Content marketing has to provide a return on investment (ROI). Hence, you should also concentrate on articles that are read by people who're already further down the funnel. A good strategy is to focus on blog posts about alternatives to your competitors.
Max Benz, CEO and Co-Founder at suitApp
No product is an island. Your company exists in a sea of alternatives. Every potential user is faced with a choice: should they choose your product, or maybe turn to competition instead? This is a crucial moment in the customer’s journey, so why not give them a helping hand and prepare a comparison of available alternatives?
You can be almost sure that there is a demand for this type of content already. First of all, start with creating a list of competitors. Next, you will need a keyword research tool. You can stick to a free solution, like Ubersuggest, or turn to a more advanced done, such as Senuto.
Use the tool to check phrases like:
It’s best to prioritize phrases with the biggest search volume. Keep in mind, however, that these are long-tail keywords, which means you’re targeting a very specific group. In this case, even 30 searches per month can be promising.
The final step? Invest some of your time to research the topic properly and write in-depth comparisons. Focus on the unique selling points of your product, but also be sure to make these pieces informative. This is the only way to answer the visitor’s needs and convince them that you’re the best alternative indeed.
Inspiration for product comparisons
You might want to create a series of blog posts, like Kontentino did, or come up with dedicated landing pages, like Cloudtalk.