How Content Is Evolving Thanks to AI — Whiteboard Friday

There's no question that AI has already started to have a meaningful impact on organizations that create content every single day. 

"The wonderful world of AI is changing rapidly. ChatGPT4 is driving even more improvements in the output from the technology and the space continues to take off," says today's host, Ross Simmonds. "The best piece of advice that I can give anyone looking to use AI in their marketing workflows today is to take the time to plan and create a culture where embracing the evolution is not only embraced but also celebrated. The future is here."
- Note from the host, Ross Simmonds.

In this video, Ross shares how our workflows, processes, and content creation will positively evolve thanks to AI.

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Howdy, Moz friends. So are robots coming for your job? That is the question that a lot of marketers and creators are asking themselves today and for good reason. Every single time that you log in to one of your favorite social media channels, you're probably seeing a plethora of news around the new AI, ChatGPT 3, 4, 5, 6, 7, 8, who knows, right?

The evolution of AI is always in the press, in the buzz. It is taking off, and there is a real reason why you should be paying attention to this rise of AI. I'm not here to strike the fears of marketers around the globe to make them think that the robots are going to take their jobs and the robots are going to send them out into the streets to be unemployed.

That is not the message that I have for you today. There's no question that AI has already started to have a meaningful impact on organizations that create content every single day. An evolution is happening. The same way that an evolution happened when the modern printing press was evolved with technologies like laptops, the same way that evolution took place when we went from people who consumed content on VHSs to DVDs to Blu-rays, to now streaming sites, technology continues to evolve.

That evolution now today is through generative AI and how it's influencing the way that we create content every single day. In this video, what I'm going to share with you is how our workflows, how our processes, and how we create content is going to evolve thanks to AI. Now, some of you might be fearful.

Some of you might work for organizations that are actually viewing AI as a replacement to writers, and I hear you. My heart breaks for those who would consistently be met with the idea that a boss would tell them, "Yeah, I can just replace you with an AI," because that is not the intent of these tools. These tools are kind of like our Ironman suit, so to speak, right, or vibranium if you're in the world of Wakanda, and you understand the fact that you can take these things to just elevate us as humans, that is the power of AI.

AI is supposed to be a tool that we can use to be better. I do have some bad news. If you are a mediocre writer and you use an AI tool, you're still going to be a mediocre writer. You're just going to be able to create more mediocre content faster. But if you are a great writer, if you are a great creative and creator, you have the opportunity to use AI tools to elevate and improve and enhance the rate in which you can create great content, and that's the magic of this stuff.

Evolve to the new way

So let's jump into it. All right. There was a great quote from Howard Stark. Howard Stark, Tony Stark's dad. It's not a real quote. It's not a real person. But he said, "I am limited by the technology of my day, but you have the opportunity to unlock something special. You will be able to figure it out."

Even today, technology that we have at our disposal is going to continue to evolve, but we are only limited to the technology we have today as long as we make the decision as creators, as marketers to embrace the technology instead of rejecting it. My goal today is to show you why you need to evolve from the old way of creation to the new way of creation, which is rooted, in many ways, in leveraging tools like AI.

So let's go back into time a little bit. Let's go back to 1992 when we're creating content on our typewriters and things like that. Things shifted, things change because that's a part of life, that's a part of business, that's a part of technology. Then we got computers and we got laptops. Fast forward now to, let's say, 2018. We're now using computers to create content.

We're writing blog posts. How do we do it? We embrace a process that we would call content creation, content workflows. Every organization is going to have a different workflow, and every single type of content is going to have a different type of workflow as well. Let's talk about the writing workflow. Let's talk about creating content with the intent of search. If you're watching this, you're probably someone who's interested in search.

So let's talk about that. You start your process with research. You start your process by understanding the keywords that your audience is going to Google to type in. You're trying to understand the search intent behind the behaviors that they're going to Google to understand a certain topic, a certain industry. Why would they type in a certain thing? You want to understand that.

Then you want to do things like interviews. Let's talk to our customers. Let's learn about their pain points, let's learn about their needs, and use this information to inform us on the stories that we should be creating. Let's analyze social. When Facebook comes out, Twitter comes out, we start to use these tools to gain insight into, "Hmm, my audience is talking about this thing. Maybe I should create content about this." These are things that we should be doing today.

These are things that your organization might be doing. Diving into the SERP, using great tools like Moz to understand the SERP and understand what is already ranking for certain keywords, and then using that to inform your decisions on the stories that you should create. That's happening today. Since the beginning of the creative industry, we've started to do things like brainstorm. So you get all this insight.

You get all this information and you brainstorm. You might drink coffee, you might drink wine depending on your appetite and what you're into. But you're going to brainstorm. You're going to come up with new ideas, new stories, new headlines, new topics, stories that you think your audience is going to love. Then you start to create them. You put on your suit and you walk into the class, "Everyone, I have new ideas that I want share with you today."

Then you start to share them. You write a brief. You write a brief on why this idea is going to resonate, why this idea is going to rank. You create content based off of the research that you've developed. This might take two to three days, right? Like this might take maybe even a week depending on your industry, your space, your company. It's taking time to create these briefs.

The briefs get approved by a creative director or a content director, whoever it might be. Then you brief your writers, your creators, and they're developing drafts, maybe in Google Docs. Maybe they're going in and they're actually writing it up. They're having coffee. They're hitting a writer's block. They're getting stressed out. They're leaving.

They're having a smoke break, whatever it might be. They're struggling to create this draft, and then boom, it hits. They've come up with an amazing piece that they believe is going to set the world on fire and everybody is going to give them applause because they just identified a great topic. Then they press Publish. They upload it to the CMS, content management system. It goes live, and an SEO team starts to throw SEO stuff on it. They start to audit it.

This is the workflow of 1.0. That is the workflow that probably sounds very similar to a lot of you. It might be the process and procedures that you are using right now within your company. That's okay. But as you look ahead, as you start to look at the SERP, you're going to start to notice a shift. You're going to start to notice a shift in the fact that more companies and more organizations, more people, more creators are going to be able to produce higher volumes of content at a higher rate because they have embraced the evolution of content. They've embraced the evolution of content by embracing AI. 

AI content will get better

Now, some of you are probably thinking, "Ross, AI content is garbage. AI content is not good. It's not high quality. Nobody wants to read that stuff, and it's just going to put a bunch of spam on the internet." I hear you. But Google is smart. They understand the difference between bad content and good content. Over time, as their algorithm continues to change, just like the AI tools that we're using continue to change, they're going to start to understand the triggers of what is a great piece of content and what is a mediocre piece of content.

So in the short term, yes, we might see a lot of trash content, true. But over time, the content is going to be forced to elevate due to things like Double E-A-T. When Google announces Double E-A-T, the new requirements around what they're going to actually rank and what they want to see from creators and marketers and businesses, that gives us an insight into where things are going.

