In many cases (like this example from Hotjar and Egg)! there are organic searches related to the difference between two products! so a comparison article can also become a valuable entry point to the blog.
Examples:
- Hotjar vs Egg: An Honest Comparison [4 Differences] – Hotjar
- Egg vs. Hotjar vs. FullStory: A Comprehensive phone number library Comparison (Plus Who Each Tool Is Best Suited for) – Egg
(Attractive) product content
Your product or service! as a topic! may seem a bit dry. Even self-centered or not very user-focused! right?
And yet your prospects need to know its characteristics to decide if it is large portion the best alternative.
This makes product content a key part of your content strategy.
But integrating them into your blog strategy! following the editorial line and achieving an interesting result for your entire audience can be a challenge.
The key is to find the right angle for the content : it has to be practical and create is it worth learning business intelligence? a link between your audience’s pain points and your product or service! but it also has to be engaging and easy to consume.
Like in this Canva blog post
where the benefit (creating beautiful Instagram stories ) is perfectly integrated with a product feature ( specific templates for this format).
Monday.com goes a step further by presenting the product’s own features—its collaborative work and remote management templates —as value-added resources.
And the result is useful and relevant content for your prospects! regardless of the b2c phone list stage of the buyer’s journey they are in. Because on the one hand! they give them advice on working remotely! and on the other! they put the solution within their reach.
As you can see product content
by its very nature! tends to deal with very specific topics and is aimed at customers or prospects in the later stages of the conversion funnel.
But there is an intermediate option that allows you to educate your audience about your product or service! without giving up the broad appeal of the top of the funnel.
