NextThought Competitive Content Gap Analysis

Data-Driven Strategy for Market Share Recovery
Prepared by LOCOMOTIVE | Moving you forward®

Executive Summary

The Challenge

NextThought holds only 6.3% market share while competitors dominate 93.7% of the competitive landscape.

283 Missing Content Pieces
3.3M Monthly Searches Lost
$26.7M Annual Market Value
-63.4% YoY Traffic Decline

The Opportunity

  • 283 content gaps representing 3.3M monthly searches and $26.7M in annual paid search market value
  • 20 underperforming pages at risk of losing 26K monthly searches
  • Low competition on many high-volume topics creates fast-win opportunities
  • Video expertise provides unique differentiation advantage

Competitive Landscape

Market Share Distribution

ELM Learning 56.0%
Blue Carrot 28.5%
Allen Comm 9.2%
NextThought 6.3%

Market Analysis

The competitive landscape reveals significant market dominance by key competitors. ELM Learning commands 52 of 89 content categories (58%), establishing thought leadership in cognitive theory, workplace training, and instructional design.

The Search Challenge: Prospective clients typically search for familiar solutions such as LMS platforms, eLearning systems, and training software. Currently, NextThought has limited visibility during these critical early research phases.

Traffic Decline Analysis

2,039 Peak Sessions (Feb 2024)
398 Current Sessions (Sep 2025)
-80.5% Decline from Peak
-63.4% Year-Over-Year (Q1)

AI-Powered Search Implications

Hypothesis: Limited content assets result in reduced AI training data and diminished AI-powered search visibility.

  1. AI models are trained on existing web content and knowledge bases
  2. Competitors maintain comprehensive content libraries covering 283 topics currently absent from NextThought's portfolio
  3. AI Overview features prioritize sources with substantial content depth
  4. Insufficient content creates visibility gaps in both traditional search results and AI-powered search experiences

Strategic Response: Developing a comprehensive content corpus addresses both immediate search visibility needs and positions the organization for emerging AI-powered search paradigms.

The Search Gap: 283 Missing Opportunities

Top 10 Highest-Volume Topics to Create

Rank Topic Monthly Searches Avg CPC Current Leader
1 Cognitive Theory in Education 1,204,410 $0.00 ELM Learning
2 Workplace Conflict Resolution 302,360 $0.63 ELM Learning
3 Code of Conduct Importance 298,570 $1.54 ELM Learning
4 Constructivist Theory 161,240 $0.00 ELM Learning
5 Inspirational Education Quotes 140,880 $0.03 ELM Learning
6 Employee Engagement Training 121,320 $8.61 ELM Learning
7 Video Storyboarding Templates 79,590 $3.79 Blue Carrot
8 eLearning Development Solutions 68,250 $16.59 ELM Learning
9 Training for Subject Matter Experts 61,440 $7.15 ELM Learning
10 Animation & Live Action Video 37,100 $3.74 ELM/Blue Carrot

Enterprise Audience Alignment

  • Cognitive Theory: Learning and Development directors researching evidence-based learning methodologies
  • Conflict Resolution: Human Resources leaders developing comprehensive training programs
  • Code of Conduct: Compliance officers identifying strategic content development partners
  • Employee Engagement: Vice Presidents of Talent Management exploring retention strategies
  • Storyboarding: Instructional designers conducting vendor evaluation processes

Content Gap by Funnel Stage

183 Awareness Stage Topics (65%)
86 Educational Topics (30%)
12 Consideration Topics (4%)
2 Retention Topics (1%)

Strategic Insight: Establishing Thought Leadership

Competitive analysis reveals substantial investment in awareness-stage content (65%) and educational resources (30%). This approach enables early relationship development with prospective clients. Decision-makers typically engage with numerous thought leadership pieces before entering active vendor evaluation.

Current Positioning Gap: NextThought's content strategy is optimized for prospects with established awareness of custom content solutions. However, most enterprise buyers initiate their research with broader queries such as "improving employee training effectiveness" rather than specific vendor searches for custom training video production.

Strategic Recommendations

Phase 1: Foundation and Immediate Optimization

Objective: Stabilize Current Performance and Capture Quick Wins

  • Optimize 20 existing underperforming pages representing 26,000 monthly searches
  • Target high-value, low-competition opportunities for accelerated ranking improvements
  • Integrate video content throughout existing assets to leverage core competencies
  • Deploy comprehensive schema markup implementation for enhanced search visibility

Expected Outcomes: 15-30% organic traffic increase, improved technical SEO foundation, enhanced user engagement metrics

Phase 2: Strategic Content Development and Market Positioning

Objective: Establish Thought Leadership and Capture Market Share

  • Develop 50 priority content assets focused on awareness-stage prospects
  • Establish authority through educational content before promotional messaging
  • Execute strategic redirect approach: intercept platform-focused searches, educate on custom solutions, convert to qualified leads
  • Build comprehensive content pillars: learning science applications, workplace training solutions, video production excellence

Expected Outcomes: 100-150% organic traffic growth, 40-50 first-page search rankings, measurable improvement in qualified lead generation

Phase 3: Market Leadership and Category Ownership

Objective: Achieve Category Leadership in Strategic Verticals

  • Establish market dominance in targeted categories: Video Production Excellence, Custom Content Methodology, Applied Learning Science
  • Develop authoritative long-form content including methodology frameworks and enterprise case studies
  • Implement video-centric content strategy demonstrating production capabilities through marketing materials
  • Address competitive white space opportunities unserved by current market leaders

Expected Outcomes: 200-300% organic traffic growth from baseline, 100+ first-page rankings, recognition as top-three industry resource in owned categories, enhanced brand authority

Existing Content to Improve (20 Pages)

Performance Assessment: Analysis identifies 20 existing pages with optimization opportunities, collectively representing 26,020 monthly searches and an average cost-per-click of $11.90, indicating substantial commercial value.

