Content toolkit: Digital content competitive analysis template

Assessing your competitors' online content, methodically

An important part of developing a practical content strategy is understanding what your competitors are up to. Our digital content competitive analysis template will help you get an overview of the content landscape in your industry.

With the template, you’ll identify content areas that are table stakes, and those that are competitive opportunities. After gathering insights, you’ll compile a bulleted list of key findings and opportunities for your company’s content strategy.

Download the Digital Competitive Analysis Template (DOC)


Elements of a digital competitive analysis:


Try to analyze the digital content of three to five competitors. Consider local companies you know, as well as any leaders in your field. Include your own company in the list to see where you fit. Then, phrase each item in your bullet list consistently.


Select the categories you’ll use to review and analyze each competitor. We like to begin digital competitive analysis exercises with the following guidelines, but you should choose those that best match the scope and goals of your project.

First impressions
Take a look at the home page of each of your competitors and see what you notice. What stands out to you?

Target audiences
Who do your competitors seem to be targeting with their content?

Brand messaging
Brand messages convey who a company is, why they do what they do, and what they believe. How do your competitors show this?

Product & service messaging
Product messages communicate what a company does and what value their products provide to their customers. What do your competitors say about their products or services?

What do your competitors talk about? Think high-level topics, rather than detailed subtopics. List them in priority order.

What formats do your competitors use? Video and photography, or PDF white papers? List them in priority order.

What would you say differentiates each competitor from the others? What makes them stand out?

Industry-specific elements
How do your competitors address common issues in your industry, like pricing, controversy, or community involvement?

Further reading

Content toolkit: Decision trees

Best practices for archiving and deleting content

Our content strategy services