Positioning analysis of Jasper.AI vs Scalenut using SmokeLadder

There are 4 key factors that might drive you to shift your positioning:

1. You learned something new about your customer’s needs (aka. Jobs to Be Done)
2. Your products or services have changed (new features, new offering, etc.)
3. The competitive landscape has shifted or evolved.
4. Market conditions have shifted or evolved.

A prime example of (4) is Google’s latest update to penalize sites that abuse AI generated content.

And for all the generative content products out there that have been leaning hard into a value prop around:

Automatically publish mass content in minutes!

…this needs real attention.

Some brands in the space like Jasper had already been building a position that focuses on AI as a tool to elevate work rather than automate it away.

Their message of “better outcomes, not just faster outputs” strikes a great balance.

But other players in the “one click to create thousands of articles in seconds” boat will need a hard pivot asap.

Again, it’s not that AI assisted content is going away it’s that it requires a shift in how some of these products position their tools and teach customers the right way to use them.

In my latest episode of From 10 to Win, I look at how the SEO-focused AI copilot product Scalenut could adjust part of their positioning around this point.

Specifically I dig into an important point of value that applies to this market shift:

Reduce Risk

Video Transcript:

In this episode we’re looking at AI Copilot platforms to see how these two brands, Jasper.AI and Scalenut are each positioning themselves in the face of the shifting landscape of generative AI content.

Website messaging and positioning reviews of Jasper.AI and Scalenut

We can start off by looking at Jasper’s homepage here. They’ve got their big headline marketing revolutionized by AI.

It’s a little broad for my taste. I would rather it have something a bit more specific about how they do that. But I do like their sub headline here where they talk about the tool being for enterprise marketing teams who want better outcomes, not just faster outputs, This is an idea that they’ve been leaning into for a while. And I think at this moment in time, it’s particularly important with some of the the shifts around Google and their algorithm, which we’ll talk about more in a few minutes.

Let’s jump over to Scalenut’s homepage.

We can see their rotating headline here, scale traffic, scale conversions, scale demand from search, Scalenut’s value prop really centers around being an SEO tool. You can see their sub headline AI co pilot that powers the entire SEO content life cycle.

Jasper.AI vs Scalenut – SmokeLadder Positioning analysis

Let’s compare and contrast Scalenut with Jasper.ai.

And this chart is showing us the the fingerprint of each of these sites, their fingerprint of value, If we move left to right, we can see some points where in orange, scale nut is a little higher, generate revenue, inform, marketability, And then the blue, we can see some points where Jasper scored higher, integrate, come over here, reduce effort, reduce risk, to point, I wanna come back to you in a minute. If we scroll down, we can see all the descriptions for both sites, why they got their individual scores.

And then down here are the highlight points.

So on the left, we’ve got the the points where Scalenut had the best best separation from Jasper dot ai. Which are their strengths. And then in the red, the weaknesses are essentially where Jasper scored higher or had more separation from ScaleNut.

So Jasper or sorry, Scalenut strengths reach marketability, scalability, generate revenue, These all align with their value prop around SEO organic content, organic reach, And then Jasper has some strengths around integrate and reduce risk. So this was a point that I really wanted to call out because At a time, like we’re saying, where Google is really shifting how they treat AI generated content, they just recently re released a big update around this. And specifically, they are going to be punishing in a sense, sites that lean too heavily or abuse AI generated content.

Where Scalenut has opportunities to improve and win

And I think this is something that these brands, both Jasper and Scalenut and a bunch of other companies really need to take note of and think about how they talk about this point.

A lot of times we think about reduced risk being a little more focused around things like security. But in this case, reducing risk might mean how does the the company help protect brands from abusing certain types of content that might get them in trouble with with Google or other search platforms.

Let’s jump back over to Jasper site for a second because I wanna just take a quick look at one of the ways that they address this If we come down here, we can see they put this really nice emphasis around how they integrate your brand’s positioning, your company’s strategy, voice and style guide, all things to help create content that’s very specific to your brand and not just generating, generic stuff that you would put out, that you would essentially just automate and publish and potentially then get in trouble for.

I wanna come over now to ScaleNut site.

Again, their their whole focus here is around scale and reach and we can come down here. They’ve got some impressive stats, five million SEO blogs created. That’s a lot.

