A marketer who’s thoroughly researched the competition should be able to list the key competitors – through competitive intelligence – in their industry and identify the significant differences between their businesses. These aspects might include: Differences in products and services New lead acquisition techniques Sales techniques for closing leads Market structure and reach of competitors For content marketers, a competitive content analysis paints a clear picture about the techniques used at various stages of the funnel, and the main objectives of content campaigns. Gathering competitive intelligence is a smart move if you’re getting ready to unleash a new content strategy. It’s also important to revisit and gather new data when you’re modifying current content strategies. I gather intel not only so I can see what my competitors are doing, but also so I can predict where they might be going next. This allows me to exploit gaps in their … [Read more...] about The Guide to Content Marketing Competitive Intelligence
Troop leading step most important
To many, I must seem like a curmudgeon who hates agencies. I often write about their failure to do this or that, or their overcharging for so little worthwhile output. Today, I’ll broaden the scope a bit and try to create a list of expectations you should have and that your agency should meet. Some will be blatantly one-sided, others may seem obvious. In the end, though, you’ll have a list of things to help you determine if that agency you are going to hire has what it takes to deliver the goods for you, and some points you need to consider from their side as well. Time Most agencies work on a model of overlapping time. This means you do not have a dedicated resource assigned to your work, despite what you might otherwise be told by an account rep. The account rep’s job is to maintain the client. To keep the workflow moving for them and ensure the client is happy. Sometimes the rep will also be part of the initial sales cycle, in which case their workload includes … [Read more...] about What To Expect From An SEO/SEM Agency
If Microsoft’s walkaway from the Yahoo deal is indeed a ploy to save $5 billion, Microsoft CEO Steve Ballmer may have proven himself pennywise and pound foolish. He was prepared to spend billions to finally make Microsoft a serious rival to Google. For a bit more, he may have destroyed Microsoft’s chance to get there. Despite what I’m about to write, I like Microsoft. I’ve got many friends who work there (and at Google & Yahoo), and as a company, I actually want Microsoft (along with Yahoo) to provide a strong counter-balance to Google. Five Years, Nothing For Microsoft To Show Microsoft’s basic problem is this. After five years of going after Google in search, Microsoft has failed to make a dent in the big G. Millions — billions, I suppose — have been spent on the project. Huge technological effort has gone into the challenge. What’s to show for it? Google’s at all-time highs in the US and Microsoft has lost share. Three out of … [Read more...] about Abandoning The Yahoo Deal: Microsoft’s $5 Billion Mistake?