Auditing your competitor content is a great way to get a feel for what content works to drive links and social shares. You may also get a sense of how and to what level they’re investing in their content marketing endeavours. By competitor you could also broaden the scope to look at operator sites and their content strategies; particularly sportsbook and news sites like this one!
The data and metrics that you want to focus on are:
- Variety and asset types e.g. video use, infographics and such
- Editorial links per post
- Social metrics such as tweets, likes and G+ shares
Do this to help you with content ideation, competitor intelligence and also finding good writers.
See Tip of the Week: Content Audit Tools for info on what to use to get the data.