Keeping up with competitors' marketing and thought leadership activities is essential. Here's how to get started with benchmarking for content marketing.
Content benchmarking is important and relatively easy to do. Most (though surprisingly not all) competitors and industry players equip their sites with RSS feeds. An initial time investment to set up a reader for automatic updates takes the legwork out of the equation.
When analyzing what's been produced, it's useful to start with who's saying what, and how they say it. That can generate ideas on new tactics, formats, positioning etc.