Artificial intelligence (AI) receives a lot of attention these days, and experts are constantly looking for new ways to incorporate it into business/marketing. One particular platform you should have on your radar is MarketMuse, which is “an AI-powered research assistant that accelerates content creation and optimization so you can win in organic search.”
For this post I’ll provide you with a brief overview and discuss how it can help with your law firm’s content marketing campaign.
How Does it Work?
MarketMuse has a unique algorithm that mimics Google Hummingbird—a 2013 update that placed an emphasis on latent semantic indexing (LSI) where Google began looking at the greater context of content rather than just individual keywords. It has two main purposes:
One is to analyze a particular topic to determine how much competition there is and the likelihood of you being able to rank highly for it. This way you know whether or not a topic is even worth your time, which is critical for SEO.
If a topic looks promising, MarketMuse will provide you with a content brief, which “Gives your writers the guidance they need to write content that ranks highly for your targeted terms. Content briefs help your team create posts that cover all the bases, without the guesswork.”
The other is to analyze your existing content and show you ways that you can optimize it to improve your rankings. It does this by giving you a content score and showing how it compares to competitors. MarketMuse also provides you with specific fixes that should propel your content higher in SERPs.
The technology behind this platform is incredibly sophisticated and one of the best on the market. I’ll be the first to admit that I don’t understand all of the complexities behind it, but I do know that it has delivered some impressive results for multiple companies.
A Brafton Case Study
Brafton is a leading content marketing agency and is highly respected in their industry. In one article, they provide a fairly detailed case study where they used MarketMuse to improve their existing content.
They discuss how the on-page technical optimization they performed resulted in a 19-38 percent boost, and their content depth optimization helped them achieve a 300 percent increase in rankings. That’s huge!
Brafton also includes some specific numbers and mentions how they took one piece of content from being ranked number 16 all the way to number 2 by following the MarketMuse fixes that were provided.
If you’re interested in learning more, I suggest checking out Brafton’s article. In terms of pricing, it currently costs $95 per user per month, which is quite reasonable when you think about the potential payoff.
A Cutting Edge Tool
There are a myriad of content marketing tools available, but MarketMuse is by far one of the most exciting. It takes AI and uses it in a way that’s extremely practical to do one thing—improve your rankings. If this is an area that you’ve been struggling in, it’s certainly worth the time to check out this tool and learn more about it.