On this step, we take a look at the quantity of our competitors' content. Do they have several hundred blog posts or a small handful? Are there five white papers and just one ebook?

Next, we determine the frequency of these content assets. Are they publishing something new each week or once a month? How often does a new ebook or case study come out?

Chances are, if we come across a robust archive of content, our competitor has been publishing regularly. Depending on the topics they're discussing, this content may help us hone in on their lead generating strategies.

From there, we should move on to evaluating the quality of their content. After all, if the quality is lacking, it won't matter how often they post since their target audience won't find much value there.

When analyzing our competitor's content, we need to consider the following questions:

How accurate is their content?
Are spelling or grammar errors present?
How in-depth does their content go? (Is it an introductory level that just scratches the surface or more advanced topics with high-level ideas?)
What tone do they use?
Is the content structured for readability? (Are they using bullet points, bold headings, and numbered lists?)
Is their content free and available to anyone or do their readers need to opt-in?
Who is writing their content? (In-house team? One person? Multiple contributors?)
Is there a visible byline or bio attached to their articles?

As we continue to scan the content, we need to pay attention to the photos and imagery our competitors are using.

Do we quickly scroll past generic stock photos or are we impressed by custom illustrations and images? If they're using stock photos, do they at least have overlays of text quotes or calls-to- action that are specific to their business?

If their photos are custom, are they sourced from outside graphic professionals or do they appear to be done in-house?

When we have a solid understanding of our competitor's content marketing strategy, it's time to find out if it's truly working for them.

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