What ClickUp Doesn’t Tell You About Their Content Strategy (Part 2)

In my last post, we talked about three content strategies that ClickUp is using and in this article, we will talk about the other strategies that it uses

Takeaway 4: Comparison Pages

There are several productivity tools out there with almost similar features so how are people going to choose which fits them the best? To help people in the consideration stage, ClickUp has created a bunch of comparison pages that talk about how ClickUp is better than most productivity tools by comparing all the features, advantages, and disadvantages. 

Why ClickUp is Doing This

Educating Potential Users:

• Informed Decision-Making: Potential users often need help navigating the myriad of options available. Comparative pages provide a detailed analysis that educates users on the differences, helping them make informed decisions.
• Feature Highlighting: These pages allow ClickUp to highlight specific features that might be overlooked in a general overview, showcasing how these features solve particular pain points more effectively than competitors.

Building Trust and Credibility:

• Transparency: By openly comparing ClickUp with other tools, the company demonstrates transparency, which can build trust with potential users. They show confidence in their product by willingly placing it side-by-side with competitors.
• Third-Party Validation: Often, these pages include testimonials, reviews, and ratings from third-party sources, adding an extra layer of credibility.

SEO and Traffic Generation:

• Search Engine Optimization (SEO): Comparative pages are highly effective for SEO. Users often search for direct comparisons (e.g., "ClickUp vs. Asana"), and these pages are likely to rank well for such queries.
• Increased Visibility: High-ranking comparison pages drive organic traffic to ClickUp’s website, increasing visibility and attracting potential users who are already in the decision-making phase.

Takeaway 5: Programmatic SEO

When checking ClickUp’s keyword data through any keyword research tool, you'll notice that the platform ranks highly for many template-related keywords. This success can be attributed to a strategic and systematic approach to content creation, akin to programmatic SEO, which I have personally implemented in a previous role with significant success.

My Experience with Programmatic SEO

Objective:

• To rapidly generate high-quality content targeting a wide array of related keywords, enhancing organic search visibility and driving traffic.

Approach:

1. Template Creation:
   • Standardized Format: Developed a standardized template for content pages, ensuring consistency and efficiency in the creation process.
   • Topic Identification: Curated a list of over 100 topics relevant to our core focus area. This ensured comprehensive coverage of the niche and maximized keyword targeting.
2. AI Assistance:
   • AI: Leveraged AI tools like ChatGPT to assist writers in generating content. AI was used to streamline the writing process, providing initial drafts or supplementary material, but not replacing the writers entirely.
   • Efficiency Boost: This approach significantly reduced the time and effort required to produce high-quality content, allowing us to scale quickly.
3. Content Production:
   • Writer Assignment: Assigned the curated topics to our team of writers, providing them with guidelines on how to use AI effectively for content creation.
   • Training: Educated writers on how to best leverage AI for generating drafts, headlines, and other content components, ensuring the final output was polished and coherent.
4. Rapid Execution:
   • Fast Turnaround: Within a month, we successfully created and published over 100 content pieces. This rapid production was critical in quickly capturing search traffic.
   • Immediate Impact: We observed a noticeable improvement in the organic keywords appearing in SERP within just a week of publishing the new content.

Results:

• Increased Visibility: The programmatic SEO approach led to a significant boost in organic search visibility, with more keywords ranking prominently on search engine results pages (SERP).
• Traffic Growth: The influx of high-quality content attracted more organic traffic, enhancing overall site performance and engagement.