MarketMuse: Can it Scale Content Optimization for Growth?

Want to attract more visitors to your website and convert them into customers? Content optimization is the key. It’s not just about stuffing keywords into your text; it’s about creating valuable, engaging content that satisfies your audience and search engines alike. Can MarketMuse really help you do that at scale?

## Step 1: Setting Up Your MarketMuse Account

First things first, you need an account with MarketMuse. They offer several plans, but even the free trial can give you a taste of its power. Once you’ve signed up and logged in, you’ll be greeted with their dashboard.

### Sub-step 1: Connecting Your Website

The first thing you’ll want to do is connect your website. Click on “Account” in the top right corner, then select “Sites.” Here, you’ll enter your website’s URL. MarketMuse will then crawl your site, which can take a few hours depending on its size. This allows MarketMuse to analyze your existing content and identify areas for improvement.

Pro Tip: Verify your site with Google Search Console first. This gives MarketMuse more accurate data.

Expected Outcome: MarketMuse successfully crawls your site and displays your website’s health score.

## Step 2: Topic Research with MarketMuse

Now that your site is connected, it’s time to find some topics.

### Sub-step 1: Using the “Research” Tab

Navigate to the “Research” tab. Here, you can enter a broad keyword related to your niche. For example, if you’re in the pet supply business in downtown Atlanta, you might enter “dog food.” MarketMuse will then generate a list of related keywords, along with their search volume and difficulty scores.

Pro Tip: Pay attention to the “Content Score.” This is MarketMuse’s estimate of how well content on a given topic will perform. I usually target topics with a score of 40 or higher for new content.

Expected Outcome: A list of related keywords with their search volume, difficulty, and content scores.

## Step 3: Creating a Content Brief

Once you’ve identified a promising topic, it’s time to create a content brief.

### Sub-step 1: Selecting Your Target Keyword

Click on the keyword you want to target. This will take you to the “Optimize” page. Here, you’ll see a wealth of information, including competing articles, suggested keywords, and a target word count.

### Sub-step 2: Analyzing Competing Articles

Scroll down to the “Competing Articles” section. This shows you the top-ranking articles for your target keyword. Pay close attention to their content scores and the keywords they use. Your goal is to create content that is at least as good as, if not better than, these articles.

Pro Tip: Don’t just copy your competitors. Look for gaps in their content and areas where you can provide more value.

### Sub-step 3: Leveraging the “Questions” Tab

This is where MarketMuse truly shines. Click on the “Questions” tab. Here, you’ll find a list of questions that people are asking about your target keyword. These questions are a goldmine for content ideas. Addressing these questions directly in your content will help you satisfy user intent and improve your search rankings.

Expected Outcome: A detailed content brief that includes your target keyword, suggested keywords, competing articles, and a list of questions to answer.

## Step 4: Writing Your Content

Now it’s time to put pen to paper (or fingers to keyboard). I find it’s best to use a separate document for this, then copy and paste into MarketMuse later.

### Sub-step 1: Following the Content Brief

Use the content brief you created in Step 3 as your guide. Be sure to include your target keyword in your title, headings, and body copy. But don’t overdo it. Keyword stuffing is a surefire way to get penalized by Google’s algorithm.

### Sub-step 2: Answering the Questions

Address the questions you found in the “Questions” tab directly in your content. Use subheadings to make it easy for readers to find the answers they’re looking for.

Pro Tip: Use a conversational tone. Write as if you’re talking to a friend. This will make your content more engaging and easier to read.

### Sub-step 3: Adding Visuals

Include images, videos, and other visuals to break up the text and make your content more appealing. According to a Nielsen report from earlier this year, articles with images get 94% more views than those without. You might also consider how visual search impacts your keyword strategy.

Expected Outcome: A draft of your content that is well-written, informative, and engaging.

## Step 5: Optimizing Your Content in MarketMuse

Once you’ve written your content, it’s time to optimize it using MarketMuse.

### Sub-step 1: Pasting Your Content into MarketMuse

Go back to the “Optimize” page and paste your content into the editor. MarketMuse will then analyze your content and give you a content score.

### Sub-step 2: Improving Your Content Score

MarketMuse will provide suggestions for improving your content score. These suggestions may include adding more keywords, increasing your word count, or improving your readability. It’s important to avoid content optimization myths in the process.

Common Mistake: Blindly following MarketMuse’s suggestions without considering the quality of your content. Remember, your goal is to create valuable, engaging content that satisfies your audience, not just to achieve a high content score.

### Sub-step 3: Re-Optimizing and Iterating

Continue to re-optimize your content based on MarketMuse’s suggestions until you reach your target content score. This may take several iterations.

Case Study: I had a client last year, a small law firm near the Richard B. Russell Federal Building in downtown Atlanta, that was struggling to rank for “personal injury lawyer Atlanta.” We used MarketMuse to create a content brief, wrote a comprehensive article, and optimized it to achieve a content score of 55. Within three months, the article was ranking on the first page of Google, and the firm saw a 30% increase in leads.

Expected Outcome: A fully optimized piece of content with a high content score that is ready to be published.

## Step 6: Publishing and Monitoring

Once your content is optimized, it’s time to publish it.

### Sub-step 1: Publishing Your Content

Publish your content on your website. Be sure to include a compelling title, meta description, and featured image.

### Sub-step 2: Monitoring Your Results

Use Google Analytics and Google Search Console to monitor your results. Track your traffic, rankings, and conversions. Understanding how to track performance is crucial for ensuring you are not shouting into the void.

### Sub-step 3: Re-Optimizing Over Time

Content optimization is not a one-time task. You need to re-optimize your content over time as search engine algorithms change and your competitors create new content. Set a reminder to revisit your content every three to six months and re-optimize it as needed.

According to HubSpot research, updating old blog posts with new content and visuals can increase traffic by over 100%. This is where a solid content strategy can help.

Expected Outcome: Increased traffic, improved rankings, and more conversions.

Content optimization using a tool like MarketMuse isn’t a magic bullet, but it gives you a data-driven approach to content creation. It forces you to think strategically about what your audience wants and how to deliver it. By consistently using these techniques, you can transform your content marketing and achieve sustainable results.

Ready to take your content to the next level? Don’t just write; optimize. Start using MarketMuse today and see the difference it can make in your search rankings and organic traffic.