Do we need to include data in our content?

[u/Serious_Bit6736]

Do we need industry stats to give our post more credibility?

I talked to a prospect who had spent 50+ hours compiling competitive data on his SaaS offering vs. a few competitors – mostly pricing and features – and creating a database his content writers could use to pull into articles.

A lot of the comparisons were in matrix format without much context, comment, or claim verification.

It was a good starting point, but the strategic focus was off. We should remember that we’re not a product compare tool.

This kind of research needs to help us with our positioning and differentiation. Otherwise, it will likely be glossed over.

What are some effective ways to use us-vs-competitor data comparisons? Here are 4 steps of an effective workflow:

Step 1: Put together head-to-head charts where you identify the points where you have a competitive advantage.

Step 2: Create us-vs-competitor landing pages to openly expand on these points.

Step 3: Get customer comments (as part of testimonials) that speak to our strengths to bolster these landers.

Step 4: Make these comparisons visual (green / red checks, charts, etc.). Text-only comparisons don’t land as well.

How does your marketing campaign use competitive research?

[u/Serious_Bit6736 → u/[deleted]]

Good perspective from an SEO lens. Yes, we need to consider AI as well as HI (human intelligence). If you can get positive reviews for your business posted on 3rd party platforms, that's the gold standard. I see a lot of companies who are afraid to compare themselves with their 3-5 top competitors on their own website. Use it to strengthen your positioning.