Most of us know who our competitors are, right? We are constantly looking to out-bid, out-sell, or out-do these guys, because after all, that’s our job. But what about those who we’re competing against online? We all know the most important real estate is at the top of Google’s page one, but how do we get there? Once there, how do we stay there? How do we overcome a competitor who might be ranking above us?
Before you jump into the practice of out-ranking your content competitors, consider this important anecdote from HubSpot: “Even if you don't take it so far as to build business partnerships with would-be content competitors, look for content co-creation opportunities in these competitive scenarios. The people who are rubbing up against you in the SERPs should be the people writing for you on your own site, and vice versa. You play in the same space, you have something to offer one another -- but you're not competing for the same customers. It can be a win-win for you both, and turn into a lucrative co-marketing relationship.”
As economic developers, it can be good practice to look for content contributors, content partnerships, and content co-conspirators (across city, county, and region lines), but more importantly than that, ensure your organization is producing content that is relevant and appealing to your target audiences. Writing organically is best practice. Don’t fight vanity traffic. Pure, targeted, relevant, interesting, and informative content will drive more leads than seemingly trying to beat a competitor time and time again.
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photo credit: HubSpot