According to Content Marketing Institute, marketers these days generate unprecedented amount of content. If you’re deploying your own strategy or just hopping on a content train, you’d need strong content marketing plan to follow if you want to beat competition. I’ve analyzed over 50 competing companies that take content seriously and outlined their strategies. That gave me an in-sight on ROI-oriented content that my competitors use in paid search which helped me to build my own content plan. Analyzing more than 20k keywords combined, 2k landing pages and reading articles that would last me a lifetime, this method helps to understand: to what pages and categories your competitors drive paid traffic. This enables you to take an educated guess on what spheres they focus more. what landing pages your competitors use quickly. You’ll have all of them parsed in no time and ready to be “borrowed”. competitors’ content plan. Based on the articles written you could lead similar researches. what keywords your competitors use in ads. Since cracking your competitors’ sites is tedious and illegal, we need a tool that can estimate metrics in content. Some websites show their own statistics to attract advertisers so you can get some data there. I’m using Serpstat so I’ll show you how it’s done with this tool. Other useful tools to use are Ahrefs, Similarweb, Buzzsumo. To gather as much data as possible go to comparison tool in PPC Research of this tool: After you put your competitors in fields and press the Compare button, you export all the data for each of them and work with sheets: Export data for as many of your direct and close-to-direct competitors as possible to have a wider grasp. As a result you’ll have full lists of paid keywords with all their metrics (CPC, Volume, Competition) to analyze. Note that this tool also provides links to landing pages for each keyword along with texts used in context ads. Use this force wisely No, seriously! Even with your best content plan ready it will be useless if you’re not optimizing it. Give your newly fetched pages link juice managing interlinking, using proper titles and putting good links to it, and soon enough you’ll reap what you sow.