Connect with us

MARKETING

Mining for Content Ideas – Next Level

Published

on

Mining for Content Ideas - Next Level

Not to state the obvious, but as marketers, part of our job is to create content. Whether it’s in the form of blog posts, landing pages, social media posts, emails, newsletters, and so on – there’s no way to get around it. It is a critical component of our job. And sometimes, it can be challenging to come up with new ideas or ways to iterate on old ones. With the world consuming content at lightning speed, it is becoming even more difficult to keep up with the expectation of turning out fresh content.

We’ve recently published some excellent pieces on the Moz Blog all about content distribution and strategy, including the Whiteboard Fridays “How to Maximize Content” and “A Content Engine that Drives Revenue” (both from Ross Simmonds). And, as I’m sure I don’t have to tell you, content ideation and inspiration can come from anywhere. But what if I told you that you can also use the Moz tools to mine for content ideas? Let’s dig into different ways to use the Moz tools to supplement our content strategies.

Find gaps in your existing content

When supplementing or modifying your content strategy, a good place to start is by examining your existing content and finding the gaps. This can help identify new content ideas and areas where your content strategy may be missing key opportunities to thrive.

The Keyword Gap tool in Moz Pro allows you to enter your site and up to 3 competitors to identify Keywords to Improve and Top Competing Content.

Pro tip: Not sure who your online competitors are? Or just want to confirm and scope out who they may be? Check out the True Competitor tool to find out.

Advertisement

The Keywords to Improve section is instrumental when identifying gaps in your existing content strategy. After entering the sites you’d like to compare, the tool will list keywords for which you and your competitors rank. You can then use the filter option to see only specific segments of keywords. For example, we may want to see only keywords where we’re ranking on the second page to identify opportunities for content improvements. We will even show you the Traffic Lift for those keywords, which is the amount of traffic we estimate you can gain by overtaking your competitor in the SERP.

Another great use case for this tool is to identify new content ideas. Let’s say we’re working on building out the “best of” section of our foodie blog; we can filter to see keywords that include “Best,” as seen in the screenshot below. We can then identify keywords for which we’re not ranking, but our competitors are and work to build content around them. In this case, we’re not ranking for “Best Pizza in Los Angeles,” so we may want to see about creating a blog post about this topic.

1682928106 149 Mining for Content Ideas Next Level

Spotting these content gaps can strengthen your content strategy. It can not only help spark ideas for new content but also help identify places where your content can be improved or refreshed for better performance.

Identify what type of content is performing

One of the best places to get ideas for content is to see what kind of content is already out there and performing. Top Competing Content in Keyword Gap can provide insight into what is performing well by listing content your competitors rank for with the Content URL and Top Ranking Keywords.

1682928106 377 Mining for Content Ideas Next Level

In this example, we can see that one of the competitors I’ve entered ranks well for keywords related to choosing a mattress size and, perhaps more importantly, that the content ranking is from their blog. We can now look at the blog posts themselves to get an idea of what format has been successful for them and what information they are including. We can ask ourselves:

  • Is this a topic we can cover on our site? 

  • Do we already cover this, but it’s not ranking as well? 

  • Is there a way we can improve the content or add a different perspective, format, or content type to the space? 

The possibilities are endless!

Spot tangential content ideas

Sticking with Top Competing Content in Keyword Gap, let’s see if we can spot some ideas for tangential content. As Amanda Milligan discusses in her Whiteboard Friday episode, content ideas which aren’t directly related to your product can often lead to positive outcomes like links, social shares, and brand awareness. These peripherally related topics can supplement your content strategy and help create a well-rounded library of assets.

1682928107 450 Mining for Content Ideas Next Level

Sticking with our mattress company example, let’s say we are looking for content ideas to help build out our newly launched blog. We may know that there is value in creating pieces around mattress-related topics like deciding on a mattress size or determining what firmness would be best, but what tangential content ideas can we identify in our research? The example above shows that our competitors are ranking for content related to topics like weighted blankets and sleep hygiene. These could be great opportunities for me to create new content not directly related to mattresses but still related to the sleep industry.

