Key Takeaways

• Competitor research helps you understand what works for others and how to do it better.
• Tools like SpyFu and SEMrush can uncover valuable insights into competitor strategies.
• Analyzing audience engagement and content gaps can guide your own strategy.
• Staying updated on trends ensures your content remains fresh and relevant.

Content marketing isn’t always easy. It’s crowded out there, and standing out can feel like an uphill climb. But here’s the thing: you don’t have to reinvent the wheel.

By studying what your competitors are doing, you can uncover strategies that work—and identify opportunities they’ve missed. Competitor research isn’t about copying; it’s about observing, adapting, and improving. Think of it as learning from the best while carving your own path.

In this blog, I’ll walk you through 7 proven strategies to conduct competitor research for content marketing. Some might feel like common sense, while others might surprise you. Either way, they’ll help you create content that resonates, ranks, and—most importantly—drives results.

1. Identify Your Top Competitors

This might sound obvious, but knowing who your competitors are is step one. And no, it’s not always as straightforward as you think.

Where to Start:

• Google It: Search for your target keywords and see who’s ranking. Those top spots? That’s your competition.
• Social Media: Look for brands with active, engaged followers in your niche. They might not rank high on Google, but their influence is worth noting.
• Ask Around: Your customers can be a goldmine of information. Ask them which brands they considered before choosing yours.

A Quick Thought:

Sometimes, your fiercest competition isn’t who you expect. A small, scrappy brand with a killer Instagram presence can be just as much a competitor as the industry giant dominating Google. Keep an open mind.

2. Analyze Their Content Strategy

Once you know who you’re up against, it’s time to dig into their content. What are they doing? And more importantly, why is it working?

What to Look For:

• Content Formats: Are they blogging, vlogging, or podcasting?
• Frequency: How often do they publish? Weekly? Monthly?
• Themes: What topics keep popping up?

A Personal Take:

I’ve noticed that some brands double down on one format—like blogs—and ignore others, like video. That’s fine, but it leaves room for you to differentiate. If they’re all about text, maybe you experiment with visuals or interactive content.

3. Evaluate Their Top-Performing Content

Not every piece of content is a winner. So, how do you figure out what’s actually working for your competitors?

Tools to Use:

• SpyFu: Great for seeing which pages drive the most traffic.
• SEMrush: Perfect for analyzing top-ranking keywords and backlinks.
• BuzzSumo: Helps you track social shares and engagement.

What to Do Next:

Once you’ve identified their top-performing content, ask yourself:

• Why is this piece resonating?
• Can I cover this topic better or from a fresh angle?

Example:

If their blog on “content marketing for eCommerce” is crushing it, you could create a deeper guide or add a storytelling element. (Check out our own content marketing for eCommerce guide for inspiration.)