Like any law firm, you want your law firm to be highly competitive and provide valuable services to clients and your community. One way to achieve this goal is to use effective marketing and competitive analysis.
It’s hard to stay ahead of the competition. One way to do this is to analyze competitor content. Content is at the center of a lot of digital marketing. That’s why it’s crucial to use what you learn from your competition and apply those lessons to your business’s marketing goals.
How to do competitor content analysis
To perform competitive content analysis, follow three simple steps.
• The first step – Take an inventory of your competitors’ websites and other content. Do it continuously.
• Second step – Evaluate the quality and quantity of the contest content, including videos and blogs, and yes, press releases.
• Third step – Carefully analyze the content and label it.
Now let’s take a closer look at each step.
The first step
During this step, you will need to browse the comprehensive online offerings of your competitors. Review everything from articles to seminar materials and videos to testimonials. Everything you read and watch will provide clues to the level of investment in content, the types of formats their followers like, and the various topics and keywords that their readers are interested in.
For this step, you’re going to want to look at the following types of content:
• Webinars – Past, present and those announced. Pay attention to the subjects.
• White papers and eBooks – This tells you which topics the firm considers important for its clients. Pay attention to the use of keywords.
• Videos – Provide excellent clues to the law firm’s opinion of itself and tone.
• Blogs – They provide an in-depth look at the range of topics that keep people coming back to the website. Watch how they use the keywords.
• Audio and podcast recordings – These indicate how the competing law firm works together, what it thinks and how it presents itself individually and as a firm.
• Electronic newsletters – These can be a wealth of information, as they show what the business believes is the most valuable information to send directly to existing and potential customers.
• Presentations – The format of a company’s presentations does not matter; they demonstrate thought leadership and what is considered important content.
Take the second step when you have sorted out all the information that you have obtained by carefully examining competitor websites and the assorted material. You should now have an inventory. Next, it’s time to think about what the content you’ve analyzed is aiming to accomplish, and if it has.
Ask yourself the following questions. What is the purpose of each item you rated? What was the reaction to each piece of content? Does the competition frequently post similar content to yours? What is the performance of the content of the competitions? Are they getting a lot of shares and comments? How does your content stand out in terms of quality and quantity? Do you need to fine-tune your content marketing strategy?
Spend time with your results to get a good idea of what your business is doing well and what can be improved.
In this final step, you will need to micro-analyze each piece of content. Tag everything by subject. This helps illustrate the topics your competitors are focusing on. This is a clue for your law firm as to what you should be paying attention to as well. After tagging the content, analyze the titles and descriptions for each piece of content. Finally, take a look at the keywords your competitors are focusing on.
While it might seem overwhelming, break the content down into manageable pieces. Focus on the most popular articles and the most recent content.
When you’re done, you should end up with a list of all the topics and keywords that your competition uses effectively. In addition, you will have analyzed the competition’s marketing strategy to determine its strengths and weaknesses.
Competitor content analysis is an ongoing strategy to keep abreast of the changing legal landscape and what the competition is doing to stay relevant.
If you take the time to find out what works and what doesn’t, you get the key to opportunities to reach your target audience with critical and valuable information.