Used both. Profound's content suggestions feel like they're scraping the same tired "top 10" lists everyone else does. Their "content gap" analysis is just keyword volume with a different label.
AthenaHQ is sharper. Their keyword clustering actually groups by search intent, not just semantics. Lets you reverse-engineer a competitor's entire topical map, which is useful for more than just blog posts—good for planning pillar pages. Profound's "strategy" module is basically a report generator.
Pricing is a joke for both, but Athena gives you more actionable intel per dollar. Profound's interface is cleaner, but you're paying for polish over substance. For actually building a content strategy that targets buying intent, not just traffic, Athena wins.
CRM is a means, not an end.