And then walking through some of their features around the SEO platform, how they help you create SEO content that ranks, auditing, analysis, But this is the piece I really wanted to focus in.

Write SEO friendly blogs in less than five minutes.

This is the type of message that I would be concerned about, and this is where I think that reduced risk message or point of value really comes into play where a brand or product like ScaleNet needs to be thinking about how their customers might inadvertently or intentionally abuse some of these tools and end up hurting them, you know, in SEO and organic reach, the exact thing that they’re trying to provide value around, they might end up giving them tools and actually hurt them in the long run.

So I think a brand like scale that really needs to think about their positioning in this case, and take some notes from a brand like Jasper and see how they’re talking about these things in a maybe a slightly more safe or responsible way, and just help guide your users, help guide them to understand that These tools can all be extremely powerful, but let’s think about how they can elevate the work and not just automate the work. So that’s that’s kind of like the big takeaway here is I think they they could focus a little more on this reduced risk value point to to really help improve their positioning at this exact moment in time. Where the market is shifting and the rules are shifting and how Google and search handles AI content is shifting.

These are just some initial thoughts.

Take a look on on our site and analyze your own site, analyze some competitor site, see if you can uncover some some places in your own positioning to help you better take on a market leader.

Go analyze a website!
Your positioning will thank you.

Positioning analysis of Intercom vs Podium using SmokeLadder

Strong positioning shows customers you have a *specific* pov into their needs.

That specificity does two key things:
1) It shows that you understand their needs on a deep level, which builds trust
2) It creates separation from other solutions, which makes you memorable

When you don’t do this, you end up with a broad, generalized position that overlaps with competitors and dumps you onto the giant pile of forgettable solutions.

The extra sneaky thing is that a broad position will often sound totally fine on paper.

It may even be backed up by customer research.

It’s not wrong it’s just not as effective.

Video Transcript:

In this episode we’re looking at Customer Support platforms to see how the brand Podium could sharpen their positioning to take on a market leader, like Intercom.

Website messaging and positioning reviews of Intercom and Podium

First we’ll look at intercom’s website, their homepage, Big headline, the only AI customer service solution you need. They’re really leaning into some of their new AI tools.

And the support for that, getting more done faster with our AI enhanced workspace, big play here around efficiency, reducing effort, pretty much what AI is built to do.

And really suits a company that has a lot of customer support issues. So that makes a lot of sense.

Let’s jump over to podium site, see what they’re saying, their headline, get more leads, make more money, beat your competition.

Also have their powered by AI in here, which is kind of mandatory these days.

But their focus here a little bit more on the revenue generation growth side of things. But if we come down here, we can see they do also talk about simplification, reducing effort for for customers.

Alright. Let’s take a look at our app. Here’s our home page. Find out exactly where your B2B rank can win. That’s what we’re aiming to do.

Jumping into the app, we can see we’ve analyzed both sites. We’re looking at podium site first. Their total positioning score built off of the value they provide on one side and then differentiation on the other side.

First, we’ll look at value.

We analyze every site on these twenty four points of value scale on a scale of one to ten. On the far side, right side, we can see which points they scored the highest in. We have save time, simplify, connect, reach, reduce effort, responsive.

All things that definitely correlate to customer support platforms. So that’s that all makes sense.

Let’s come into the differentiation tab.

First, we can see how they compare against category averages. So other customer support tools. And we can see some separation here for podium, which is good. The highlight points down here at the bottom generate revenue, ties directly to their their big headline. That makes sense. Reach, being able to expand and grow connects to customers saving time.

Let’s come down and see how they compare though against intercom.

Podium vs Intercom – SmokeLadder Positioning analysis

This chart here is showing us the comparison between intercom scores and podium scores, podium in the orange intercom in the blue turquoise color.

If we move left to right, we can see points where they’re pretty similar like connects. We can see points where intercom actually has some advantages and separation like organize and some points where podium has some slight advantages. If we come down to the bottom, we can see also here the descriptions of why they got the scores they did.

And down here, we can see Where did podium have the most separation from intercom? That was around generate revenue, reach, reputation, marketability, and intercom podium’s weaknesses being intercom strengths.

