11 Ways Of Content Research Beyond Competitor Analysis To Scale SEO ROI
We’ve identified 11 ways to apply this approach. Let’s explore each one with detailed steps and practical examples.
1. Use Semrush
We take an organic traffic first approach to content research at Missive Digital. Given that Semrush is a tool we know inside and out, rather than performing the competitor research directly in our browser (which takes additional time) we jump right into one of them.
We enter a host of keywords—seed, actual, long-tail e.t.c — into our seed engine (controlled by factors like search volume, keyword difficulty) and search intent.
An example, the keyword we are targeting is ‘diamond jewelry’, so then it will be entered to Semrush and filters based on your SEO strategy. One of the most important features we use at Semrush is Topic Research to in order find out which topics are directly or indirectly related, relevant for our website.
2. Use Ahrefs
As with Semrush, in the content research session from Ahrefs we carry out a similar process but also using its tool Content Explorer. We screen by Page Traffic and referring domains to find questions that get traffic an yield Conversions. Moreover, we track how often users reorder posts for informing our team about the right moment to publish another content update which will be better adjusted amidst its dissemination.
3. Use Google News
If, during auditing content we find that a client is already making out lots of material then it turns to Google News for an idea on new topics. This tactic works really well for D2C industries like jewelry in which trends are followed from celebrities who wear the particular piece — hence we keep a watchful eye out on Google News.
These opportunities could be covered as news items we go on to get the lowdown on, or they might instead check two boxes: strong search volume and an evergreen quality which continues to provide value. E.g., the image below features a necklace “B” style of Selena Gomez possibly for boyfriend.
4. Use People Also Ask, AlsoAsked
Given the technical nature of most B2B IT and SaaS clients, it can be challenging to fully grasp the topics and develop an effective content strategy. During our research, tools like Google’s People Also Ask and Mark Williams-Cook’s AlsoAsked.com are invaluable resources.
The main limitation with People Also Ask is that it only reveals a few Q&As at a time, requiring you to click through for more, whereas AlsoAsked delivers a comprehensive list all at once, saving us valuable time. With these tools, we can quickly gather insights and create well-informed content, right?
5. Check Google Trends
No matter the industry, there’s always something trending. In our SEO field, SearchGPT is currently the hot topic. Writing about it early can help you capture a significant share of the traffic.
Many people are already discussing it and sharing it on social media, so staying on top of trends through tools like Google Trends is crucial to seize these opportunities.
6. Hop On ChatGPT Or Gemini
Remember, our goal is to use ChatGPT or Gemini for content research, not to rely solely on the titles they suggest.
For example, here’s a content research prompt we used for a contact center software company on ChatGPT: Since the suggested topics didn’t quite fit our target audience (“BPO” in this case), we refined the ideas and focused on seed keywords or topics like:
Lessons from a Legacy Contact Center Software Company
The Contact Center Software Market in the BPO Segment
Optimizing Your Contact Center Operations
How to Drive Innovation in Your Customer Support Department
7. Monitor Social Media
While we’re all active on social media and can use it for content research, we’re not focusing on competitors there right now.
For instance, this viral X thread inspired us to write a blog: Similarly, an article on content research stemmed from a recent post I made on LinkedIn: These examples show how self-created social media content can be repurposed into blogs.
It’s also beneficial to monitor the types of content that gain the most visibility and engagement on platforms like LinkedIn, Instagram, or X. You can turn these into blogs or webinars, but be sure to credit the original source of the idea.
8. Dive Into Industry-specific Research Studies
One of the most effective ways to generate content ideas is by thoroughly reviewing industry-specific research studies. There’s no single method for doing this.
For instance, for an ecommerce consulting company, content ideas can be drawn from HBR’s eCommerce pricing test:
Why Ecommerce Brands Should Reconsider Free Shipping
The Benefits of No Free Shipping or Conditional Shipping
Free Shipping vs. Conditional Shipping
Similarly, Broadridge’s study on Digital Transformation can be used to create topic clusters, each with its own set of related content topics. For example, from a graphic on “Unleashing Artificial Intelligence,” you can derive numerous content topics.
