Cutting through the noise in SEO isn’t about copying competitors—it’s about understanding what actually works and why. If you’re a content manager, strategist, or curious writer tired of fluffy “insights” and SEO dashboards that tell you nothing useful, this guide is for you. We’ll break down how to use MarketMuse to analyze competitor content, find real gaps, and turn that into stuff you can actually use—without falling for every shiny feature along the way.
Why Bother with Competitor Content Analysis?
Let’s be honest: most “competitor analysis” is just a fancy way to say “look at what the top results are doing and try to do the same.” That’s lazy and usually leads to mediocre content. Smart analysis isn’t about copying; it’s about spotting what’s missing, what’s overdone, and where you can actually beat the competition.
MarketMuse promises to help by showing you how topics are covered, where there are gaps, and what “authority” looks like for your space. Sometimes it works well. Sometimes the tool spits out a lot of noise. The trick is knowing what to trust—and what to ignore.
Step 1: Pick the Right Competitors (Don’t Let the Tool Decide Everything)
Before you even open MarketMuse, know this: the “competitors” MarketMuse suggests are just the top-ranking pages for your target keyword. Yes, that’s a decent starting point, but just because something ranks doesn’t mean it’s your true competitor.
What actually matters: - Direct competitors: Sites like yours, targeting the same audience. - Content type: If you’re writing a product page, ignore blog posts ranking for the term. - Authority: Don’t get distracted by outliers like Wikipedia or huge media sites if you’re a niche player.
Pro Tip: Copy-paste URLs of actual competitors you care about into MarketMuse, not just whoever’s ranking #1.
Step 2: Run a Topic Model, But Don’t Take It as Gospel
MarketMuse’s Content Analyzer will spit out a “topic model” for your keyword. This is basically a fancy way of saying: here are the concepts showing up most often in the top-ranking pages. It’ll give you a list of “related topics,” suggested word counts, and “Content Scores.”
Here’s what’s useful: - Topic coverage: See which subtopics are everywhere, and which are missing from some competitors. - Content Score: Use this as a rough benchmark, but don’t obsess—sometimes the “highest” scoring content is unreadable.
What to ignore: - Word count targets: The tool loves long content. If your audience wants quick answers, don’t pad for the sake of it. - “Optimization Scores”: These can be gamed. Focus on real substance, not just hitting every suggested keyword.
Step 3: Dig Into Competitor Pages—Don’t Just Look at Scores
Click through to read the actual competitor pages flagged by MarketMuse. The tool gives you a pile of numbers, but numbers don’t tell you if the content is actually useful, readable, or trustworthy.
What to look for: - Depth: Are they skating the surface, or do they actually answer the hard questions? - Structure: Is there a clear flow, or is it keyword soup? - Trust signals: Are they citing sources, using expert quotes, or just regurgitating the same info as everyone else? - Visuals: Are images, charts, or examples adding value—or just filling space?
Don’t get lazy: If everyone just parrots the same points, that’s your chance to stand out by adding something new.
Step 4: Spot the Gaps—This Is Where the Gold Is
This is the real value in competitor analysis. You’re not looking for what’s already there—you’re hunting for what’s missing.
How to find gaps with MarketMuse: - Topic Gaps: Look for related topics MarketMuse lists that competitors barely cover or skip entirely. - Perspective Gaps: Maybe everyone’s quoting studies, but no one’s giving hands-on advice. - Format Gaps: Are long articles dominating, but nobody offers a checklist, video, or infographic?
Example: If all competitor guides talk theory but skip “how-to” steps, that’s your opening to create something actually helpful.
Step 5: Prioritize Actions—Don’t Try to Fix Everything at Once
MarketMuse will give you a long list of “opportunities.” You don’t need to chase them all. Focus on a handful that are: - Relevant to your audience - Realistic for your resources - Likely to move the needle (traffic, leads, authority, etc.)
Be ruthless: - Ignore “gaps” that don’t fit your brand or expertise. - Don’t waste time chasing every keyword suggestion. Pick the ones that make sense.
Quick Prioritization Matrix: | Opportunity | Relevance | Difficulty | Potential Impact | |-------------|-----------|------------|-----------------| | Add expert insights | High | Medium | High | | Cover obscure subtopic | Low | High | Low | | Add real-world examples | High | Low | Medium |
Step 6: Turn Insights Into Actionable Content Briefs
Now, actually use what you’ve learned. Build a content brief for yourself or your writers that’s more than just “include these keywords.”
Include: - Primary goal: What’s the main takeaway or action for the reader? - Key topics to cover: The essentials from MarketMuse, plus any gaps you spotted. - Unique angle: How will your piece stand out from the competition? - Format recommendations: Lists, how-tos, charts—whatever the competitors missed. - Sources & examples: If competitors never cite real data, find some.
Remember: A good brief is specific, not just “make it better than the competition.”
Step 7: Review & Iterate—Don’t Trust Any Tool Blindly
Once your content is live, don’t just sit back. Check how it performs—MarketMuse will show you new competitors, new gaps, and how you stack up.
What’s worth tracking: - Actual rankings and traffic: Not just Content Score. - Reader feedback and engagement: Are people staying, sharing, or bouncing fast?
When to update: - If a new competitor pops up with something genuinely better, learn from it—but don’t just copy. - If you spot a gap in your own coverage, update your content.
What Works, What Doesn’t, and What to Ignore
Works: - Spotting topic gaps and thin spots in competitor content. - Building better briefs based on real analysis, not just guesswork. - Prioritizing fixes that actually matter.
Doesn’t work: - Blindly chasing every keyword or suggested topic. - Trusting word count recommendations over your audience’s needs. - Thinking higher “optimization” scores = better content.
Ignore: - Overly technical metrics unless you know why they matter. - Template advice that doesn’t fit your brand or goals.
Keep It Simple, Iterate, and Don’t Overthink It
There’s no magic bullet in competitor analysis. Tools like MarketMuse can help you spot real gaps and opportunities, but they don’t replace actual thinking. Start simple: pick the right competitors, look for what’s missing, and use that to guide your content. Test, tweak, and improve over time. That’s what gets results—not obsessing over every last metric or chasing the latest SEO fad.