Study your competitors

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This refers to those of your opponents who actively use content marketing technologies and whose profits grow thanks to it. The analysis is carried out in four stages:

Make a list of potential competitors. For online stores, these will be stores in the same niche or neighboring ones.

Study the channels of placement of materials. What external and internal sources does your competitor use for promotion? Read their articles and advertising materials on third-party resources, expert forex email list blog posts, publications on social networks.

Evaluate the quality of content to find out what your competitor is good at, what they do poorly, and what moves or methods you could borrow.

Channels are ranked by their level of use. It is unlikely that a competing firm will publish the same amount of content everywhere. Some channels will be used more actively, some only occasionally.

Having done such an analysis, you can consider that your competitors have given you a gift: they have done the lion's share of the work for you. And now you just need to understand which channels, formats and styles of presentation are effective and what the public likes, and at the same time find the weak points of your opponents.

Stages of developing a content marketing strategy

Step 3: build a relevance map
You won’t be able to make your content marketing useful from a commercial point of view if you post content haphazardly. The materials must precisely meet the requests of the target audience. The semantic core will help you with this: search engine robots rely on it, ranking sites by relevance. If you have never worked with the semantic core, its general essence is as follows: we simply start from the target search phrases (for example, “car repair”).

These two words are the main key, the basis of the core. Your texts should also contain other words on this topic: engine, bumper, tires, brake pad, motor oil, etc. They all form the core of the site. Why is it needed? Let's look at an example.

Imagine a smart businessman who needs to attract traffic to a website offering double-glazed windows. He publishes a text with the following content: “Electricians in city A and plumbers in city B recommend our double-glazed windows – budget-friendly and reliable.” He expects that his website will be visited not only by those who want to install plastic windows, but also by other users: those looking for an electrician or a plumber. However, this does not happen: after all, there is not a single word in the texts about, for example, replacing electrical wiring or eliminating blockages in pipes. This original approach to content marketing did not work due to the lack of a relevant semantic core.