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Content Marketing – How to Use Your Competitors for Inspiration

How to Use Your Competitors for Inspiration-01Learn how to use your competitors to discover great content ideas!

Did you know that you can use your competitors to discover great new content ideas?

 Let's face it, coming up with great content ideas that generate social buzz and long-term engagement is tricky.

Check out your competitor's content marketing strategy and build a better one.

In this quick video tutorial, we will use Impactana to look for great new content ideas in the weight loss niche.







Firstly, I’m going to search for the weight loss niche using a special “intitle” search phrase. This will pull up all the pieces of content with "weight loss" in the web page title. 




I'm going to filter these results to show only content uploaded in the past month to keep things by clicking on Search Options and using the drop down filter here. 




I’m also going to specify web pages written in English by changing this drop down filter.




Now, in order to see which piece of content is really generating a lot of traction online, let's sort the sites by impact. To recap, impact is an aggregate of engagement metrics including comments, links and downloads. Content with a high impact score tells us that it really resonated with its audience - to the extent that they took the time to engage with it.




If we take a look at the page, we can see a whole host of ideas we could use for our own blog.




As we can see, the "Breathing techniques for weight loss" post did fantastically well this month, with a Buzz of 41,000 and Impact of 282,000. Not only did the article resonate with a huge number of readers, as shown in its high impact metric, but it was also went viral on the social media front, as shown in its extremely high Buzz score.




If you want a breakdown of these indicators, you can get additional data simply by clicking on these figures. 




Cool, so now that we've identified a highly shared piece of content, why don't we take a closer look at the site that shared it? After all, if they produced this recent hit, it is also likely that they have produced other pieces of great content – which means more content ideas for us to use. To do this, click the dropdown arrow and hit "Show more content from this domain". 




On this page, we can now see all of the content stylecraze.com uploaded in the past month.




Since we’re looking for weight loss content ideas, let’s also include quotes weight loss in the search bar.




Great. We are now presented with more posts uploaded by stylecraze.com in the last month, associated with weight loss. Liver detox drinks and the amazing health benefits of Alkaline Water. Be sure to take note of any topics that you think your own website could also cover!




I hope you enjoyed this brief tutorial on how to use Impactana to find awesome content ideas using your competitors! 


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Christoph C. Cemper
Christoph C. Cemper started working in the internet marketing business as an SEO and Link Builder in 2003. He began developing SEO software for internal use in 2006. In 2009, Christoph launched his favorite SEO tools as LinkResearchTools in the SaaS model. When the famous Google Penguin update changed the rules of SEO in 2012, Christoph started Link Detox, software for finding links that pose a risk in a website’s backlink profile. He introduced ongoing link audits and risk management to the market in early 2011. In 2015, Christoph introduced Impactana, a new technology platform and SaaS product to measure the success of content beyond "social buzz", to find content, videos and people that make an impact.
Christoph C. Cemper

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