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
The body of your report should have 4 main
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
(click on "Data Hub"), 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
that content 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 site?
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.
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.
Final drafts of
the formal recommendation report are due to us (via email) by
class time on Friday, March 1.