If you’ve ever stared at a blank spreadsheet, wondering what content to create, you’re not alone. Building a content strategy from scratch is overwhelming. There’s a flood of advice, most of it vague. You want to know what works, what’s hype, and which tools save time (instead of just making a new kind of mess). This guide is for marketers, SEOs, editors—anyone who wants to use data, not guesswork, to create content that actually gets results.
I’ll walk you through how to use MarketMuse data to plan, prioritize, and execute a content strategy—even if you’re starting from zero. I’ll call out what’s worth your time, what to skip, and how to avoid getting lost in endless reports.
Step 1: Get Clear on Your Goals (Don’t Skip This)
Before you touch any tool, get specific about what you want content to do for your business. MarketMuse is powerful, but it can’t tell you what matters to your company. Are you trying to:
- Drive leads for a specific product?
- Build topical authority in a niche?
- Outrank a competitor for a few high-value keywords?
Write your goals down. Keep them next to your keyboard. Most failed strategies come from skipping this step, not from picking the wrong tool.
Pro tip: Be honest about your resources. If you have one writer and a shoestring budget, don’t plan for 200 articles.
Step 2: Build Your Keyword and Topic List with MarketMuse
Now the actual data work starts. MarketMuse’s Research and Inventory features are built for this—and yes, they’re genuinely useful if you know what to ignore.
How to Use MarketMuse for Topic Discovery
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Start with a Seed List:
Plug in a handful of broad topics or keywords related to your business. -
Run Research Reports:
Use MarketMuse’s Topic Research to get a list of related topics, subtopics, and questions people actually search for. This works better than generic keyword tools because it clusters topics semantically—not just by search volume. -
Build an Inventory:
Import your existing content into MarketMuse Inventory. The tool will map what you already have against what you should have (topic gaps). -
Ignore the Noise:
Don’t chase every suggested topic. Look for themes that align with your goals and have real business value—not just high search volume.
What works:
- Using the “Questions” and “Variants” features to find content angles that are actually missing on your site.
- Letting MarketMuse cluster related topics so you don’t end up with a jumbled mess of keywords.
What doesn’t:
- Blindly following “opportunity” scores without sanity-checking them.
- Over-focusing on low-difficulty, low-value keywords that won’t move the needle.
Step 3: Audit Your Existing Content—Objectively
You might already have a pile of blog posts, landing pages, or guides. Before creating new stuff, see where you stand.
How to Audit with MarketMuse
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Run Content Audits:
Use the Content Inventory to analyze each page for depth, coverage, and gaps. MarketMuse compares your content against top-ranking competitors—not just for keywords, but for topics actually covered. -
Find Content Gaps and Overlaps:
Identify pages that are too thin, missing key subtopics, or cannibalizing each other. -
Score for Quality, Not Just Quantity:
The Content Score is helpful, but don’t treat it as gospel. Sometimes a page with a lower score ranks well because it’s more authoritative or better linked.
What works:
- Using the audit to prioritize which pages need updating versus which should be left alone (or even deleted).
- Spotting internal linking opportunities between related topics.
What doesn’t:
- Obsessing over scores to the decimal point. They’re guides, not commandments.
- Trying to “fix” every old post—some aren’t worth the effort.
Step 4: Prioritize Actions That Actually Move the Needle
Now you’ve got a map: gaps, strengths, and a list of topics. But you can’t do everything at once—nor should you try.
How to Set Smart Priorities with MarketMuse
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Opportunity Scores:
MarketMuse assigns opportunity scores to topics and pages. Use these as a starting point, not a final answer. Overlay your business priorities and gut sense. -
Content Types:
Decide if a topic deserves a blog post, a pillar page, or a quick FAQ. MarketMuse can suggest the ideal content type, but use your judgment. -
Quick Wins vs. Long-Term Plays:
- Quick wins: Topics where you’re nearly ranking on page one, or have high topical authority.
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Long-term: Pillar content or new areas where you want to build authority.
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Resources Check:
Be realistic. Pick a handful of high-impact priorities so you don’t burn out your team.
Pro tip:
If you’re a solo operator, focus on one cluster at a time. It’s better to own a niche than to be mediocre everywhere.
Step 5: Create Content Briefs That Don’t Suck
Here’s where MarketMuse shines—if you use it right.
How to Use MarketMuse Briefs
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Run a Brief on Your Target Topic:
MarketMuse will generate a detailed outline, recommended word count, subtopics to include, and questions to answer. -
Customize, Don’t Copy:
Use the brief as a framework, not a script. The best writers know when to ignore the template and add real expertise. -
Include the Must-Haves:
- Internal linking suggestions
- Key subtopics (don’t skip these)
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FAQs if they fit naturally
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Avoid Over-Optimization:
Don’t cram every suggested keyword into your post. It reads poorly and doesn’t fool Google.
What works:
- Using the brief to keep writers focused on depth, not just fluff.
- Saving time on research, especially for freelance or junior writers.
What doesn’t:
- Letting MarketMuse write your content for you. It’s not magic; it just helps you cover the right ground.
Step 6: Edit, Optimize, and Publish
Writing’s just the start. Editing with MarketMuse data will help you get the most out of each piece.
How to Optimize Without Going Crazy
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Run the Optimize Tool:
MarketMuse will score your draft and suggest missing topics or questions. Use this to catch gaps before publishing. -
Balance Human and Robot:
If a suggestion doesn’t fit, skip it. Forced optimization makes for bad reading. -
Final Checklist:
- Did you answer the main question better than top competitors?
- Did you add something original (examples, data, stories)?
- Is the post easy to read and scan?
Pro tip:
Don’t wait for perfection. Hit publish, then come back in a few weeks to update and improve based on performance.
Step 7: Track Results and Iterate
No tool, including MarketMuse, can guarantee rankings. The real work is iterating based on what’s actually working.
How to Measure What Matters
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Monitor Rankings and Traffic:
Use Google Search Console or your preferred analytics, not just MarketMuse reports. -
Review Content Scores Over Time:
See if your updated pages are gaining authority or if new content is moving up. -
Tweak and Update:
Re-run briefs or audits every few months. Algorithms and competitors change—so should your content.
What works:
- Ruthlessly cutting or updating underperforming content.
- Doubling down on topics where you’re seeing traction.
What doesn’t:
- Expecting instant results. SEO is slow, especially for new sites.
Keep It Simple, Iterate, and Ignore the Hype
MarketMuse is one of the few content tools that’s actually useful—if you use it as a guide, not a crutch. Start with clear goals, focus on topics that matter, and use the data to keep yourself honest. Don’t drown in reports or chase every shiny keyword. The winning strategy? Small, focused, repeated improvement. That’s it.