How to Create Comparison Content (Without Making Your CEO Nervous): A Data Backed Approach

The Grow and Convert Marketing Show

#Entrepreneur #Business #Marketing #Benji Hyam And Devesh Khanal #Benji Hyam #Devesh Khanal #Content Marketing #Grow And Convert #Pain Point Seo #SEO

10:41

Are you tired of releasing episodes week to week and getting no download growth? In this episode, I’m kicking off a brand-new series where I’ll be breaking down the exact strategies you need to expand your podcast audience—starting with the essential foundations. In this first episode, I’m covering: Why podcast growth matters (and why it’s NOT just about big numbers) The 3 core growth strategies: organic, collaborations, and paid growth What sustainable, realistic growth actually looks like Whether you’re just getting started or looking to scale, this series will give you the tools you need to grow your show strategically. Today's episode is brought to you by Mic Check Society , our community for podcasters who are looking to take their podcast from good to great. Come join us for educational trainings, a private member's only community, and monthly calls! Get $10 off per month with code PODCAST at micchecksociety.com . Clocking In with Haylee Gaffin is produced by Gaffin Creative , a podcast production company for creative entrepreneurs. Learn more about our services at Gaffincreative.com , plus you’ll also find resources, show notes, and more for the Clocking In Podcast. Time-stamps: Why podcast growth matters (2:09) Three pillars of podcast growth (3:39) Organic growth (3:52) Collaboration and borrowing audiences (4:31) Paid growth opportunities (5:11) What sustainable growth looks like (6:36) Connect with Haylee: instagram.com/hayleegaffin Gaffincreative.com micchecksociety.com Review the Transcript: https://share.descript.com/view/Plzue2YOIAh Hosted on Acast. See acast.com/privacy for more information.…

about a year ago 29:19

MP3•Episode home

In this episode of the Grow and Convert Marketing Show, Devesh and Benji reveal why comparison keywords convert at a shocking 8.43%+ rate - and why most companies are afraid to target them.

We break down:
- Common objections from leadership teams that are hesitant to target these types of keywords
- Three practical approaches to creating comparison content without "trashing" competitors
- Examples of competitor and alternatives articles from companies like ClimbHire, Boken, and TapClicks

If you've been avoiding competitor keywords because they feel uncomfortable or unprofessional, this episode will show you how to approach them tastefully while capturing high-intent buyers already searching for alternatives.

Helpful articles:
SEO conversion rates: https://www.growandconvert.com/conversion-rate-optimization/average-seo-conversion-rate/
Competitor comparison pages: https://www.growandconvert.com/seo/competitor-comparison-landing-pages/
SERP analysis: https://www.growandconvert.com/seo/how-to-do-serp-analysis/

50 episodes

How to Create Comparison Content (Without Making Your CEO Nervous): A Data Backed Approach

The Grow and Convert Marketing Show

published about a year ago

MP3•Episode home

In this episode of the Grow and Convert Marketing Show, Devesh and Benji reveal why comparison keywords convert at a shocking 8.43%+ rate - and why most companies are afraid to target them.

50 episodes

#Entrepreneur #Business #Marketing #Benji Hyam And Devesh Khanal #Benji Hyam #Devesh Khanal #Content Marketing #Grow And Convert #Pain Point Seo #SEO

All episodes

The Grow and Convert Marketing Show

1
We're Building an AI Writing Tool That Solves the Problems We See With AI Content: A Sneak Peek 48:41

5 weeks ago48:41

48:41

In this episode of the Grow and Convert Marketing Show, we discuss our journey creating an AI writing tool designed to mirror the way we produce content. Unlike existing solutions that prioritize speed over quality, our tool first deeply understands your business before generating content. After discovering that 83% of marketers use AI-assisted content despite quality concerns, we identified the fundamental problem: generic AI writing tools produce "Google research papers" that lack a company's unique voice and arguments. Our solution? A tool that analyzes your existing content to create a comprehensive "brand summary" capturing your business's value proposition, features, target customers, and pain points. The highlight of our tool is the "super brief" feature - simply input a keyword and the AI analyzes search intent, SERP patterns, and suggests content formats while providing ways to pitch your business specifically for that keyword. Key Learnings: -Most AI writing tools fail because they don't understand your business's unique positioning and arguments -83% of marketers use AI content despite quality concerns, primarily for time savings -The "brand summary" approach ensures AI truly understands your business before writing -Our tool generates strategic ideas (not just language), reversing the typical -AI writing workflow -AI writing can be high-quality and conversion-focused when it understands your business first -The "super brief" feature analyzes keywords and SERPs to suggest angles and approaches to produce pieces that will rank -Effective AI content requires understanding both what to write and how to write it We'd love your feedback about the tool and suggestions to make it better. Please leave feedback in the comments. Articles that we reference in the video: Pain Point SEO: https://www.growandconvert.com/seo/pain-point-seo/ How Marketers Are Using AI for Writing [Survey]: https://www.growandconvert.com/ai/ai-writing-survey/…

