Content Opportunities
Find what to write next, then claim it now or plan it onto your calendar
Opportunities is where Frase tells you what to write next. It scans your site, your search data, and your competitors, then ranks the topics most likely to grow your traffic based on real performance data and competitive gaps.
From there you have two moves: claim a topic and Frase writes it for you now, or pick several and add them to your content plan. Planned pieces land on your Content Calendar, and Frase writes each one on its date.
Find Opportunities in the sidebar, in the Plan & Create group.
Prefer to do this hands-free? You can pull your prioritized opportunities and kick off the brief, draft, or refresh right from Claude, Cursor, or any MCP client. It's included on every Frase plan. See Automate with Claude & MCP.
How It Works
Opportunities pulls from several data sources, scores every idea on impact and effort, and checks each one against what your site already covers. Topics you've already published drop off the list, so what's left is the gap you haven't filled yet.
What's Analyzed
Google Search Console (if connected) Ranking opportunities grounded in your actual search performance.
Competitor Gaps Topics your competitors cover where your ownership is weaker, with each competitor's ranking shown on the card.
Content Decay Pages you own that are losing visibility or clicks and are due for a refresh.
CMS Updates Recommendations tied to pages already published on your connected CMS.
Programmatic Pattern-based templates (comparisons, location pages, integrations) that can scale into multiple pages. Set these up from the feed settings button in the toolbar.
Visitor Questions (if you use Frase Answers) Gaps pulled from real questions your Answers widget couldn't answer well.
Frase only mines gaps from confirmed competitors. A competitor still under review doesn't feed Opportunities. You can also keep a competitor tracked for AI Visibility while turning off its Content Research toggle, which keeps its pages out of your suggestions. If a competitor you care about isn't showing up, check Brand Hub → Competitors, then re-scan.
Smart Scoring System
Each opportunity gets an overall score built from four weighted factors:
Impact (35%): traffic potential from ranking improvements
Effort (25%): how much work is required
Speed (20%): how quickly results can be seen
Strategic Value (20%): long-term business value
Click any card to open its details. You'll see the score breakdown, the data behind it, a confidence level, and a suggested action plan.
Your Clusters Shape the Ranking
Opportunities reads the topic clusters you're building on the Cluster map. A topic that fits a cluster ranks with confidence. A topic that doesn't fit anything you're building is set aside as off-strategy and won't appear in your main list.
Nothing is deleted. Look for Review filtered topics above the list to see what was set aside, and restore any topic that belongs in your plan by picking the cluster it fits. Topic exclusions caught by your Brand Hub's Never Terms sit in the same place.
Reading the Report
Opportunities are grouped into three tabs, ranked by likely payoff:
Use the toolbar to narrow the list by impact (high, medium, low), by source, or by a specific competitor, or search for a keyword.
Switch between the List view and the Clusters view to see the same opportunities mapped onto your topic clusters.
Act on an Opportunity
Every card carries one primary action and a Skip for now option. What the primary action does depends on the kind of opportunity.
Update, Refresh, Expand, or Fix This Post
For a page you already own. Frase opens the existing article in the editor, importing it from your CMS first if it isn't in Frase yet, so you can refresh it with the opportunity's keywords in hand.
Skipping a topic takes it off your list, and Frase treats that as a signal the next time it scans.
Add Several to Your Plan
When you'd rather schedule a batch than write one piece at a time, plan them together. This is how Opportunities feeds your Content Calendar.
Planning is for new-topic opportunities (the ones that offer Create Content). Programmatic templates, decay alerts, and visitor questions each have their own action instead, so they won't go onto the plan.
Tick the checkbox on each topic you want, or click Plan several to open the selection bar right away.
Choose Add to plan. (You can also Compare up to 5 selected topics side by side, or skip the whole selection in one move.)
Pick how to space them out:
Spread evenly places them at your site's publishing rate (2 per week unless you've set another), starting from the date you choose. You can change the rate in the sheet, from 1 to 7 per week.
All at once puts every piece on the same day.
Pick dates lets you set each date by hand.
Remove any piece you've changed your mind about, then confirm with Add to plan.
You can add up to 50 pieces at a time.
The allowance meter shows what the batch uses before you commit, for example "Selecting 3 more brings you to 15 of 30." Only pieces dated this month count against this month's allowance. You can go past it if you need to. Frase tells you by how much rather than blocking you. (The one hard stop is briefs: if your plan's brief allowance can't cover the batch, Frase refuses it up front and says so.)
Planned means planned, not published. Frase writes each piece on its scheduled date and takes it as far as your Autonomy settings allow (feature coming soon). Content types set to Auto publish on their own (or land in your review queue if a safety check holds them). Types set to Review wait for your approval. Types set to Manual sit as a draft until you pick them up, and the sheet warns you about those before you confirm.
How Opportunities and the Content Calendar Work Together
Opportunities decides what to write. The Calendar decides when. The two stay in sync in both directions.
From Opportunities to the Calendar
Each piece you add to your plan becomes a Planned item on your Calendar, shown as a dashed chip on its date. The card drops out of your Opportunities list right away; if you come across it again later, it shows the existing brief instead of offering to create it twice.
On the scheduled day (Frase checks hourly, so it may be shortly after), Frase writes the piece. The date on the calendar is a writing date, so once writing starts the item leaves the calendar and continues in your Content list as Generating, then Draft, Review, or Published, depending on your Autonomy settings for that content type.
Once a piece publishes, it comes back onto the Calendar on the day it went live.
From the Calendar back to Opportunities
Drag a planned item to another future day to move its writing date. Open it and choose Remove from plan to take the topic off your plan entirely.
An empty Calendar offers See what Frase recommends, which takes you straight back to Opportunities for the same site.
In the Agenda view, planned items read "Planned" instead of a time, because the date is a writing date, not a publish time.
For scheduling and publishing details, see Content Calendar.
Best Practices
To get the most out of Opportunities:
Confirm your competitors and build at least one cluster first, so the ranking has something to work from.
Start at the top of the All tab, or in Growth if you want validated topics with the clearest upside.
Claim a topic when you want it written today. Add to plan when you want a steady cadence.
Check the Optimize tab regularly. Refreshing a decaying page is usually faster than starting over.
Re-scan after you change competitors, clusters, or excluded topics.
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