We have configurable innovation, totally makes sense again with their with intercom’s big push around AI and organization.

So this all makes sense, but it’s not It’s not that podium doesn’t have some advantages here, but I don’t necessarily think they’re leaning in as hard as they could into a few specific points.

Where Podium has opportunities to win

If we come over here, we can see this point connects where they scored fairly well, but pretty much even with intercom, responsive, pretty much even with intercom and vision.

These are the three points I want to focus on. And I wanna come back over to podium site for a minute because they are telling part of their story with their messaging, but they’re also complimenting that with some of the visuals they use, and they really focus on a lot of visuals of small local businesses.

And what’s important here to think about is rather than intercom’s, position that that’s focusing on efficiency and using AI to organize and handle hundreds or thousands of customer support tickets, Podium’s focus here is more on small businesses and I think they would be better off rather than trying to lean into strictly, kind of a similar type of promise or position as intercom around efficiency and vacation and thinking a little bit more about connects, thinking about responsiveness. With a small business, it’s a little bit less about volume and the organization of dealing with all these different tickets and support requests, or or sales inquiries, and it’s I think more about the personal connection and recognizing that every single customer really matters when you’re small business.

And you wanna be able to reach them as soon as they as soon as they reach out to you, you wanna be able to connect with them. And you need to build strong connections with them, personal connections with them. So I think that those points around connects and responsiveness are even more important given who they seem to be targeting, which is which is our small businesses. The last point that I think they could emphasize a little more vision.

Again, with small businesses, the vision of the company is going to be very emotionally connected, I think, to the to the business owner.

And being able to touch on that point and and emphasize that they really understand small businesses and and business owners I think could really play to their advantage and build a little bit of more of an emotional connection with those people.

Those are just some ideas that I think that could help podium set themselves apart. I think they’re on the right track. They’re focused on small businesses. I just think their position and their message could be even stronger. To emphasize how they’re the perfect solution for that kind of customer.

These are just some initial ideas. Hope this was helpful. Hope this spark some ideas and take a look at our app, try it out with your own website, look at some of your competitors and see how you could take on your own market leader.

Go analyze a website!
Your positioning will thank you.

Positioning analysis of SurveyMonkey versus Alchemer using SmokeLadder

Your positioning is only as good as your ability to communicate it.

In other words, you may have a crystal clear position with strong points of differentiation – but if your messaging and website don’t convey that your customers will never know.

Video Transcript:

In this episode we’re looking at Enterprise Survey Platforms to see how challenger brand Alchemer can improve their positioning to take on market leader, SurveyMonkey.

Website messaging and positioning reviews of Alchemer and SurveyMonkey

We’ll start by looking at Alchemer’s website with their headline, Give every customer voice, make every voice matter.

Kind of a general statement, I think, about the importance of survey data, market research.

What I do like though about their header here is they’ve got these two lines that their software is for any company that doesn’t want the expense and complexities of Qualtrics, another market leader, or has outgrown SurveyMonkey, the market leader we’re looking at.

That’s great. I think that’s a great way to position themselves at least in a general sense that they have advantages over both of these brands and Now they just need to do a good job of explaining what those are exactly.

If we come down here, we can see in the next section, they really focus mainly on some of the core use cases, customer engagement, market engagement, employee engagement.

But, yeah, let’s let’s jump over to SurveyMonkey and see what their saying on their site. So this is their enterprise landing page. And like a lot of market leaders do, they don’t say much. It’s a very broad statement here, headline of SurveyMonkey in your enterprise.

So you know right where you are and discover why we’re a leading survey platform for companies around the globe. Super general, but they do have this advantage of saying trusted by ninety five percent of the Fortune five hundred. And that’s what market leaders do. They lean into their reputation.

They lean into the fact that they have millions of users, and that’s how they build trust.

We come down here. We can see get insights to drive impact. Bring insights, teams, tools together with integrations.

Again, very high level stuff. Nothing that’s very differentiated, but that’s not really what SurveyMonkey has to do.

Let’s come over to our app and see if there’s some opportunities for Alchemer to improve their position and move up a little bit. Alright. So their total positioning score is strong.

