Marketers should look to divert traffic away from competitors by providing better content.
This piece recommends marketers to observe direct and indirect competitors to identify their strengths. The author says marketers should use online tools to identify and cover the topics which help their competitors outrank them.
Marketers should also focus on relevant topics which their competitors are not writing about, but their audience may be interested in. These topics need not be directly connected to buying intent but can help marketers demonstrate expertise and act as a powerful tool to inspire trust among consumers.
Online tools can help marketers find websites that their competitors link to and sites that link back to their competitors. This further helps the brands to identify relevant content and locate topics that are interesting to the audiences.
[9 minute read]