Think differently

This is why I think AI can still be embraced, but we have to think differently. Now, when we're going through the new workflow, where does it start? It still starts with research, but it's going to be a different type of research. You're going to be able to go to an AI tool and you can say, hey, give me the top 20 keywords that I should be going after if I want to increase my SERP visibility based off my analytics, which the AI can actually pull data from, and give me a recommendation on the keywords that I should go after.

This can happen within minutes now. It's no longer taking a human the time to go through a spreadsheet, to pull up Tableau. They can use a tool that's going to analyze this on your behalf. Then from this detail, from this data, you can then start to dive into the SERP, and there are AI tools that will allow you to do that. You can start to look at social media and start to use AI tools that will analyze on your behalf the topics that are trending in your space and use that to start getting into something very special, which is when you actually start to create content using AI.

What does that look like? So imagine you're using generative AI, which is essentially a tool, a technology that has taken all of the content on the internet, and it's scraped a bunch of it. It's using language processing to understand it and come up with stories and messages that really sound natural, human, right? Natural language processing is at the core of all of this. If you go to a tool like ChatGPT, if you use their API, you can do what I'm going to share with you as the future of content creation in AI, and this is what it looks like.

You go to one of these tools. You set up a Google spreadsheet. You can tell that spreadsheet, you can tell the AI that you want them to find 10 blog posts based off of the keywords that you pulled out of your research. So if a tool like Moz gives you 20 keywords that you need to actually rank for, great, you've got the starting point. Now, I want AI to take each of these keywords and find 10 blog posts on these topics.

Give me 10 headlines. You now have a list of 10 headlines. You tell Google Sheets that you want each of these headlines to be on a separate cell, right? This is all pretty basic Google Sheets efforts right now. Once that's done, you tell AI to hit those headlines and write an outline for this headline using headline, actually using the cell with five key points.

Now, ChatGPT is now creating for you an outline that outlines all of the things that should make up these different blog posts. This is essentially the briefs, right? The briefs are being replaced. Now, after that is developed, you say, hey, ChatGPT, based off of this headline, can you write me an introduction using AIDA, Attention, Interest, Desire, Action, that formula to create a great intro for this blog post based off of the headline that they computed and actually created for you.

Now, here's where it gets even more interesting. Now, you take all of that information that ChatGPT just gave you, right, and you're able to say, hey, ChatGPT, write 400 words based on the topic and key point. This is what the outline gave you. The outline gave you five key points. So you're now able to tell it to take the headline from that output and write 400 words based off of that topic.

It creates that on your behalf, and you tell it to write it as if it was in a blog on this headline. If you wanted to get really fancy, you can say using a tone that Ross Simmonds would use, using a tone that somebody else would use. You can use other information to make it tell the story the way that you want it to. What are you met with?

You're met with a draft. You're met with a draft that you might be thinking is going to be trash, that might have some inaccuracies. All of those things are true. But you didn't have to have coffee, you didn't have to have wine. You didn't have to lose sleep. You didn't have a writer's block. You didn't have to have a smoke break.

You didn't have to do any of that. You didn't have to go through Docs. You didn't have to go through any of those things. You didn't have to do any of those things to get to your draft. So where do humans start to come in? We come in as it relates to elevation. As I mentioned, these are not tools to replace us.

They are tools to augment us. We then go in on that asset and you elevate it. You elevate that content asset to make it worth reading. You set the bar for what content excellence looks like in your industry, with your brand and with the story that you want to tell, and then you start to look at things like this. This is the elevation checklist. You're looking at: Do we have, can we incorporate in this blog post two DA60 URLs being linked to?

High-authority sites, can we make sure that we're referencing high-authority sites? Can we ensure that we have four images within this blog post? So in point three, where they're talking about a certain topic, can we create a custom visual that showcases this? Can we double-check to make sure that AIDA introduction is actually strong, and that the facts and the information within it are actually real information and not something that ChatGPT just made up?

Can we do that? Can we make sure that there are two third-party quotes, meaning I'm going to reach out to two people in the industry to get third-party quotes to elevate this content and ensure that Double E-A-T is being met with its expectations of having people with experience in my content? Can I ensure that I have one internal reference where I'm talking about my product, where I might even upload pictures and screenshots of the thing that I'm selling?

Can I ensure that I am embedding a YouTube video that has been uploaded? Why? Because Google bought YouTube for billions of dollars, and you can leverage that to ensure that you are increasing your ability and your chances to show up in the SERP. Can you ensure that that conclusion is inspiring? Can you ensure that the humans on the other end of the keyboard, when they're reading this blog post that AI essentially developed, feel inspired to take action to do something when they're done reading?

Can you ensure that there are charts and graphs? Can you ensure that the definitions that are being made and talked about within the piece are actually isolated from the content so it could possibly show up as a featured snippet? Can you run this content through a duplication check to make sure that there's no duplicate content where this isn't already been written, that there's no plagiarism happening in this piece that was created by AI?

If you can do this, you will have on your iron suit, right? This is where the magic happens. Then you're able to do it much faster than you would have the old way. Will the content still be good? No doubt about it. But as long as you have that commitment to content excellence, as long as you are there to elevate the content and embrace a culture that actually cares about the end reader, the content that your AI tools, your AI workflows produce might still be mediocre.

But when you add that human touch, when you add that expertise, and when you take that piece and you take it up a notch through elevation, that's when you get a piece of content that is worth reading, worth sharing, worth bookmarking, and ultimately worth creating, because at the end of the day, you still have to hit Publish.

You still have to share it. You still want to understand whether or not it's going to show up in the SERP. You're going to use elevation to ensure that it's ultimately set up to do that, but you're going to do it much faster because you embraced the evolution of content. Content is at the foundation of society. Every single piece of content that you create has an impact on the people on the other end of the screen.

Do not take it lightly. Create content today that you can distribute forever and ultimately have a massive impact on culture. Thank you so much for listening. I hope you enjoyed this video. If you want to learn more, check me out online @TheCoolestCool. Thank you so much. Have a great day or evening.

Video transcription by Speechpad.com

How Content Is Evolving Thanks to AI — Whiteboard Friday

There's no question that AI has already started to have a meaningful impact on organizations that create content every single day. 

"The wonderful world of AI is changing rapidly. ChatGPT4 is driving even more improvements in the output from the technology and the space continues to take off," says today's host, Ross Simmonds. "The best piece of advice that I can give anyone looking to use AI in their marketing workflows today is to take the time to plan and create a culture where embracing the evolution is not only embraced but also celebrated. The future is here."

In this video, Ross shares how our workflows, processes, and content creation will positively evolve thanks to AI.

