BACKGROUND
This project was for a client in the HR software space. The goal was to map the content programs of their three primary competitors across five channels, identify where each competitor was strong and weak, and surface the specific content opportunities the brand was best positioned to own.
I assessed each competitor across publishing volume, topic coverage, content quality and depth, SEO keyword footprint, gated asset strategy, LinkedIn approach, and audience targeting, then built a topic coverage map across the 20 most commercially important keyword clusters in the category. The gap analysis that followed ranked seven strategic opportunities by search volume, current competitive density, and the brand's existing product strengths, with the comparison and conversion content space identified as the most undercontested high-commercial-intent opportunity in the entire category.
The result was a prioritized strategic brief that gave the brand a clear, evidence-based argument for where to invest its content resources and in what order.
