So REI.com think it’s worthwhile to publish this type of guide. What content marketing is working for competitors? It’s unlikely that REI actively sought this link – such links are a major bonus of creating valuable content. Marketing insight: featured REI’s guide because it answered a practical problem. They link to a ‘World Electricity Guide’ published on this page: The page is about preparing to travel to Tahiti and tells visitors they may need a converter for certain electrical devices. So let’s have a look at the page on which the link sits: REI.com sell outdoor clothing so I wanted to know why they were relevant to “preparing to travel” and what they had to do with “world electricity”. What motivates other sites to spread a competitor’s message? I want to figure why links are given and understand why the content they point to was created. I’ll always look at two things in tandem – the page on which a link sits and the page to which it points. My starting point is scanning the backlinks in Site Explorer – I like to spend some time just browsing results, not looking for link prospects right away but looking for interesting or unusual stuff that catches my attention. I find these sort of discoveries great for brainstorming marketing ideas. The Dogfish Brewery is proud to share family values with retailer,.SouthWest Airlines takes a substantial interest in Museums, the Arts and Society.REI.com, the outdoor clothing company puts great store in educating people about power plugs.shares valuable worldwide travel resources with its site visitors.(There’s also a short video at the end – “What you can learn from a link?”). I dipped into Majestic to uncover a few examples that might inspire you to do the same sort of searches in your industry. What business relationships do competitors build with others?.
What market niches do competitors serve?.