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Yes, you can acquire customers by writing about...
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Araminta Robertson
April 10, 2024
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Yes, you can acquire customers by writing about your competitors
My BrightonSEO talk in the UK on how to acquire customers by writing about your competitors.
Araminta Robertson
April 10, 2024
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Transcript
Yes, you can acquire customers by writing about your competitors
Araminta Robertson MINT STUDIOS @mintcstudios Speakerdeck.com/mintarobertson
“Number one, cash is king... number two, communicate... number three,
buy or bury the competition.” Jack Welch
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2x deal size Over 2x conversion rate Consistently in Top
10 highest converting pages
Comparison posts
Avg. size of customer Non- comparison posts Comparison posts Avg.
conversion rate = 1.78%: Avg. conversion rate = 0.9%:
Conversion Rate Optimisation
“What is a budget?”
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CRO Optimising for someone who isn’t ready to buy Comparison
posts Targeting someone who is clearly ready to buy
If your goal is to increase conversions, you need to
target the right people
Aware they have a problem Actively looking for a solution
Competitor content
$81.2M annual revenue $194.6M annual revenue
$81.2M annual revenue $194.6M annual revenue
$81.2M annual revenue $194.6M annual revenue £5,000 / month
Why?
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When you’re comparing options, you’re ready to buy
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1970s 2020s
Higher conversion rates, so more customers People are researching you
anyway Why write about competitors?
How to write about competitors
Us Competitor A Competitor B X Y Z
Seek comfort Affordable but does the job Work
Keyword research 1. 2. Structure 3. Write Gathering ingredients 1.
2. Preparing the recipe 3. Cooking
[Competitor] alternatives [Competitor A] vs [Competitor B] [Competitor] competitors Best
of [industry] Top [industry providers] [Competitor] comparison Keyword research 1.
2. Structure Comp A Comp B Your product
2. Structure Can also add Comparison table Pros and cons
list Case studies/examples “What to look for” section My product Feature + Benefits Feature + Benefits Feature + Benefits Competitor A Features Competitor B Features
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“Our company sells X to Y”
“We know our product might not be a good fit
for everyone”
“Sometimes, an alternative might be better”
“In this article, we’ll take an honest look at the
features and benefits of each competitor, and let you make a decision”
“Since we’re the ones writing the article, makes sense for
us to start”
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If you think it’ll be difficult to get approval, just
talk about features, not benefits Competitor A Feature Feature Feature Feature Feature Feature + SOURCE Who they’re best for
(Optional) Interview salesperson / product person Outline, filling in all
the information Writing Editing Optimising for search 3. Writing
Do’s: Explain which product is good for which type of
person Add sources if necessary Spend the most amount of time describing your own product
Don’ts: Use phrases like “We may be biased” Shy away
from your weaknesses Slander or critisize competitors
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“I don’t want prospects to find out about our competitors
and then click through to them” “I’m worried an existing customer will switch to a competitor” ‘We don’t be known as a brand who does that”
They either already know our competitors exist Or they can
find out very quickly
2x deal size Over 2x conversion rate Builds trust
Get these slides & more by scanning this QR code:
CO ntent Marketi ng
“Dare to be honest” Robert Burns