This article discusses the value of competitor comparison content and offers a framework for creating it effectively. It emphasizes being helpful, fair, and transparent while addressing both strengths and weaknesses of competitors. The author shares insights from experience in writing for SaaS companies.

Demand capture focuses on providing solution-oriented content for problem-aware customers, while demand generation targets solution-adjacent content for those who are not yet aware of their problems. The piece emphasizes the importance of addressing both aspects to effectively reach customers at different stages in their buying journey. Ultimately, it advocates for a balanced approach to content marketing that recognizes the nuances between various buyer awareness levels.

The author critiques the traditional TOFU/MOFU/BOFU content framework, advocating for a simpler approach where TOFU content focuses on 'what is' while MOFU and BOFU content emphasize 'how to' and 'how WE.' They suggest that businesses should allocate 20% to TOFU and 40% each to MOFU and BOFU to better address buyer needs and differentiate themselves, especially as AI content becomes more prevalent.

Traditional TOFU–MOFU–BOFU frameworks limit growth by assuming buyers follow a linear path through content stages. Instead, marketers should focus on creating content that builds mental availability and remains memorable when potential buyers experience pain, ultimately shifting to a model that emphasizes a "marketing waiting room" and a "sales room" approach. This change allows for a more realistic understanding of buyer behavior and improves overall engagement and conversion.