Written by: Vickie Sullivan | April 30, 2020
How to Make Your Content Intriguing: Use Strategic Comparisons
Recently SEMrush examined more than 700,000 articles to tease out which ones get the most engagement. Anyone who writes will be interested in these insights.
Let’s move past the interesting findings, though, and check out the strategy behind the approach. Notice how SEMrush used comparisons. The big question for you now is: How can you use comparisons to make your content more intriguing? This strategy will work in two scenarios:
• When you have counterintuitive findings. Comparisons are a great “side door” to question the status quo. It feels less confrontive and allows folks to decide for themselves. It’s a fabulous foundation for easier buy-in.
• When you need a strong business case. This approach allows you to establish criteria and use those benchmarks to bolster your insights. It feels less subjective; if folks agree with your standards (in this case, shareability, engagement, etc.), they are more likely to agree with your findings.
Listen: How to Use Comparisons without Research
Using comparisons gives you the best of both worlds. You can answer big questions (such as “how do articles stand out”) in a specific enough way to be useful. Consider this tactic when you need to be both strategic and “on the ground.”
Now Read This:
- Content Marketing: How to Make Your Predictions Stand Out
- Brand and Message Strategy for Thought Leaders