How to Stay Ahead of the Competition in Content Marketing
In today’s hyper-competitive business world, it can get overwhelming to figure out how to attract the attention of consumers. It’s pretty much common knowledge at this point that content marketing is a highly effective strategy to engage audiences, but if everyone’s doing it, how can you stand out?
Luckily, there are strategies you can follow to make sure you’re on top of content marketing trends and staying ahead of your competition in your niche. This way, you’ll attract the notice of those hard-to-reach customers and see a more significant and positive ROI.
Here are a few ways you can keep ahead of your competition through content marketing.
Research the Competition
Content marketing leaders get 7.8 times more site traffic than non-leaders. So if you aren’t already a content marketing leader, it may be a good idea to take a page out of their book in your content marketing strategy.
In other words, it’s often wise to “know your enemy” by looking at what your competition is doing regarding content marketing in order to keep up and eventually get ahead. Fortunately, it’s pretty easy to investigate this in an ethical way, as if your competitor is marketing online, it’s in the public space for anyone to check out. There are even tools like iSpionage that will let you view screenshots of your competitors’ landing pages so that your competitors don’t have to pay for the clicks you perform as you look around. This way, you can take a look, analyze, and figure out how to improve upon their strategy.
There are multiple other benefits to researching your competition when developing your content marketing strategy, such as the ability to track their network. By monitoring their blog and social media channels, you can track how they’re marketing themselves and if it’s working. You can even take a look at how often their content is getting shared and how they engage with potential customers – then adapt that to your own material.
Use Social Media Influencers
As the years go on, more traditional advertising methods are starting to get less effective. Now that native advertising is the name of the game, other online advertisements stick out – and users are starting to block them. In fact, 26% of desktop users and 15% of mobile users use ad blockers to remove ads from websites.
To counteract this and keep your content front and center as users browse the web, it’s a good idea to use influencer marketing. Social media influencers have thousands of followers and know how to make money at home by promoting brands to their audiences. This is especially effective because consumers are beginning to expect brands to inform them and interact with them – and there’s no better way to do that than through an influencer they already follow.
Furthermore, incorporating social media influencers into your content strategy can promote trust in your business among potential customers. Word of mouth generates more than twice the sales of paid advertising, simply because people are more likely to trust other people about purchasing decisions than the companies trying to sell to them.
Connect with Millennials
Finally, there’s no better way to stay on top of current trends and get ahead of competitors than by tapping into the knowledge of the people setting those trends – millennials. After all, millennials are expected to account for 30% of retail sales in the United States, and who knows this generation better than the members themselves? Tap into this resource to get an inside look into what works with young trendsetters.
For instance, millennials understand the nuances of the generation, rather than painting them with one brush – which, unfortunately, a lot of companies currently do. Millennials who are working full time and buying their first home are going to respond differently than millennials who are working night shift as bartenders and still live with their parents. Since millennial marketers know these differences first-hand, as it’s their peer group, they’ll be able to provide you with insights to target these elusive audiences.
Millennial marketers are also tuned into real-life events that engage the generation. Since 78% of millennials would rather spend money on an experience than on a material item, these marketers will know what kind of content will best engage this desire.
There’s certainly no one magic strategy that will boost your content marketing over that of your competition. However, by keeping some ideas in mind, you can soon come out on top.
What are some of your strategies for staying ahead of your competition?