Let me paint a picture...
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Your boss shoots you a Slack message:

“Can you do some competitor analysis? We need a new way to stand out this year.”

So, you open a spreadsheet, load competitor websites, and start digging. Metrics, headlines, testimonials—line after line after line of data.

After a while, your focus blurs, and a familiar question creeps in:

"What am I actually looking for?"

It’s a scene playing out in marketing teams everywhere.

Here’s the truth nobody wants to hear: gathering data alone doesn’t give you an advantage.

Do all that work just to run an ineffective campaign, and now you’re not just questioning your process—you’re questioning your instincts.

Are you still building something meaningful, or just reacting to someone else’s playbook?

Competitive analysis isn’t about copying what works, it’s about understanding why it works.

It's about seeing your competition's' messaging as a map that reveals their strengths and their blindspots so you know when, where, and how to strike.

The hard truth about audience research

According to our recent findings, most content marketers admit they don’t conduct audience research “nearly enough.”

It usually boils down to three reasons:

1. We’re overworked.
2. It’s not a priority.
3. Even if we do it, applying the insights feels like a different skill set entirely.

What’s worse, some companies actively avoid talking to their customers. In these cases, individual marketers are left with few or no ways to conduct audience research.
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That's exactly why The 8 Layer Market Research Framework exists—to give you alternative ways to gather competitive intelligence, even if you don’t have direct customer access.

The next big question: What do I do with the data?

Here’s where most competitor analysis goes wrong: it’s not about copying what works—it’s about understanding why it works.

I’ve spent nearly 20 years in content marketing, and one framework keeps delivering results: Aristotle’s Rhetoric.

Most people call it the "art of persuasion." But I see it differently—it’s the art of making strategic choices. The choices you make when your audience encounters your content define whether they engage, convert, or scroll past.

This isn’t just another marketing theory—it’s a 2,300-year-old approach that works because it taps into how people actually make decisions.

Why you need this 2,300 year old framework

Here’s why using a time-tested structure changes the game:

• Great research is a differentiator. Poor competitive analysis is why so much B2B content sounds the same—and why many content programs struggle to prove their worth.
• It spots hidden patterns. Most companies analyze content as a whole, missing the key elements that drive real engagement and conversion.
• It establishes authority. By examining a competitor’s messaging through this lens, we often uncover authority gaps that can become your greatest differentiators.

How to apply Aristotle’s Rhetoric to your competitor research (3 lenses)

Want to know what separates surface-level analysis from insights that lead to action? It’s all about breaking things down.

By isolating content elements—logic, emotion, and authority—you can map the competitive landscape in ways your competitors don’t.

Lens 1: Logos (Logic)

How does the brand appeal to logic?

The foundation of great B2B content is cold, hard logic. Clever headlines and creative turns of phrase don’t matter if the reasoning behind the message is weak.

When analyzing competitors, look for the backbone of their arguments:

• Highlight their claims. Are the statistics recent, relevant, and properly contextualized?
• Separate logic from social proof. Testimonials are great, but they aren’t the same as actual data or case studies.
• Spot logical leaps. Are they making unsupported claims? Are feature comparisons fair and specific, or are they vague and biased?

Most competitors fall short here because they rely on broad statements with no solid evidence to back them up.

Lens 2: Pathos (Emotion)

How does the brand appeal to emotions?

Emotion drives action.

It bridges the gap between your audience’s pain points and your solution. Yet, after analyzing hundreds of pieces, I've seen a common problem: they either ignore emotional appeals altogether or overdo them, undermining credibility.

Here’s how to analyze emotional content:

• Look for missing emotions. One SaaS client’s competitor relied heavily on fear-based messaging. This left an opening for us to introduce hope-driven content, which improved conversion rates by 43%.
• Gauge emotional balance. The right emotional appeals can bypass logical objections—but they need to be authentic. Overpromising can backfire.
• Pay attention to language patterns. Is the brand tapping into FOMO, a desire for status, or a need for security? Are they doing so in a way that resonates?

There's a fine line to walk with emotional appeal, which is why the market research process is so critical to helping you find that balance.

Lens 3: Ethos (Authority)

How does the brand build credibility?

Authority isn’t declared—it’s demonstrated. Effective authority-building happens when content tackles real challenges head-on and offers valuable insights, not when a brand simply claims expertise.

Here’s how to evaluate a competitor’s authority:

• Detail shows expertise. Does their content demonstrate depth? Do they address specific customer concerns, or do they stay surface-level?
• Evaluate their testimonials. Do they feature vague quotes from generic “happy clients,” or do they highlight endorsements from credible experts?
• Catalog credentials. Are they using certifications, awards, or endorsements as trust signals—and how do those compare to your brand’s credibility markers?

The power of strategic choices

Understanding how competitors use logic, emotion, and authority reveals gaps you can exploit to create standout content.

For example, in one analysis, we discovered that a competitor over-relied on logical arguments while ignoring the emotional relief their product provided. By addressing both, our client built deeper connections and gained an edge.

This approach isn’t about copying—it’s about finding the gaps your competitors leave behind and filling them better.

Consistency across all content types

The beauty of this framework is its versatility.

Whether you’re reviewing landing pages, blog posts, or videos, these lenses give you a consistent way to analyze, refine, and outperform.

When you break down competitor messaging through the lenses of logos, pathos, and ethos, you get more than just a snapshot—you get a roadmap for crafting content that resonates.

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