The Grow and Convert Marketing Show

1
How to Create Comparison Content (Without Making Your CEO Nervous): A Data Backed Approach 29:19

6 weeks ago29:19

29:19

In this episode of the Grow and Convert Marketing Show, Devesh and Benji reveal why comparison keywords convert at a shocking 8.43%+ rate - and why most companies are afraid to target them. We break down: - Common objections from leadership teams that are hesitant to target these types of keywords - Three practical approaches to creating comparison content without "trashing" competitors - Examples of competitor and alternatives articles from companies like ClimbHire, Boken, and TapClicks If you've been avoiding competitor keywords because they feel uncomfortable or unprofessional, this episode will show you how to approach them tastefully while capturing high-intent buyers already searching for alternatives. Follow us at growandconvert.com/newsletter for articles and updates when new videos are released! Helpful articles: SEO conversion rates: https://www.growandconvert.com/conversion-rate-optimization/average-seo-conversion-rate/ Competitor comparison pages: https://www.growandconvert.com/seo/competitor-comparison-landing-pages/ SERP analysis: https://www.growandconvert.com/seo/how-to-do-serp-analysis/…

The Grow and Convert Marketing Show

1
Content Writing Teardown- How to Improve Blog Writing for SEO (Live Editing) 46:35

8 weeks ago46:35

46:35

This one is likely better to be watched on Youtube (so you can see the writing and editing). In this episode of the Grow & Convert Marketing Show, we break down a real blog post about website feedback tools to reveal common content writing mistakes. Watch as we critique the article and transform it from generic to compelling by: - Identifying proper search intent and avoiding the "high school research paper" intro - Showing how to position your true product differentiator instead of using generic claims - Demonstrating how to write for advanced audiences who already understand your category - Explaining why pain points should be concise and relevant to your reader's current stage Whether you're writing bottom-of-funnel content or product comparisons, these principles will help you create more effective content marketing that actually drives conversions. 📈 Join our newsletter: https://www.growandconvert.com/newsletter/ 🎧 Listen to the podcast: https://podcasts.apple.com/us/podcast/the-grow-and-convert-marketing-show/id1652941589 📘 Learn more about SEO content writing: https://www.growandconvert.com/content-marketing/seo-content-writing/ The detail principle for writing good blog posts: https://www.growandconvert.com/content-marketing/how-to-write-a-good-blog-post/…

The Grow and Convert Marketing Show

1
How to Analyze Google's SERP Like Grow and Convert: The Secret to Content That Ranks 43:42

9 weeks ago43:42

43:42

In this episode of the Grow and Convert Marketing Show, Devesh and Benji break down their proven SERP analysis framework - the process they use for clients to identify high-converting content opportunities. Watch as they analyze real SERP examples for AI writing tools keywords, revealing: How to determine if a keyword is worth targeting The difference between category and jobs-to-be-done keywords from a SERP perspective How to spot opportunities in mixed-intent SERPs When to create one piece vs. multiple pieces for similar keywords Why high search volume doesn't always equal high priority How to use SERP analysis to rank Whether you're creating content for clients or your own business, this practical walkthrough shows you how to create content that actually ranks and converts. 📈 Join our newsletter: https://www.growandconvert.com/newsle... 🎧 Listen to the podcast: [ https://podcasts.apple.com/us/podcast... ] 📘 Learn more about Pain Point SEO: https://www.growandconvert.com/conten... Read our blog post on SERP analysis: https://www.growandconvert.com/seo/ho...…

