Someone talk me through doing competitor keyword analysis?

Start by working out who your search competitors are, which isn't always who you compete with in business. Google your five or six main terms and write down the domains that keep showing up. Then put each of those into whatever keyword tool you have and look at their organic keywords, filtered to positions 1-20. Most tools have a gap or comparison view that shows terms they rank for and you don't. Export, delete anything off-topic, and group what's left by intent (people wanting to buy vs people wanting to learn). That grouped list is your content plan.