Use the Analysis/Planning/Brief workflow to create a well-structured and optimized topic cluster. The cluster analysis shows you how much content you need — what to create and what to update. The planning document takes this insight and generates relevant content ideas. Select the best ones based on relevance and business goals, and turn them into briefs that your writer will use to create content.
MarketMuse takes care of clustering the related topics so you don’t have to.
Use a MarketMuse Cluster Analysis document to determine what’s required to dominate that cluster — how much content needs to be created and which pages need to be updated. Create content briefs to ensure that both existing pages and any new content is the best it can be.
Pillar content acts as the central hub of the topic cluster, providing a comprehensive overview of the topic. The supporting articles within the cluster delve deeper into specific subtopics, providing additional information and context. The pillar content links to the supporting articles, and vice versa, creating a strong internal linking structure.
MarketMuse content briefs include internal linking recommendations. Naturally, these recommendations only consider existing content. So you’ll need to keep of your content in progress and link to them once the page(s) go live.
There are many ways of measuring the success of topic clusters including organic traffic, keyword rankings, and conversion rate.
A Content Quality Analysis document is a great way of identifying low-quality content within a cluster.
A MarketMuse Cluster analysis document creates keyword clusters, determines how much content is required and what existing pages need updating. Use that insight to create a Planning document where MarketMuse will offer detailed suggestions on what to create. Make your selection and automatically turn them into content briefs.
To create a content calendar based on topic clusters, first identify your topic clusters. Use a MarketMuse Cluster Analysis to determine how many pieces of content to create and how many existing pages to optimize. Plan the types of content being created. Set publication dates, assign tasks, and track progress with the help of a content calendar tool.
Use a top-down approach with the help of MarketMuse’s Analysis/Planning/Brief workflow. Don’t create a piece of content first and then struggle to determine where it best fits.