Why Copying Your Competitions Content Marketing Doesnt Actually Work

What are my competitors writing about? Why did their new blog post get so many shares? What are they doing that we’re not? As a content marketer, it’s natural to be curious about your competition. However, copying their tactics in the hope of replicating their success is a common mistake among content marketers. Here, we’ll look at why imitation is a bad idea and explain what you should do instead. Free Actionable Bonus: Looking to elevate your content strategy? Get our our complete guide to creating a content strategy, plus a free content planning template and a list of 30+ places to distribute content Your Competitors Don’t Know What They’re Doing Okay, maybe not all the competition is totally clueless, but in terms of content marketing, many of them are as in the dark as you are. Some will also be copying their competitors, who are copying their competitors. So if you copy anyone, you could simply be copying an imitation of an imitation. According to research from the Content Marketing Institute, 63 percent of businesses don’t have a documented content marketing strategy. So if your competitors don’t have a real plan, how can their strategy have any relevance to your business? Tip: Don’t waste your limited resources on untested strategies. Instead, trust your own judgement. By developing your own ideas and analyzing the results of your own efforts, you’ll find out what actually works. And this approach is crucial to developing an authentic brand voice. Authenticity is the New Marketing Currency Modern consumers are tired of being lied to. To succeed as a business today, you need to be authentic. If you sound like every other brand, you’re unlikely to be remembered. In a Pardot report, 80 percent of people cite â€Å"authenticity of content† as the most influential factor in their decision to follow a brand. Tip: Whatever your niche, stay true to who you are; it’s the best way to stand out from the crowd. Think about what makes your brand unique. Tell personal stories and use testimonials to build trust. Be transparent and don’t be afraid to be different. Your Audience is Unique You may be in the same industry as a competitor, but your audience may prefer different types of content. Perhaps they respond more to short blog posts or love sharing visual content. Your competitors don’t know your audience like you do, so copying their style of content may not work. Tip: Deliver a variety of content formats and analyze the results. Get genuine feedback from your followers on social media. Ask your audience directly what content they prefer. Your Goals Are Unique Your competitors may be running a paid advertising campaign for a limited period. They may have gated content that’s only available to certain email subscribers. It’s virtually impossible to identify their content marketing successes, because you don’t have access to their analytics. Tip:Focus on what works for you.Start by defining your marketing goals. Do you want to build your email list, or drive website traffic? When you know your goals, you can measure the results and then form a content strategy that is built on past successes. You Don’t Have the Same Resources Even if a competitor’s content marketing tactics seem to be working for them, it’s probably because they have enough resources to make it work. Do you have the same amount of staff, the same access to software, and a vast marketing budget? According to Chris Von Wilpert, Sumo’s chief content strategist, they spend around $40,000 a month on writers, editing, and promotion. If you’re a small business, it’s unlikely you can replicate what they’re doing, even if you wanted to. Tip: You can only make the best use of the resources you have. However, building an effective content marketing team doesn’t have to break the bank. Hire quality writers that know your industry, and treat them well. When you offer competitive rates of pay, they’re more likely to produce high-quality content that can outshine the content of your biggest competitors. The Bottom Line: Don’t Imitate, Innovate It’s only natural to want to emulate the best, but copying your competition’s content marketing is ultimately a road to nowhere. Developing a content strategy to meet the needs of your own audience will be more effective in the long run and help to differentiate your business from the competition. In summary: Focus on what makes your brand unique. Find out what topics your audience cares about. Test different content formats. Hire the best writers and treat them well. Define your goals, define your target audience, and define what content success looks like. Track everything you do so you can discover what works and what doesn’t. Be consistent, and be patient. Successful content marketing is a long-term game. If you follow these suggestions, you can develop a content strategy that suits your unique business, doesn’t stretch your resources too far, and plays to the strengths of your team. This way, you’ll be more memorable and distinctive, and give your target audience a reason to believe in your brand. Do you need unique content for your business? Constant Content’s is a content creation service that connects you with thousands of talented freelance content writers.