Uncover hidden gems

Just like content creation, keyword research is a fundamental part of SEO and marketing strategies. And as you’re out there digging into things like search volume, difficulty, and SERP analysis, you may be able to uncover some hidden gems to inform your content strategy as well.

Advertisement

Hopping over to Keyword Explorer, we can mine for content ideas in the Keyword Suggestions section of the tool. Keyword Suggestions will provide a list of keywords related to the seed keyword entered, sorted by Relevancy to the original term. You can also apply filters for the source type, grouping preferences, and volume to further define your results.

Let’s start by looking at the option to filter titled Display keyword suggestions that. This filter defaults to Include a mix of sources, but an option in the drop-down could be the ace up your sleeve when it comes to content ideation – the filter option called are questions. By selecting are questions, we can see a list of the types of questions searchers ask in relation to our initial keyword.

In this example, consider that we work for a real estate agency and are researching content related to buying a house. Filtering our keyword suggestions by are questions will provide us with specific content ideas related to what people ask when buying a home. This can offer a gold mine of content ideas to flesh out a real estate blog or website to help clients find the information they seek. 

1682928107 321 Mining for Content Ideas Next Level

We can even take this research one step further by grouping our keyword suggestions by lexical similarity. Just a reminder here that lexical similarity refers to how closely related or similar the keywords in the group are. Low lexical similarity will result in fewer groups with more keywords since the tool will group keywords that are less similar. 

Grouping keywords can help us identify additional keywords we may want to target and broad-match keywords that may be worth including in our content. Be mindful of over-optimizing, though! We want to avoid keyword stuffing and cannibalization since they may negatively impact rankings. That being said, consider the below example of how grouping keywords has helped to identify a few content gems. 

1682928107 593 Mining for Content Ideas Next Level

Using our previous example of “buying a house” as the seed keyword, we’ve grouped our keywords by low lexical similarity. Within the “What to consider when buying a house” group, there are two long-tail keywords which may be great inspiration for a new piece of content for our real estate agency – “what to look for when buying a house checklist” and “what to know when buying a house for the first time.” We can now take that information and create a dedicated resource or a blog post that includes a checklist for what to consider when buying a home for the first time and what the buying process looks like. Imagine the inspiration you can get from digging into these suggestions even further!

Scope out the competition

So far, we’ve identified content opportunities, uncovered new ideas, and found gaps in our existing strategy. But what about our competition? What are they doing? We touched on this a bit using the Keyword Gap tool but let’s dig in further. When modifying your content strategy, it’s important to understand what your competitors are doing and what their audience is engaging with. Although you won’t have access to their traffic data (unless they give you access to it, which is highly unlikely), there is a way you can get an idea of what content may be driving traffic to their site. Or, at the very least, what content is of high value. This is through link analysis. Moz offers quite a few ways to do this, but I’m going to highlight a feature which can help get us started with this research.

Top Pages in Link Explorer will return a list of the pages on a site with the most backlinks. This can provide insight into the types of content people find valuable on a site – pages with more links are more valuable. This is partly because backlinks are a ranking factor. Additionally, all those links provide benefits like traffic, brand exposure, and more. 

Advertisement
1682928107 780 Mining for Content Ideas Next Level

After inputting a competitor into Top Pages, we can get an idea of which pages on their site provide the most value. In the screenshot above, we can see that this particular competitor has a lot of “best of” articles which gain a lot of links. We can now explore these pages and see if there is an opportunity to create or modify content on our own site to meet similar demands.

Pro tip: Once you’ve created your content, you can use Link Intersect to find domains and pages linking to your competitors and not to you. This can offer a great way to supplement a link building strategy!

