If you’re running or managing a B2B content team, you already know there’s no shortage of software promising to “revolutionize” your workflow. But most of us don’t need a revolution. We need tools that actually help us do the work—faster, smarter, and with less headache. This guide is for anyone comparing Frase with the sea of other go-to-market (GTM) software aimed at content teams.
I’ll walk you through how to compare these platforms without buying into the hype, what to actually test, and how to make a decision you won’t regret in six months.
Step 1: Get Clear on What You Actually Need
Before you start demoing tools or building comparison spreadsheets, take a beat. There’s a reason so many content teams end up with bloated tech stacks nobody wants to use: they buy for features, not for fit.
Ask yourself (and your team): - What isn’t working in our current process? - Where are we actually losing time or quality? (Be specific: “briefing takes too long,” “SEO research is a slog,” “publishing is a bottleneck.”) - What tools, if any, are we already paying for that overlap?
Pro tip:
Write these problems down. If you can’t trace a tool’s value back to a real problem, it’s probably not worth your money.
Step 2: Know What Frase (and Its Competitors) Actually Do
If you’re looking at Frase, you’re likely trying to solve for one or more of these: - Content research (what to write about, how to structure it) - Brief creation - On-page optimization (helping your content rank) - AI-powered writing and outlines
Most B2B GTM content tools talk about some or all of these, but the devil’s in the details. Here’s the honest breakdown:
What Frase Does Well
- Topic research: Quickly analyzes top-ranking pages and suggests topics, questions, and headers.
- Content briefs: Fast, semi-automated brief creation; decent starting point for writers or strategists.
- On-page SEO optimization: Real-time scoring and suggestions as you write or edit.
- AI writing tools: Generates outlines, paragraphs, and intros.
Where Frase Falls Short
- Workflow management: It’s not a project manager. Don’t expect kanban boards or content calendars.
- Team collaboration: It’s okay for sharing briefs and docs, but not built for big teams with lots of stakeholders.
- Integrations: Decent, but not best-in-class—especially if you rely on niche tools or custom workflows.
What Competitors Might Do Better (or Worse)
- ClearScope/MarketMuse/SurferSEO: Deeper SEO analysis, often at a steeper price. May lack AI writing features or slick brief templates.
- Content workflow tools (Asana, Trello, Monday.com): Great for project management, but won’t help with content research or optimization.
- All-in-ones (HubSpot, SEMrush, Contentful): Tons of features, but often overwhelming and pricey. You’ll pay for a lot you don’t use.
Ignore:
Shiny AI features that just spit out generic content, and “collaboration” tools that are really just glorified Google Docs.
Step 3: Make a Simple Comparison Table (and Stick to It)
It’s easy to get lost in endless feature checklists. Instead, build a simple table focused on your “must-haves” and “nice-to-haves.” Here’s a framework:
| Feature | Frase | Competitor 1 | Competitor 2 | |------------------------|-------|--------------|--------------| | Topic research | ✅ | ✅ | ❌ | | Brief creation | ✅ | ❌ | ✅ | | On-page SEO optimize | ✅ | ✅ | ✅ | | AI writing assistance | ✅ | ❌ | ✅ | | Workflow management | ❌ | ✅ | ❌ | | Price (per month) | $ | $$ | $$$ |
Tips: - Don’t overcomplicate it. Limit your table to 6–8 line items. - If you see a feature you’ll never use, don’t count it.
Step 4: Test the Tools with a Real-World Workflow
Demos and sales pitches are fine, but they rarely reflect your actual day-to-day. The fastest way to know if a tool is worth it? Run a real project through it.
How to test: 1. Pick a recent project—something you’d actually do next month. 2. Set up your workflow in each tool: research, brief, draft, optimize, share. 3. Time each step and note any friction (“This took 3x longer in Tool A” or “Tool B made my life easier here”). 4. Get feedback from everyone who’d use it, not just the person making the buying decision.
What to look for: - Does the tool save you real time? - Are the insights any better than what you’d get from Googling? - Is the AI actually useful, or just filler? - Will your writers and editors want to use it?
Pro tip:
If the tool feels clunky or you need a bunch of workarounds, it’s not going to get better with “training.”
Step 5: Weigh Price Against Actual Value
B2B software pricing is famously opaque. Some vendors will try to wow you with “unlimited seats” or “enterprise support,” but look past the sales pitch.
Questions to ask: - Is there a free trial or pilot period? - Are there usage caps (number of briefs, AI words, etc.)? - Will the price go up if your team grows? - Are you paying for features you don’t need?
Reality check:
The cheapest tool isn’t always the best value, but overpaying for features you’ll never use is just as bad.
Step 6: Don’t Forget About Support and Community
It’s not sexy, but support matters. If you get stuck, will someone actually help—or will you be left digging through outdated help docs?
Compare: - How fast does support respond? - Is there a user community or forum? - Are updates and bug fixes regular (and useful)?
Pro tip:
Try reaching out to support before you buy. How they handle your question tells you a lot.
Step 7: Ignore Hype, Focus on Adoption
A tool that nobody on your team actually wants to use is a waste—no matter how slick the features. Change is hard, especially if your writers are set in their ways.
How to get buy-in: - Let your team try the tool and give unfiltered feedback. - Don’t force adoption just because you’ve paid for it; be ready to ditch a tool that doesn’t stick. - If your team keeps defaulting back to Google Docs or spreadsheets, your “solution” isn’t solving anything.
Summary: Keep It Simple and Iterate
There’s no magic bullet in B2B content software. Focus on the 2–3 things that really matter for your workflow, test honestly, and ignore the bells and whistles. Make a choice, use it, and don’t be afraid to change your mind if it’s not working.
Your content team doesn’t need more tools—they need the right tools. Start small, stay skeptical, and remember: simpler is usually better.