Competitive Benchmarking Beyond Share of Voice

A simple benchmarking model that combines quality, narrative, and momentum.

Add a quality multiplier

Weight outlets by influence so a mention in a top-tier publication counts more than a low-reach blog.

Quality weighting prevents low-value volume from distorting the benchmark.

Measure message pull-through

Track whether key messages appear in coverage across competitors. This reveals who is shaping the narrative.

Pull-through often matters more than raw volume.

Track momentum, not just totals

A smaller competitor with rapid growth can be more threatening than a larger but flat competitor.

Momentum highlights shifts that leadership should respond to.

Include a short narrative

Explain why the benchmark moved. Include one or two external drivers such as market events or campaign launches.

Narrative ensures the benchmark is used, not ignored.