Discover opportunities for elevation

Just like creating new content, refreshing your existing URLs is essential to any content strategy. Elevating your existing content is like polishing your jewelry – it helps keep it in tip-top shape, extends the piece’s life, and keeps it relevant to your “collection.” There are many ways to identify and update content in your existing library, but here are two ways to get started (and find new content opportunities in the process).

First, let’s investigate featured snippet opportunities. Once we’ve created a Campaign in Moz Pro and are tracking keywords over time, we will have access to the SERP Features section. This part of the tool tracks SERP features included in the search results for your tracked keywords, including featured snippets.

1682928107 93 Mining for Content Ideas Next Level

Exploring which of our tracked keywords have featured snippets in the SERP can help us identify opportunities for content refresh and new pieces of content. When looking for opportunities for a content refresh, we can seek out keywords where we are ranking on the first page of the SERP but are not included in the featured snippet. In this case, the tool will provide insight into what page is included in the featured snippet and our current rank. This can make it easier to spot high-value pages with a chance of moving into that coveted top spot of the SERP.

1682928107 314 Mining for Content Ideas Next Level

Alternatively, looking at which of our tracked keywords include a featured snippet but where we are not ranking on the first page (or at all) can help to identify possible opportunities for creating new, high-value content. We’ll just want to be sure to optimize for the featured snippet right from the start. 

Pro tip: Export a CSV of the SERP Features data in your Campaign to sort and filter outside the app. If a SERP feature is marked Included in the CSV, it means your site is included in that particular feature. If it’s marked true it means the SERP feature is present for that keyword, but your tracked site isn’t included. 

Next, we’ll pop over to the Page Optimization section of our Campaign. Although the primary purpose of this feature is to illustrate how well-optimized a page is for a particular keyword, there is a hidden gem that can help identify refresh opportunities, new content ideas, and tangential topics. The Content Suggestions tab will list keywords and topics often used on the top-ranking pages for the keyword we’re optimizing for. 

1682928108 378 Mining for Content Ideas Next Level

In the above example, we’re optimizing for the keyword “best pillow.” Looking at the content suggestions, it may be a good idea to format this content as a list (like “11 best pillows”) or to include information about what types of sleepers would benefit from each pillow listed (like “side sleepers”). These content suggestions can also help us to find ideas for other pieces of content, tangentially related.

Find the sweet spot of innovation

If there’s one thing we can take away from this exploration of content ideation with Moz Pro, it’s that there are infinite ways to do it. This post only covers a handful of them; the reality is that the world (of content creation) is your oyster! The key is to find which features, tools, and processes fit best with your strategy and make them work for you. How do you use the tools to investigate new ideas? I’d love to hear about it!

Advertisement

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

How To Combine PR and Content Marketing Superpowers To Achieve Business Goals

Published

on

A figure pulls open a dress shirt to reveal the term PR on a Superman-like costume, reflecting the superpower resulting from combining content and PR.

A transformative shift is happening, and it’s not AI.

The aisle between public relations and content marketing is rapidly narrowing. If you’re smart about the convergence, you can forever enhance your brand’s storytelling.

The goals and roles of content marketing and PR overlap more and more. The job descriptions look awfully similar. Shrinking budgets and a shrewd eye for efficiency mean you and your PR pals could face the chopping block if you don’t streamline operations and deliver on the company’s goals (because marketing communications is always first to be axed, right?).

Yikes. Let’s take a big, deep breath. This is not a threat. It’s an opportunity.

Advertisement

Reach across the aisle to PR and streamline content creation, improve distribution strategies, and get back to the heart of what you both are meant to do: Build strong relationships and tell impactful stories.

So, before you panic-post that open-to-work banner on LinkedIn, consider these tips from content marketing, PR, and journalism pros who’ve figured out how to thrive in an increasingly narrowing content ecosystem.

1. See journalists as your audience

Savvy pros know the ability to tell an impactful story — and support it with publish-ready collateral — grounds successful media relationships. And as a content marketer, your skills in storytelling and connecting with audiences, including journalists, naturally support your PR pals’ media outreach.

