Content research: find your opportunities

Content research is widely used to find opportunities in the business.

There are several tools used in the process:

  • social listening
  • competitor analysis
  • content audit




Social listening

It is a method of tracking online conversations. Tracked can be keywords, phrases or topics; allowing the interested brand to gain key insights from the audience. Social listening allows not only to identify opportunities, but also spot potential risks and threats and understand the position of the brand in virtual universe.

Tools used for social listening: Hootsuite, Talkwalker, SocialMention, Meltwater, K-Matrix, SocialPower

Competitor analysis

Competitor analysis brings following advantages:

  • help spot your own content gaps
  • helps to define the content for your ideal audience
  • identifies points of innovation
  • negates clashes of ideas or content

Specifically, to analyze a competitor, following parameters should be taken into consideration:

  • customer feedback
  • content development calendar
  • rankings on search engines and back links
  • optimization of the website
  • tone of voice
  • social followers
  • adoption of new formats
  • new inspirations

An example of competitor analysis is TweetReach (paid), where analysis of:

  • search query
  • reach
  • exposure
  • tweet types
  • tweet activity
  • top contributors
  • top tweets
  • contributors
  • tweets timeline

gives a complete and clear picture of the competitor’s actions. Another option is BuzzSumo (paid as well).

Similar, although not such deep analysis can be done through free TweetDeck.


Content audit

Consists of reviewing content performance, setting rolling objectives, implementation of key learnings and optimization and improvement. Content audit should be done by following these points:

  • review of KPI and objectives
  • establishing benchmarks
  • inventory of content (forms and types)
  • definition of current audience segments
  • performance of the website and UX (user experience)
  • review of the social platforms
  • analysis of the tone / language used
  • social listening

Content reports

Establishing content reports is a good practice in content improvement. They allow to follow what is happening with the content on the month-to-month basis, using the key metrics, promoting the most successful content, removing the least successful content, application of learnings and a general aligning of business activities.