| name | comparison-article |
| description | Writes 'X vs Y' comparison articles with feature tables, pros/cons, use cases, and recommendation logic. Use when creating product or service comparison content for SEO or buyer guidance. |
| allowed-tools | Read Write Glob |
| metadata | {"author":"matthewhitcham","version":"1.0"} |
Comparison Article
When to Use This Skill
Use this skill when you need to:
- Write an "X vs Y" comparison article for two products, tools, or approaches
- Create a multi-option comparison ("Best X for Y" format)
- Produce buyer-intent content that ranks for comparison search queries
- Build feature tables, pros/cons lists, and recommendation sections
DO NOT use this skill for reviews of a single product or listicles of unrelated tools. This is for head-to-head or multi-option comparisons.
Core Principle
A COMPARISON ARTICLE MUST HELP THE READER MAKE A DECISION — NOT JUST LIST FEATURES. EVERY SECTION SHOULD MOVE THEM CLOSER TO CHOOSING.
Phase 1: Brief
Required Inputs
| Input | What to Ask | Default |
|---|
| Items to compare | "What are you comparing? (e.g., ConvertKit vs Mailchimp)" | No default — must be provided |
| Comparison type | "Head-to-head (X vs Y) or multi-option roundup?" | Head-to-head |
| Target keyword | "What search query should this rank for?" | "[Item A] vs [Item B]" |
| Audience | "Who is choosing between these options?" | Solopreneurs and small business owners |
| Author's recommendation | "Do you have a preferred winner, or should this be neutral?" | Neutral with use-case recommendations |
| Word count | "Target length?" | 2,000-2,500 words |
GATE: Confirm brief before building comparison framework.
Phase 2: Outline
Comparison Article Structure
**H1:** [Item A] vs [Item B]: [Differentiating angle or audience]
**Quick Verdict** (~100 words) — TL;DR recommendation at the top
**H2: Overview** (~200 words)
- Brief intro to both options and why people compare them
**H2: [Comparison Criteria 1]** (~300 words)
- [Item A analysis]
- [Item B analysis]
- [Winner for this criteria]
**H2: [Comparison Criteria 2]** (~300 words)
...
**H2: Feature Comparison Table**
- Side-by-side feature matrix
**H2: Pricing Comparison** (~200 words)
**H2: Who Should Choose [Item A]** (~150 words)
**H2: Who Should Choose [Item B]** (~150 words)
**H2: Final Verdict** (~150 words)
GATE: Approve outline and comparison criteria before writing.
Phase 3: Write
Quick Verdict (top of article)
Place a summary verdict BEFORE the detailed comparison:
> **Quick verdict:** [Item A] is better for [use case]. [Item B] is better for [use case]. If you [specific situation], go with [recommendation]. Read on for the detailed breakdown.
Comparison Criteria Sections
For each criteria (pricing, ease of use, features, support, etc.):
- What matters — why this criteria matters for the reader's decision
- Item A — how it performs on this criteria (with specifics)
- Item B — how it performs on this criteria (with specifics)
- Winner — clear verdict for this category with reasoning
Feature Comparison Table
| Feature | [Item A] | [Item B] |
|---------|----------|----------|
| [Feature 1] | [Yes/No/Detail] | [Yes/No/Detail] |
| [Feature 2] | [Detail] | [Detail] |
| Pricing | [Starting price] | [Starting price] |
| Best for | [Use case] | [Use case] |
Use-Case Recommendations
End with clear, situation-based recommendations:
## Choose [Item A] if you:
- [Specific situation 1]
- [Specific situation 2]
- [Specific situation 3]
## Choose [Item B] if you:
- [Specific situation 1]
- [Specific situation 2]
- [Specific situation 3]
Writing Rules
| Rule | Detail |
|---|
| Be specific | "ConvertKit starts at $29/mo for 1,000 subscribers" not "ConvertKit is affordable" |
| Name winners | Each criteria section must declare a winner (ties are allowed with explanation) |
| Use screenshots/callouts | Mark where screenshot comparisons should appear |
| Disclose bias | If the author uses one product, say so upfront |
| Link to both | Include links to both options (affiliate or direct) |
Phase 4: Polish
1. Comparison Checklist
## Pre-Publish Checklist
- [ ] Quick verdict appears at the top of the article
- [ ] Each comparison criteria names a winner
- [ ] Feature comparison table is included
- [ ] Pricing information is current and specific
- [ ] Use-case recommendations are clear ("Choose X if you...")
- [ ] Final verdict is decisive (not wishy-washy)
- [ ] SEO: keyword in H1, first 100 words, and meta description
- [ ] All facts and pricing are accurate as of publish date
- [ ] Affiliate or bias disclosure is included if applicable
- [ ] Article helps the reader decide, not just compare
2. Meta Description
[Item A] vs [Item B] — which is right for you? We compare [criteria] to help [audience] choose. [Quick verdict hint].
3. Update Note
Include a "Last updated: [date]" note at the top. Recommend quarterly price and feature accuracy checks.
Example: "ConvertKit vs Mailchimp for Solopreneurs" (2,200 words)
Quick verdict: ConvertKit wins for creators selling digital products.
Mailchimp wins for e-commerce businesses sending promotional emails.
Comparison criteria:
1. Ease of use — Winner: Mailchimp (simpler interface)
2. Email automation — Winner: ConvertKit (visual automation builder)
3. Landing pages — Winner: ConvertKit (built for lead gen)
4. Pricing — Winner: Mailchimp (free tier is more generous)
5. Deliverability — Winner: ConvertKit (better inbox placement rates)
6. Integrations — Tie
Choose ConvertKit if: you sell courses, coaching, or digital products
Choose Mailchimp if: you run an e-commerce store or need a free plan
Anti-Patterns
- No clear winners — "Both are great!" helps nobody decide. Name a winner for each criteria or explain the tie.
- Feature-listing without context — "ConvertKit has automation" is useless. "ConvertKit's visual automation builder lets you create a 5-email welcome sequence in 10 minutes" is useful.
- Outdated pricing — nothing kills credibility faster. Verify pricing before publishing.
- Hidden bias — if you are an affiliate or use one product, disclose it. Readers spot hidden bias.
- No use-case recommendations — features do not help readers decide. Use cases do.
- Wall-of-text comparisons — tables and bullet points make comparisons scannable. Use them.
Recovery
- User wants a biased comparison: Write it with a clear recommendation but still present the other option fairly. Disclose the bias.
- Products are very similar: Focus comparison on the 2-3 differences that actually matter for the target audience.
- Pricing changes frequently: Include pricing with a "Last verified: [date]" note and recommend quarterly updates.
- More than 2 items to compare: Switch to a roundup format with a comparison table and a "Best for [use case]" winner for each category.
- No personal experience with the products: Research thoroughly and caveat with "Based on published documentation and user reviews." Do not fake firsthand experience.
