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Indirect competition - these are entities that can satisfy your customers' needs, but do so in a different way than the services/products/activities you offer.
Example
You run a consulting company that wants to attract users to your website through employer branding activities. The aim of the activities is to select people who are suitable for working in the company and will participate in the recruitment process. Your indirect competition is all job portals that also run content marketing activities. These include: guides covering the following topics: how to return to work, how to prepare for a job interview, etc. If these articles interest a reader who is also looking for a job, he will definitely look at the available offers. Then they won't get to your website, which means you'll lose a potential employee.
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How to find your business and content competition? Specialized tools will help you with this, which will show you websites similar to yours in terms of structure and content.
SEO tools will also be helpful as they will show which pages are ranking for the same keywords as your domain. Once you've identified your competitors, evaluate how their content engages users. If they generate a lot of shares, it means that you have a dangerous opponent in front of you that you need to defeat.
In your analysis, consider:
blog articles that generate shares,
topics discussed,
the form of the content (be it a review, rating, guide, video, infographic),
length (number of characters),
the target group for which the content is intended,
the key phrase for which the article is positioned.
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发表于 2024-5-9 01:34:14