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Howdy, Moz friends. So are robots coming for your job? That is the question that a lot of marketers and creators are asking themselves today and for good reason. Every single time that you log in to one of your favorite social media channels, you're probably seeing a plethora of news around the new AI, ChatGPT 3, 4, 5, 6, 7, 8, who knows, right?

The evolution of AI is always in the press, in the buzz. It is taking off, and there is a real reason why you should be paying attention to this rise of AI. I'm not here to strike the fears of marketers around the globe to make them think that the robots are going to take their jobs and the robots are going to send them out into the streets to be unemployed.

That is not the message that I have for you today. There's no question that AI has already started to have a meaningful impact on organizations that create content every single day. An evolution is happening. The same way that an evolution happened when the modern printing press was evolved with technologies like laptops, the same way that evolution took place when we went from people who consumed content on VHSs to DVDs to Blu-rays, to now streaming sites, technology continues to evolve.

That evolution now today is through generative AI and how it's influencing the way that we create content every single day. In this video, what I'm going to share with you is how our workflows, how our processes, and how we create content is going to evolve thanks to AI. Now, some of you might be fearful.

Some of you might work for organizations that are actually viewing AI as a replacement to writers, and I hear you. My heart breaks for those who would consistently be met with the idea that a boss would tell them, "Yeah, I can just replace you with an AI," because that is not the intent of these tools. These tools are kind of like our Ironman suit, so to speak, right, or vibranium if you're in the world of Wakanda, and you understand the fact that you can take these things to just elevate us as humans, that is the power of AI.

AI is supposed to be a tool that we can use to be better. I do have some bad news. If you are a mediocre writer and you use an AI tool, you're still going to be a mediocre writer. You're just going to be able to create more mediocre content faster. But if you are a great writer, if you are a great creative and creator, you have the opportunity to use AI tools to elevate and improve and enhance the rate in which you can create great content, and that's the magic of this stuff.

Evolve to the new way

So let's jump into it. All right. There was a great quote from Howard Stark. Howard Stark, Tony Stark's dad. It's not a real quote. It's not a real person. But he said, "I am limited by the technology of my day, but you have the opportunity to unlock something special. You will be able to figure it out."

Even today, technology that we have at our disposal is going to continue to evolve, but we are only limited to the technology we have today as long as we make the decision as creators, as marketers to embrace the technology instead of rejecting it. My goal today is to show you why you need to evolve from the old way of creation to the new way of creation, which is rooted, in many ways, in leveraging tools like AI.

So let's go back into time a little bit. Let's go back to 1992 when we're creating content on our typewriters and things like that. Things shifted, things change because that's a part of life, that's a part of business, that's a part of technology. Then we got computers and we got laptops. Fast forward now to, let's say, 2018. We're now using computers to create content.

We're writing blog posts. How do we do it? We embrace a process that we would call content creation, content workflows. Every organization is going to have a different workflow, and every single type of content is going to have a different type of workflow as well. Let's talk about the writing workflow. Let's talk about creating content with the intent of search. If you're watching this, you're probably someone who's interested in search.

So let's talk about that. You start your process with research. You start your process by understanding the keywords that your audience is going to Google to type in. You're trying to understand the search intent behind the behaviors that they're going to Google to understand a certain topic, a certain industry. Why would they type in a certain thing? You want to understand that.

Then you want to do things like interviews. Let's talk to our customers. Let's learn about their pain points, let's learn about their needs, and use this information to inform us on the stories that we should be creating. Let's analyze social. When Facebook comes out, Twitter comes out, we start to use these tools to gain insight into, "Hmm, my audience is talking about this thing. Maybe I should create content about this." These are things that we should be doing today.

These are things that your organization might be doing. Diving into the SERP, using great tools like Moz to understand the SERP and understand what is already ranking for certain keywords, and then using that to inform your decisions on the stories that you should create. That's happening today. Since the beginning of the creative industry, we've started to do things like brainstorm. So you get all this insight.

You get all this information and you brainstorm. You might drink coffee, you might drink wine depending on your appetite and what you're into. But you're going to brainstorm. You're going to come up with new ideas, new stories, new headlines, new topics, stories that you think your audience is going to love. Then you start to create them. You put on your suit and you walk into the class, "Everyone, I have new ideas that I want share with you today."

Then you start to share them. You write a brief. You write a brief on why this idea is going to resonate, why this idea is going to rank. You create content based off of the research that you've developed. This might take two to three days, right? Like this might take maybe even a week depending on your industry, your space, your company. It's taking time to create these briefs.

The briefs get approved by a creative director or a content director, whoever it might be. Then you brief your writers, your creators, and they're developing drafts, maybe in Google Docs. Maybe they're going in and they're actually writing it up. They're having coffee. They're hitting a writer's block. They're getting stressed out. They're leaving.

They're having a smoke break, whatever it might be. They're struggling to create this draft, and then boom, it hits. They've come up with an amazing piece that they believe is going to set the world on fire and everybody is going to give them applause because they just identified a great topic. Then they press Publish. They upload it to the CMS, content management system. It goes live, and an SEO team starts to throw SEO stuff on it. They start to audit it.

This is the workflow of 1.0. That is the workflow that probably sounds very similar to a lot of you. It might be the process and procedures that you are using right now within your company. That's okay. But as you look ahead, as you start to look at the SERP, you're going to start to notice a shift. You're going to start to notice a shift in the fact that more companies and more organizations, more people, more creators are going to be able to produce higher volumes of content at a higher rate because they have embraced the evolution of content. They've embraced the evolution of content by embracing AI. 

AI content will get better

Now, some of you are probably thinking, "Ross, AI content is garbage. AI content is not good. It's not high quality. Nobody wants to read that stuff, and it's just going to put a bunch of spam on the internet." I hear you. But Google is smart. They understand the difference between bad content and good content. Over time, as their algorithm continues to change, just like the AI tools that we're using continue to change, they're going to start to understand the triggers of what is a great piece of content and what is a mediocre piece of content.

So in the short term, yes, we might see a lot of trash content, true. But over time, the content is going to be forced to elevate due to things like Double E-A-T. When Google announces Double E-A-T, the new requirements around what they're going to actually rank and what they want to see from creators and marketers and businesses, that gives us an insight into where things are going.

Think differently

This is why I think AI can still be embraced, but we have to think differently. Now, when we're going through the new workflow, where does it start? It still starts with research, but it's going to be a different type of research. You're going to be able to go to an AI tool and you can say, hey, give me the top 20 keywords that I should be going after if I want to increase my SERP visibility based off my analytics, which the AI can actually pull data from, and give me a recommendation on the keywords that I should go after.

