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Unlock Valuable Client-Focused Insights with MarketMuse

6 min read

MarketMuse offers powerful AI technology that unlocks valuable client-focused insights for your content strategy. Its automatic content audit analyzes your website’s content, identifies gaps, and highlights areas for improvement. Plus, MarketMuse provides personalized metrics, competitive content analysis, and page optimization tools. 

Paid plans offer unlimited insight — conduct as much research and create as many content briefs as you wish. Here’s how you can get that insight from our platform and what you can discover, depending on a client’s budget.

Site-level Content Analysis

Site-level content analysis takes a look at the content on the entire site. Here are some ways MarketMuse can help you understand how content contributes to topical coverage across the site.

Automatic Content Audit

A MarketMuse content audit enables a comprehensive analysis of your website’s content using our AI technology. These are conducted automatically, usually monthly, and require us to create an inventory of that data.

This regular cadence keeps you informed about the quality, relevance, and effectiveness of your content in meeting the needs of your target audience. By examining factors like topic coverage, depth, and optimization, a content audit provides valuable insights to improve your content strategy.

The benefits of a MarketMuse content audit are significant. First, it uncovers gaps in your content coverage, identifying topics that your competitors are addressing but you’re not. This allows you to create valuable content that fills those gaps and attracts more organic traffic.

Second, a content audit evaluates the quality and relevance of your existing content. It helps identify outdated, thin, or duplicate content that may be negatively impacting your search engine rankings. By highlighting content that needs improvement or removal, you can optimize your website’s content performance.

Additionally, a content audit guides your keyword research efforts by identifying high-value keywords you should be targeting. It provides actionable insights into the popularity and competitiveness of keywords.  Personalized metrics alert you to areas where you have a competitive advantage, helping you prioritize and optimize your content creation.

Ultimately, a MarketMuse content audit empowers you to make data-driven decisions to enhance your content strategy. By understanding what your target audience wants and needs, you can unlock valuable client-focused insights and deliver more engaging and effective content.

Snapshot Audit

A snapshot audit offers all the insights and benefits of an automatic content audit. But it’s a one-time-only creation of inventory data. Consider this alternative if your client doesn’t have the budget for a regular content audit cadence. Same benefits and access to personalized metrics, however, the value of this one-off audit will degrade over time as the client’s site and the SERP changes. What was once valid six months ago may no longer be appropriate in the current environment.

Competitive Content Analysis of Any Website

Heatmap (located within Research) can be used to conduct a competitive content analysis of any website. It doesn’t have to be in the inventory or within the top 20 search results, either. Heatmap reveals the quality of coverage (Content Score) and gaps in that coverage for any subject.  

Analyze any site with MarketMuse Heatmap.

Heatmap only shows the 20 closest semantically related pages. But you can exclude specific sections of a website to get more results. Export the results to a CSV file, where you can assemble it in a spreadsheet to see the bigger picture.

Internal Link Recommendations for any Site

By default, MarketMuse offers internal linking recommendations for the site that’s in your inventory. However, you can specify another site from which to draw recommendations.

Get linking recommendations for any site with MarketMuse Connect.

You’ll get up to 10 anchor text suggestions, driven by the topic model, with up to 10 link suggestions each. The suggestions appear in the Network Tab.

Page-level Content Analysis

Page-level analysis focuses on the individual page, without considering any other content on the site. Here’s how MarketMuse can help you better understand a clients’ individual pages.

Content Analysis and Optimization of Any Page

Content optimization requires at least a focus topic. But if you supply Optimize with a URL, we’ll show you how well that page covers that subject. You can see the gaps in topical coverage and make adjustments as needed.

Analyze any page with MarketMuse Optimize.

Optimize can read any publicly-accessible URL — it doesn’t have to exist in the inventory. If the content is not publicly available, but you can access it, cut and paste the text into Optimize.

SERP X-Ray Comparison of Any Page vs Top 20 SERP

Supply Research with any publicly-accessible URL and you’ll see how it compares against the top 20 search results. 

Compare any page against the SERP with SERP X-Ray

Datapoints available to compare include search intent, Content Score, word count, internal and external links, and more.

Competitive Content Analysis of Any Page vs Top 20 SERP

Including any URL in Research also compares its content quality and coverage against the top 20. The analysis will be added to the left side of the heatmap so you can easily compare it against the ranking pages.

Compare any page against the SERP with MarketMuse Heatmap.

Each square represents the number of times that topic is mentioned on that page:

  • Red = 0 mentions
  • Yellow = 1 – 2 mentions
  • Green = 3 – 10 mentions
  • Blue = 10+ mentions

Sort by gaps to quickly find out what your competitors are missing. Use this as a content differentiation opportunity for your client to stand out from the crowd.

Content Brief Creation

Content Briefs are tied to your clients inventory. But, there’s a work-around if your client doesn’t have the budget for an automated content audit.

Create your brief in Optimize. Use MarketMuse AI to generate an outline and use Research to fill in additional information like:

  • Search intent
  • Topic gaps in the SERP
  • Linking suggestions
  • Questions to ask

Add anything else you like and save this document to inventory. There’s a shareable link anyone can use to access the information. Alternatively, you can export the document to Google Docs, Google Sheets, or MS Word.

Note that there’s a difference in the topic modeling. Building a brief within Optimize creates a topic model for the subject of the article. Generating a content brief through the regular process also creates separate topic models for each section, in addition to the main one. This provides a slightly more sophisticated model. Remember that it’s the model that drives the questions and link suggestions.  

Last Words

Adding a client’s site to your MarketMuse Inventory offers the maximum benefit. However, when budget is an issue, you can still get amazing insights into their content, using Research and Optimize in creative ways.

Stephen leads the content strategy blog for MarketMuse, an AI-powered Content Intelligence and Strategy Platform. You can connect with him on social or his personal blog.