AMP178: How to Go Beyond Google and Facebook to Make Audience Research Your Content's Competitive Advantage With Rand Fishkin From Sparktoro - a podcast by CoSchedule: The Only Way To Organize Your Marketing In One Place.

How can marketers make their content go beyond Google and Facebook for audience research to be a competitive advantage? The duopoly may monopolize your attention and saturate SEO and social media channels, but it doesn’t own Web and search marketing. 

Today’s guest is Rand Fishkin from SparkToro. He describes problems and solutions related to audience research. Rand’s insight continues to be inspirational and instrumental in many marketers’ careers.

Some of the highlights of the show include:

• SparkToro’s Solutions: Pay-to-play frustration? Alternative channels are available
• Broaden, Don’t Abandon Scope: Turbocharge marketing without spending much
• Find the Right People: Scrape and scroll through shares on social platforms 
• Speak the Language: In-jokes and memes won’t work, don’t make assumptions
• Avoid Potential Pitfalls: Know, understand, measure, audit competitive landscape
• Event Attendance for Audience Research: Don’t limit learning and consumption 
• Formalized Practice: Turn intelligence into product features, data, and positioning 
• What it takes to win? Position product’s story, language, and solutions
• Product Content: Influencers earn amplification, engagement, and awareness
• Narrow Niche: From reachable audience to ideal customers  
• Purchasing Decisions: What makes qualified customers buy or not buy products? 

Links: 

• SparkToro
• Moz
• SEMrush
• Ahrefs
• Obviously Awesome by April Dunford
• Making Websites Win by Ben Jesson and Karl Blanks 
• AMP081: How To Do Remarkable Customer Research With Rand Fishkin From SparkToro 
• CoSchedule

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