This can happen within minutes now. It's no longer taking a human the time to go through a spreadsheet, to pull up Tableau. They can use a tool that's going to analyze this on your behalf. Then from this detail, from this data, you can then start to dive into the SERP, and there are AI tools that will allow you to do that. You can start to look at social media and start to use AI tools that will analyze on your behalf the topics that are trending in your space and use that to start getting into something very special, which is when you actually start to create content using AI.

What does that look like? So imagine you're using generative AI, which is essentially a tool, a technology that has taken all of the content on the internet, and it's scraped a bunch of it. It's using language processing to understand it and come up with stories and messages that really sound natural, human, right? Natural language processing is at the core of all of this. If you go to a tool like ChatGPT, if you use their API, you can do what I'm going to share with you as the future of content creation in AI, and this is what it looks like.

You go to one of these tools. You set up a Google spreadsheet. You can tell that spreadsheet, you can tell the AI that you want them to find 10 blog posts based off of the keywords that you pulled out of your research. So if a tool like Moz gives you 20 keywords that you need to actually rank for, great, you've got the starting point. Now, I want AI to take each of these keywords and find 10 blog posts on these topics.

Give me 10 headlines. You now have a list of 10 headlines. You tell Google Sheets that you want each of these headlines to be on a separate cell, right? This is all pretty basic Google Sheets efforts right now. Once that's done, you tell AI to hit those headlines and write an outline for this headline using headline, actually using the cell with five key points.

Now, ChatGPT is now creating for you an outline that outlines all of the things that should make up these different blog posts. This is essentially the briefs, right? The briefs are being replaced. Now, after that is developed, you say, hey, ChatGPT, based off of this headline, can you write me an introduction using AIDA, Attention, Interest, Desire, Action, that formula to create a great intro for this blog post based off of the headline that they computed and actually created for you.

Now, here's where it gets even more interesting. Now, you take all of that information that ChatGPT just gave you, right, and you're able to say, hey, ChatGPT, write 400 words based on the topic and key point. This is what the outline gave you. The outline gave you five key points. So you're now able to tell it to take the headline from that output and write 400 words based off of that topic.

It creates that on your behalf, and you tell it to write it as if it was in a blog on this headline. If you wanted to get really fancy, you can say using a tone that Ross Simmonds would use, using a tone that somebody else would use. You can use other information to make it tell the story the way that you want it to. What are you met with?

You're met with a draft. You're met with a draft that you might be thinking is going to be trash, that might have some inaccuracies. All of those things are true. But you didn't have to have coffee, you didn't have to have wine. You didn't have to lose sleep. You didn't have a writer's block. You didn't have to have a smoke break.

You didn't have to do any of that. You didn't have to go through Docs. You didn't have to go through any of those things. You didn't have to do any of those things to get to your draft. So where do humans start to come in? We come in as it relates to elevation. As I mentioned, these are not tools to replace us.

They are tools to augment us. We then go in on that asset and you elevate it. You elevate that content asset to make it worth reading. You set the bar for what content excellence looks like in your industry, with your brand and with the story that you want to tell, and then you start to look at things like this. This is the elevation checklist. You're looking at: Do we have, can we incorporate in this blog post two DA60 URLs being linked to?

High-authority sites, can we make sure that we're referencing high-authority sites? Can we ensure that we have four images within this blog post? So in point three, where they're talking about a certain topic, can we create a custom visual that showcases this? Can we double-check to make sure that AIDA introduction is actually strong, and that the facts and the information within it are actually real information and not something that ChatGPT just made up?

Can we do that? Can we make sure that there are two third-party quotes, meaning I'm going to reach out to two people in the industry to get third-party quotes to elevate this content and ensure that Double E-A-T is being met with its expectations of having people with experience in my content? Can I ensure that I have one internal reference where I'm talking about my product, where I might even upload pictures and screenshots of the thing that I'm selling?

Can I ensure that I am embedding a YouTube video that has been uploaded? Why? Because Google bought YouTube for billions of dollars, and you can leverage that to ensure that you are increasing your ability and your chances to show up in the SERP. Can you ensure that that conclusion is inspiring? Can you ensure that the humans on the other end of the keyboard, when they're reading this blog post that AI essentially developed, feel inspired to take action to do something when they're done reading?

Can you ensure that there are charts and graphs? Can you ensure that the definitions that are being made and talked about within the piece are actually isolated from the content so it could possibly show up as a featured snippet? Can you run this content through a duplication check to make sure that there's no duplicate content where this isn't already been written, that there's no plagiarism happening in this piece that was created by AI?

If you can do this, you will have on your iron suit, right? This is where the magic happens. Then you're able to do it much faster than you would have the old way. Will the content still be good? No doubt about it. But as long as you have that commitment to content excellence, as long as you are there to elevate the content and embrace a culture that actually cares about the end reader, the content that your AI tools, your AI workflows produce might still be mediocre.

But when you add that human touch, when you add that expertise, and when you take that piece and you take it up a notch through elevation, that's when you get a piece of content that is worth reading, worth sharing, worth bookmarking, and ultimately worth creating, because at the end of the day, you still have to hit Publish.

You still have to share it. You still want to understand whether or not it's going to show up in the SERP. You're going to use elevation to ensure that it's ultimately set up to do that, but you're going to do it much faster because you embraced the evolution of content. Content is at the foundation of society. Every single piece of content that you create has an impact on the people on the other end of the screen.

Do not take it lightly. Create content today that you can distribute forever and ultimately have a massive impact on culture. Thank you so much for listening. I hope you enjoyed this video. If you want to learn more, check me out online @TheCoolestCool. Thank you so much. Have a great day or evening.

Video transcription by Speechpad.com

Our Online Reputation Management Playbook

Online reputation management can be daunting – but advantageous – for brands or individuals that are seeing their search engine displays implicated by third-party content, and want to take the reins. When the media controls the narrative, it can lead to untrue perceptions and a more biased sentiment down the line. 

At Go Fish Digital, our team works closely with our clients to understand the sensitive issue they’re facing so we can meet their goals and rectify their online reputations.

The situation

We would not perform reputation management services for any company that was a scam or has participated in fraudulent or misleading activities. Prior to taking on a client, we fully research the business and ensure we are 100% comfortable in helping them with their problem.

When big brands come to us communicating their search results complications, our team thoroughly reviews the situation before we decide to take it on. Our vetting process includes doing due diligence on each client to be sure we can validate the issue. Most of the time, a brand has a controversial topic or story in the current news cycle that is populating their search results. In such cases, the project goals usually include two things: changing the sentiment of the narrative and getting any negative articles off of the page one search results for their brand.

To give you a better idea of how our team would approach a situation like this let’s take a look at the semi-current SERP complication we’re seeing for LuLaRoe, a multi-level marketing company that sells women’s clothing. 

