View the 'Quality Content On Scale' slides from the SASCon 2015 session by Tecmark search director Stacey MacNaught. For a free 34-page ebook on the same topic, visit www.tecmark.co.uk/quality
Without any paid promotion, this piece of content became their most engaged with. Would that have been the case if we’d just created a “things to do in Dubai,” list?
I don’t believe so.
By the end of your competitor research, you should understand what sort of content your competitors are producing, how well it’s working and what people are engaging with.
You can increase your efficiency by getting the most out of your big idea. So, if you run a survey, you might have press releases, a blog post, a related Slideshare deck, a visualisation of some sort… But one idea can be repurposed for multiple channels