Strategic storytelling creates content focused on what the audience needs and wants. Sharing content on your blog or social media builds relationships with journalists who source those channels for story ideas, event updates, and subject matter experts.

“Embedding PR strategies in your content marketing pieces informs your audience and can easily be picked up by media,” says Alex Sanchez, chief experience officer at BeWell, New Mexico’s Health Insurance Marketplace. “We have seen reporters do this many times, pulling stories from our blogs and putting them in the nightly news — most of the time without even reaching out to us.”

Acacia James, weekend producer/morning associate producer at WTOP radio in Washington, D.C., says blogs and social media posts are helpful to her work. “If I see a story idea, and I see that they’re willing to share information, it’s easier to contact them — and we can also backlink their content. It’s huge for us to be able to use every avenue.” 

Advertisement

Kirby Winn, manager of PR at ImpactLife, says reporters and assignment editors are key consumers of their content. “And I don’t mean a news release that just hit their inbox. They’re going to our blog and consuming our stories, just like any other audience member,” he says. “Our organization has put more focus into content marketing in the past few years — it supports a media pitch so well and highlights the stories we have to tell.”

Storytelling attracts earned media that might not pick up the generic news topic. “It’s one thing to pitch a general story about how we help consumers sign up for low-cost health insurance,” Alex says. “Now, imagine a single mom who just got a plan after years of thinking it was too expensive. She had a terrible car accident, and the $60,000 ER bill that would have ruined her financially was covered. Now that’s a story journalists will want to cover, and that will be relatable to their audience and ours.” 

2. Learn the media outlet’s audience

Seventy-three percent of reporters say one-fourth or less of the stories pitched are relevant to their audiences, according to Cision’s 2023 State of the Media Report (registration required).

PR pros are known for building relationships with journalists, while content marketers thrive in building communities around content. Merge these best practices to build desirable content that works for your target audience and the media’s audiences simultaneously.

WTOP’s Acacia James says sources who show they’re ready to share helpful, relevant content often win pitches for coverage. “In radio, we do a lot of research on who is listening to us, and we’re focused on a prototype called ‘Mike and Jen’ — normal, everyday people in Generation X … So when we get press releases and pitches, we ask, ‘How interested will Mike and Jen be in this story?’” 

3. Deliver the full content package (and make journalists’ jobs easier)

Cranking out content to their media outlet’s standards has never been tougher for journalists. Newsrooms are significantly understaffed, and anything you can do to make their lives easier will be appreciated and potentially rewarded with coverage. Content marketers are built to think about all the elements to tell the story through multiple mediums and channels.

Advertisement

“Today’s content marketing pretty much provides a package to the media outlet,” says So Young Pak, director of media relations at MedStar Washington Hospital Center. “PR is doing a lot of storytelling work in advance of media publication. We (and content marketing) work together to provide the elements to go with each story — photos, subject matter experts, patients, videos, and data points, if needed.”   

At WTOP, the successful content package includes audio. “As a radio station, we are focused on high-quality sound,” Acacia James says. “Savvy sources know to record and send us voice memos, and then we pull cuts from the audio … You will naturally want to do someone a favor if they did you one — like providing helpful soundbites, audio, and newsworthy stories.”  

While production value matters to some media, you shouldn’t stress about it. “In the past decade, how we work with reporters has changed. Back in the day, if they couldn’t be there in person, they weren’t going to interview your expert,” says Jason Carlton, an accredited PR professional and manager of marketing and communications at Intermountain Health. “During COVID, we had to switch to virtual interviewing. Now, many journalists are OK with running a Teams or Zoom interview they’ve done with an expert on the news.”

BeWell’s Alex Sanchez agrees. “I’ve heard old school PR folks cringe at the idea of putting up a Zoom video instead of getting traditional video interviews. It doesn’t really matter to consumers. Focus on the story, on the timeliness, and the relevance. Consumers want authenticity, not super stylized, stiff content.”