Back in September 2021, a couple very authoritative news sites, Forbes and The Guardian, published stories about the “downfall of the company” based on the documentary The Rise and Fall of LuLaRoe, which came out that December. While this is not necessarily a company we would take on as a client, we are using them as an example as there are specific ORM strategies that we could identify to help improve the SERPs for their brand name. 

Our research

When researching LuLaRoe, we saw that both the Forbes and The Guardian articles were ranking at the bottom of their page one search results, just below their Facebook page and just above their Amazon Storefront profile listing. We recorded what each link was, the position it was ranking in, and the sentiment of each for the first 30 results we found. 

As part of our process, it’s important we research and consider all the variables before putting together our plan of improvement. As mentioned above, we begin by gathering the search results rankings and assessing each URL we see in the first 30 positions. Our team tracks all of the factors and signals Google will look at when determining which URLs they rank for a keyword. Some of these factors include the relevance of the page, the keyword itself, backlink data, click-through rate, and social engagement. Gathering this data can be done by using tools like MozBar or Moz Keyword Explorer. Once we gather the important data points from every link on the first three pages or 30 positions using infinite scroll for our keyword, it’s time to put together our approach. 

For LuLaRoe’s case specifically, here’s some of the data we found from the  SERPs:

Our approach

The ORM goal remained to control as much of the first 30 results as we could, as well as move the negative articles off the page one results. After doing the data collection as shown above, we took note of the areas that we could influence. For example, you can see that the Amazon link ranking in position eight has zero backlinks, so building new quality backlinks here is a strategy we would recommend to increase the quality of this signal to Google.

In addition to launching our best ORM strategies, we decided that we would identify many new pieces of content, as well as update as much existing content as we could. The action plan for each business situation is specific to what we see ranking for that brand. 

Below, you can see our ORM strategies, broken down into three different categories, including pre-existing content, existing content, and engagement tactics.

Pre-existing content strategies

Setting up subdomains on the client's website  

In some cases, we recommend setting up subdomains that specifically address the controversy. For LuLaRoe, we would help them build out a subdomain on their website.

Identifying news articles 

A benefit of a business being in the spotlight is that they may already have plenty of mainstream press. We can identify any positive articles from high Domain Authority (DA) news sites and other industry publications to promote. 

For LuLaRoe, we would not recommend this strategy, as there’s an overwhelming amount of negative press out there. They could potentially work with an authoritative news site to publish a piece detailing their side of the story or where the business is now, but we would suggest doing so down the road,after the dust settles from the bad press. This could produce ranking potential because it could be something unique to the results of the brand.

Reviewing Wikis & other profile pages

We recommend taking stock of any Wikis and existing profile pages a brand already has out there. For example, LuLaRoe could update its Crunchbase profile regularly. Doing so may have the potential to move the profile upward in the brand’s SERP.

In LuLaRoe’s case, we would also recommend taking full advantage of its YouTube presence by adding new videos with a “new light” sentiment, and turning off all comments on each video. Since we see their YouTube profile ranking highly on their page two search results, this is a domain that has the potential to move above the negative stories ranking on page one.

New content strategies

Post on sites you have relationships with (or own)

This could be a partner that has a completely different domain than you, or another brand that you have worked with in the past and have a good relationship with. Reaching out to these confidants to create new positive press surrounding the topic could help to get something new in the SERPs. 

Leveraging any existing relationships, or forging new ones, is a strategy that could potentially work for LuLaRoe.   

Research article directories

Random directory sites are not to be forgotten. In doing research on the specific industry you’re looking to influence, you can suss out directory listings to expand your presence on. 

That said, this isn’t a strategy that would make much of a difference for a huge brand like LuLaRoe, but it could be used to make their n overall reputation look cleaner and more put together. 

Establish mini blogs

We would recommend setting up a number of mini blogs on WordPress, Blogger, Posterous, and Tumblr, as well as  a few other WordPress MU sites we have identified with high ranking potential. 

But again, these mini blogs may not have the high-ranking potential to make a significant difference for a bigger brand like LuLaRoe 

Take ownership of other domains

We would recommend purchasing the .com, .net, and .org versions of the exact match domains for the search phrase –including the brandnamecharity.com. The general content we would recommend adding to these pages would include customer testimonials, positive stories, general information about the company, satisfaction guarantees, posts that debunk misinformation, and other stories that either didn't pertain to the issue at all or show positive aspects about our client. 

Also, creating new profiles on sites like Medium, or doing an IdeaMensch interview, could help positive controlled content to rank highly in your results.

Engagement strategies

Link building

We highly recommend the link building tactic for all brands, especially LuLaRoe. When it comes to positive sentiment that has a low backlink data number, building links can help to increase that number. To do this, we would work with niche bloggers to build new links to the URLs that are ranking below the negative links on page one. The goal is to build backlinks to more than one target so these blog posts aren’t all about a specific brand as the topic, but rather, mention the brand in passing. 

Interlinking

Another helpful tactic involves taking advantage of interlinking opportunities from the brand’s main website to the positive URLs we see ranking within the first 30 results for the brand. This will help to show Google that they’re relevant, important, and should be associated with the brand.  

Click-through rate (CTR) search team

The goal here is to send clicks to certain positive targets in the SERPs to help move them above the negative. Like other tactics, this is about sending signals to Google that the target is a valuable piece of content to put on the first page of the SERPs. We would recommend sending high-value, US or local, clicks to the target URLs you identify. For LuLaRoe these include the Amazon Storefront, thredUP, Poshmark, LuLaRoe Bless, Twitter, YouTube, eBay, and Pinterest URLs.

Competitor research  

Another tactic we would recommend is to take a look at competitors in your industry. Gathering a bigger picture of what’s ranking in a similar brands’ SERP could give you ideas of what to replicate. Sometimes, you may even find a random profile ranking for a competitor that you don’t have a profile on. LuLaRoe should take a look at other big brands facing similar controversies to gain knowledge on where and how they responded and moved forward. 

Influencer engagement 

Working with influencers and other social media engagers in the space is so important. Not only does it bring awareness to the ideas you're trying to promote, but it helps to increase engagement to articles that your brand would like to see higher in the search results. LuLaRoe could really benefit from working with any influencers who support their new business direction and are willing to help clean up their reputation.

Case study & tracking progress 

Without giving away any of our past client’s project details, we wanted to give you an idea of some of the results we’ve seen after applying our tactics. The questionable situation was surrounding a commercial about a controversial topic at that time. After getting negative news coverage, we saw a few negative articles “stick” on the page one results for their brand. Using our proprietary technology for reputation management tracking, we calculated what’s called the “Sentiment Score” of the search result to be a 91. 

