Allison Turner

Marketing Manager

July 235 min read

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The TL;DR July 23, 2019

This week we’ll cover how to monitor your competitors’ content strategy, Facebook’s Holiday Insights Guide, and why font choice matters. If you missed last week’s edition you can find it here.

7 Ways to Monitor Your Competitors’ Content Strategy

Knowing what your competitors are doing is an important piece of the content marketing puzzle. Here are seven ways to monitor their strategy – you can read the full article here.

The TL;DR

  1. Sign up for email updates: Since email is one of the effective channels for generating revenue, it makes sense to receive your competitors’ emails. If you do this, consider doing it with a personal email address so that your company name is not included in the address.
  2. Analyze video content: Video is often used as an integral part of a content marketing strategy, and video engagement is a good indicator of content performance. See what videos work the best for them – read their titles, descriptions, and watch them. Consider going so far as to subscribe to YouTube channels to keep an eye on content.
  3. Track social media presence: Follow their channels and receive insights on tone, promotions, visuals, and strategy overall. If you see something that works really well, consider a similar approach for your brand.
  4. Review top-performing content: Use tools like Buzzsumo to find and analyze top-performing blog content on your competitors’ site. You also may find other companies to keep an eye on. Read this content and see what makes it stand out.
  5. Identify the best keywords to target: Using a tool like Ahrefs, you can see where your competitors rank on various keyword and why they rank that highly. Using this information, you can increase your chances of appearing higher in the rankings as well.
  6. Attend competitor webinars: There’s no better way to see how your competitors use thought leadership than to attend their webinars. You can see what they know, how they present information, and how they interact with their viewers. You can also see the sorts of questions people ask and then craft your own content to answer them.
  7. Monitor changes to a competitor’s site: Check their website regularly to see if they’re adding pages, changing the look, increasing their blog frequency, and so on. You will also be able to see if they launch new services, rebrand, or make any other large shifts that you ought to be aware of.

Facebook Launches Holiday Season Insights Guide For Campaign Planning

While the holidays are still some months away, it’s time to start planning your marketing campaigns. To aid in this endeavor, Facebook released a Holiday Marketing Guide. You can read the full article here.

The TL;DR

  • The Holiday Marketing Guide is just the cornerstone of a suite of new tools that Facebook launched for holiday marketing.
  • Facebook found six global trends in holiday marketing:
    • Shoppers are going bigger earlier.
    • Bad buying experiences will not be tolerated.
    • Window shopping is shifting to social media, particularly Stories.
    • Though research is conducted online, people are still purchasing in-store.
    • Major shopping events have gone global.
    • Messaging fuels loyalty.
  • Facebook dives into each trend to showcase what it means.
  • The guide also contains an International Holiday Calendar.
  • Facebook’s guide lays out the ideal timing for each phase of the campaign process:
    • Prepare: Start planning for the holiday season June-August.
    • Build Momentum: Kick off your campaigns from September-October.
    • Maximize Sales: Zero in on driving sales in November and December.
    • Post-Holiday: Gear up any cross-sell and up-sells to help retain customers in January.

What Marketers Need to Know About Fonts

Though typography is often thought to be the realm of designers, there are still certain things marketers need to know about it. Check out the infographic below and read the full article here.

Content Strategy Competitors Facebook Fonts