How to Measure and Improve Content Marketing Quality Using AI

What if you could identify exactly what content to create and how to create it, so you could predictably grow your traffic and market presence?

That's the promise of MarketMuse, a marketing tool that uses AI to analyze your content and prioritize the best content opportunities for your specific company and site.

We spoke with Elizabeth Irvine, VP of Marketing at MarketMuse, to learn more about this AI-powered solution.

In a single sentence or statement, describe MarketMuse.

We help companies build topical authority and grow their market presence by identifying the best content creation and optimization opportunities based on personalized metrics.

How does MarketMuse use artificial intelligence in its products?

Our patented AI collects and analyzes your content, prioritizes your best opportunities based on Authority and ROI. We use natural language processing to build industry-leading topic models so you can always write the best content on any topic.

The MarketMuse Inventory automates your inventory and content audit processes. It collects and organizes your pages for you, analyzes them, and makes them easily accessible. Less manual work for you, more content research, planning, and execution.

What are the primary marketing use cases for your AI-powered solutions?

Topic ideation, site-wide content analysis, content creation, content optimization, competitive content research, internal/external link recommendations, and SERP analysis.

What makes your AI-powered solution smarter than traditional approaches and products?

Manually researching a topic, a competitor, and your content is extremely time-consuming. But it's very important to have insightful data to make the right content decisions to make sure you publish high-quality, helpful, and authoritative content.

MarketMuse automates the painful research. We help you identify topics to cover based on your site's authority and current performance using personalized metrics. We also analyze the SERP for your focus topics to inform you of gaps in your content and competitive content. Teams no longer have to comb through content or piece together various reports. MarketMuse simplifies content planning, strategy and optimization.

Are there any minimum requirements for marketers to get value out of your AI-powered technology? (e.g. data, list size, etc.)

There are no minimum requirements. Whether you currently use content to educate and draw your audience in or you want to build content from scratch, MarketMuse can inform your strategy.

Who are your ideal customers in terms of company size and industries?

Midmarket companies in software, publishing, agencies, financial services and ecommerce.

What do you see as the limitations of AI as it exists today?

There's a level of authenticity that AI can't replace. A human always needs to be in the loop whether to meaningfully guide and inform the AI or to layer in insights, knowledge, and experience to keep the output authentic and purposeful.

What do you see as the future potential of AI in marketing?

AI will help us do things we never thought we could have the time to do. We'll be able to create more, automate more, reach more audiences, and focus our time more on the strategy.