Our team took the time to thoughtfully review all aspects of the brand’s search results, as I detailed above. From there we applied the tactics we thought would make a difference and made sense considering the industry. The strategies that were successful in this case included increasing click-through rate, link building, and social engagements. Other strategies that helped to move the negative links on to page two included new profile creation and updating pre-existing content that was dated. 

It was great to see the positive results of our work, although it did take time due to the relevance of the article. The client also took part in charitable events that helped to create new press to surround the brand, which helped to meet their end goal even. 

These initiatives resulted in a Sentiment Score of a perfect 100 with no negatives on page one. You can read more about how we calculate the overall sentiment score for a query here. 

Conclusion

The results from implementing the ORM strategies above vary from brand to brand. It all depends on how each ranking factor is determined by Google. The authority and relevance of an article also make a huge difference in how it’s placed. Our team has seen a ton of success utilizing and being strategic when implementing many of them, but some of our techniques work better than others because of the industry. This proves the importance of doing research to find out what tactics are best suited — and will be most beneficial — to a given brand of business.

Our Online Reputation Management Playbook

Online reputation management can be daunting – but advantageous – for brands or individuals that are seeing their search engine displays implicated by third-party content, and want to take the reins. When the media controls the narrative, it can lead to untrue perceptions and a more biased sentiment down the line. 

At Go Fish Digital, our team works closely with our clients to understand the sensitive issue they’re facing so we can meet their goals and rectify their online reputations.

The situation

We would not perform reputation management services for any company that was a scam or has participated in fraudulent or misleading activities. Prior to taking on a client, we fully research the business and ensure we are 100% comfortable in helping them with their problem.

When big brands come to us communicating their search results complications, our team thoroughly reviews the situation before we decide to take it on. Our vetting process includes doing due diligence on each client to be sure we can validate the issue. Most of the time, a brand has a controversial topic or story in the current news cycle that is populating their search results. In such cases, the project goals usually include two things: changing the sentiment of the narrative and getting any negative articles off of the page one search results for their brand.

To give you a better idea of how our team would approach a situation like this let’s take a look at the semi-current SERP complication we’re seeing for LuLaRoe, a multi-level marketing company that sells women’s clothing. 

Back in September 2021, a couple very authoritative news sites, Forbes and The Guardian, published stories about the “downfall of the company” based on the documentary The Rise and Fall of LuLaRoe, which came out that December. While this is not necessarily a company we would take on as a client, we are using them as an example as there are specific ORM strategies that we could identify to help improve the SERPs for their brand name. 

Our research

When researching LuLaRoe, we saw that both the Forbes and The Guardian articles were ranking at the bottom of their page one search results, just below their Facebook page and just above their Amazon Storefront profile listing. We recorded what each link was, the position it was ranking in, and the sentiment of each for the first 30 results we found. 

As part of our process, it’s important we research and consider all the variables before putting together our plan of improvement. As mentioned above, we begin by gathering the search results rankings and assessing each URL we see in the first 30 positions. Our team tracks all of the factors and signals Google will look at when determining which URLs they rank for a keyword. Some of these factors include the relevance of the page, the keyword itself, backlink data, click-through rate, and social engagement. Gathering this data can be done by using tools like MozBar or Moz Keyword Explorer. Once we gather the important data points from every link on the first three pages or 30 positions using infinite scroll for our keyword, it’s time to put together our approach. 

For LuLaRoe’s case specifically, here’s some of the data we found from the  SERPs:

Our approach

The ORM goal remained to control as much of the first 30 results as we could, as well as move the negative articles off the page one results. After doing the data collection as shown above, we took note of the areas that we could influence. For example, you can see that the Amazon link ranking in position eight has zero backlinks, so building new quality backlinks here is a strategy we would recommend to increase the quality of this signal to Google.

In addition to launching our best ORM strategies, we decided that we would identify many new pieces of content, as well as update as much existing content as we could. The action plan for each business situation is specific to what we see ranking for that brand. 

Below, you can see our ORM strategies, broken down into three different categories, including pre-existing content, existing content, and engagement tactics.

Pre-existing content strategies

Setting up subdomains on the client's website  

In some cases, we recommend setting up subdomains that specifically address the controversy. For LuLaRoe, we would help them build out a subdomain on their website.

Identifying news articles 

A benefit of a business being in the spotlight is that they may already have plenty of mainstream press. We can identify any positive articles from high Domain Authority (DA) news sites and other industry publications to promote. 

For LuLaRoe, we would not recommend this strategy, as there’s an overwhelming amount of negative press out there. They could potentially work with an authoritative news site to publish a piece detailing their side of the story or where the business is now, but we would suggest doing so down the road,after the dust settles from the bad press. This could produce ranking potential because it could be something unique to the results of the brand.

Reviewing Wikis & other profile pages

We recommend taking stock of any Wikis and existing profile pages a brand already has out there. For example, LuLaRoe could update its Crunchbase profile regularly. Doing so may have the potential to move the profile upward in the brand’s SERP.

In LuLaRoe’s case, we would also recommend taking full advantage of its YouTube presence by adding new videos with a “new light” sentiment, and turning off all comments on each video. Since we see their YouTube profile ranking highly on their page two search results, this is a domain that has the potential to move above the negative stories ranking on page one.

New content strategies

Post on sites you have relationships with (or own)

This could be a partner that has a completely different domain than you, or another brand that you have worked with in the past and have a good relationship with. Reaching out to these confidants to create new positive press surrounding the topic could help to get something new in the SERPs. 

Leveraging any existing relationships, or forging new ones, is a strategy that could potentially work for LuLaRoe.   

Research article directories

Random directory sites are not to be forgotten. In doing research on the specific industry you’re looking to influence, you can suss out directory listings to expand your presence on. 

That said, this isn’t a strategy that would make much of a difference for a huge brand like LuLaRoe, but it could be used to make their n overall reputation look cleaner and more put together. 

Establish mini blogs

We would recommend setting up a number of mini blogs on WordPress, Blogger, Posterous, and Tumblr, as well as  a few other WordPress MU sites we have identified with high ranking potential. 

But again, these mini blogs may not have the high-ranking potential to make a significant difference for a bigger brand like LuLaRoe 

Take ownership of other domains

We would recommend purchasing the .com, .net, and .org versions of the exact match domains for the search phrase –including the brandnamecharity.com. The general content we would recommend adding to these pages would include customer testimonials, positive stories, general information about the company, satisfaction guarantees, posts that debunk misinformation, and other stories that either didn't pertain to the issue at all or show positive aspects about our client. 

Also, creating new profiles on sites like Medium, or doing an IdeaMensch interview, could help positive controlled content to rank highly in your results.

