Read your competitors' reviews. Once a quarter, go through the reviews of three brands like yours and note the words that keep coming up. The words people use change before what they buy does, so those words show you what customers will want next, while you still have time to act.
Here is whose reviews to read, what to write down, and what to do with it.
Feeling comes before buying
People start to feel differently about a product before they buy differently. They write "wish it came in a refill" before refills are what they choose. They mention "no smell" in passing before "fragrance-free" is the first thing they look for.
Reviews are where that feeling gets written down, in the customer's own words. A hand-soap maker who reads them each quarter sees "refill" arrive in other brands' reviews while her own customers are still happily ordering bottles.
Pick three brands in your own category
Choose the three your customers compare you with: the stall next to yours at the market, the names that come up when you search for your product, the shops that sell something close. Read your own category, not a general report about shoppers. What moves in candles is not what moves in coffee.
A dog-treat maker reads three other small dog-treat brands, on their own websites and on the marketplaces where they sell, and leaves the pet-industry report unread.
What to write down
Read the reviews from the last three months. Note every word or phrase that appears more than once, and mark the ones that are new since last quarter. Keep it to one page with the date at the top.
Look for three things in particular: what people wish the product did, what they praise that they never used to mention, and what they say they switched from. A candle label reading its competitors finds "clean burn" and "no black soot" in review after review, where last year the reviews were all about scent.
Decide while you still have options, not once everyone has the same one.
Say it, or offer it
Each word on the page leads to one of two moves. If you already offer it, say it, in the words the reviews use. The candle label already uses a cotton wick and a clean-burning wax, so "no black soot" goes into the first line of its product page and next month's posts.
If you do not offer it yet, you have a decision to make, and making it early leaves you the most room. Whether the word is a passing fad or a lasting change decides whether it earns a post or a new product, and three checks tell a fad from a lasting change.
Check it against your own customers
Competitors' reviews show where your category is going. Your own reviews show what your customers already value, and the praise they give without being asked is the place to start. Search adds a third view: the questions people type into Google before they buy show how they put it in their own words.
A skincare shop that meets "fragrance-free" in competitors' reviews, in its own messages and in Google's suggestions has its next product page written for it.
What CP3® does here
Market Trends shows what your audience is searching for, scored for fit with your brand and refreshed every month, and every trend comes with a campaign angle. That covers the search side. The quarterly hour with your competitors' reviews stays yours. Once you decide what to say, Branded Content drafts the posts onto your calendar for you to approve.