Comparison content in B2B typically has less volume but attracts customers with higher lifetime value.

B2C, on the other hand, has more volume but customers have lower lifetime value.

Enterprise SaaS can go in two directions: very high customer lifetime values, where comparison content is useful for aiding the sale, or B2B-like customer lifetime values, where we can target a lot of comparison keywords since enterprise SaaS tends to have a lot of features and cover multiple categories.

The strategy here is to target keywords with low “allintitle” scores first. This metric tells you how many results on Google have the keyword in the meta title. It’s a great indicator of “content supply” on Google. I found that keywords with low allintitle results (less than 10) are easy to rank for: you can rank in the top #3 in less than a day. Great to build initial engagement and domain and topical authority.

We have several pricing options available. From paying all 12 months upfront, to monthly payments, to done-with-you service, or a mix of both. We can start slow and work together over the next 2-3 or more years, or just pump out all of your comparison keywords in the next 3 months. We’re happy to adapt to your situation.

However! I often hear SaaS founders claim they have no competition or that they are in an “uneducated market”, but in reality, they oftentimes confuse that with having an innovative product in an existing, already educated industry. In cases like this, the Google Takeover works perfectly.

As a rule of thumb: if there are competitors solving the same problem as you, possibly in a different way, Google Takeover works. If there are no competitors solving the problem you’re solving, then Google Takeover isn’t the best approach.

A necessary part of our process is exploring and using the tools in your industry. We find out their “true” positioning, strengths, and weaknesses. The “research” part when creating comparative content is literally a competitive intelligence campaign.

We’ve had a few clients like this — aware that their positioning wasn’t perfect. And during our engagement, we helped them discover which of their features are truly unique. In the end, our competitive intelligence helped them completely restructure their positioning.

So even if you’re not 100% sure about your positioning — it’s okay! You’ll find even more value in our competitive intelligence in this case.

Although our service stays the same, the priority shifts from getting conversions to helping you reach product-market fit. We’ll still do our competitive intelligence and write the articles (since you’ll still need the traffic as soon as possible to get initial users) but it will be up to you to take our findings and develop your product in a direction where you can claim a unique & desirable positioning on the market.

Basecamp, an online project management software, for example, holds the positioning as a project management tool with the fewest features in the industry. Does it appeal to everyone? No, but it does appeal to their users: small businesses who don’t want to invest a ton of energy and time into learning how to use a project management tool.

My point is this: fewer features is a feature, and a pretty powerful positioning nowadays.

As long as the features that you have are worthy of a remark, you’ll be able to find your positioning on the market.

The first part of the reason is that we write the content in a way that honestly, ethically, and objectively compares the products. The second part is the fact that when prospects are looking for comparison content, they are literally looking for product pitches that will answer questions they have regarding you and your competitors. And you’re the best authority on the topic to do that. And once the readers see that you are also honestly reviewing your competitors, their respect for your brand will immediately increase.

Despite this argument, a lot of our clients are still wary. So what they do is they clearly state “We commissioned the article to be written by a third party” in the intro, with a blurb about the author at the end (me).

In fact, doing the opposite hurts sales and your reputation.

I oftentimes see SaaS companies placing their product on the bottom, so they don’t look pushy. And while this philosophy does make sense with top-of-the-funnel content (since people are looking for information and not a product pitch) it falls apart with bottom-of-the-funnel content like comparison articles (since people are literally looking for your product pitch). Psychologically, placing yourself on the last spot in your listicle signals very weak confidence in your product — because why would you otherwise place it at the very end? And practically speaking, only a fraction of your visitors even scroll to the bottom of the article, so you’re only getting 5-10% of the value out of your content.

For example, I scraped the websites of two companies I was comparing and fed the data into AI. The quality of the content was average at best. That’s because the claims that companies usually make on their website are wishy-washy, and the amount of detail they go into when describing their product is abysmal.

This cannot come even close to what we do: sign up for every software we’re comparing and take notes on the user experience of the tools. AI can’t do this, but it is what your users are ultimately buying, and it’s the type of content that Google loves to promote.

That’s because someone searching for how-to content hasn’t yet developed the need for a product, and thus has no intention of buying just yet. Plus, the people who are searching for educational-type of content are usually beginners — and not, for example, sales managers with 10 years of experience that are looking to switch their CRM. You know, people with higher budgets.

The second drawback of educational content is the conversion journey.

The way to make how-to content work is by collecting email leads on day one and then nurturing the leads over days, weeks, or months before they’re ready to buy your product. That means you’ll need to have a very good email nurture and newsletter system in place, but you’ll also have very long sales cycles. And every time you’re dealing with time and multi-step selling, you’re losing a lot of prospects.

So educational content, even though it has more volume, attracts prospects with lower budgets, longer sales cycles, and overall lower conversion rates.

Comparative content marketing is thus a strategy about reclaiming the product narrative control on the market, so you can highlight your unique strengths, selling propositions, and how you deliver superior value.

Not only because that is ethically the right thing to do, but also because people oftentimes search for this content while switching from an old provider. They might already know all the ins and outs of the competitor, and if they see you slandering them, misrepresenting what they do, or stating outdated features, they will lose trust in you. On the contrary, if you honestly highlight their strengths, you will instantly become more credible and all other copy you write for your product will be more effective.

I like to say “Take a small L to get a big W”.

If it is, then I’ll have my team prepare a complimentary Google Takeover Battle Plan for you. It’ll have everything you need and nothing that you don’t: top 20 most profitable keywords to target with SEO… 100 companies you can reach out to for PR… and 10 best branded keywords to bid on with Google Ads.

On our next call, we’ll go over the plan and make any desired tweaks. Then we’ll start talking about the finer details of our working together: whether you want a retainer for X months, payment plans, how fast/slow you want to go, timeline, contracts, etc.

After that, I’ll introduce you to the team and invite you to our Slack group where we’ll move our conversation. Typically, it takes 2-3 weeks for our writers to produce one article, with research, writing, and collaboration with our editors. (We usually have multiple writers working on your project). I highly recommend that you edit the first handful of articles that we create yourself. We take your edits and create writing style guides so that our writers (and in the future, your writers) will be able to capture your writing style perfectly.