What’s their tagline?
How much activity is there on their marketing channels? Think about things like blogs, social media, webinars, eBooks, emails, podcasts, newsletters, etc.
What types of content are in their three most important channels? I.e. thought leadership, practical how-to’s, product-oriented, etc.
What kind of marketing approach do they take? Do they target their industry as a whole? Or do they use account-based marketing (ABM)?
What kind of topics do they talk about? And what kind of keywords do they bid on?
Tip: a spike in previously uncovered topics could be a clue they’re bringing out something new.
Do they get much engagement?
How effective is their social reach? Split this by channel - i.e. Facebook, Twitter, LinkedIn, Instagram, etc.
What are they saying in their press releases, paid campaigns, events, etc?
Do they have any partnerships? If so, who with?
Do they run events? And/or attend tradeshows?
How does their organic ranking compare to yours?
How would you describe their website’s visual identity? Have they recently had it redone?
Do they have any cool tools, calculators, quizzes, apps, etc.?
Do they currently or have they recently ran any competitions or campaigns?