combining local audience and competitor data for targeted marketing strategy
TRANSCRIPT
YOU WANT TO SAY SMART THINGS LIKE
“WE SHOULD CREATE VIDEO CONTENT ABOUT
PRODUCT X AND PLACE IT IN OUR SEATTLE MARKET.”
“IMAGE CONTENT FOR XYZ TOPICS PERFORM WELL IN PORTLAND,
CHICAGO, AND BOSTON.”
YOU WANT TO BASE THOSE RECOMMENDATIONS ON FACTS
‣ How features, products, and campaigns perform in comparison to each other and versus competitors
‣ Who are your competitors in specific locations and how that affects content performance in those markets
‣ How content types (image, video, blog, white paper, case study, etc.) perform differently for various messages and locations
‣ How your audience is finding content and searching differently across markets
‣ Topics you might be missing in specific locations
FANTASTIC… HOW DO WE DO THIS ON A BUDGET WITHOUT TONS OF
NEW TOOLS, CRAZY WORKFLOWS, & OTHER STUFF
I DON’T HAVE TIME FOR?
‣ CAMPAIGNS
‣ MESSAGING
‣ FEATURES
‣ PRODUCTS
‣ AUDIENCES
‣ LOCATIONS
‣ COMPETITORS
‣ TARGET ACCOUNTS (ABM)
‣ DEMOGRAPHICS
‣ CONTENT TYPES
EXAMPLES OF STUFF GROUPS CAN HELP YOU
COMPARE, COMBINE, & ANALYZE
THEY ALSO HELP YOU ‣ VIEW DATA IN WAYS THAT MAKES SENSE
‣ HANDLE MULTIPLE VARIABLES
‣ SPEED UP REPORTING
THE SITUATION
NIKE TRAIL RUNNING SHOES LET’S PRETEND I’M TASKED WITH RUNNING CONTENT AND SEARCH MARKETING
FOR NIKE’S TRAIL RUNNING SHOES. (I’M NOT. I DON’T EVEN KNOW ANYONE THAT IS - SORRY NIKE.)
I NEED TO CREATE CONTENT, MEASURE
EFFECTIVENESS, IMPROVE REVENUE & DO ALL
THAT NORMAL FUN CONTENT MARKETING STUFF
FOR OUR TRAIL RUNNING SHOE DIVISION.
SO LET’S TALK ABOUT HOW WE CAN DO THAT WITH GROUPS.
CAMPAIGNS PRODUCTS FEATURES AUDIENCES
Featured athlete: Sally McRae
Nike Air Zoom Wildhorse Responsive cushioning Trail enthusiasts
All-terrain quicknessd Nike Air Zoom Terra Kiger Traction Ultra marathoners
Durability Casual trail runners
Adaptive fit
NIKE TRAIL RUNNING SHOESThese are things I might want to track and compare for Nike trail running shoes,
so we’ll create groups for each of them.
CAMPAIGNS PRODUCTS FEATURES AUDIENCES
Featured athlete: Sally McRae
Nike Air Zoom Wildhorse Responsive cushioning Trail enthusiasts
All-terrain quicknessd Nike Air Zoom Terra Kiger Traction Ultra marathoners
Durability Casual trail runners
Adaptive fit
COMPARING FEATURESIn this example we’ll look at two trail running shoe features:
responsive cushioning and durability
Each group needs two core components
CONTENT KEYWORDS+
BUILDING A GROUP
This is content you’ve created
(or will create) that is relevant
to the topic for the group
Keywords reflect terms,
phrases, products, etc. that
are part of how people find
this content, describe their
wants and needs, or talk
about the situation
vsDURABILITY
CONTENT
RESPONSIVE CUSHIONING
KEYWORDS KEYWORDS KEYWORDS
CONTENT
KEYWORDS KEYWORDS KEYWORDS
COMPARING FEATURES
LANDING PAGE VIDEO BLOG POST VIDEO INTERVIEW LANDING PAGE
+ + + + + +
KEYWORDS AND CONTENT CAN BELONG TO MULTIPLE GROUPS
For example: You may have the keyword “durable” applied to all content in the group, while
the keyword “long-lasting” may only be applicable to specific content.
DURABILITY
CONTENT
KEYWORDS
DURABLE
LONG-LASTING
TOUGH
KEYWORDS
DURABLE
HARD WORKING
TOUGH
KEYWORDS
DURABLE
LONG-LASTING
HARD WORKING
LANDING PAGE VIDEO BLOG POST
ADD CONTENT TO THE GROUP
‣ Using keyword matching regex rules you can set up groups that will automatically find and add matching keywords based on AND, OR, and NOT specifications.
