Too many companies are stuck in a “publish and pray” mentality and spend way too much time conducting keyword and competitor research. Bringing AI into the content creation process not only saves weeks of research but uncovers more audience insight than can be physically researched by hand. In this presentation, MarketMuse co-founder Jeff Coyle explores how AI can drastically improve productivity throughout your content team and help them create more effective content. Learn how to: Identify gaps and opportunities in your content and your competitor’s. Use content clusters to build topical authority. Incorporate buyer intent into your content plan. Avoid publishing bad content.

1. Making Content Your Competitive
Advantage: How to Ensure Every
Article Delivers ROI
Jeff Coyle
Co-founder and Chief Product Officer, MarketMuse
@jeffrey_coyle
#MAICON19
TM

2. @jeffrey_coyle
1. The Evolution of Search
2. Content Clusters
3. User Intent
4. Leveraging AI
Agenda
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3. @jeffrey_coyle
1. The Evolution of Search
TM
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4. Google has been challenging
keyword-driven content for years
@jeffrey_coyle
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5. Too much time is spent on keyword research
@jeffrey_coyle
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Many keyword research
practices are out of date.
By the time you have
finished thoroughly
researching, the SERP has
changed.

6. Content is not just articles and SEO
It touches everything:
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It’s used for a lot of things:
• Traffic
• User engagement and
communication
• Lead nurturing/generating
• Branding and loyalty
• Prospecting
SEO
Email
Audio / VisualSocial
UX / UI

7. You need a strong foundation
High-quality content:
• Adds value to the user by
answering their questions/needs
• Is topically comprehensive
• Connects to other relevant content
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A strong content strategy helps you:
• Become an authority
• Improve content quality
• Fully cover the buy cycle
• Increase content ROI

8. Only 41% of large organizations
have a documented content
strategy*
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*Source: Content Marketing Institute

9. @jeffrey_coyle
2. Content Clusters
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10. Content cluster example
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@jeffrey_coyle

11. Topic cluster analysis
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@jeffrey_coyle
Are you…
Covering the right
related topics?
Connecting related
content together?
Filling gaps in
coverage?

12. @jeffrey_coyle
3. User Intent
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13. What is user intent?
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@jeffrey_coyle

14. Content strategy should map to user intent
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@jeffrey_coyle

15. How to evaluate user intent
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@jeffrey_coyle

16. @jeffrey_coyle
4. Leveraging AI
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17. Topic modeling
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@jeffrey_coyle
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18. 65% of users think web content is
“hit or miss” or “unreliable”*
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*Source: Content Science

19. Save time by having AI do the research for you
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• Analyze millions of
pages, vs just the
top 20
• Identify gaps in
coverage
• Pinpoint
optimization
opportunities
@jeffrey_coyle

20. Score content to predict and improve performance
before publishing
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@jeffrey_coyle
• Identify poor quality
early
• Improve topical
coverage
• Compare to
competitors ahead of
time

21. Jeff Coyle
Co-founder & Chief Product
Officer, MarketMuse
@jeffrey_coyle
#MAICON19
TM
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