Imagine you’re talking with one of your closest friends and they tell you about this interesting bird fact that they read. “Did you know there’s only one bird in the world that has nostrils at the end of its beak? It’s the… Ah… One second,” your friend says, hesitating.
“Hold on. Let me Google it.”
Google, the search engine giant, is both a noun and a verb. The act of searching online is often referred to as “googling” something (Google’s official feelings about using “Googling” to refer to searching on any other search engine aside.) That the public has strongly embraced the use of “Google” as a verb in our vernacular is unsurprising, considering the market share Google as compared to competitors. In 2017, Google averaged a net search share of 74.54%—while Yahoo, Bing, and others averaged a 5% to 10% market share.
With a high market share and around 3.5 billion searches per day, gaining visibility on Google is a goal for many company’s advertising efforts.
Content creation is by far the most important marketing segment these days, and it’s the reason why you need to stay up to date with the latest developments in the field.
No matter how innovative and creative you might be, you still have to monitor competitors’ activities to stay one step ahead of them. Competitive research and analysis are secret ingredients of a successful content marketing.
According to a recent study, content marketing leaders experience almost eight times more site traffic than their less efficient counterparts. That’s precisely why you have to invest time and efforts into market research.
In this article, we will show you the guide to carrying out your competitive content analysis.
Since Google’s search engine was launched, companies and website owners have been competing against each other to hit the top spot on Google for particular keywords related to the products and services they offer.
As the internet grows, more and more businesses are launching a website and also tapping into the world search engine optimisation. Today, improving Google ranking of a website is considered one of the most important aspects of being successful on the internet.
While paid advertising solutions often provide effective results when trying to attract new visitors and grow sales over a short period, these methods can cost a lot of money.
The results provided by Google search rankings, also called organic search traffic, are usually considered more valuable. Traffic that lands on a website as the result of a search can be customised to be highly targeted – many companies have been able to adjust their search engine optimisation strategy in such a way to only attract visitors that are very likely to convert to a customer through their techniques.
The way Google indexes websites and determines which site should rank higher for particular keywords are continually changing. Google frequently announces new updates to their search algorithm. Google Hummingbird, Mobile Friendly Update, Panda Update and Penguin Update are only some of the most recent updates Google has made to their search algorithms, as reported by Search Engine Land.
The search giant also frequently launches new features that enhance the user’s experience while using their search engine. While companies were all battling for the top position on Google, which was usually referred to as position number one, many companies are now changing their strategy and instead aiming for position “0” (zero) to attract more people to their website.
Building an audience for your company can be achieved in a couple of different ways. In the old days, you would buy ads in your (local) newspaper; you did radio ads, tv ads or any other ad you could afford with your marketing budget.
Then came the internet and the same old advertising model moved along to the web.
But people are getting blinder every day for these types of companies trying to scream for attention. In a recent piece on Medium Jeremy Ettinghausen even called it “Why Does Digital Advertising Suck?”
The reason most digital advertising isn’t very good is because most people in advertising don’t really get the internet.
So unless you’re creative and have the potential budget to act upon it, how can you and your small business still generate business online?
That’s where Content Marketing came in over the last couple of years. After all, you know your market in which you’re operating best, right? So why can’t you help your potential customer solve their problems in the same way your product helps them only through media you are creating and promoting?
In a previous blogpost, we talked about curating content to make the life of your content marketing a lot easier. Not all content should be created by yourself (unless you have an enormous budget and can afford the time and money to spend on creating all content yourself).
So what other ways are there to leverage the content of other to help you grow your online presence and help increase your visibility online?
Try looking into User Generated Content.
Putting your customers in control of creating content can be a bit scary for a lot of brands, but it also will help you to grow your content offering significantly, develop and strengthen the relationship you have with your users and all that content linking back to your brand can increase your SEO significantly as well.
The final reason is best described by Aaron Orendorff:
You are not your company’s best salesperson.
In fact – no matter how effective your training, incentive or marketing programs may be — nobody within your business is as good at selling as your customers. This is why brands are taking advantage of user-generated content (UGC).
So how can you tap into this world and make User Generated Content work for your company?