4. Unite great minds to maximize efficiency

Everyone needs to set aside the debate about which team — PR or content marketing — gets credit for the resulting media coverage.

At MedStar Washington Hospital Center, So Young and colleagues adopt a collaborative mindset on multichannel stories. “We can get the interview and gather information for all the different pieces — blog, audio, video, press release, internal newsletter, or magazine. That way, we’re not trying to figure things out individually, and the subject matter experts only have to have that conversation once,” she says.

Advertisement

Regular, cross-team meetings are essential to understand the best channels for reaching key audiences, including the media. A story that began life as a press release might reap SEO and earned media gold if it’s strategized as a blog, video, and media pitch.

“At Intermountain Health, we have individual teams for media relations, marketing, social media, and hospital communications. That setup works well because it allows us to bring in the people who are the given experts in those areas,” says Intermountain’s Jason Carlton. “Together, we decide if a story is best for the blog, a media pitch, or a mix of channels — that way, we avoid duplicating work and the risk of diluting the story’s impact.”

5. Measure what matters

Cutting through the noise to earn media mentions requires keen attention to metrics. Since content marketing and PR metrics overlap, synthesizing the data in your team meetings can save time while streamlining your storytelling efforts.

“For content marketers, using analytical tools such as GA4 can help measure the effectiveness of their content campaigns and landing pages to determine meaningful KPIs such as organic traffic, keyword rankings, lead generation, and conversion rates,” says John Martino, director of digital marketing for Visiting Angels. “PR teams can use media coverage and social interactions to assess user engagement and brand awareness. A unified and omnichannel approach can help both teams demonstrate their value in enhancing brand visibility, engagement, and overall business success.”

To track your shared goals, launch a shared dashboard that helps tell the combined “story of your stories” to internal and executive teams. Among the metrics to monitor:

  • Page views: Obviously, this queen of metrics continues to be important across PR and content marketing. Take your analysis to the next level by evaluating which niche audiences are contributing to these views to further hone your storytelling targets, including media outlets.
  • Earned media mentions: Through a media tracker service or good old Google Alerts, you can tally the echo of your content marketing and PR. Look at your site’s referral traffic report to identify media outlets that send traffic to your blog or other web pages.
  • Organic search queries: Dive into your analytics platform to surface organic search queries that lead to visitors. Build from those questions to develop stories that further resonate with your audience and your targeted media.
  • On-page actions: When visitors show up on your content, what are they doing? What do they click? Where do they go next? Building next-step pathways is your bread and butter in content marketing — and PR can use them as a natural pipeline for media to pick up more stories, angles, and quotes.

But perhaps the biggest metric to track is team satisfaction. Who on the collaborative team had the most fun writing blogs, producing videos, or calling the news stations? Lean into the natural skills and passions of your team members to distribute work properly, maximize the team output, and improve relationships with the media, your audience, and internal teams.

“It’s really trying to understand the problem to solve — the needle to move — and determining a plan that will help them achieve their goal,” Jason says. “If you don’t have those measurable objectives, you’re not going to know whether you made a difference.”

Advertisement

Don’t fear the merger

Whether you deliberately work together or not, content marketing and public relations are tied together. ImpactLife’s Kirby Winn explains, “As soon as we begin to talk about (ourselves) to a reporter who doesn’t know us, they are certainly going to check out our stories.”

But consciously uniting PR and content marketing will ease the challenges you both face. Working together allows you to save time, eliminate duplicate work, and gain free time to tell more stories and drive them into impactful media placements.

Register to attend Content Marketing World in San Diego. Use the code BLOG100 to save $100. Can’t attend in person this year? Check out the Digital Pass for access to on-demand session recordings from the live event through the end of the year.

HANDPICKED RELATED CONTENT:

Cover image by Joseph Kalinowski/Content Marketing Institute

Source link

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

Trends in Content Localization – Moz

Published

on

Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

Source link

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

How AI Is Redefining Startup GTM Strategy

Published

on

How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

(more…)

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS