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Competitive Analysis: How to help your brand stand out in the marketplace

Clients love to learn more about their competition and how they compare in the marketplace.  They seek opportunities to stand out and connect with their audience to help promote not only why they are better than the competition, but ways to communicate and engage users based upon topics, features, and functionality.  

One of the first steps of any project should be intelligence gathering – otherwise known as competitive research.  In addition to gaining insights into competitors in the marketplace, it can also help bring more in-depth understanding of the topic, which can play an important role in preparing to speak with stakeholders, as well as conduct user research.  

In this presentation, Lisa Trager will share the process she has developed to provide a multi-point checklist of elements to compare, as well as the two deliverables that come out of this analysis: 1) Comparative Topics & Features and 2) Competitive Analysis.  

About Lisa Trager, Senior Content Strategist

For more than 15 years, Lisa has worked with Fortune 500 firms on content strategy and digital transformation.  She has led content strategy initiatives on both the client and agency side, which includes being former SVP, Director of Content Strategy for Publicis NA.  Her expertise includes working in the healthcare, pharmaceutical, financial, consumer goods, and government sectors where she has led initiatives to conduct research to better understand the targeted audience, as well as analyze the competitive environment to help highlight opportunities for differentiation in the marketplace. 

As an evangelist for content strategy and speaker at industry conferences, Lisa is also a contributing author to the book, The Language of Content Strategy on the topic of Search Engine Optimization. 


Take the Campus Drive exit off of Park Avenue [If you’re coming in from Rt. 24/Columbia Turnpike, this will be a right-hand turn into a jughandle]. Once on Campus Drive, turn right into the parking lot for 100 Campus Drive. There are guest parking spots on either side of the main driveway heading towards the building.

Enter through the main building entrance and follow signs for West Elevator Bank. Take the elevator to the 2nd floor.  Once you exit the elevator, turn left down the hallway.  Look for signs of the meetup at Logical Design Solutions.

If you'd like to take a train on the Morris-Essex line to Convent Station, let us know so we can arrange a ride from the station for you.

The session itself will be about an hour, preceded and followed by time to socialize.  We hope you will join us for what promises to be an informative evening.

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  • Lisa T.

    Just posted an article on doing a competitive analysis on LinkedIn. Check it out as a preview for our discussion next week!

    November 23

    • John C.

      Need a statement like "stakeholders are not users"

      4 days ago

    • jcvaughan

      Devils' Advocate / Context: Stakeholders ARE often useful SME's, champions, and advocates ... with substantial insight on usage. Sometimes they actually are users, - too - even if they are a 'special case'.

      4 days ago

  • Ellen B.

    Many thanks to Lisa for providing an inspiring talk that sparked lots of discussion. Lots of great insights on performing a competitive analysis. Who knew that spreadsheets were so exciting for so many of us? And thanks to everyone who was able to join us last night! For those who couldn't make it, we hope to see you next time. We'll be in touch as soon as we have information about our next meeting.

    2 · 4 days ago

  • John C.

    As usual, a great presentation by Lisa!

    1 · 4 days ago

  • jcvaughan

    Good nuts & bolts - excellent advocacy for "the power & value of spreadsheets in making your case"

    1 · 4 days ago

  • Gaye M.

    I am planning to come but I will be late. I work until 5:45 PM.

    November 26

    • Ellen B.

      We'll start with networking, so hopefully you won't miss any of the presentation!

      November 27

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