Content creation forms a vital part of our marketing role, spanning an array of channels, including blogs, landing pages, social media, emails, newsletters, and more. Yet, given the rapid consumption of content worldwide, it can take time to continually produce fresh, engaging content.
Let’s explore the different ways we can utilize these tools to enhance our content strategies.
Identifying Content Gaps
When revising your content strategy, it is prudent to analyze your current content and pinpoint any gaps. The Keyword Gap tool in Moz Pro lets you contrast your site with up to three competitors, helping to discern ‘Keywords to Improve’ and ‘Top Competing Content.’
The ‘Keywords to Improve’ feature is invaluable in locating gaps in your existing content strategy. This can provide new content inspiration and reveal areas where your content strategy could exploit growth opportunities. A further benefit of this tool is its ability to generate new content ideas.
For instance, we might work on developing the ‘best of’ section of our food blog, enabling us to identify keywords where we currently do not rank but our competitors do. Recognizing these content gaps can fortify your content strategy, sparking ideas for new content and pinpointing areas where existing content can be improved or refreshed.
Understanding Content Performance
Exploring content that is already performing well can provide valuable insights for new content ideas. The ‘Top Competing Content’ feature in Keyword Gap can offer insights into successful content, allowing for deeper understanding and imagination.
Generating Tangential Content Ideas
In her Whiteboard, Friday episode, Amanda Milligan highlights how content ideas indirectly linked to your product can drive positive outcomes like brand awareness, links, and social shares. These tangentially related topics can supplement your content strategy and contribute to a well-rounded content library.
Unearthing Content Treasures
Keyword research forms an integral part of SEO and marketing strategies. Tools like Keyword Explorer can help mine for content ideas in the ‘Keyword Suggestions’ section, providing a list of keywords associated with your initial term. This can result in a treasure trove of content ideas that could be immensely valuable for your content strategy.
Exploring Competitor Strategies
Understanding your competitors’ strategies and what their audience engages with can provide valuable insights when revising your content strategy. While you might need access to their traffic data, analyzing their link performance can offer an idea of what content might be driving their traffic or deemed high-value. The ‘Top Pages’ feature in Link Explorer provides a list of the pages on a site with the most backlinks, offering insights into the types of content that audiences find valuable.
Discovering Opportunities for Enhancement
Refreshing your existing content is as essential as creating new content. Moz Pro offers tools to assist with this, like the SERP Features section, which tracks SERP features included in search results for your tracked keywords. Also, the Page Optimization section can reveal how well-optimized a page is for a particular keyword, presenting further opportunities for content refresh and new content creation.
Harnessing Tools for Content Revitalization
Content revitalization is an integral part of content strategy, akin to maintaining and polishing a valuable piece of jewelry – it prolongs the relevance and extends the life of your content. Here are two effective ways to start the process of content revitalization and simultaneously discover new content opportunities.
The first approach is to explore featured snippet opportunities. This feature tracks SERP features in search results for your tracked keywords, including featured snippets. Reviewing which of your tracked keywords have featured snippets in the SERP can identify opportunities for content refresh and new pieces of content. Setting up a Campaign in Moz Pro allows you to access the SERP Features section.
Similarly, the Page Optimization section of your Campaign can reveal new content ideas and opportunities for a refresh. Even though the primary function of this feature is to demonstrate how well-optimized a page is for a particular keyword, it also houses a hidden treasure – the Content Suggestions tab. This tab lists keywords and topics commonly used on top-ranking pages for the keyword you’re optimizing for.
Monitoring Competitor Activity
In today’s competitive content landscape, monitoring competitor activity is crucial. While the Keyword Gap tool provides some insights, a more detailed understanding of what your competitors are doing and what their audience engages with is necessary. The ‘Top Pages’ feature in Link Explorer provides a list of the most linked pages on a competitor’s site, offering insights into the types of content that resonate with their audience. These insights can guide your efforts to create or modify content to meet similar audience demands.
Maximizing Content Potential
Having identified content opportunities, generated new ideas, and found gaps in your existing strategy, the next step is to maximize your content’s potential. To this end, tools like Link Intersect can help you find domains and pages linking to your competitors but not to you, presenting an excellent opportunity to enhance your link-building strategy.
Elevating Your Content
As new content creation is vital, so is the revitalization of your existing content. You can find new content opportunities in the process by identifying and updating content in your existing library. This strategy is analogous to giving your content a new lease on life, ensuring it remains relevant and continues to enhance your content repertoire.
In conclusion, adopting a strategic approach to content ideation and optimization can significantly improve the quality and effectiveness of your content strategy.
These methods help spark new ideas and contribute to a more comprehensive and robust content portfolio.
Continually refining and innovating can ensure your content remains fresh, engaging, and ahead of the curve.
Read Next: Unveiling Insights on Evergreen Content Through the Analysis of 3.6 Billion Articles.
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