Killed a brief because it ignored what's already ranking
Writer turned in a gorgeous 1,800-word how-to. Problem: page one for that term was all comparison listicles and tools. We shipped a tutorial into a buyer-intent SERP. Bounced in two weeks.
Now every brief starts with me actually opening the top 5 results:
— Note the dominant format (list / guide / tool / product)
— Note the angle they all share AND the one gap nobody fills
— Match the format, then win on the gap
The SERP already told you what it wants. Stop arguing with it.
Trench Content
@TrenchContent
Killed a brief because it ignored what's already ranking
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