If you write content and want it to rank well, you’ve probably heard about tools that promise to “optimize” your writing. But let’s be real: most of those tools spit out generic advice or just overwhelm you with data. If you’re looking to actually create a clear, useful SEO content brief (the kind your writer won’t curse you out for), MarketMuse is one of the few tools that can help—if you know how to use it right.
This article breaks down the process, step by step. It's for anyone who wants practical guidance, not vague platitudes—whether you’re an in-house SEO, an agency, or a freelancer who’s tired of guessing what Google wants.
Why bother with a content brief?
Let’s get this out of the way: Content briefs aren’t busywork. They’re the difference between a blog post that wanders in circles and one that actually ranks.
A good brief: - Tells your writer exactly what to cover (and what to skip) - Makes sure you’re not missing obvious topics competitors nailed - Saves you hours of “rewrites” because the first draft missed the mark
MarketMuse can automate a lot of this, but only if you know what matters.
Step 1: Define your topic and intent
Before you even log in, nail down what you want this content to achieve. Vague topics like “cloud security” won’t cut it—you need focus.
How to do it: - Pick a primary keyword you want to rank for. - Check the search intent: Are people looking for a how-to, a product, a definition? - Get specific. “How to secure AWS S3 buckets” is miles better than “cloud security.”
Pro tip: Don’t just chase high-volume keywords. It’s better to win for something you can actually cover well.
Step 2: Set up your project in MarketMuse
Now you’ve got your topic, log into MarketMuse and set up your workspace.
Here’s what to do: - Go to your Projects dashboard. - Click “Create New Project.” - Enter your primary keyword and (optionally) your site domain.
MarketMuse will start crunching data. It’ll scan top-ranking pages, analyze coverage gaps, and build a topic model. This takes a minute or two—grab a coffee.
What actually matters here:
Don’t just accept MarketMuse’s topic suggestions blindly. They’re a starting point, not gospel.
Step 3: Analyze the topic model
Once your project loads, you’ll see a laundry list of “related topics” and suggested content scores.
What to pay attention to: - Topic coverage: Look for core subtopics. These aren’t just keywords—they’re ideas you need to cover. - Questions: MarketMuse surfaces common questions people ask about your topic. These are gold for headings and FAQ sections. - Competitive gaps: See what competitors cover that your site misses.
What to ignore: - Irrelevant or awkward topics. If a suggestion doesn’t fit your audience, skip it. - Content score “targets” that seem wildly high. Aim for quality, not just stuffing in every term.
Step 4: Build your outline
Here’s where you turn research into something a writer can use.
How to do it: - Use MarketMuse’s “Outline” or “Brief” builder. - Drag in the most relevant topics and questions. - Organize them into a logical structure: intro, main sections, FAQs, conclusion.
Don’t: - List 30 headings just because the tool suggests them. - Make your outline more complicated than your actual article.
Do: - Highlight “must-cover” topics. Make it clear what’s essential and what’s optional. - Add your own context. MarketMuse can’t know what your audience already understands.
Example outline for “How to secure AWS S3 buckets”: 1. What is an S3 bucket? 2. Why is S3 security important? 3. Step-by-step guide to securing S3 buckets - Bucket policies - Encryption options - Access controls 4. Common mistakes to avoid 5. FAQs
Pro tip: If the outline feels overwhelming, trim it down. More isn’t always better.
Step 5: Add clear instructions and context
MarketMuse spits out a lot of data, but your writer still needs human guidance.
What to include in your brief: - Target word count (guided by the average of top-ranking pages, but don’t obsess over it) - Primary keyword (and why you picked it) - Search intent (e.g., “This should be a practical step-by-step. Not just theory.”) - Tone/voice guidelines (if relevant) - Internal links (other articles on your site to link to) - What to avoid (outdated advice, certain competitor mentions, etc.) - Any must-have sources or citations
Honest take:
Don’t overdo it with keyword lists and “LSI terms.” If you make your writer jam in every single phrase, the end result will sound robotic. Use the brief to steer, not strangle.
Step 6: Export and share the brief
Once you’ve built your brief, export it as a DOCX or copy it to Google Docs. MarketMuse makes this straightforward.
How to do it: - Click “Export” in the Brief builder. - Clean up any weird formatting. - Share with your writer—or, if it’s for yourself, pat yourself on the back for being organized.
Double-check: - Did you include everything your writer actually needs to start? - Is anything unclear or overly complex?
What MarketMuse does well (and where it falls short)
The good: - Surfaces topics and questions you probably missed - Helps you spot gaps compared to top competitors - Saves time on manual research
The not-so-good: - Sometimes suggests topics that aren’t relevant to your audience - Can make you feel like you need to cover everything to rank—don’t fall for it - Briefs can get bloated if you don’t edit ruthlessly
Bottom line:
Treat MarketMuse as an assistant, not a replacement for your own judgment.
A few pitfalls to avoid
- Chasing the “perfect” content score: There’s no magic number that guarantees rankings.
- Writing for the tool instead of your audience: Remember who you’re actually trying to help.
- Forgetting to add your own expertise: The best content isn’t just a list of topics—it’s your take on them.
Keep it simple, ship it, and iterate
A good content brief saves you headaches and gets you better results. Don’t overthink it. Use MarketMuse to surface what matters, add your own context, and cut the fluff. Then get the article out there, see how it does, and adjust next time.
SEO isn’t about chasing every tool or trend. It’s about helping your audience and making smart tweaks as you learn what works.
Now, go write briefs that don’t suck.