing is all about audience, which is something that you share with your competitors. Thus, by monitoring which type of content your competitors are producing, which distribution channels they are using, and which kind of engagement they receive across those distribution channels, you should be able to optimize your own content strategy, and bring relevant visitors to your website.
True, Joseph, we often find out about new sites, networks, solutions because we see our competitors or collaborators using them.
Great article! I would also add Impactana (http://impactana.com) to the list of competitor content research tools. It allows you to see backlinks, views, comments, and other metrics beyond social shares.
Another one? Let us know when you write a comparison post on all these, Kristi? Thanks.
I'm all about digital espionage. This post has a healthy list of resources to help get the skinny on your competition with instruction on how to execute a plan.
"Digital espionage!" We might just be coining a term here. ;-)
This is awesome thanks for sahring
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