ADD CONTENT TO THE GROUP
‣ This will also automatically add new content that matches these rules to the group as well.
ADD CONTENT TO THE GROUP
‣ You can isolate subdomains, folders, and other types here as well, such as /blog or /trail-shoes/
‣ This is especially helpful if you have a site structure that includes content type or other information that will automatically segment
ADD CONTENT TO THE GROUP
MANUALLY
‣ Add content and targeted keywords manually to isolate URLs. This works for onsite and offsite content.
REPEAT PROCESS FOR REMAINING GROUPS
DURABILITY
CONTENT
RESPONSIVE CUSHIONING
KEYWORDS KEYWORDS KEYWORDS
CONTENT
KEYWORDS KEYWORDS KEYWORDS
LANDING PAGE VIDEO BLOG POST VIDEO INTERVIEW LANDING PAGE
LOCATIONS Choose individual
locations or multiple for each keyword so you can
compare locations to each other as well as to overall performance and
rank
GROUP COMPETITORS for easier comparisons
and filteringINDIRECT
DIRECT
ONLINE RETAILERS
ZAPPOS
EBAY
JET
RETAILERS
DICKS
FOOTLOCKER
REI
PUBLICATIONS
RUNNINGSHOESGURU
RUNNERSWORLD
TRAILRUNNERWEEKLY
OTHER BRANDS
REEBOK
BROOKS
ASICS
NEW COMPETITORS by group
‣ See exactly who is competing with you for traffic based on specific features, products, campaigns, messaging, etc.
‣ Group them by direct and indirect options so that you can understand their content and positioning better.
NEW COMPETITORS BY KEYWORD
‣ Isolate keywords and phrases
‣ Target by search volume, competition score, and rank
VIEW COMPETING CONTENTThis example shows the content for RunningShoesGuru.com that matches my group for “Feature - Durability” in
“Trail Shoes”
VIEWING COMPETING KEYWORDS INDIVIDUALLY AND BY GROUP
‣ What’s being created around specific topics before starting a campaign
‣ What types of content seem to be created frequently for certain keywords
and groups - blogs, videos, image, landing page, etc.
‣ Total search volume for a group of terms versus competitors
‣ All content for a group that competitors are creating, which you can
segment by feature, product, campaign, messaging, etc.
‣ What content your competitors are creating that meet target market
needs by location
FIND MORE KEYWORDS
BY TOPIC
‣ Consider both broad and specific topics to see what recommendations are made.
‣ Look for “adjacent topics” to see if terms related to your product appear.
FIND MORE KEYWORDS
BY CONTENT
‣ You can use your landing page or a competitor’s page
‣ Use direct and indirect competitor landing pages to see what types of content resonate
FINDING NEW KEYWORDS
These are not only great keywords to consider tracking, but also ideas for new content, emails, social media conversations, forum posts, etc.
ERIN’S TRICKS
CHALLENGE: You’re launching a new trail running shoe that is extremely durable
You want to know
What content is already out there
How does durable trail shoe content rank in
different markets
What content should you create to rank for durable
trail shoes
ERIN’S TRICKS
QUESTION: What content is already out there about durable trail running shoes?
Add locations relevant to your markets
- Seattle - Portland - Asheville - San Francisco - Tacoma
Run competitor discovery for durability + trail
running shoes groups
- Runningshoegurus.com - SeattleTrailRunnersClub - BestTrailShoes.com
Expand their list of content by the durability group again to get a list of all
relevant content
Add keywords about durability to a group and
keywords about trail running shoes to a group
- Keyword discovery - Your own list
ERIN’S TRICKS
QUESTION: How does durable trail shoe content rank in different markets?
Add locations relevant to your markets
- Seattle - Portland - Asheville - San Francisco - Tacoma
Run competitor discovery for durability + trail
running shoes groups
- Runningshoegurus.com - SeattleTrailRunnersClub - BestTrailShoes.com
View top performing keywords by durability
group + trail shoe group + location
Add keywords about durability to a group and
keywords about trail running shoes to a group
- Keyword discovery - Your own list
ERIN’S TRICKS
QUESTION: What content should you create to rank for durable trail shoes?
View competitor list by individual keyword or
keyword group + location
Find the competitor content most relevant to
you
Place URL of relevant competitor content into keyword discovery tool
Take list of discovered keywords and sort by
- Search volume - Competition score - Location - Keyword group
Run competitor discovery for your tracked durability
+ trailing running shoe
You get list of keywords that becomes: - Topics to create new content
- Keywords to track for new campaigns, features, or products