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Might seem a bit general, but I'm curious to know what techniques and strategies people use (if any) beyond the basic stuff we all know about (i.e. doing keyword research on the topic, searching for articles/videos/reviews centered around the topic, then writing). More or less how they like to...

I work with a recent startup (<1 year) in one of the more competitive consumer product industries in the United States. Within the last few years plenty of companies in this space have received large investments, resulting in numerous competitors with big marketing budgets in an already crowded...