Guide: How to Conduct a Competitive Content Analysis
Digital content is an incredibly crowded playing field with thousands of creators across a multitude of platforms and industries. A competitive analysis is the best way to identify what makes your content stand out.
A competitive analysis is the process of identifying major competitors and researching their products/services and sales and marketing strategies. With this information, you can define your unique value proposition and provide benchmarks for measuring your own growth.
Completing a competitive analysis involves a few steps:
Identifying your competitors
You probably know many of your business competitors by name. But when it comes to competitor websites, there are tools that can identify sites similar to yours.
Gathering information on your competitors, including
- a basic company overview
- audience insights
- engagement metrics
- promotional strategies
- content marketing strategies
Comparing and pinpointing best practices
A great way to organize your comparison is through a SWOT analysis. A SWOT analysis organizes a company’s strengths, weaknesses, opportunities and threats into a simple two-by-two grid. You can analyze yourself and each of your competitors. Once you’ve completed your analyses, you’ll be able to build on your strengths, address your weaknesses and threats, and capitalize on your competitors’ weaknesses.