For B2B And Enterprise SaaS – absolutely.

B2B and Enterprise companies typically have higher customer lifetime values, which means the strategy works even if fewer prospects are searching for comparative keywords.

B2C, on the other hand, has more volume but customers have lower lifetime value. It could still work, but it all depends on the math in your situation.

Yes! Although we’re seeing a slightly slower ramp-up, our clients still reach #1 positions for all the most profitable keywords over time.

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 competition” on Google. I found that keywords with low allintitle results (less than 100) 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.

The breakeven point usually happens after 12-15 months.

We have several pricing options available. From paying 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.

Depending on your situation and the strategy, you can see results in as little as a month. Typically, though, it takes 3 months for decent results, and 6 to 12 months for needle-moving results.

In this specific case, Comparative Content Marketing (and Google as a marketing channel itself) might NOT be the best strategy for you.

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, Comparative Content Marketing works perfectly.

As a rule of thumb: if there are competitors solving the same problem as you, possibly in a different way, Comparative Content works. If there are no competitors solving the problem you’re solving, then Comparative Content 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.

It doesn’t matter.

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.

Yes, Comparison Content will live on your website — and that won’t hurt your sales.

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 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.

There’s absolutely a time and place for creating educational content. But my argument is that that time and place come after you have exhausted all your most valuable keywords — comparison content keywords.

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. 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.

I know that talking about your competitors, even explaining where they’re better, sounds risky — aren’t you giving unnecessary publicity to your rivals? But think of it this way: your potential customers are already comparing you to other solutions on the market. They are already Googling “you vs competitor”. If you don’t write those articles, someone else will (or, more likely, already has). And they will control your product narrative instead of you.

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 on your own terms.

Comparative Content should always be up-to-date, accurate, fair, and respectful to your competitors.

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.