As a marketer in today’s world, it’s our responsibility to generate a lot of content. Not only do we have to generate a significant amount of content, we have to provide information that our consumers find enough value in that they are willing to give us something in exchange for it — their time, their personal information, their money, and hopefully their business. So, you see, we can’t simply churn out a bunch of random, useless information and cross our fingers that it resonates with our target audience. It takes time and research; it takes a Content Strategy.
The first step in developing your Content Strategy is an Internal Audit. The second step, which is an essential step that should never be bypassed, is a Competitor Content Audit. A Competitor Content Audit is an in-depth look into the content efforts of your competitors to see what information is out there for your industry; what is working, what is not working; and where there is “open space” and opportunity for you to add value for your consumers.