Engagement strategies

Link building

We highly recommend the link building tactic for all brands, especially LuLaRoe. When it comes to positive sentiment that has a low backlink data number, building links can help to increase that number. To do this, we would work with niche bloggers to build new links to the URLs that are ranking below the negative links on page one. The goal is to build backlinks to more than one target so these blog posts aren’t all about a specific brand as the topic, but rather, mention the brand in passing. 

Interlinking

Another helpful tactic involves taking advantage of interlinking opportunities from the brand’s main website to the positive URLs we see ranking within the first 30 results for the brand. This will help to show Google that they’re relevant, important, and should be associated with the brand.  

Click-through rate (CTR) search team

The goal here is to send clicks to certain positive targets in the SERPs to help move them above the negative. Like other tactics, this is about sending signals to Google that the target is a valuable piece of content to put on the first page of the SERPs. We would recommend sending high-value, US or local, clicks to the target URLs you identify. For LuLaRoe these include the Amazon Storefront, thredUP, Poshmark, LuLaRoe Bless, Twitter, YouTube, eBay, and Pinterest URLs.

Competitor research  

Another tactic we would recommend is to take a look at competitors in your industry. Gathering a bigger picture of what’s ranking in a similar brands’ SERP could give you ideas of what to replicate. Sometimes, you may even find a random profile ranking for a competitor that you don’t have a profile on. LuLaRoe should take a look at other big brands facing similar controversies to gain knowledge on where and how they responded and moved forward. 

Influencer engagement 

Working with influencers and other social media engagers in the space is so important. Not only does it bring awareness to the ideas you're trying to promote, but it helps to increase engagement to articles that your brand would like to see higher in the search results. LuLaRoe could really benefit from working with any influencers who support their new business direction and are willing to help clean up their reputation.

Case study & tracking progress 

Without giving away any of our past client’s project details, we wanted to give you an idea of some of the results we’ve seen after applying our tactics. The questionable situation was surrounding a commercial about a controversial topic at that time. After getting negative news coverage, we saw a few negative articles “stick” on the page one results for their brand. Using our proprietary technology for reputation management tracking, we calculated what’s called the “Sentiment Score” of the search result to be a 91. 

Our team took the time to thoughtfully review all aspects of the brand’s search results, as I detailed above. From there we applied the tactics we thought would make a difference and made sense considering the industry. The strategies that were successful in this case included increasing click-through rate, link building, and social engagements. Other strategies that helped to move the negative links on to page two included new profile creation and updating pre-existing content that was dated. 

It was great to see the positive results of our work, although it did take time due to the relevance of the article. The client also took part in charitable events that helped to create new press to surround the brand, which helped to meet their end goal even. 

These initiatives resulted in a Sentiment Score of a perfect 100 with no negatives on page one. You can read more about how we calculate the overall sentiment score for a query here. 

Conclusion

The results from implementing the ORM strategies above vary from brand to brand. It all depends on how each ranking factor is determined by Google. The authority and relevance of an article also make a huge difference in how it’s placed. Our team has seen a ton of success utilizing and being strategic when implementing many of them, but some of our techniques work better than others because of the industry. This proves the importance of doing research to find out what tactics are best suited — and will be most beneficial — to a given brand of business.

Mining for Content Ideas - Next Level

Not to state the obvious, but as marketers, part of our job is to create content. Whether it’s in the form of blog posts, landing pages, social media posts, emails, newsletters, and so on - there’s no way to get around it. It is a critical component of our job. And sometimes, it can be challenging to come up with new ideas or ways to iterate on old ones. With the world consuming content at lightning speed, it is becoming even more difficult to keep up with the expectation of turning out fresh content.

We’ve recently published some excellent pieces on the Moz Blog all about content distribution and strategy, including the Whiteboard Fridays “How to Maximize Content” and “A Content Engine that Drives Revenue” (both from Ross Simmonds). And, as I’m sure I don’t have to tell you, content ideation and inspiration can come from anywhere. But what if I told you that you can also use the Moz tools to mine for content ideas? Let’s dig into different ways to use the Moz tools to supplement our content strategies.

Find gaps in your existing content

When supplementing or modifying your content strategy, a good place to start is by examining your existing content and finding the gaps. This can help identify new content ideas and areas where your content strategy may be missing key opportunities to thrive.

The Keyword Gap tool in Moz Pro allows you to enter your site and up to 3 competitors to identify Keywords to Improve and Top Competing Content.

Pro tip: Not sure who your online competitors are? Or just want to confirm and scope out who they may be? Check out the True Competitor tool to find out.

The Keywords to Improve section is instrumental when identifying gaps in your existing content strategy. After entering the sites you’d like to compare, the tool will list keywords for which you and your competitors rank. You can then use the filter option to see only specific segments of keywords. For example, we may want to see only keywords where we’re ranking on the second page to identify opportunities for content improvements. We will even show you the Traffic Lift for those keywords, which is the amount of traffic we estimate you can gain by overtaking your competitor in the SERP.

Another great use case for this tool is to identify new content ideas. Let’s say we’re working on building out the “best of” section of our foodie blog; we can filter to see keywords that include “Best,” as seen in the screenshot below. We can then identify keywords for which we’re not ranking, but our competitors are and work to build content around them. In this case, we’re not ranking for “Best Pizza in Los Angeles,” so we may want to see about creating a blog post about this topic.

Spotting these content gaps can strengthen your content strategy. It can not only help spark ideas for new content but also help identify places where your content can be improved or refreshed for better performance.

Identify what type of content is performing

One of the best places to get ideas for content is to see what kind of content is already out there and performing. Top Competing Content in Keyword Gap can provide insight into what is performing well by listing content your competitors rank for with the Content URL and Top Ranking Keywords.

In this example, we can see that one of the competitors I’ve entered ranks well for keywords related to choosing a mattress size and, perhaps more importantly, that the content ranking is from their blog. We can now look at the blog posts themselves to get an idea of what format has been successful for them and what information they are including. We can ask ourselves:

• Is this a topic we can cover on our site? 

• Do we already cover this, but it’s not ranking as well? 

• Is there a way we can improve the content or add a different perspective, format, or content type to the space? 

The possibilities are endless!

Spot tangential content ideas

Sticking with Top Competing Content in Keyword Gap, let's see if we can spot some ideas for tangential content. As Amanda Milligan discusses in her Whiteboard Friday episode, content ideas which aren’t directly related to your product can often lead to positive outcomes like links, social shares, and brand awareness. These peripherally related topics can supplement your content strategy and help create a well-rounded library of assets.

Sticking with our mattress company example, let’s say we are looking for content ideas to help build out our newly launched blog. We may know that there is value in creating pieces around mattress-related topics like deciding on a mattress size or determining what firmness would be best, but what tangential content ideas can we identify in our research? The example above shows that our competitors are ranking for content related to topics like weighted blankets and sleep hygiene. These could be great opportunities for me to create new content not directly related to mattresses but still related to the sleep industry.

