Like any law firm, you want your law firm to be highly competitive and provide valuable services to clients and your community. One of the ways to achieve this goal is through effective marketing and competitor analysis.
It’s hard to stay ahead of the competition. One way to do this is to analyze competitor content. Content is central to much of digital marketing. That’s why it’s crucial to use what you learn from your competitors and apply those lessons to your company’s marketing goals.
How to Do Competitor Content Analysis
To perform a competitive content analysis, follow three simple steps.
• The first step – Take an inventory of your competitors’ websites and other content. Do this continuously.
• Second step – Evaluate the quality and quantity of contest content, including videos and blogs, and yes, press releases.
• Third step – Carefully analyze the content and label it.
Now let’s go through each step in more detail.
The first step
In this step, you will need to browse through your competitors’ comprehensive online offerings. Review anything from articles to seminar materials and videos to testimonials. Everything you read and watch will provide clues about the level of investment in content, the types of formats their subscribers like, and the various topics and keywords that appeal to their readers.
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 e-books – This tells you which topics the firm considers valuable to its clients. Pay attention to the use of keywords.
• Videos – Provide great clues about the law firm’s view of themselves and tone.
• Blogs – They provide deep insight into the range of topics that keep people coming back to the website. Monitor how they use keywords.
• Audio recordings and podcasts – 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 gold mine of information, as they show what the company believes is the most valuable information to send directly to existing and potential customers.
• Presentations – Regardless of the format of a company’s presentations; they demonstrate thought leadership and what is considered important content.
Proceed to step two when you’ve sorted through all the information you’ve obtained by thoroughly reviewing competitors’ websites and supporting material. You should now have an inventory. Next, it’s time to think about what the content you analyzed aims to accomplish and if it did.
Ask yourself the following questions. What is the purpose of each item you assessed? What was the reaction to each piece of content? Does the competition frequently post content similar to yours? How does the content of the competitions behave? Do they get a lot of shares and comments? How does your content stand out in terms of quality and quantity? Do you need to refine your content marketing strategy?
Spend time with your results to get a clear 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. Mark everything by subject. This helps illustrate the topics your competitors are focusing on. It’s a clue for your law firm about what you should also pay attention to. After tagging the content, analyze the titles and descriptions of each piece of content. Finally, look at the keywords your competitors are focusing on.
Although it may 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 used effectively by your competitors. Additionally, you will have analyzed the competition’s marketing strategy for its strengths and weaknesses.
Competitor content analysis is an ongoing strategy to stay 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 end up with the key to opportunities to reach your target audience with critical and valuable information.