Perhaps just as important as knowing your competition is knowing your customers and your audience. You can deliver content every day for eternity and still have poor results if you don’t know what your customers are looking for.
To find out this information, you can use social metrics, traffic, analytical data or even just tools as simple as user polls. The key takeaway here is that you need to become so familiar with your audience that you can predict before even publishing content whether or not it’s going to be a hit. Of course, no one is going to have a perfect record, so you’ll end up pushing ineffective content every now and then. However, you do want to strive towards delivering efficient content every time you publish – otherwise you’re just wasting time and money. In that case, you’ll need to know exactly what resonates with your audience and what will garner the most attention from outsiders, as well.