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Rise to the Top: Comparing Your B2B Software Company to Others

content strategy content types Jul 09, 2024
Me vs You' comparison graphic with a bright neon green left half labeled 'Me You' and a white right half labeled 'You Me'.


So you're better than the competition, but how do you say so? You aren't the only game in town, and you know people are shopping around. How do you get potential customers to understand that you're (obviously) the best choice?

The answer: Comparison content.


What is Comparison Content?


Comparison content highlights both the similarities, but more importantly, the differences and between your product and competing solutions. This helps prospects evaluate their options and understand your software's unique value proposition of your software.

If you don't know your software's unique value proposition, now's the time to get intimate! Creating comparison content, whether landing pages, blog posts, or infographics, will force you to understand your selling points.

When do customers need comparison content?

Comparison content is particularly effective during the consideration and decision stages of the buyer's journey. At this point, potential customers have identified a need and are exploring different solutions.  Comparison content helps prospects understand the strengths and weaknesses of each option, so they can make a more informed decision (hopefully one that leads them to you).


Best Practices for Creating Comparison Content


Creating comparison content is more than just listing features; it's about presenting your product in the best light while maintaining honesty and credibility. Here are 5 best practices to follow:


1. Be Objective

  • You know you're better, but you've got to be realistic. Make sure everything you say is true and meaningful. Don't promise things you can't deliver - it'll only come to bite you in the butt later.
  • Don't rely on their trust - use third-party data and customer testimonials to support your claims.


2. Be Honest

  • Be upfront about your product’s limitations compared to competitors. Honesty builds trust and credibility.
  • Acknowledge areas where your competitors excel. Describe how your product compensates or plans to improve in those areas.


3. Focus on Key Differentiators

  • Highlight the features and benefits that set your software apart from the competition. 
  • Address common pain points and how your product resolves them better than others.


4. Be Clear and Concise

  • This applies to all content in general. Use tables, bullet points, and visuals to present information in an easily digestible format. Visual content rocks.
  • DO NOT use complex language in an attempt to sound sophisticated. Use technical language relevant to your audience but trying to sound fancy just makes you hard to read - and people will stop reading.


5. Optimize for SEO

  • Optimize your comparison content for search engines by including keywords and phrases.
  • Structure your content with headings, subheadings, and meta descriptions for better visibility.

6. Use case studies

  • Don't tell, show. Show how your product has helped your clients.


To Name or Not to Name?


Naming competitors can be a double-edged sword. Here are the pros and cons:


  • Transparency: If you call out your competitors, you show confidence in your product, and give prospects the boots-on-the-ground direct comparison they're looking for.
  • SEO: Let's be real - Prospects are typing "X vs X" into Google. You want that traffic.


  • Legal Risks: If you exaggerate or worse, lie, you can get sued. (Not to mention you'll lose all credibility, as said above.)
  • Unwanted Brand Recognition: Mentioning competitors might inadvertently increase their visibility and brand recognition.


3 Content Ideas to Showcase How your Software Stacks Up


Creating comparison content isn't just about text-heavy articles. Here are three creative ways to present your comparisons effectively:


1. Landing Pages

  • Create a dedicated landing page that compares your software directly with a single competitor.
  • Or create a landing page that compares yourself to multiple competitors. Go wild!
  • Use a comparison table highlighting key features, pricing, customer support, and user reviews.
  • Include filters and search functionalities to help users find the most relevant comparisons.

2. Blog Posts

  • Write detailed blog posts comparing your software with one or more competitors.
  • Discuss use cases, customer experiences, and industry-specific benefits.


3. Infographics

  • Design infographics (make them good!) that summarize the differences between your software and others.
  • Share them on social media to drive traffic back to your site.


Bottom line

How comparison content helps:

  1. Provides final reassurance
  2. Calls-to-action ("Sign up for our free demo!")
  3. Highlights your unique selling points


Creating comparison content is a strategic way to highlight your software's value proposition, build trust, and guide prospects through their buyer's journey.

Be honest, detailed, and visually appealing, and get those customers!

If you are a B2B tech marketer in need of strategic content design and production, learn more about how we can help here.

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