Techniques: competitor analysis
One useful technique to inspire improvements to your content is to carry out a competitor analysis. This involves assessing how direct competitors communicate similar content including:
- tone and language
- key messages
- format preferences
- content types
- content structure (information architecture)
A competitor analysis can range from a full report on several sites or just a few annotated screenshots highlighting good and bad points. The extent of this depends on how much time and resource you have for your new website or redesign project, but it is always worthwhile to do some kind of analysis. One of the main benefits is that it will really help you to break free of the Imperial bubble and think about your content from a different perspective. To illustrate this, I have included a couple of examples of basic competitor analysis that I have done at the bottom of this post.