How to write comparison content that doesn't age like milk - PostHog
- Every marketing lead I talk with sees potential of comparison content, but also see it as a double-edged sword they're not comfortable investing in.
- The hesitation usually comes from some mix of (1) it feels unnatural to give your competitors their flowers on your own website, and (2) comparison pages come with maintenance overhead nobody wants to deal with.
- Competitors ship things, change their pricing, get acquired (or acquire others), and all of a sudden the article you wrote in March is outdated in June.
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- Every marketing lead I talk with sees potential of comparison content, but also see it as a double-edged sword they're not comfortable investing in.
- The hesitation usually comes from some mix of (1) it feels unnatural to give your competitors their flowers on your own website, and (2) comparison pages come with maintenance overhead nobody wants to deal with.
- Competitors ship things, change their pricing, get acquired (or acquire others), and all of a sudden the article you wrote in March is outdated in June.
Sources: Posthog