3 Tips for Writing Effective Competitor Comparison Content

Hey there,

You should be writing content that shows how your product compares against your competitors’ offering.

But to make sure that this type of content can drive conversions for your brand, it’s important that you remember the following:

1. Stay objective

I can’t tell you how many comparison articles I’ve read that basically boil down to “our product good, competitor’s product bad.”

Most buyers aren’t stupid, they can see right through this. Try to stay objective at all times.

2. Don’t hide anything

Another common mistake I see is content marketers avoiding to mention any shortcomings of their product. This is a very short-sighted tactic.

Yes, you might convince someone to sign up or buy your product. But, what do you think they’re going to do once they find out that your product doesn’t work as they envisioned?

They’ll ask for a refund or cancel their subscription, of course.

3. Be genuinely helpful

It’s highly unlikely that your product is the best choice for every use case out there. You need to be mindful of this and strive to be genuinely helpful by pointing readers to the best product for their specific needs.

Think through the different possible use cases, and be realistic about where using your product vs. your competitor’s product makes sense.

Sometimes, your product won’t be the best fit for a potential customer’s needs (and that’s okay).

What’s important is that you’re honest and upfront about this so that you can attract the right customers and drive away those that will end up being unsatisfied with their purchase.

Need a content strategy?

I help B2B SaaS companies drive growth through strategic, product-led content marketing.

My clients include companies like Semrush, Hunter.io, and Hubstaff.

I can create an effective content strategy for your brand that will help you generate new customers consistently.

Interested? Book an introductory call here. Or check out my website here.

Thanks,

Boris