A+ content strategy should start with competitive research. Not with design temp
By Anthony Nguyen 🟢 · July 13, 2026 · Curated by George's Blog
A+ content strategy should start with competitive research. Not with design templates. Not with brand guidelines. Not with whatever your designer suggests.
Here's the process I use every time:
Pull up the top 10 listings for your primary keyword. Screenshot every A+ module from each. Catalog what you see: which module types appear most, what messaging themes dominate, where competitors use comparison charts vs lifestyle imagery.
What you're looking for:
- Module types top sellers use repeatedly (proven formats)
- Messaging angles your competitors all miss (your opportunities)
- Visual quality benchmarks (the floor you need to clear)
- Common objections being addressed (these matter to buyers)
Then organize findings into a brief. Not a design file. A brief. The brief defines what each module should communicate and why, based on what the competitive landscape reveals.
Only then does design begin.
Most A+ content fails because it starts with aesthetics. "Make it look premium." That's not a strategy. "Address the durability concern that 6 of 10 competitors ignore, using a comparison module" -- that's a strategy.
Research first. Brief second. Design third. Skip a step and you're guessing with your money.
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