Comparison Blog Posts: A Potent Tool in Your Marketing Arsenal

IGNITE® Digital Agency - 30 May 2023


In an era where content is king, and consumers are more discerning than ever, the strategic use of blog posts as a marketing tool has never been more crucial. But with myriad content formats to choose from, deciding on the best approach for your brand can be daunting. One format that often sparks debate among marketers is the comparison blog post. Is it a valuable tool for transparency and education, or does it carry more risk than reward? In this post, we explore the benefits and potential pitfalls of comparison blog posts, offering insights that could help you shape your content strategy more effectively.

Purpose of the Post

Our objective is to shed light on the effectiveness of comparison-themed blog posts as a marketing strategy, dissecting their potential advantages and drawbacks. Whether you’re a seasoned marketing manager or a small business owner striving to make a mark, this post aims to help you make an informed decision about whether this style of content is the right fit for your brand.

What are Comparison Blog Posts?

In order to understand the benefits and potential pitfalls, we need to start at the beginning: what exactly are comparison blog posts?

Understanding the Concept

Comparison blog posts are a type of content that puts two or more products, services, or concepts side by side to analyse their similarities and differences. A well-executed comparison post includes several key elements:

  • Introduction: A succinct outline of the products, services or ideas to be compared, setting the stage for the analysis to follow.
  • Detailed Comparison: This is the crux of the post, where each item’s characteristics, functionalities or attributes are discussed and compared. It’s the “meat” of the content where most of the insights are shared.
  • Pros and Cons: A fair comparison post should always include an honest discussion about the strengths and weaknesses of each item. It’s not just about highlighting the good — the not-so-good needs to be tackled too.
  • Conclusion: To wrap up, a quick summary or verdict is usually provided, helping the reader to distil the key takeaways and arrive at an informed decision.

The Impact on Consumer Decision Making

So, how do these posts factor into the consumer decision-making process?

Comparison blog posts provide your audience with a rich source of information. They give readers the chance to weigh up the different options based on a detailed breakdown of features and functionalities. By allowing consumers to see the full picture, they can make decisions that align closely with their needs or preferences.

When crafted with care, these posts can foster trust and strengthen your brand’s credibility. They show that you’re not afraid to be honest and transparent about where your product stands in the market, and that you’re willing to help consumers make the best choice — even if it isn’t always your product.

Through comparison blog posts, brands can align themselves closely with their audience’s needs, fostering a deeper understanding and ultimately, a more solid connection.

The Advantages of Comparison Blog Posts

Stepping into the world of comparison blog posts can provide an array of benefits, for both the brand and the consumer. These advantages range from fostering better understanding among your audience to boosting your SEO strategy. Let’s dive into the specifics.

Educating Consumers

Comparison blog posts can serve as an excellent tool to educate your audience about your product or service, and how it stacks up against the competition. Here’s how:

  • In-depth Information: These posts deliver a wealth of information about different offerings in a single place. They detail the strengths, weaknesses, features, and functionalities of each product or service, aiding readers in their understanding.
  • Facilitating Decision Making: By providing detailed insights, consumers are empowered to make decisions that align with their specific needs and preferences. This level of insight can lead to increased customer satisfaction and potentially fewer returns or customer service issues.

Building Credibility

Beyond educating consumers, comparison posts can help your brand build credibility:

  • Promoting Trust: Posts that present a fair, balanced view of different offerings foster trust among readers. This transparency — being upfront about both the pros and cons of your own product — shows that you’re honest and confident in your offering.
  • Establishing Authority: By providing thorough, well-researched comparisons, you assert your brand as a knowledgeable authority in your field. Readers recognise this expertise, and it can bolster your brand reputation.

SEO Benefits

There’s also plenty of SEO (Search Engine Optimisation) upside to comparison posts:

  • Aligning with Search Intent: Many consumers use search engines to compare products before making a purchase decision. A comparison blog post aligns with this search intent, and with proper keyword usage, can improve your chances of being found organically.
  • Improving Site Engagement: A well-crafted, informative comparison post can boost site engagement metrics such as dwell time and pages per session. This can indirectly improve your site’s SEO performance, as search engines consider these factors when ranking pages.

