The easiest and fastest way to assess a competitor's investments in marketing activities is to analyze their website. To do this, pay attention to the following points:
does the competing company have its own blog;
whether they create promotional and useful books or magazines in electronic format;
whether the site contains webinars and other videos about the organization or product;
do they have podcasts;
Do they have paytm database infographics in their content?
Is there a "Frequently Asked Questions" section on the site?
are thematic articles and materials posted;
Are there press releases on the resource?
Are case studies conducted?
Are instructions for purchasing and using the product published on the competitors’ website?
what offline and online advertising campaigns they conduct.
Study your competitors' content strategy
When analyzing, pay attention to the number of posts in the blog. There may be several dozen or several hundred. Then determine the frequency of posts in the blog and whether there are thematic studies. If yes, how often are they published. If a competitor organization has a fairly lively blog, then by studying it you will understand what strategies are used to attract new clients.
A very important indicator is the assessment of the content quality. Thus, with low quality of materials, it does not matter how often they are published, since they will be completely useless for the target audience. To study the properties of content, it is not necessary to analyze all the articles. It is enough to select several materials on different topics. This way you will be able to fully understand what the competitor prefers to give to its audience.
Content Strategy of Competitors
When analyzing content, pay attention to the following points:
does the target audience understand it;
the text is checked for grammatical, spelling, speech and other errors;
how deeply does the content reflect the topic;
in what way does the competitor communicate with the target audience;
Is the text structured for ease of reading?
can everyone read the content or do they need to register/pay to do so;
who is the creator of the materials - one author or a team.
You should also pay attention to the pictures and photographs. Are the images impressive, or are they taken from stocks, so the eye does not linger on them?
Find out what technologies your competitors are using
Knowing what methods and techniques your competitors use and how effective they are will help your conversion rates increase. For example, a customer wrote a detailed review of a competitor's product. Thanks to the feedback, you learned that this organization uses new powerful software to service a dense flow of customers. And your organization has not yet tried to use this software. So the analysis will help improve its work.
Using the Buit With program will help in identifying the software used by competitors in business. With the help of this service, the market is analyzed: information is collected on sold products, lead generation and software. The process of obtaining data on the technologies used is quite simple: you need to enter the URL of the competitor's site into the program and study the result.