Session Details

Stay Ahead of the Curve: Conducting a Competitive Web Content Analysis

#MCS9 Marketing, Content, and Social Strategy Track

Room 101C


In order to make informed decisions about your website, you need an understanding of what content you have and whether or not it’s any good. Hello, content audit! But how do you know if your findings are appropriate, if your recommendations will work, and if your new-and-improved content will put you ahead of the competition? Hello, competitive analysis! A competitive analysis of web content is an assessment of competing websites based on your content goals. Your assessment criteria might include branding, usability, accessibility, information architecture, or any other element of your web content strategy. In this session, learn how to evaluate what web elements work well for other higher ed institutions, what problems you want to avoid, and how you can innovate. There are many examples of great content in higher ed, but there are just as many examples of poor quality content. A competitive analysis will help you stay on the winning side.


Rick Allen
Content Strategist, Meet Content

Rick Allen has worked in higher education for over twelve years helping to shape web communications and content strategy. As co-founder of Meet Content, an online resource dedicated to content strategy in higher education, Allen works with higher ed institutions to plan for, create, publish, and govern effective web content.

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