The Curriculum

What the Program Covers

A structured online training program organized into modules that build on each other. Each module includes video instruction, written reference material, and a practical exercise.

How the program is organized

The program is divided into four tracks. Each track represents a distinct phase of the competitive analysis process. Tracks can be completed in sequence or revisited independently once the full program is done.

Track 1

Foundations of Competitive Content Analysis

Establishes the vocabulary, concepts, and mental models that the rest of the program builds on. Teams without prior competitive analysis experience start here. Teams with some background often find this track clarifies concepts they've been applying intuitively.

Modules in this track:

  • What competitive content analysis actually measures
  • Defining your competitive set (it's usually broader than you think)
  • Content types and how to classify what competitors produce
  • The difference between a content audit and a competitive analysis
Track 2

Mapping the Competitive Content Landscape

This track covers the systematic collection and organization of competitor content data. By the end, teams have a comprehensive, structured inventory of what their competitive space looks like. The work here is methodical and visual.

Modules in this track:

  • Building a content inventory without getting overwhelmed
  • Topic clustering: grouping content by theme and intent
  • Identifying coverage depth across competitor sites
  • Mapping audience signals in competitor content
  • Documenting format patterns and content structures
Track 3

Identifying and Evaluating Gaps

The core analytical track. With a mapped landscape, teams apply structured criteria to identify genuine gaps. Not everything absent is an opportunity. This track develops the judgment to tell the difference. It also addresses the multi-level nature of gaps: topic, audience, format, and depth.

Modules in this track:

  • Topic gaps: what subjects are absent or underserved
  • Audience gaps: which readers nobody is writing for
  • Format gaps: what types of content are missing
  • Depth gaps: where coverage is shallow across the board
  • Evaluating gap quality: opportunity vs. absence for a reason
Track 4

From Gap Map to Content Plan

Translates the analytical work into a practical, prioritized content plan. Teams leave this track with a completed gap map and a prioritization framework that connects identified gaps to real production decisions. The output is actionable, not theoretical.

Modules in this track:

  • Building your gap map document
  • Prioritization criteria for gap-filling content
  • Translating gap priorities into editorial calendar entries
  • Setting up a repeatable review cadence
What's Included

Each module includes more than video

Video Instruction

Each module includes a recorded video lesson. Videos range from 25 to 45 minutes and are captioned. They cover both conceptual explanation and demonstration of the analytical methods in practice.

Written Reference Material

Supplementary written guides accompany each video. These aren't transcripts - they're structured reference documents that teams can consult when running the analysis without replaying the videos.

Practical Worksheets

Every module ends with a structured worksheet exercise. Teams apply the module's method to their own competitive environment. These worksheets build progressively toward the final gap map output.

Lifetime Access

Enrollment includes ongoing access to all current modules and materials. When the program is updated to reflect changes in competitive analysis practices, enrolled teams receive the updates.

Content strategist reviewing a printed curriculum outline at a large wooden desk with coffee and notebooks
planning ahead
The Fit

Who gets the most from this program

The program is most useful for in-house content teams that already publish regularly but haven't developed a structured approach to competitive analysis. Teams that run on intuition alone or rely entirely on keyword tools without a broader analytical framework.

It's also well-suited for teams whose competitive environment has recently changed - new competitors entered the space, the industry shifted, or the company moved into a new content category.

Content teams at companies of most sizes can participate. The analysis method scales. The worksheets and frameworks work whether your team covers a narrow niche or a broad topic landscape.

Discuss enrollment

Have questions about the curriculum?

Reach out through the Let's Talk page or contact us directly. We're happy to discuss how the program fits your team's specific situation.

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