Matt co-founded TrendKite in 2012 and oversees all aspects of the organization’s product strategy and development.
PR professionals instinctively know that it’s important to track your competitor’s coverage and measure share of voice. We must do competitive reporting. Right? Wait. Why? If you don’t PR software like TrendKite (hint, we think you should), you’ve likely spent a lot of time and energy gathering and analyzing competitive data, but what, exactly do you do with it? Here are a few ways that you can use your competitive reporting to your advantage.
Do What They Do
Hey, let’s be honest sometimes our competitors come up with excellent ideas before we do. There are certainly points for originality in PR, but that doesn’t mean effective approaches by your competitors are off limits. Some good “me too” ideas you might get from competitive reporting:
- Authors and Influencers– If an author is writing about your competitor, that’s a good indication they are interested in your space and story. If you haven’t already, reach out to people who write about your competitors and share the love.
- Topics and trends – If your competitors have content that is engaging audiences, it’s a good idea to think about what makes it appealing. Do particular forms, themes or messages seem to resonate? If so, you might consider something similar.
- Audiences – Look for which audiences your competitors are targeting. Are there networks, social sites or publications where they congregate? If so, you might want to have a presence as well.
Do What They Don’t
- Highlight Differences – Competitive reporting is a useful way to find out what our competitors want the market to know about them so that you can position your band as different. Your offer may be similar to your competitor’s but you want to focus on the things that set you apart.
- Level Up – Are your competitor’s talking around an issue that you can confront more directly? Look for ways to be more direct or amp up the volume around trending topics that are garnering engagement.
- Fill the Gaps – Is there an issue or area important to the industry that your competitors aren’t talking about? It may be easier to get earned coverage and active conversations in an area that is not getting due attention from others.
Competitive reporting, especially when done with tools that make it easy, can give you an advantage if you leverage it as part of your PR strategy.