Building Topic Clusters With MarketMuse
Ditch those pivot tables and spreadsheets. Stop the agony of sorting through thousands of questionable keyword phrases, trying to figure out what supporting pages to create.
Topic cluster research is easier than ever with a MarketMuse premium subscription. Just follow this simple 3-step process.
- Enter the main subject of your topic cluster that you want to research.
- Look over the terms related to the cluster and add those which interest you to your inventory, if they’re not already there. We’ll check for current coverage and create some personalized metrics for these topics. In addition to predicting your likelihood of success, they’re helpful for prioritizing your work.
- Look in Reflect to see what is covered and what needs improvement.
Let’s examine this in a little more detail.
Step 1 – Enter a Subject To Research
The first step is to enter a subject into the research bar. This phrase will be used as the overall guiding theme of your topic cluster. That subject could be completely new or have been previously covered on your site.
The choice is up to you because, as you’ll soon see, MarketMuse shows you existing content that covers topics within the cluster. You’ll want to take that insight into consideration when building out your cluster as you may already have the content. All it needs is a little updating.
Step 2 – Decide Which Topics to Incorporate Into The Cluster
Whenever you see a topic of interest, click on the gray + to add it to your inventory. If the + is green, it’s already in your inventory. Let’s look at each tab in a little more detail.
If you were to create a page on the subject, the model shows what topics you would want to cover. If you’re creating a cluster, these are the pages you want to create.
The topic model helps you create a cluster that dives deep into the subject. We include monthly search volume and cost-per-click (CPC) data to help you prioritize content creation.
By the way, the topic model is created using MarketMuse patented topic modeling technology. It analyzes hundreds, in some cases even thousands of pages, to create a list of 50 semantically related topics mentioned by experts when discussing the subject.
Keywords from this list provide wonderful opportunities for building out a wide topic cluster. Each term can be its own page and the keyword data (volume, CPC, and trend) helps in deciding which ones to include.
Remember, when you add them to your inventory, MarketMuse will generate personalized metrics based on your coverage of the topics and your success in search.
This tab shows a list of highly relevant keyword phrases. Specifically, these terms contain the words used in the phrase entered in the research bar — though not necessarily in the same order.
For example, if you enter “content strategy” into the research bar, all the items in this list will contain the terms “content” and “strategy” but not necessarily in the same order, and they could be separated by other words.
The Questions tab typically reveals up to one hundred questions that people typically ask when researching the subject. Use the search volume and CPC data to help prioritize your content creation.
You may also discover situations where you can combine multiple questions into one page to possibly draw more traffic.
Step 3 – Use Reflect for Insight Into Your Existing Coverage
Understanding your existing content is a critical step in turning cluster research into reality. Reflect shows all the topics in your inventory for this cluster, which pages cover those topics, how well they rank, plus Personalized Difficulty and Topic Authority.
It’s a great way to make sure you’re not creating new content for pages that already exist. And, it can help identify existing pages in the cluster that could use a little updating.
Link the pages in your cluster together with the help of Connect. If offers internal linking suggestions along with appropriate anchor text.
What you should do now
When you’re ready… here are 3 ways we can help you publish better content, faster:
- Book time with MarketMuse Schedule a live demo with one of our strategists to see how MarketMuse can help your team reach their content goals.
- If you’d like to learn how to create better content faster, visit our blog. It’s full of resources to help scale content.
- If you know another marketer who’d enjoy reading this page, share it with them via email, LinkedIn, Twitter, or Facebook.