Guiding Purchase Decisions

Lastly, comparison posts can play a pivotal role in guiding your customers’ purchase decisions:

  • Demonstrating Value: By highlighting how your product outperforms or is uniquely different from others, you effectively demonstrate its value to the consumer.
  • Resolving Doubts: Comparison posts can address common doubts or misconceptions that customers might have about your product, helping to remove barriers to purchase.

The Drawbacks of Comparison Blog Posts

While the benefits of comparison blog posts are numerous, it’s also important to understand the potential drawbacks that come with this style of content. Being aware of these potential pitfalls can help you navigate them more effectively and utilise this tool to its best potential.

Risk of Appearing Biased

One of the foremost challenges in creating a comparison blog post is maintaining an unbiased tone, particularly when your product is one of those being compared. Here’s why:

  • Perceived Bias: Even if you strive for objectivity, some readers may assume that your comparisons are skewed in favour of your own product. This perceived bias can reduce the credibility of your post.
  • Balance: Striking a balance between highlighting your product’s strengths and acknowledging its weaknesses can be difficult. Overemphasising the positives could make the post seem promotional rather than informative.

Highlighting Competitors

While comparing your product with others, you inevitably draw attention to your competitors. This comes with its own set of challenges:

  • Promoting Competition: Comparison posts can inadvertently provide free publicity for your competitors. If readers weren’t aware of the alternatives before, they will be after reading your post.
  • Switching Loyalties: There’s a risk that customers could be swayed towards a competitor’s product if it seems better suited to their needs. This could be particularly problematic if the competitor’s offering excels in areas where your product falls short.

Potential for Backlash

Lastly, comparison blog posts, if not handled delicately, can invite backlash:

  • Critical Readers: Readers might criticise your comparisons if they perceive them as unfair or inaccurate. This could damage your brand’s reputation.
  • Competitor Response: Your competitors might respond by scrutinising your product in their own content, potentially highlighting negative aspects that you would rather downplay.

While these challenges might seem daunting, they shouldn’t deter you from creating comparison blog posts. With careful planning, these pitfalls can be navigated successfully, and the advantages of comparison posts can still be reaped. 

Insights from SEMrush Data on Comparison Blog Posts

Our analysis of the SEMrush data on HubSpot’s comparison pages gives us unique insights into how these types of posts can be a potent tool in your marketing arsenal.

Keyword Trends and Traffic

A significant finding is the range of keywords related to various comparisons. It seems comparison pages perform best when focused on specific product comparisons, such as ‘Xero vs Quickbooks’ and ‘Salesforce vs Hubspot’. These two keywords alone drive over 14% of the total traffic. The data also indicates that comparison keywords trend towards ‘Navigational’ and ‘Commercial’ intents, demonstrating that comparison posts are often used by readers ready to make decisions about specific products or services.

  • Top Traffic Generating Keywords:
    • ‘xero vs quickbooks’ – 8.16% traffic
    • ‘quickbooks vs xero’ – 6.61% traffic
    • ‘salesforce vs hubspot’ – 4.13% traffic
    • ‘zoho crm’ – 3.82% traffic

SERP Features and Position Changes

According to the Hubspot SEMrush data, comparisons posts have a strong presence in Search Engine Results Page (SERP) features such as ‘People also ask’ and ‘Indents’. These features provide additional visibility in search results and can potentially drive more traffic to the posts. However, the frequency of SERP features is subject to fluctuations, suggesting a need for consistent monitoring and optimisation of these posts.

  • Top SERP Features for Comparison Posts:
    • People also ask: 104 keywords
    • Indented: 19 keywords
    • Image: 1 keyword

Furthermore, the position changes of specific keywords show potential growth areas. For instance, the keyword ‘xero pricing’ improved significantly from 49 to the top 5.4K. This demonstrates the potential benefits of targeting specific, high-volume keywords in comparison posts.

Top Performing Comparison Posts

Looking at the top-performing pages in SEMrush, the ones that drive the most traffic are those that compare popular software products or services. These pages account for more than half of the total traffic to comparison posts. Interestingly, some top-performing posts are not always the ones with the highest keyword count, suggesting that the relevance and quality of keywords are more important than quantity.

  • Top Comparison Posts:
    • Xero vs Quickbooks: 22.54% of traffic, 196 keywords
    • Zoho vs Salesforce: 17.26% of traffic, 28 keywords
    • Salesforce vs Hubspot: 7.85% of traffic, 53 keywords
    • Mailerlite vs Mailchimp: 7.44% of traffic, 38 keywords

This analysis suggests that comparison posts are indeed a potent tool in B2B marketing, given their ability to rank for numerous keywords, attract significant traffic, and cater to readers with commercial intent. However, these posts should be carefully optimised, focusing on relevance, quality of content, and consistent monitoring to ensure they maintain their performance over time.

Tips for Crafting Effective Comparison Blog Posts

Crafting comparison blog posts that are both informative and engaging requires a careful balancing act. While the process may seem daunting, following certain guidelines can make the task manageable and help ensure the effectiveness of your content.

Emphasising Transparency

Being transparent is key when creating comparison blog posts. Here are some pointers:

  • Declare Your Affiliation: Make sure your readers are aware of your position and the potential for bias from the outset. This upfront honesty can actually increase the credibility of your post.
  • Honesty is the Best Policy: Highlight the strengths and weaknesses of all products, including your own. Acknowledging the shortcomings of your product will make your content more trustworthy to readers.

Maintaining Objectivity

Remaining objective throughout your comparison post is crucial:

  • Use Facts, Not Opinions: Base your comparison on measurable and factual information rather than personal opinions. This can help prevent the content from becoming overly promotional.
  • Equal Treatment: Ensure that you spend roughly equal time discussing each product. Giving undue attention to one product could undermine the perceived objectivity of the post.

Relying on Data and Facts

Data can add substantial weight to your comparisons:

  • Use Reliable Sources: Back your assertions with data from reliable sources. This lends credibility and allows readers to verify the information if they wish.
  • Visuals: Consider using visuals like charts, graphs, and infographics to present data. This can make the information more digestible and engaging for readers.

Addressing Concerns

Finally, use your comparison post to address common customer concerns:

  • Answer FAQs: Address common questions or concerns that customers might have about your product. This not only helps to build trust but also makes your post more useful to readers.
  • Handle Criticisms Gracefully: If there are known criticisms about your product, tackle them head-on. Explain how you’re addressing the issue or how you plan to improve. This shows your commitment to customer satisfaction.

By following these tips, you can create comparison blog posts that are not only fair and unbiased but also valuable resources for your customers.

Conclusion: Are Comparison Blog Posts Worth It?

As we come to the end of our discussion, it’s time to revisit the initial question: are comparison blog posts worth it? The answer isn’t a simple ‘yes’ or ‘no’ as it depends on various factors including your brand’s specific needs and the ability to navigate potential pitfalls.

Recap of Key Points

Before we formulate a final opinion, let’s recap the main points we’ve discussed:

  • Understanding Comparison Blog Posts: They are content pieces that compare different products (or services) on various parameters to help consumers make informed decisions.
  • Advantages: These include educating consumers, building credibility, providing SEO benefits, and guiding purchase decisions.
  • Drawbacks: There’s a risk of appearing biased, highlighting competitors, and attracting potential backlash.
  • Crafting Tips: Successful comparison posts require transparency, objectivity, reliance on data, and adeptly addressing concerns.

Final Thoughts

At the heart of marketing lies the endeavour to provide customers with valuable information that assists their buying decisions. Comparison blog posts can play a pivotal role in this, provided they are handled with objectivity and transparency.

Although these posts come with challenges, with the right approach, these can be effectively navigated.

Bear in mind that the goal isn’t to convince your readers that your product is superior at all costs, but rather to present them with a fair and comprehensive evaluation of their options, including your own. In this way, you acknowledge their ability to discern what’s best for their needs. Doing so not only increases the trust in your brand but also its overall market authority.

Ultimately, the decision to incorporate comparison blog posts in your content strategy should hinge on whether you can commit to maintaining a high level of fairness and integrity. If you can, then these posts could indeed prove to be a potent tool in your marketing arsenal.

As you consider this approach, remember that you’re not alone. At IGNITE, we’re here to assist you with your digital content strategy and execution. If you have any questions or would like support in creating effective comparison blog posts, don’t hesitate to get in touch with our team. We’re committed to helping brands navigate the digital marketing landscape successfully.

Leave a Reply

Your email address will not be published. Required fields are marked *