"We've been blogging for a year. Nothing."
I look at their content:
"5 Outdoor Living Trends for 2025"
That's the problem.
Why Generic Content Fails
Trends content gets traffic.
It doesn't get sales.
Someone reading about trends isn't buying a $4,000 grill today.
They're casually browsing.
For high-ticket products, you need content that serves buyers, not browsers.
The Content Hierarchy
Tier 1: Bottom-of-funnel (drives sales)
- "Weber Summit vs. Napoleon Prestige: Which $3,000+ Grill Is Worth It?"
- "Complete Buyer's Guide to Luxury Outdoor Kitchens"
- "[Your Brand] vs. [Competitor]: Honest Comparison"
This content converts.
People searching these terms have credit cards ready.
Tier 2: Middle-of-funnel (builds trust)
- "How to Choose the Right Hot Tub Size for Your Family"
- "What to Expect When Your Outdoor Kitchen Is Delivered"
- "10 Questions to Ask Before Buying Patio Furniture"
This content nurtures.
It helps people make decisions.
Tier 3: Top-of-funnel (builds awareness)
- "Backyard Transformation Ideas"
- "Outdoor Living Trends"
- "Celebrity Backyards"
This content entertains.
Fine to have some, but don't expect sales.
The Comparison Content Secret
Here's what nobody tells you:
People search "[your product] vs. [competitor]" constantly.
If you don't write that page, someone else will.
And they'll probably recommend the competitor.
Write honest comparisons. Acknowledge competitor strengths. Explain your advantages.
This builds trust AND captures high-intent searches.
The FAQ Goldmine
What do customers ask before buying?
Write detailed answers to each question.
"How long does delivery take?" "What's the warranty?" "Do you offer installation?" "What if it doesn't fit?"
Each answer is a content piece.
Each answer removes a buying objection.
The Customer Story Format
Abstract benefits don't sell.
Concrete stories do.
"John from Denver spent $8,000 on our outdoor kitchen. Here's his backyard now, three years later. Here's what he says about it."
That's content that converts.
Quantity vs. Quality
For high-ticket, quality wins.
One exceptional piece outperforms twenty mediocre ones.
Create the definitive resource for your category.
Make it so good that competitors link to it.
That's the goal.