The Grow and Convert Marketing Show

1
Top vs. Bottom of the Funnel: Finding Your Brand's Unique 'Wow Moment' 50:20

13 weeks ago50:20

50:20

In this episode, we discuss the power of brand marketing versus our typical focus on bottom-of-funnel content. While Grow and Convert is known for our bottom-of-funnel first approach to content marketing, we explore how creating a strong brand presence generates "free leads" - those customers who can't pinpoint exactly how they found us, but remember our brand when they need our services. We cover key topics including: When to focus on bottom-of-funnel vs. when to invest in broader brand building Why top-of-funnel SEO content often fails to grow a brand How different companies create their unique "wow moments" (Dropbox, Peloton, ClearScope) Finding the right marketing approach based on your company's natural strengths and differentiators…

The Grow and Convert Marketing Show

1
How to Write High-Converting Blog Posts (With Real Examples) 49:56

14 weeks ago49:56

49:56

In this episode, we break down our proven framework for writing high-converting blog posts that can outrank even the biggest competitors. Through three real-world examples, we show you exactly how to write bottom-of-funnel content that both ranks and converts. You'll learn: How to write ultra-specific content that shows deep industry expertise Why most category blog posts fail to convert (and how to fix them) Why we prefer using blog posts to target category keywords over landing pages 🔍 Case Studies Featured: Toro TMS (QuickBooks trucking software) ServiceTitan (inventory management for electrical contractors) Fusion Academy (best schools for sensory processing disorder)…

The Grow and Convert Marketing Show

1
We Secretly Published an AI-Written Blog Post (Here's What We Learned) 53:41

15 weeks ago53:41

53:41

We conducted a secret experiment: writing and publishing a Grow & Convert blog post without telling anyone that we used AI to produce it. In this video, we reveal how it went and share honest insights about using AI for content creation. Our content strategist and writer Katelyn Urich walks through her process of using different AI tools (Claude and NotebookLM) to write a full blog post, the unexpected challenges she faced, and why the experience actually made her writing worse. We discuss: -Why traditional AI writing approaches lead to "mirage content", in other words content that looks good, but lacks substance -How we used NotebookLM in an unusual way to maintain our signature brand voice and expertise -The hidden problem with AI writing that becomes apparent only after multiple rounds of editing -Why AI writing tools might save time for some content creators but fall short for high-stakes content -Practical ways to use AI as a writing assistant without compromising quality We share both the promising and problematic aspects of AI writing tools, helping you make informed decisions about incorporating them into your content process.…

The Grow and Convert Marketing Show

1
Does SEO help you "rank" on ChatGPT? We analyzed 16 Companies' Keywords to find out 1:02:57

17 weeks ago1:02:57

1:02:57

We dive deep into our study examining the correlation between Google rankings and AI search tool recommendations. Join Benji, Devesh, and special guest Katelyn as we analyze data from 16 clients across 415 keywords to understand how Google rankings influence visibility in tools like ChatGPT and Perplexity. Key Findings: 70%+ correlation between Google page 1 rankings and AI tool recommendations Higher Google ranking positions (top 3) showed even stronger correlation Domain Rating shows significant correlation with AI tool visibility Different patterns observed across industry verticals and keyword types 📊 Study Details: 16 clients analyzed 415 keywords examined Tools studied: ChatGPT, Perplexity, Claude Focus on bottom-of-funnel keywords 💡 Key Takeaways: Strong correlation suggests traditional SEO efforts may help with AI visibility Higher domain authority correlates with better AI tool presence Service businesses showed different patterns than SaaS companies Medical content showed lower AI visibility, possibly due to liability concerns 🔗 Resources Mentioned: Full study writeup coming soon on growandconvert.com Follow us for updates: @growandconvert Subscribe to our newsletter: growandconvert.com/newsletter…

The Grow and Convert Marketing Show

1
AI's Impact on Content Marketing in 2025: Search Changes, Content Generation, and New Survey Data 45:08

18 weeks ago45:08

45:08

In this episode, we dive deep into how AI is transforming content marketing and SEO in 2025. We explore both the search and content creation aspects of AI, sharing real data from our agency experience and a recent survey of content marketers. Key Topics Covered: [0:00] Introduction and episode overview [1:00] Background on our recent travels and company retreat [2:00] Two main aspects of AI in content marketing: content generation and search [4:00] Changes in search behavior and SEO with AI tools [6:00] Real examples of leads coming from ChatGPT [8:00] How AI tools recommend content differently from Google [11:00] Our analysis of AI tool recommendations vs Google rankings [17:00] Why content still matters for AI visibility [21:00] Changes in content consumption patterns [24:00] The future of content distribution across channels [29:00] AI content writing experiments and survey results [36:00] Challenges with AI-generated content [39:00] Survey insights on AI content adoption 💡 Key Findings: 70%+ correlation between Google rankings and AI tool recommendations 83% of surveyed marketers have published AI-assisted content Major challenges remain with AI content quality and precision Content remains crucial for visibility in both Google and AI tools 🔗 Resources Mentioned: Full survey results coming soon at growandconvert.com/blog Follow us on Twitter @growandconvert Subscribe to our newsletter: growandconvert.com/newsletter 📱 Connect With Us: Website: https://www.growandconvert.com Twitter: @growandconvert Newsletter: growandconvert.com/newsletter Don't forget to subscribe for more insights on content marketing, SEO, and AI! New episodes every week.…