9. Check Industry-Specific Forums/Communities
Most of our clients are IT companies, and we frequently use IT forums and communities, such as StackOverflow, for content research. For instance, when covering Flutter for both technical and non-technical audiences, we can explore topic clusters like:
Flutter Animation Widgets
Flutter Dependency Management
Why Add Firebase to Your Flutter App
Similarly, there are many forums and communities relevant to your clients or industry where you can find content ideas beyond competitive analysis.
10. Google site:reddit.com “my topic”
A unique content research idea by Kunjal Chawhan involves using Google to search with the query site:reddit.com “my topic” to uncover content ideas. For instance, by analyzing the results for various topics, you might find ideas like:
The Most Popular Social Media Platforms for Ecommerce
How to Use Video Podcasts to Drive Ecommerce Sales
How to Boost Ecommerce Sales When Digital Marketing Feels Costly
Kunjal’s approach is quite effective. You can apply a similar method by searching:
site:“your industry’s leading site” “topic”
For example:
site:searchenginejournal.com “ai content”
site:quora.com “ai content”
site:practicalecommerce.com “sales”
Now, let’s explore the final method of content research beyond competitive analysis.
11. See What Competing Sites Have NOT Covered
You might be wondering, “Weren’t the previous content research methods focused on areas other than competitor analysis?”
Yes, those methods help generate content ideas outside of what competitors are writing. However, I want to emphasize the importance of identifying gaps in content among indirect competitors, even if they target the same industry, keywords, and audience.
So, what is an indirect competitor?
An indirect competitor is a website that ranks for your industry and target audience’s search queries but doesn’t directly compete with your product or service. This could include marketplaces, publishing sites, or product review sites.
For example, take “leadsquared.com” for indirect competitive analysis. Look for queries that rank beyond the 50th position with a keyword difficulty under 29. Search on Google using site:leadsquared.com “sales funnel vs sales pipeline”.
If you find that the site lacks content on that topic, you can create content around it if it aligns with your product or service and appeals to your audience.
In summary, consider covering topics such as:
Sales Funnel vs. Sales Pipeline
Sales Funnel vs. Marketing Funnel
Sales Funnel vs. Flywheel
Just make sure these topics fit within your offerings to maximize ROI.
How Will Content Research Beyond Competitor Analysis Contribute To SEO Efforts?
Going beyond competitor analysis for content research offers several key benefits:
Innovation – Exploring new content ideas allows you to experiment and develop strategies that yield remarkable results. With AI increasingly dominating the space, businesses are seeking innovative approaches in marketing. By innovating, you may attract more attention and resources.
Niche Opportunities – By focusing on your target audience rather than just what competitors are doing, you can uncover content ideas they might have missed. This approach often results in better outcomes due to reduced competition.
Unique, Audience-Specific Content – For instance, a LinkedIn post I shared garnered significant engagement because it addressed the specific pain points of SEOs and content strategists. Creating content tailored to your audience helps build market authority and sets you apart as a leader.
Capitalizing on Emerging Trends – Being an early adopter of new trends or innovations can lead to substantial success. By focusing your content strategy on emerging topics before they become mainstream, you capture attention early and build ongoing interest.
Enhanced Engagement and Loyalty – Diversifying content formats beyond traditional blogs, such as videos, whitepapers, and case studies, can significantly improve user engagement and brand loyalty.
Earned Backlinks – Unique content often attracts backlinks more naturally, reducing the effort required to build them.
Shift your content research approach away from solely analyzing competitors. Embrace these fresh and unique methods to enhance content ROI.
Remember: Competitors aren’t always the best benchmark, and developing your SEO content strategies doesn’t have to rely on their approaches. While you can replicate competitor strategies to hit certain SEO targets, making a significant impact requires a more innovative approach. What do you think?