Welcome to MarketMuse! Wherever there is a need for written content, MarketMuse can help you make it better. All these types of content can benefit:
- Blog posts
- E-commerce pages
- Home page
- Landing pages
- Podcast scripts
- Press releases
- Video scripts
This guide will help you quickly take advantage of everything the platform has to offer.
A 3-Step Framework to Creating Better-Performing Content
Here’s a simple three-step framework to start using MarketMuse to create highly comprehensive content coverage:
- Determine what content to create/update.
- Decide how to do it.
- Get it done
This basic framework is a general approach that applies no matter what tools or platform you choose to use. You can accomplish all this with the help of MarketMuse, depending on your plan:
- Determine what content to create/update – Analyzing topic authority and content quality at scale using personalized metrics to prioritize your content creation.
- Decide how to do it – Using MarketMuse data to determine the best approach to thoroughly cover a subject.
- Get it done – Create an AI-driven content brief using MarketMuse data, then get the content written to meet suggested MarketMuse KPIs.
Note that with Free and Standard plans you’ll need to bring your own topics since these plans lack content inventory and auditing. But you can use MarketMuse applications to uncover topic ideas (this applies to all plans).
While you can export data to create your own content briefs in a Standard plan, the free plan does not provide this functionality.
Determine what content to create/update.
This is where conducting a content inventory and audit is crucial. The fastest route to authority is creating new content based on what already exists on your site. When it comes to updating existing content, you need content inventory to make sound decisions, otherwise you’re just working from what is top of mind. And that’s not necessarily the best choice.
On-demand content inventory and audit is included for MarketMuse customers on a Premium plan. It’s integrated within the platform where you’ll interact with it.
You can approach this first stage from a topic or page perspective. Regardless of your approach, you can see how both pages and topics relate to one another. For example, while looking at a topic you can see which pages already rank for it. Likewise, while looking at a page, you can see the topics for which it currently ranks.
There are two steps in this stage:
- Create a shortlist of candidates.
- Investigate each one to determine their potential.
Create a shortlist of candidates
Whether you’re looking at topics or examining pages, chances are you have a lot of options – the bigger the site, the more alternatives. So the first step is to narrow down those choices into a shortlist of high-potential possibilities. You do this by applying various filters to your list of pages or topics and sorting it if necessary. This is called a View and can be saved for repeated use. We’ve created some templates to get you started – you can use them as is or modify them for your particular needs.
Investigate each candidate to determine their potential.
From that shortlist of possibilities, whether they’re pages or topics, you’ll still need to examine each one to determine its suitability. If you need more details click on a row.
When looking at a shortlist of topics, clicking on a row reveals details about the topic including:
- Topic Statistics
- Related Pages
- Related Topics
- Competitive Heat Map
When looking at a shortlist of pages, clicking on a row reveals details about the page including:
- Page Statistics
- Ranking Topics
- Non-ranking Topics
- In-content Links
Use this information to determine whether that page/topic is something you want to create or update content on. If it is, you can add it to a Plan to keep track of what you’re working on. A row in a Plan looks just like it does in the Topics or Pages Inventory and contains the same data points. Inside a Plan, that row of data is called a Project.
MarketMuse Free and Standard
If you’re not on a Premium plan, a content inventory and audit is something you’ll need to manually assemble. Most people use a spreadsheet. Typically, the data comes from a variety of sources including a web crawler, content management system report, and analytics report.
Not having access to personalized metrics to determine the most viable content to create or update, you can skip this section and move onto “Decide how to do it.” There you’ll also discover how the applications can help you come up with some new content ideas.
Decide how to do it.
Determining what needs to be done involves using data from the applications to determine the best approach.
MarketMuse customers with a Premium plan have access to Search Intent data which helps refine how you tackle a specific topic.
Also, application data is integrated into the page and topic details:
- Related topics (that’s the Research Application data)
- Competitive Heatmap (that’s the Compete Application data)
- Start Writing (using Optimize Application data to either create new content or update existing pages)
Plus, when looking at a list of topics or pages, you can run it in any of the applications.
Furthermore, Content Briefs contain data from all the applications: Research, Compete, Optimize, Questions, and Connect. So, for those on a Premium plan, this stage is deeply integrated with the next stage, “Get it done.”
MarketMuse Premium, Standard, and Free
The platform contains the following applications which can help determine what topic to write about and how to do it.
Research – for understanding all the related topics you need to cover in a specific subject. Usually you include them in one article, but you can use this data to build out clusters as well.
Compete – for determining the topics that everyone covers and what most people are missing.
Questions – to understand what questions people are asking when searching this topic. Make sure to answer them in your content, as appropriate.
Connect – to find the best connections to internal pages on your website and external sources as well.
Get it done.
This stage of the process involves providing writers with a content brief and ensuring they create content that meets the KPIs in the form of Target Content Score and Word Count.
MarketMuse customers with a Premium plan use content briefs and plans to allocate tasks and give writers the necessary resources to quickly create high-quality content. These AI-driven content briefs use more sophisticated topic modeling than available under MarketMuse Free and Standard plans:
- Create a content brief and assign it to a writer
- Share the link with them
- They create the content on the platform, ensuring it meets the KPIs in the form of Target Content Score and Word Count.
You can use the application data to help outline and write your content or export the data and create your own content brief. Later, you can check their working using Optimize.