Top 5 Pages Needing Immediate Improvement

Topic Monthly Searches Avg CPC Status Fix Required
2D vs 3D Graphics 8,350 $0.00 Ranking but not dominant Add case studies, video examples, when-to-use guide
Educational & Training Video Production 3,150 $9.06 Losing to Blue Carrot Add service comparison, pricing guide, portfolio examples
Corporate Training Video Production 2,140 $25.70 Service page needs depth Add "Complete Guide" section with educational content
Understanding TV Commercial Spots 1,510 $10.28 Thin content Expand with pricing, timeline, examples
Video Production Timeline 1,360 $2.40 Outdated (2017) Update with 2025 processes, add interactive timeline

What Winners Are Doing Differently

Element Blue Carrot NextThought Gap
Content depth 3,000+ words 800-1,200 words Thin content
Visual examples 10-15 per article 2-3 per article Needs portfolio
Video embeds Every article Occasional Ironic for video company!
Schema markup Comprehensive Basic SEO disadvantage
Internal linking Pillar/cluster model Ad hoc No content architecture
Update frequency Refreshed quarterly Static since 2017 Outdated content

Execution Roadmap & Resource Requirements

Content Production Roadmap

30 Content Assets (Phase 1)
130 Content Assets (Phase 2)
200 Content Assets (Phase 3)
360 Total Content Portfolio

Resource Requirements

Recommended Operational Model

  • Internal Resources: Content Strategist and Video Production Lead (leveraging existing video production capabilities)
  • External Partners: Senior Content Writer and Supporting Writer (agency partnership or specialized freelance resources)
  • Consulting Support: Technical SEO Specialist (fractional engagement)

Estimated Investment: $150,000-$250,000 annually

Success Metrics and Performance Indicators

Critical Success Factors

Critical Implementation Factors

  1. Executive Sponsorship: Sustained leadership commitment required as full results typically manifest over 12-24 month implementation period
  2. Resource Dedication: Assigned team capacity with protected budgetary allocation, distinct from ad-hoc resource assignment
  3. Content Excellence: Strategic emphasis on depth and quality rather than volume; authoritative content outperforms high-volume mediocre output
  4. Production Discipline: Consistent monthly content development cadence essential for algorithmic recognition and sustained momentum
  5. Sales Integration: Content strategy alignment with sales methodology and prospect engagement processes
  6. Performance Governance: Structured monthly performance reviews and quarterly strategic refinements based on data insights
  7. Competitive Intelligence: Ongoing monitoring and rapid response to competitive content initiatives and market shifts

Final Recommendations & Next Steps

Executive Summary of Findings and Opportunities

Current Market Position:

  • NextThought maintains 6.3% competitive market share compared to 93.7% held by primary competitors
  • Organic traffic has declined 63% year-over-year, directly correlated with content portfolio gaps
  • Limited visibility across 283 high-value search topics representing 3.3 million monthly searches
  • Competitors have established systematic search dominance across major content categories

Strategic Opportunity:

  • $26.7 million in annual market value associated with missing content topics
  • Favorable competitive conditions on numerous high-volume topics enable accelerated market entry
  • NextThought's established video production expertise provides significant differentiation opportunity
  • Strategic redirect methodology: intercept platform-focused searches, provide educational value, convert prospects to custom solution awareness

Success Definition:

  • Recovery to February 2024 organic traffic baseline with 200-300% subsequent growth
  • 100+ first-page search rankings across strategically targeted keyword portfolio
  • 50-75% increase in qualified organic lead generation
  • Market recognition as top-three authoritative resource in four owned content categories
  • Comprehensive content foundation positioning organization for AI-powered search visibility

Recommended Initial Actions

  1. Executive Alignment: Present comprehensive analysis to leadership team, secure multi-phase strategic commitment and budgetary authorization
  2. Team Configuration: Recruit or assign dedicated Content Strategist, establish partnership agreements with senior content development resources for Phase 1 implementation
  3. Phase 1 Activation: Prioritize optimization of 20 underperforming pages, identify high-probability ranking opportunities for immediate development
  4. Infrastructure Development: Establish editorial calendar framework, implement content workflow processes, deploy performance tracking dashboard
  5. Competitive Intelligence System: Configure automated competitor content monitoring, establish weekly ranking tracking protocols

Phase 1 Performance Review

Key Performance Indicators for Assessment:

  • Organic traffic trend analysis (decline mitigation and reversal indicators)
  • New search ranking achievements (validation of optimization strategies)
  • Content production velocity (alignment with Phase 1 production targets)
  • Resource effectiveness (team capability and capacity assessment)

Strategic Decision Point: Evaluate Phase 1 outcomes to inform Phase 2 approach refinements and resource allocation adjustments

Appendix: Data Summary

Competitive Gap Analysis Overview

Market Share Breakdown

Methodology

This analysis was conducted using John McAlpin's Revenue-Backwards Framework:

  1. Start with business outcome (win Fortune 1000 contracts)
  2. Show conversion path (thought leadership → consultation → custom contract)
  3. Document pages involved (educational content → service pages → case studies)
  4. Identify traffic sources (missing 3.3M monthly searches = missing prospects)
  5. Trace keywords (what F1000 decision-makers search before buying)

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