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
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
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.
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.
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
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.
IN A HURRY? READ THIS.
- What it is: Competitive content analysis
- Who it's for: Owners and marketers of small and mid-sized business; people committed to content excellence and results
- What you get: Two questionnaires (your homework), three one-on-one phone sessions, and an analysis report detailing the shape of your competitors' content as compared to yours.
- What else you get: See what competitors are saying and how they're saying it; see what the market is saying and thinking; uncover hidden differentiators; know what to say and how to clearly say it; know which content to send at each stage of the buyer's journey.
- Sound good? See if this program is a good fit for you by using the calendar below to schedule a 30-minute Get Acquainted call. There's no obligation; the call is just to see if we're a good fit.