Track website changes and observe how the competitor delivers content.
This article recommends ways for brands to monitor their competitors’ content strategies. The author suggests subscribing to a competing brand’s email list using a personal email address to learn more about that company’s culture, seasonal campaigns, content types, frequency of publishing and target audience.
Marketers can also track their competition’s activity across social media to understand the tone of their posts and imagery, along with using tools to analyse their follower count and engagement rates. Further, they can participate in the competitor’s webinars to hear questions from the audience, and how they are answered.
Brands could also identify their counterpart’s best performing content by observing their social shares and assessing their main keywords, article links and more. They should also monitor their websites for messaging and design changes.
[4 minute read]