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How to Create a Detailed Content Brief

Posted by Laurie Mega on Dec 13, 2018 2:00:00 PM

To create the kind of content your audience will respond to takes research and analysis. You’ve scrutinized your current content offering and found the gaps.

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Topics: Content Brief

Content Gap Analysis: The MarketMuse Guide

Posted by Stephen Jeske on Dec 11, 2018 2:00:00 PM

If you’ve written about a topic, can a gap still exist? It’s not an existential question, but rather one with significant practical implications, which we’ll discuss in a minute.

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Topics: Information Architecture

5 Steps to Finding Content Gaps in the Buyer Journey

Posted by Laurie Mega on Dec 6, 2018 2:00:00 PM

When creating content for your brand, it’s easy to get hyper-focused on one aspect of the buyer’s journey — usually the awareness stage. You’re so busy putting content together to let people know about your product, you can forget that there are all those other steps to turning a visitor into a customer.

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Content Gap Analysis: What Most People Miss

Posted by Laurie Mega on Dec 4, 2018 2:00:00 PM

You’ve been creating content for a while, and you’ve built up a pretty robust library. Your content marketing efforts are humming right along.

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Topics: Information Architecture

Scaling Content Production With Technology

Posted by Stephen Jeske on Nov 29, 2018 2:24:13 PM

In the early days of the telephone switchboard operators had to physically connect every call by inserting a pair of phone plugs into the appropriate jacks. At its peak, over 350,000 switchboard operators worked for AT&T.

But there were limits to scaling in this manner. Adding more operators merely had an incremental effect. It certainly did nothing to address the human limitations of physically connecting those phone plugs.

Today, billions of calls are made daily, and scaling of this magnitude would not be possible without the aid of technology.

Compared to this, your content aspirations are modest. Still, if you wish to scale your content creation, it makes sense to look at how technology can help.

A great deal of online discussion around scaling content production often centers on issues related to personnel. While questions like whether to expand your in-house team or hire more freelancers are valid, this article focuses on how technology can augment your content team.

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Topics: Content Creation

What is User Intent?

Posted by John Crandall on Nov 29, 2018 10:00:00 AM

Marketing today is customer-centric.

Top-performing companies are obsessed with providing customers with precisely what they desire. In fact, they have to do so in order to be successful.

However, what does customer-centrism mean from a ‘search’ perspective? Moreover, how does this relate to ‘user intent’?

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Topics: Content Optimization

Content Gap Analysis Examples

Posted by Stephen Jeske on Nov 27, 2018 2:00:00 PM

Content gap analysis is an important part of any content strategy. While there’s no shortage of theories and templates for performing an analysis, there's a scarcity of good examples from which to learn. In this post, I share a few cases that illustrate how to identify and exploit on-page content gaps quickly.

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Topics: Information Architecture

AI In Content Marketing: These 23 Branches Tell a Story

Posted by Stephen Jeske on Nov 20, 2018 2:00:00 PM

Marketers, be thankful your job is more complicated than playing a game of Go.

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Topics: SEO Content Strategy

Content Quality The MarketMuse Guide

Posted by Stephen Jeske on Nov 15, 2018 2:00:00 PM

As marketers find it increasingly difficult to stand out above the noise, and old school SEO hacks no longer work, content quality is coming to the forefront of the conversation. Creating quality content is part of a good content strategy.

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Topics: Content Quality

Content Quality Check Step by Step

Posted by Laurie Mega on Nov 13, 2018 2:00:00 PM

You’ve read our posts on creating and optimizing great content. You’ve developed a content strategy, planned, assigned and edited, and now you’re ready to post.

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Topics: Content Creation

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