Content marketing is great, however, with tons of similar content on the internet, it becomes challenging to stand out from the competition. Here is where a competitive content audit advantages us.
The competitive audit is crucial for digital marketing. Bloggers, social media marketers, video content marketers, benefit plenty from analyzing their competitors. By performing a competitive content audit, we know what makes a content rank well, useful, and appealing for our audience.
This article will explain the basics of a competitive content audit, how to do it, and how it will benefit your content.
- 1 What Is A Competitive Content Audit
- 2 Benefits Of A Competitive Content Audit
- 3 How To Conduct A Competitive Content Audit
- 4 Tools To Help You
What Is A Competitive Content Audit
A competitive content audit is simply the process of analyzing, assessing, and scoring your competitors’ posts. Through the process, you will better understand their strategy that you can use to your advantage.
Benefits Of A Competitive Content Audit
Analyzing the audience of a competitor’s site will give you insights into the competitor’s audience what content attracts the most traffic. Effective content should appeal to the correct target market and reel in potential customers.
You will also know your audience’s preference. Through understanding the content format, topic, and the tone of writing that they favor, you can cater contentment that they will choose over others.
Making a difference is important with such fierce competition, and knowing what makes your competitors unique can help you strategize to make your content better.
How To Conduct A Competitive Content Audit
There are many ways to conduct the competitive content audit, and I will guide you through the quick, practical steps of how to do it.
However, it should be noted that doing an audit on your own would probably be less effective than leaving it to the experts. As it is an analysis process, it requires knowledge and expertise to generate good results.
Hiring a professional digital marketing agency like PRABLE, for example, would save you time and effort, also guarantees that you get useful data.
Step 1 – Inventory Your Content
Before knowing what to improve, know what you already have. Find all of your content and properly categorize it for analysis. You need to know which of your pages perform the best, which doesn’t do as well, and pick up from there.
You can create an audit sheet and organize information regarding your content there. Include the meta description, target keyword, the page title, and more. You can also add statistical data like the time spent on a page and each page’s traffic.
All of this information is necessary to compare your content to the competitors’. After organizing your content, start analyzing your competitors’ sites.
Step 2 – Analyze Competitors’ Data
Below are some points you should focus on when analyzing your competitors’ sites:
- Breadth and depth of content. Examine the topics that the sites write about, see how in-depth these pieces are. This data can help you create better-catered content for your target audience.
- Consistency and quality. See the voice and tone in which these sites write their content, look out if they are constant through each piece. This is to know what kind of style and tone of writing that the target audience prefers.
- See how often competitors post and see if that impacts their traffic positively.
- Completeness. Read through competitors’ content and see if they are helpful and encouraging readers to take action. This is the chance for you to note loopholes like incomplete information and perfect them on your site.
- Usability. Do a quick run-through on the usage ease of these sites. Take note of any useful pointers that will improve your audiences’ reading experience and anything that comes off as a hassle to avoid it.
Step 3 – Learn and Improve
Last but not least, use the data you have collected to do your own check and recheck. Compare your site with the competitors’ to learn what you lack and what you’re already doing good at.
Now that you have the comparative data, plan a better strategy to maximize your content performance. Add, remove, or update the content posted on your site according to everything that you have learned.
Tools To Help You
When conducting a competitive content audit, you might have an overwhelming amount of data to analyze. Below, I will list some tools to help organize the data you need to see and take notes of, whether it’s from your site or a competitors’ site.
Screaming frog is a site crawler tool and it is excellent for organizing and detecting errors on a site. All users need to do is enter a website URL, and it will list all of the pages in it and some information about it, such as load time, meta descriptionS, unique outlinks, and more.
This tool is most suitable to detect gaps on your own site. It can point out duplicate content or element, missing titles or meta descriptions, or if there is any of your page that took too long to load.
Google Analytics displays data regarding website traffic and visitors. You will know which page gets the most clicks, the visitors’ demographics, their dwell time, and more. This tool is great to understand your audience further, combine this data with the results of your competitive audit, and you will be able to deliver better-catered content.
The Ahrefs SEO tool can provide detailed data on your top competitors. It shows the traffic to each ranking page on the search engine, domain ratings, organic search, backlinks, and more. As it is a powerful tool to analyze the competition. Read more about how to audit with Ahrefs.
All in all, a competitive audit is done by getting familiar with the competition. The aim is to analyze what competitors lack and excel at, and learn from there to improve your own site’s performance.
It can be done in three steps. First, organize and audit your content. Then, take note of some crucial information regarding how your competitor sites excel and lack. Last but not least, apply what you have learned to better your site.
However, do note that different companies or businesses might need to perform different audits. Each type of audit is different according to the needs of the business, so do read more about content audits and pick one that suits you best.