How do we leverage the competition to improve content?

Let’s say you know a specific site -- competitor or not -- is really successful. It doesn’t matter how you know. You just know they’re bringing in the bucks. There’s something about their site that works.  Can you leverage that? Oh, yes.  First, don’t copy. Ok, that’s obvious. But for some reason it seems to be a human instinct. When we see something we like, we emulate. We copy structure. Tone. Colors. Words. Copying is the highest form of flattery, right? But you still don’t want to be that girl who cut her hair exactly the same as her friend.  

Don’t copy. It’s worth repeating, especially when we’re talking about plagiarism. Emulating is one thing. Stealing images or articles another. Neither makes you look good.  Ok, enough lecture. On to the action.  So if you don’t copy, how can you leverage the competition? Try this. Open your site and their site side by side. Then ask yourself:

1. What is it? How do they make it clear exactly what they are offering? Do you make your offer clear?
2. What’s in it for “me”? Do they have a clear, benefit-driven headline? Do you? [Hint: This is often the first thing your eye goes to.]
3. Are they experts? How have they positioned themselves as an expert? Can you do something similar? [Hint: Often, it’s valuable content: articles, blogs, case studies, white papers, books, or e-books]
4. What do you feel like doing first? Is it super easy to take some kind of action? Is it easy on your site?
5. Do others love them? 3rd party “endorsements” are a powerful way to get someone to believe in you. Do they have them? Who loves you? [Hint: Look for badges, associations, testimonials, reviews, partnerships, and even advertisers.]

Looking outside to the competition is just one way to help build your Web content strategy and reach your goals. Looking inside matters too.