ID 2013 - Inbound Marketing Competitor Analysis

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Transcript of ID 2013 - Inbound Marketing Competitor Analysis

Inbound Marketing Competitor Analysis

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

@dohertyjf John Doherty

Were training you to be the digital CMOs of the

future.

Will Critchlow to Distilled consultants

Then Will Critchlow said -

@dohertyjf John Doherty

Just SEO Isnt Enough Anymore

@dohertyjf Source

Just SEO Isnt Enough Anymore

@dohertyjf Source

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

@dohertyjf John Doherty

@dohertyjf John Doherty

@dohertyjf John 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

@dohertyjf http://www.marketingcharts.com

Email is High ROI

@dohertyjf http://www.marketingcharts.com

66% say above

average ROI

Are Your Competitors Doing It?

@dohertyjf http://www.marketingcharts.com

Spying on Your Competitors Emails

@dohertyjf John Doherty

Subscribe to their emails.

Collect their data.

Run your own tests.

Protip automate.

Collect Important Info

@dohertyjf John 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

@dohertyjf John Doherty

75% say above

average ROI

SEO Competitor Research

@dohertyjf John Doherty

Onpage Keyword Targeting

Content (onsite)

Links (External)

Tools

Onpage Targeting A little bit of scraping knowledge goes

a long with in finding your competitors keywords.

Youll need this formula: =LEFT(CELL,FIND((NBED DIVIDER)",CELL,8)-1)

Use Scraper and 100 result Google

Advanced Search for faster scraping.

@dohertyjf John Doherty

Links

@dohertyjf Theyre still important!

LinkDetective.com Spreadsheets

SERP Exposure Link

Anomalies

Tools

@dohertyjf All paid, all useful

LinkResearchTools

SEMrush

Tools

@dohertyjf OpenSiteExplorer.com

This alone is valuable.

Tools

@dohertyjf OpenSiteExplorer.com

Could be shady

Content

Content is High ROI

@dohertyjf John Doherty

62% say above

average ROI

Content

@dohertyjf http://www.google.com/trends/explore#q=conten

t%20marketing

Everyones doing it

Content

@dohertyjf John 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

@dohertyjf John Doherty

Make a Copy

And Whats Working?

@dohertyjf http://sharedcount.com/dashboard.php

And Whats Working?

@dohertyjf http://www.johnfdoherty.com/data-driven-

content-marketing/

Social

Social is where conversation happens

Influences many

other channels.

Whos Sharing Their Content?

@dohertyjf John Doherty

Twitter influential - http://topsy.com/(URL)?infonly=1

G+ influential - http://plus.topsy.com/URL?infonly=1

Whos Sharing Their Content?

@dohertyjf John Doherty

Scrape It

(make a copy)

Whos Sharing Their Content?

@dohertyjf John Doherty

Scrape It

(make a copy)

Add in FollowerWonks Authority API

And what are they saying?

@dohertyjf www.wordle.net

Spy on Competitor Tweets

@dohertyjf John Doherty

http://www.allmytweets.net/?screen_name=SCREENNAME

http://www.socialmention.com/

Get Them In Your Inbox

@dohertyjf https://en.mention.net/

Email SEO

Content Social

Inbound Marketing Competitor Research

Thanks. Any questions?

JOHN DOHERTY

John.doherty@distilled.net

@dohertyjf