Optimize Your Content Marketing Strategy with Competitive Market Data

To create a content strategy that truly drives results, you must understand what resonates with your audience, stay informed on your competitors’ strategies, and effectively distribute your content within your unique market.

Semrush Traffic & Market provides the market and competitive insights you need to create the right content, optimize its reach, and maximize your marketing ROI.

Ready to create content that addresses your audience and your bottom line?

This step-by-step use case will walk you through Semrush Traffic & Market to refine your audience targeting, uncover new content opportunities, and strengthen your content distribution strategy.

You may already know your target audience, but analyzing competitor audiences can reveal untapped segments and opportunities.

Start with the Demographics dashboard to uncover competitors’ audience demographics. These insights will help refine your target audience and strengthen your content strategy for better results.

This dashboard reveals that females aged 45-54 are the largest segment among the top competitors.

Want to get location background on your competitors’ audience for more precise targeting? Use the Regional Trends dashboards, including the U.S. States dashboard, which examines traffic at the state level.

With this data, start adapting your content and promotions to reach this demographic already proven to be highly engaged by similar brands.

Now that you’ve refined your target audience, let’s determine when to publish relevant content to this group.

First, set up competitor monitoring with EyeOn. With this tool, you can track your rivals’ content, ads, and social media strategies.

Peek at your competitors’ recent Google search ads, blog posts, landing pages, and social media activities. Use the intel on the frequency of these content launches and adapt your content strategy accordingly.

Then, align this data with trends found in the Daily Trends dashboard to see which campaigns drove noticeable traffic during the same time in your EyeOn dashboard.

For example, if you uncover a jump in social media posts in EyeOn, Go to the Daily Trends dashboard to see if that increase in organic social resulted in more web traffic.

You have the “who” from Step 1 and the “when” from Step 2. Now, let’s get intel on the “where.”

Explore the Traffic by Country data from the Countries dashboard to understand where your market’s traffic comes from. This data can help direct your content localization efforts, allowing you to tailor your messaging and topics for greater regional relevance.

For example, the countries listed in the “Traffic Share” column indicate a need for content that speaks to an Asian audience, especially those in China and Malaysia.

Another “where” to uncover for better content marketing is where your audience spends time online.

With the Audience Overlap dashboard, select two or more competitors to see which websites their shared audience regularly visits. You can filter by category to hone your research.

For example, this dashboard reveals that this audience visits social media sites like Reddit, Instagram, LinkedIn, and Facebook.

These adjacent sites could provide good partnership or ad placement opportunities.

The Sources & Destinations dashboard focuses on where users navigate to and from competitor sites.

Understanding these pathways can help you identify potential lead magnets, partnership opportunities, or platforms for content distribution.

In this example, many users of amazon.com leave a site for walmart.com. Consider building a walmart.com ad lead magnet to target that competitor. Or use the lead magnet to retarget people who have left your website. (Or use the lead magnet for both campaigns!)

Let’s finalize our research by determining the best channels to deliver our spot-on content.

Head to the Traffic Channel Trend graph on the Traffic Overview dashboard. Note how competitors fare across key traffic channels.

Looks like this competitor brings in an impressive amount of visits through referral traffic.

The Referral dashboard goes under the hood of this traffic. Learn which sites are sending the most traffic and which pages benefit most from referrals.

If you haven’t been active with partnerships or earned media, consider increasing efforts here to stay competitive. Consider ways to work with partners to drive traffic to similar content on your site.