Here are some simple yet effective workflows using the available applications in MarketMuse.
Improve an Existing Piece of Content (using Optimize)
What content pieces are good candidates for this?
- Content that is performing well, and we want to solidify our advantage.
- Content that was performing well, but is losing organic traffic due to declining rankings.
- Content that hasn’t performed well, but we want to improve.
- Content that exists in a draft and hasn’t been published yet, and that we want to ensure it gains traction faster.
Use this workflow:
- Enter the core focus topic.
- Add the URL where your desired page is into the “Enter URL” bar. If the content hasn’t been published yet, you can paste the draft into the text editor. Click the blue button that says “Run/Fetch”
- Once Optimize finishes analyzing your content, you can look at the righthand sidebar to see how well you’ve covered the topic. “Dist.” refers to how often the related topic is distributed in the body of your content, while “Suggested” refers to the ideal distribution of the related topic.
- Re-write sections of your content to include related topics you missed or insufficiently covered. You can also add new sections of content to expand your coverage. Look at the Content Score/Target Content Score in the top left corner to see when you hit the mark.
- If you want to get specific targeting a competitor in the SERP, you can click the Compete button within the Optimize application (it’s on the righthand side) to compare your content 1-on-1 against another page.
Finding Specific Questions People are Asking About a Topic (using Questions)
- Enter your focus topic
- Comb through the list for questions you think you can answer.
- Once you have your questions, you can export them (depending on your plan) or just grab the one or two you really like.
- From here, you can decide if you want to answer these questions in an existing piece of content, or if you want to use the question as a focus topic for a new piece of content.
One way to think about this is with a pillar page and supporting cluster content. Say you have a pillar page targeting the term “content strategy.” Run “content strategy” in Questions. One of the questions returned is “What are different content types?”
Consider including it in the pillar page, answering the question at a high level. Then, run “What are different content types?” in Research (using another query) to see what to cover when if a new piece of content specifically on different content types. This workflow is ideal for cluster development.
Find Gaps in Competitive Coverage (using Compete)
Compete uses a heatmap to show how well the top 20 pages on a SERP cover a topic based on our topic models.
- Enter your topic. If you have an existing URL on that topic, you can add it as well.
- Look at the heatmap to find which related topics are not well-covered by anyone on the competitive landscape.
- The fastest way to do that is to read the heatmap from left to right. If you see whole rows with mostly red or yellow squares, it means the entire competitive landscape is insufficiently covering the topic. This is a perfect opportunity to write differentiated content.
Read this article on Writing for Information Gain for more depth on this workflow.
Create Content Clusters Fast (using Connect)
Give Connect a topic for either an existing page or new content and it will find the best pages to connect with. Incorporate these links and anchor text to quickly create clusters of content. Here’s how:
- Enter your topic
- Connect will list up to 10 related topics to be used as anchor text.
- For each anchor text, it will list up to 10 URLs from your site that could be used, offering lots of choices.
- Incorporate the most appropriate anchor text/URL combinations in your content.
Note that the larger your site, the more likely Connect will find suitable links.