How to eviscerate competitors with content
Side: I actually just published a whole thread about this which you should check out if you've ever been frustrated by performance of content at your SaaS. Here it is.
One of the most common things founders say is: 'We tried content but it didn't convert for us'
And I've been there too.
But then I found out the secret isn't smart. You just need to focus on creating content that converts.
Which seems pretty counterintuitive when the problem is that you're creating content that doesn't convert.
Here's what I did:
I started to publish pages around pain points. I actually ended up creating one page that converts at over 20% every single month.
Which is wild because the page took me about 10 minutes to create.
Examples of things that convert well when done properly:
- Comparison pages
- Alternative to pages
- Product pages
- Case study pages
- Use case pages
Comparison pages (you v competitor)
Someone searching for that term is looking to buy
Be responsible: help them out with their buying choice by honestly evaluating the differences between the two products
A lot of people worry about making an honest comparison between their product and a competitor
But no two products are positioned the same way
You need to get the buyers who are going to excel with your product
And send the others elsewhere
Alternative to pages (Competitor alternative)
When someone has an issue with one of your competitors, they'll search: 'competitor name + alternative'
They're looking to solve the pain points they have
Alternatives pages I've made have converted at upwards of 15% – it's so wild to watch this work
Product pages
Targeting terms like 'Helpdesk software'
People searching these terms are considering buying something from someone offering the same thing as you
Use these as an opportunity to explain clearly who your best fit customers are
Use case pages
Use case pages are like product pages but address a pain point vs a whole category
e.g. 'how to identify who visits your website' vs 'reverse ip lookup tools'
Case study pages
Often case studies get seen as MOFU (mid funnel) content
But readers are looking at how people in their industry used your product to create results
Tell them how they can get those results!
These pages aren't going to make your traffic charts look like Everest but they will make the conversion charts look like Machu Picchu.
Because bottom of the funnel content that describes and aligns your product as a solution well... it really does work.
Reminder to check out a longer thread on this. Here it is.
