You can only build a strong brand if you set yourself apart from your competition. But you can’t do that if you don’t really know what the competition is doing. Too many marketers ignore this – and weaken their own brands in the process.
Luckily, this is an easy problem to solve. Start by visiting your competitors’ websites. How’s their content? Are they blogging or posting videos? Is the site updated regularly or out of date. How’s their SEO?
Next, follow them. Download and read their whitepapers. Subscribe to and read their emails. Watch the videos they post. Follow them on social media and pay attention to their audience and their social success.
Set up Google alerts about their companies and their key products and people. You’ll know every time they’re in the news – and why.
(By the way, this is perfect work for an intern. It’s meaningful and valuable to your organization, and it helps them learn quickly about your industry.)