The Grow and Convert Marketing Show

1
How to Use Jobs to Be Done (JTBD) Keywords to Boost Blog Conversions 🚀 | SEO & Content Strategy 36:28

35 weeks ago36:28

36:28

In this video, we dive deep into how to use Jobs to Be Done (JTBD) keywords for your blog content to drive higher conversions. 📌 What You'll Learn: - What are Jobs to Be Done (JTBD) keywords? - Examples of JTBD keywords - How to come up with JTBD keywords for your business - JTBD conversion data - Which JTBD keywords convert the highest. 💡 Don’t forget to subscribe for more content on SEO, content marketing strategies, and conversion optimization!…

The Grow and Convert Marketing Show

1
Competitor Keywords: The Highest Converting Strategy in the Pain Point SEO Framework 39:32

36 weeks ago39:32

39:32

Competitor keywords are the highest converting type of keyword in the pain point SEO framework. More on SEO conversion rates here: https://www.growandconvert.com/conversion-rate-optimization/average-seo-conversion-rate/ We discuss: - Should you create landing pages vs. blog posts to target competitor keywords - Vs. Keywords and a more advanced strategy of going after vs. keywords - Alternatives Keywords - Writing tips for going after competitor and vs. keywords - and more! Additional reading: Landing page vs. blog posts: https://www.growandconvert.com/conversion-rate-optimization/landing-pages-vs-blog-posts/ Pain Point SEO: https://www.growandconvert.com/seo/pain-point-seo/ Circuit Case Study https://www.growandconvert.com/content-marketing/scaling-seo-traffic/…

The Grow and Convert Marketing Show

1
Mastering Category Keywords: A Strategy to Grow Blog Post Conversions 29:56

37 weeks ago29:56

29:56

n this episode, we do a in-depth dive into what category keywords are and how to use them to drive more blog post conversions. In the reverse marketing funnel diagram that you can find in our blog post on Pain Point SEO , category keywords are some of the highest converting keywords. We explain how to identify which keywords would be best to target and share data on different ways to approach them to increase your conversion rate. SEO conversion rate article…

The Grow and Convert Marketing Show

1
Episode 27- How We Improved Blog Post Conversion Rates by 66%-950% Through Writing 47:48

40 weeks ago47:48

47:48

Historically, we only updated blog posts to try to increase ranking positions. However, through that process of updating blog posts, we realized how much the actual writing of pieces matters. Specifically, we've been updating blog posts for two different clients that helped sell and position the product or service better and have seen conversion rate increases between 66%-950% per blog post. We share our thoughts as to why this is and make the case for why more businesses should adopt our approach to blog post writing. Relevant articles: https://www.growandconvert.com/content-marketing/how-often-should-website-content-be-updated/ https://www.growandconvert.com/seo/secondary-keywords/…

The Grow and Convert Marketing Show

1
Episode 26: Brand Marketing vs. Performance Marketing. Which is better? 44:25

42 weeks ago44:25

44:25

A recent news story from someone that worked at Nike is making its way around Twitter and LinkedIn. The ex-employee claims that the loss of $25B has to do with Nike's focus on performance marketing instead of brand marketing. Marketers are taking to Twitter and LinkedIn to take sides: "See, this is why you should focus on brand marketing" - Brand Marketer "No! Performance marketing still works"- Performance marketer We share our thoughts on this topic and share when we think each type of marketing makes sense. Hope you enjoy the debate! The linkedin post: https://www.linkedin.com/pulse/nike-epic-saga-value-destruction-massimo-giunco-llplf/?trackingId=4hwmp4UlQNyDwPI%2F%2BSN2kA%3D%3D…

The Grow and Convert Marketing Show

1
Episode 25: June and July Agency Update - New Record Highs & Is the Economy Playing into Growth? 33:05

44 weeks ago33:05