What the lighting brand needed
A New York lighting brand commissioned ten articles informed by competitor research. We needed to understand the topics already covered in search results and identify information that would be useful to its readers.
The client also needed those articles to support its own product categories. Naming or linking to competing brands could direct readers away from the client’s website.
How we used the competitor research
We reviewed competing pages to see which topics and product categories they covered. We looked for missing information, explanations that needed more detail, and questions the articles left unanswered.
Those findings helped us decide what to cover in the client’s articles. We developed the topics around the information readers needed and the product categories relevant to the brand.
- Research
- Review competing pages and identify gaps in their coverage.
- Writing
- Use the findings to explain relevant topics and product categories.
Linking readers to the client’s products
When an article discussed a product category, we explained the category and linked to the relevant pages on the client’s website. We left competing brands’ names and website links out of the finished content.
This gave readers a way to explore the client’s products after reading the article. The competitor research helped us plan the content, while the links supported the client’s own website.
Ten articles completed
We delivered two articles each week, with roughly one week from brief creation to delivery. Each batch went through research, writing, editing, and quality checks.
- Articles completed
- 10
- Articles delivered
- 2/week
- Brief-to-delivery turnaround
- ~1 week
The project produced ten articles based on competitor research. They covered gaps identified during that research and directed readers to relevant pages on the client’s website.
What this project showed
Reviewing competing pages helped us identify useful topics and gaps in existing coverage. We could then write articles suited to the client’s products and audience.
For ecommerce brands, the research and linking decisions both matter. The research helps determine what to explain. Relevant internal links help readers find the products discussed.