Very good value scores overall. If we come down here, we can see all the points of value. These are the points of value we grade every website on. Twenty four different points on a scale of one to ten. On the right hand side, the points where they scored the highest responsive, simplify, organize, connects, reach, reduce effort, all great things.

Now let’s jump over to the differentiation tab.

This first section is comparing Alchemer versus our category averages for other research tools. And we can see there’s lots of good points of separation here down in the highlight points, integrate, responsive, generate revenue, configurable.

Alchemer vs SurveyMonkey – SmokeLadder Positioning analysis

Let’s come down here and see how they compare specifically against the SurveyMonkey Landing page.

So here we can see in blue is the SurveyMonkey page and orange is the Alchemer page. So there are some points where SurveyMonkey has advantages, expertise being one, reputation being one, as the market leader, those are things we would expect.

Where Alchemer has opportunities to win

Alchemer has some advantages to connects, organize, responsive, simplify. Those are all good things too. Let’s come down and we can see the descriptions for why they got the scores that they did.

And then down here, their specific points of strength where they have the most separation from SurveyMonkey responsive, connects, reach, generate revenue, But I wanna come back up here because I think there’s a couple points that I think they could do a better job of emphasizing around, and that’s simplify and reduce effort. These are both points where they scored well and have some separation from SurveyMonkey.

But I think they could lean into these even more to create a stronger overall identity.

If we come back to their site, let’s keep going down past the use cases, past the social proof.

We have this section here where they talk about feedback software with all the power, none of the pain. They’re hinting a little bit here at the idea of they have a powerful tool that’s easier to use which I think is great. That’s that’s kind of along the lines of what we wanna get at here. If we come down a little further, we can see their products. And in the middle, this this product, in particular, I think, is interesting, their Alchemer workflow. It’s a no code workflow product that allows teams to integrate surveys into other channels that they’re using. So whether you’re a marketer or you’re a customer engagement person, you can set these integrations up without having to bring in a developer.

This is a huge benefit. This is this means, like, reducing effort, reducing cost, reducing, time to get these these things set up within your organization.

I think these are the kinds of things that Alchemer should really be leaning into even more. This identity of we simplify things we’re reducing effort. And then as a result of that, we’re also reducing cost. But there’s one other thing I wanna look at This is their dedicated landing page that compares them versus SurveyMonkey.

And down in this third slot here. They talk about their support.

They’ve got great support or at least that’s what they’re known for. That’s what they’ve been rated well for, on g two specifically.

And this is yet another point where they can talk about the fact that they help reduce effort reduce costs by providing great support, meaning your team isn’t left on their own to figure stuff out or having to pull in internal resources to figure stuff out. They can reach out to outcome or support and get it get it right away.

I think these are all great, great things that they could really bring together and tell a compelling story around. Let’s come over to the Last thing, the AI insights tab, I just wanted to call out specifically in this decision maker insights section, the CFO, also calls out this same idea of the automation of surveys with no code workflows can result in cost savings. So when you think about the CFO as being the one who might ultimately be making the decision on whether or not to spend money on this, also focusing in on this same idea of there’s there’s cost savings here because of the simplification and the reducing of effort taking that it takes to implement their their software.

And also in the value proposition evaluation, memorable strengths integrates with existing systems, no code automation workflows.

So This is what I think Alchemer should be leaning into even more with their identity. So rather than just talking about the importance of survey data and how it can help your organization talking about how they implement it and how they make it easier for teams to to bring these kinds of systems to life. This is just high level analysis. Hopefully, it gives you some ideas about how you could use our tool to analyze your site, analyze competitors, and hopefully, take on your own market leader.

Go analyze a website!
Your positioning will thank you.

Positioning analysis of Semrush versus Conductor using SmokeLadder

Video Transcript:

In this episode we’re looking at SEO platforms to see how Conductor can improve their positioning to take on market leader, Semrush.

Website messaging and positioning reviews of Miva and Shopify

Here’s Conductor’s home page. We can see their headline, increase demand, increase revenue, increase traffic from search.

Not the most differentiated position. It at least gives you some context around what they do so you know you’re in the right place, but not saying anything very different here. Coming down to their feature, highlight section, We’ve got research keyword, keywords and competitors, create winning content, optimize site health, track keyword rankings, Again, all things you’d expect from an SEO platform, but nothing that really jumps out as differentiated.

