Competitive content analysis

Interested in the Competitive Content Analysis package? 

Read on for more information about what the package entails, why you might need it, and what you'll get from a Competitive Content Analysis engagement.

Or, if you're in a hurry, read the "too long; didn't read" version!

  • COMPETITIVE CONTENT ANALYSIS
  • TL;DR VERSION

Keep tabs on what your competitors are up to with their content

Think of your top three competitors.

Can you answer these questions about them?

  • What types of content do they offer on their websites?
  • Is the content gated or ungated? And what's the difference between the two?
  • What buyers and influencers are they targeting?
  • How much information do they require before sharing gated materials?
  • Are the materials they provide any good in terms of readability, usability, and desirability?
  • Are the materials easy to share?
  • What's their messaging?
  • What do they claim?
  • What's their differentiation?
  • What do they say about their competitors (i.e., you!)?
  • What's their social strategy?
  • How engaged are social followers?
  • What's their webinar strategy?
  • What's their blog strategy?
  • Are people sharing and commenting on blog posts?
  • Which keywords are they targeting?
  • What are their content strengths and weaknesses?
  • Where are there gaps?
  • What opportunities do you have to shine in light of this knowledge?

The Competitive Content Analysis answers those questions for you, and more.

Competitive Content Analysis: What's included

What you get

The specifics

Launch questionnaire

Shortly after you book the engagement, I'll send you homework: the launch questionnaire, a brief set of questions whose answers will orient me to your business and allow me to conduct preliminary research in preparation for our first phone session.

Session 1 - Orientation
and goal-setting call

To kick off the project, you and I will connect to discuss the engagement. I'll have done my preliminary research, which means I'll be prepared to ask about your company, your audience and their journey, and your goals. In this 60-minute call, either by phone, Skype, or Hangouts, I’ll pick your brain in preparation for the work ahead.

Discovery

During discovery, I dive deeply into your content, shining a light on your messaging, differentiation, audience, and company. The work I do during discovery will inform the competitive content analysis to come, and lay the foundation for your next content actions. During discovery, I'll take notes, jotting down questions, concerns, objections, and thoughts. These notes, in turn, become a discovery questionnaire, which we'll walk through together during our next call.

Session 2 - Discovery call

During the discovery call, which usually lasts about an hour, we'll work through the discovery questionnaire together. The goal of this call is to access the information and insight I need to conduct the upcoming analysis and provide recommendations for your content strategy.

Content analysis

Now, filled to the brim with an understanding of your content, your place in the market and what you and your audience want (according to you), I'll dig in to the content of your competitors, and then prepare a report with my findings. You choose how many competitors and which channels to review, as well as any specific details you're looking for. 

Session 3 - Analysis call

During the final call of our engagement, I'll go over the analysis report with you, answering questions and adding clarity as needed. You're now ready to go forth and create content that leaves your competitors behind!

Ideas for new content
and new presentation methods
from a fresh set of eyes

As I work with your content, I'll invariably have many ideas: for new content, new forms of content, new ways of presenting content, new ways of recycling existing content. I'll add those elements into the report as well.

Stronger, clearer messages for your brand, products, and services

As I work with your content, I'll also ask many questions that help us get crystal clear on the benefits of what you offer and why people should choose you instead of anyone else. And because I love to share what I learn, I'll naturally share insights and messaging recommendations with you.

Improve more than "words;" improve content readability and usability so people actually want to -- and enjoy -- reading your content

My mad desire is to create readable, enjoyable content that proactively answers reader questions, tackles reader objections, and smooths out whatever rough edges might cause the reader to work harder than she should to consume your content. In my eyes, YOU, the business owner or marketing professional, should do the work to make your content as easy to consume as possible. During our work together, I'll nudge you in the direction of creating that kind of content -- the kind that seamlessly, smoothly, leads readers ever closer to YES.

Is the Competitive Content Analysis right for you?

Because of the personalized, customizable, in-depth nature of the Competitive Content Analysis, spaces are limited. I'm specifically looking for business owners and marketing professionals committed to content excellence and willing to do the work it takes to get there. If you're interested in a seat for next quarter, let's schedule a 30-minute call; see if the program is a good match for both of us. There's no obligation; the call is simply to identify fit. Please choose a time that works for you on the calendar that follows.

P.S. If you run into problems with the calendar (technology, you know!), please email me so I can get it fixed--and you scheduled.