Sep 5, 2025
Visit any B2B tech conference and you will hear the same buzzwords over and over again: "scalable," "innovative," "reliable partner." Does that sound familiar?
This is exactly where AI can make a difference. By scanning competitors' messaging and content using AI, you can quickly identify:
Overlap → where your story risks blending in.
Gaps → topics that no one else is claiming.
White space → opportunities to own a message before others catch up.
Here’s how to set up your own AI scanner to map your competitors' messaging:
Step 1: Collect materials
Competitors' press releases (last 12 months)
Blogs & LinkedIn posts
Reports or earned media such as newspaper articles
Your own recent press releases & web copy
Save these as text files or URLs.
Step 2: Create a simple Custom GPT or project space
Use this prompt as a starting point:
"TASK: Compare messaging and content themes between these companies.
Extract recurring keywords, phrases, and claims.
Group them into 5–7 main themes.
Highlight where our company overlaps vs. differs.
Identify white space: themes that competitors mention rarely or not at all.
Present results as a table: Competitor | Key Phrases | Themes | Notes."
Step 3: Apply the Messaging Map framework. Then ask GPT to classify the results according to this simple four-quadrant model:
X-axis = Usage Frequency (low / high)
Y-axis = Differentiation (generic / unique to us)
Here’s how to interpret the matrix:
Upper right = crowded space (avoid).
Lower right = strong differentiators (double down).
Lower left = white space (claim early).
Step 4: Translate to PR strategy
Update your content and press materials to win white.
Adjust pitch angles to avoid crowded themes.
Tailor tone and word choice so that you stand out from competitors.
💡 Takeaway: AI will not write your story for you. But it can help you quickly pinpoint where you can stand out and where it is crowded in terms of messaging.