Content Engineering Case 2
The purpose of this Case is
further defining and refining the unique topic (and unique audience /
market) for your blog, and then acting on that information.
Your employer has requested your input in the form of a Market Research
Report and Vision Statement for your division of the company (in this
case, your division of the company is the blog you are working on).
The body of your report should
have 4 main sections:
Email the final
report to me, exactly the way you would if I were your boss.
Think about how you will format your attachment, what text should be in
the body of the email, what the subject line should be, etc.
- What are the big
websites and/or blogs out there that are your competition and/or
community? These would the big, established sites that
cover more or less the same topic as you. A great way to find
them is to search for the topic of your blog on Google, Bing, and
Yahoo, and see what sites are on the first page of results.
(Hint: sort through these results like a real user would to find the
really good, content rich sites.) List as many of these as you
can, up to a dozen.
- What can you learn from at
least 3 of them? Choose at least three, different,
representative sites from your list of competitors. Use available tools (Alexa, Follow, Quantcast, SimilarWeb) to get detailed information about each site's audience,
appeal, reach, etc. Don't dump all this information in to your
report. Instead, study it, then look at the way
the competitor site is designed, what features its content has, how
is presented. What are these 3 sites doing right? What
can you learn from them that will help you create more traffic to your
own site? How can you differentiate
yourself from them to drive a differently focused traffic to your own
- Now that you've completed this detailed research into your
market, how can you more effectively
position your own blog to
be a unique, attractive voice to better compete with or complement the
established sites? It is sometimes helpful to think of
your unique topic as a set of distinctive keywords that someone might
be searching for. List 5
distinctive keywords that help you really nail down the focus of your
blog's topic. This constitutes your vision for the future
growth of your blog.
- You now have some strategies you've learned from your
competitors, and some keywords that help you focus your topic. Go
back and revise at least one
of the posts you have already published on your blog, in light of what
you have discovered above.
For example, use one or some of your distinctive keywords in the post's
title, and in the text. You can modify or tighten your content
based on what you've seen your competitors do. Provide a short
summary of the changes you made, and why.
Final drafts of the
formal recommendation report are due to us (via email) by class time on Friday, March 2.
Return to the syllabus.