For example, your customer clearly has a weak service compared to competitors. So, we focus on it in the content until sales figures return to normal. Or a competitor has a blog, but it is made according to the principle of “just to have it”: articles are published once a month, and they are not really articles, but rather rewrites from the top of the search results. So, we adjust: we build a full-fledged blog, invite expert authors, provide real benefits, and do not publish more rewrites.
Attention! The customer can name ALL competitors, not just the most important ones. We once fell for this trick and analyzed 63 competitor companies when creating a content strategy. In the end, we still focused on the main ones - we additionally discussed their composition with the customer and did a more in-depth analysis.
Knowing about your competitors will help you analyze their product and content. Study how the product or service is presented on the competitor's website, whether they have a blog and social networks, what is kuwait email list the quality and regularity of the materials, whether there is feedback from readers.
We evaluate competitor content based on these parameters
What are your main competitive advantages?
Here it is, the “meat” that we will beautifully present in publications. If the customer is stronger than competitors in some way, emphasize these strengths. For example, your client is an online store. They recently brought in a batch of goods that are still rare in Russia, but are gaining popularity. Write about them, explain how to use them, collect customer reviews and use them in materials, make photo selections. Don’t forget about the SEO component: collect all the queries and include them in the text.