Let’s look at SEM rush. We can see their headline get measurable results from online marketing pretty straightforward.

Down in their feature section, SEO, content marketing, market research, and then this line, grow organic traffic with our complete and easy SEO tools and workflow. Kind of an all in one message, Again, nothing very differentiated here and kind of overlapped, really, with what conductor is saying. But SEM rush, of course, has the advantage of being the market leader.

Let’s take a look at our app and see if there are some additional details we can dig in here to find opportunities for conductor.

SmokeLadder Positioning analysis of Conductor vs Semrush

This is the analysis for conductor’s home page. We can see their total positioning score. They did quite well. Good points in value, good points in differentiation. We’ll talk more about that. A second.

Down here, we can see all the points that we grade them on.

All the these are this is how we grade every every site that we analyze across all twenty four points on a scale of one to ten. Over on the right hand side, these are the points where they scored the highest. So quality, integrate, marketability, reach, All good things, all things that you would wanna see potentially from an SEO platform. Let’s go to the differentiation tab though.

First, we can see how they score against, category averages that we do internally, and these are for comparing against research, other research tools.

We can see there’s some good separation here in different points coming down here. We can see integrate is a really strong one. Also generate revenue scalability.

Let’s come down though and see how they did against SEM rush.

So this is an analysis of SEM rush’s homepage overlaid with conductor’s homepage. So conductor in the orange SEM rush in the blue.

The the big picture story here is there’s a lot of overlap.

The the the shape and the fingerprint of of these charts are very similar. We can see some points where conductor is a little bit better, but we can also see some points where SEM rush is a little bit better.

We can see the details of why they got the scores that they did here, and then the strengths down at the bottom the top points here, and they’re not a lot of separation, but a little bit connects integrate again scalability.

I wanna hit on this integrate point because what’s special about integrate in this case, this is a point where conductor scored really high and has some separation from SEM rush.

Where Conductor has opportunities to win

This is this is the kind of thing that we wanna see when we’re doing this kind of analysis. Where does a brand score high and where do they have some separation? This might be an area where a brand could double down and improve their positioning.

If we come back over to conductor’s site, so we looked at their their feature set. If we keep coming down, we see some social proof testimonials, Keep on scrolling. We eventually get down to this integration section. These are all the different apps that that conductor integrates with.

We can see some project management tools. We can see Google Analytics. We can see SEM rush for some reason. I’m not sure why they would highlight that.

But this got me interested to kinda dig a little bit more into their site, and they actually have a video that talks about the platform overall.

And they tell this really compelling story about how they use integrations, and it shows how you can do your research around, you can do your content research, keyword research, and then you can integrate into project management tools like Asana or Jira, and put tasks straight into those project management tools for your team, build your content, and you can do an integration with your site where you can actually do live edits based on their recommendations directly into your site without having to go into your site and do editing separately.

And it integrates with Google Analytics so you can then track performance. You’re not just looking at performance of keywords, but you’re actually looking at performance of pages on your site.

This tells a really cool story actually around an entire workflow for a team and how integration plays into that. I think conductor would do well by not just trying to position themselves around this general idea of SEO, increasing leads, increasing traffic, all good things, but telling a story and building an identity more specifically around integration and how they create this front to back workflow for your team. If we come back over here, we can just look really quickly at the AI insights tab.

And down here, the the COO in the decision makers section is talking about the same thing. Their integrations with task management tools like Asana, Trello, Jira could enhance efficiency and productivity.

Again, that’s just the tip of the iceberg though in terms of their integrations. This is just the project management side. They can help with, again, site content, analytics, And then down here in the value prop, we can see the core value is this very generic idea just around SEO benefits and and functionality, but the expanded summary gets into integrating with the whole tech stack, but it’s buried. It’s not the lead. It’s just this supporting point.

I think that’s a real opportunity for them to to take that from a supporting point and really build a unique identity around that because that’s something that tools like SEM rush can’t necessarily do quite as comprehensively. This is just a superficial kind of initial analysis, but hopefully it gives you some ideas of how you can use our tool. You can take a look at your site. You can take a look at competitors. And hopefully you can find some opportunities for your brand to challenge your market leader too.

Go analyze a website!
Your positioning will thank you.