For content strategy pros that find our Starter Planning Dashboard too basic, here’s our Advance Content Strategy Dashboard, developed by MarketMuse Co-founder and Chief Product Officer, Jeff Coyle. This dashboard consists of dozens of modules to help isolate:
- Intent mismatch
- Underperforming pages
- Competitive advantage
- Thin content
- and more!
Even better. The output from these modules is actionable. So you’ll be able to take immediate action on that insight.
Getting The Most Out of Your Dashboard
To get the most out of your dashboard, you need to tune some of the parameters used in the modules. The dashboard, as provided, offers some interesting observations. Tuning those observations makes them actionable.
Some of the parameters to consider adjusting include:
- Word count
- Personalized Difficulty
- Monthly search volume
You want to tune these parameters to reflect the characteristics of your content inventory. In doing so, you will change the number of results a filter returns into a manageable set.
For example, at MarketMuse our typical blog post runs upwards of 1,200 words. Word Count in the Thin Content modules needs to be set to reflect that reality. Yours, of course, will be different.
Important Concepts to Consider
You’ll get the most out of the MarketMuse Dashboard if you familiarize yourself with a few critical points.
Topic Filter and Page Filter Previews both use the default sort (by Opportunity) showing the best opportunities first. A page or topic with a high Opportunity Score means, all things considered, it has the best chance of success compared to all the other items currently in your inventory.
Opportunity Score is the ultimate power metric taking into account:
- Content quality
- Search volume
- Topical authority
- Site authority
- Personalized Difficulty
- Current coverage
Personalized Difficulty and Authority
Personalized Difficulty is a score out of 100. It measures how hard it is for your particular domain to rank for a specific topic.
Page and Topic Authority play important roles when discussing personalized difficulty. Authority is based on our ability to assess how well you’ve covered a topic and how successful you’ve been in the past and how well you’re doing with current production/publishing efforts.
How is it calculated?
- Amount of coverage on the topic.
- How comprehensive it is.
- Whether you have stand-out expert-level content on the topic.
- How well it performs.
- The potential traffic one could receive if they are an authority on the topic, and the relative competition to you.
For topics with a low Personalized Difficulty score, usually, you can just improve the on-page content and you’ll rank better. If the topic you’re tackling has a high Personalized Difficulty score, you’ll have better success by also building a cluster.
This module offers a birds-eye-view of the ranking health of your pages. Specifically, it examines each page to see if it ranks in the top 20 for one or more topics. Pages are grouped into particular buckets depending on the number of top 20 topics for which it ranks. Click on any one of those bars in the graph to see a filter inventory listing of just those pages.
This module provides a quick way to check how optimization efforts are proceeding in general.
The Content Score for the ranking topics of each page is evaluated against the target and then placed in one of four buckets: best, target, average, and below average.
Beyond making you feel good, these Top Ranking Topic Filters can provide a wealth of topic ideas to pursue.
Number 1 Rankings
This Topic Filter shows topics for which your site ranks in the number one spot on Google.
Mouse-over any of the entries to send that topic to Research where you can conduct both variant and related topic research. You can also view the complete list from which you can send topics to Research.
Top 3 Rankings
This Topic Filter shows topics for which your site ranks in the top three spots on Google.
Research these topics for expansion and improvement.
For the striking distance modules, it’s helpful to remove branded terms and add a Personalized Difficulty based on your site’s overall strength.
The first three are simply based on the ranking position. These are topics for which you can confidently write except for those in Striking Distance – Positions 21-50 list. In this case, you want to first check whether or not to write about them.
Low Authority, Striking Distance Pages – Opportunity to Capture Rank From Cluster Building
The Page Filter for this module also finds striking distance opportunities, focusing on pages ranking between 5 and 20 in the Google SERP. We filter for the best opportunities, focusing on pages with low authority. The best way to improve the rank of these weak pages is to focus on building clusters.
These modules all rely on Page Filters to locate pages that have:
- Too few external links.
- Too few internal links.
- Too many internal links.
- Too few internal and external links
Pages With Many External Links: Assess Link Usage
Tune this parameter to align with the average article word count. At MaketMuse, we generally write posts of around 1,200 words. If your site typically publishes shorter articles, you’ll want to reduce the value of External Links Count.
Review the pages appearing on this list to verify whether there’s excessive use of links. In some cases, it’s justified. For example, we curated a post of content strategy resources, 183 and counting. Since we link out to all those resources, we expect to see this page appear on the list.
Low Linked Pages – Run Through Connect, Increase Links at Least 3x
In cases where more links are suggested, run the topic through Connect to determine the best linking candidates.
Underperforming Pages: Optimize Content and Address Intent Mismatch
Entries in this Page Filter list are weak, as demonstrated by their Authority Score of under 10. A low Content Score of less than 25 suggests some optimization should be considered. These pages rank for few topics (under 20) and while they may rank okay (on the fifth page or better of Google) there is most likely an intent mismatch that needs to be addressed in order to improve their performance.
Underperforming Pages – Long-form Content: Create Cluster/Authority Support
Long-form content will usually rank for many topics. This Page Filter identifies those that don’t. Review the items in the list to determine why these long-form pages are underperforming (not ranking well for a large number of terms).
The common link between the filter in these modules is that they all find topics for which you have a competitive advantage. That advantage can be identified by filtering for topics where Difficulty (for the average site) is higher than Personalized Difficulty (for your site). These are topics for which it’s easier for you to rank than the typical site.
Remove branded topics from the list since you’ll always have a competitive advantage for those terms. Do this by editing the module and using the Term data filter to exclude your brand.
Competitive Advantage: Target Difficult Topics With Clusters
The topics in this list are highly competitive with good search volume. Despite your competitive advantage, one page on the topic will not suffice. You’ll still need to build-out topical clusters.