Uncover hidden gems

Just like content creation, keyword research is a fundamental part of SEO and marketing strategies. And as you’re out there digging into things like search volume, difficulty, and SERP analysis, you may be able to uncover some hidden gems to inform your content strategy as well.

Hopping over to Keyword Explorer, we can mine for content ideas in the Keyword Suggestions section of the tool. Keyword Suggestions will provide a list of keywords related to the seed keyword entered, sorted by Relevancy to the original term. You can also apply filters for the source type, grouping preferences, and volume to further define your results.

Let’s start by looking at the option to filter titled Display keyword suggestions that. This filter defaults to Include a mix of sources, but an option in the drop-down could be the ace up your sleeve when it comes to content ideation - the filter option called are questions. By selecting are questions, we can see a list of the types of questions searchers ask in relation to our initial keyword.

In this example, consider that we work for a real estate agency and are researching content related to buying a house. Filtering our keyword suggestions by are questions will provide us with specific content ideas related to what people ask when buying a home. This can offer a gold mine of content ideas to flesh out a real estate blog or website to help clients find the information they seek. 

We can even take this research one step further by grouping our keyword suggestions by lexical similarity. Just a reminder here that lexical similarity refers to how closely related or similar the keywords in the group are. Low lexical similarity will result in fewer groups with more keywords since the tool will group keywords that are less similar. 

Grouping keywords can help us identify additional keywords we may want to target and broad-match keywords that may be worth including in our content. Be mindful of over-optimizing, though! We want to avoid keyword stuffing and cannibalization since they may negatively impact rankings. That being said, consider the below example of how grouping keywords has helped to identify a few content gems. 

Using our previous example of “buying a house” as the seed keyword, we’ve grouped our keywords by low lexical similarity. Within the “What to consider when buying a house” group, there are two long-tail keywords which may be great inspiration for a new piece of content for our real estate agency - “what to look for when buying a house checklist” and “what to know when buying a house for the first time.” We can now take that information and create a dedicated resource or a blog post that includes a checklist for what to consider when buying a home for the first time and what the buying process looks like. Imagine the inspiration you can get from digging into these suggestions even further!

Scope out the competition

So far, we’ve identified content opportunities, uncovered new ideas, and found gaps in our existing strategy. But what about our competition? What are they doing? We touched on this a bit using the Keyword Gap tool but let’s dig in further. When modifying your content strategy, it’s important to understand what your competitors are doing and what their audience is engaging with. Although you won’t have access to their traffic data (unless they give you access to it, which is highly unlikely), there is a way you can get an idea of what content may be driving traffic to their site. Or, at the very least, what content is of high value. This is through link analysis. Moz offers quite a few ways to do this, but I’m going to highlight a feature which can help get us started with this research.

Top Pages in Link Explorer will return a list of the pages on a site with the most backlinks. This can provide insight into the types of content people find valuable on a site - pages with more links are more valuable. This is partly because backlinks are a ranking factor. Additionally, all those links provide benefits like traffic, brand exposure, and more. 

After inputting a competitor into Top Pages, we can get an idea of which pages on their site provide the most value. In the screenshot above, we can see that this particular competitor has a lot of “best of” articles which gain a lot of links. We can now explore these pages and see if there is an opportunity to create or modify content on our own site to meet similar demands.

Pro tip: Once you’ve created your content, you can use Link Intersect to find domains and pages linking to your competitors and not to you. This can offer a great way to supplement a link building strategy!

Discover opportunities for elevation

Just like creating new content, refreshing your existing URLs is essential to any content strategy. Elevating your existing content is like polishing your jewelry - it helps keep it in tip-top shape, extends the piece's life, and keeps it relevant to your “collection.” There are many ways to identify and update content in your existing library, but here are two ways to get started (and find new content opportunities in the process).

First, let’s investigate featured snippet opportunities. Once we’ve created a Campaign in Moz Pro and are tracking keywords over time, we will have access to the SERP Features section. This part of the tool tracks SERP features included in the search results for your tracked keywords, including featured snippets.

Exploring which of our tracked keywords have featured snippets in the SERP can help us identify opportunities for content refresh and new pieces of content. When looking for opportunities for a content refresh, we can seek out keywords where we are ranking on the first page of the SERP but are not included in the featured snippet. In this case, the tool will provide insight into what page is included in the featured snippet and our current rank. This can make it easier to spot high-value pages with a chance of moving into that coveted top spot of the SERP.

Alternatively, looking at which of our tracked keywords include a featured snippet but where we are not ranking on the first page (or at all) can help to identify possible opportunities for creating new, high-value content. We’ll just want to be sure to optimize for the featured snippet right from the start. 

Pro tip: Export a CSV of the SERP Features data in your Campaign to sort and filter outside the app. If a SERP feature is marked Included in the CSV, it means your site is included in that particular feature. If it’s marked true it means the SERP feature is present for that keyword, but your tracked site isn’t included. 

Next, we’ll pop over to the Page Optimization section of our Campaign. Although the primary purpose of this feature is to illustrate how well-optimized a page is for a particular keyword, there is a hidden gem that can help identify refresh opportunities, new content ideas, and tangential topics. The Content Suggestions tab will list keywords and topics often used on the top-ranking pages for the keyword we’re optimizing for. 

In the above example, we’re optimizing for the keyword “best pillow.” Looking at the content suggestions, it may be a good idea to format this content as a list (like “11 best pillows”) or to include information about what types of sleepers would benefit from each pillow listed (like “side sleepers”). These content suggestions can also help us to find ideas for other pieces of content, tangentially related.

Find the sweet spot of innovation

If there’s one thing we can take away from this exploration of content ideation with Moz Pro, it’s that there are infinite ways to do it. This post only covers a handful of them; the reality is that the world (of content creation) is your oyster! The key is to find which features, tools, and processes fit best with your strategy and make them work for you. How do you use the tools to investigate new ideas? I’d love to hear about it!

Mining for Content Ideas - Next Level

Not to state the obvious, but as marketers, part of our job is to create content. Whether it’s in the form of blog posts, landing pages, social media posts, emails, newsletters, and so on - there’s no way to get around it. It is a critical component of our job. And sometimes, it can be challenging to come up with new ideas or ways to iterate on old ones. With the world consuming content at lightning speed, it is becoming even more difficult to keep up with the expectation of turning out fresh content.

We’ve recently published some excellent pieces on the Moz Blog all about content distribution and strategy, including the Whiteboard Fridays “How to Maximize Content” and “A Content Engine that Drives Revenue” (both from Ross Simmonds). And, as I’m sure I don’t have to tell you, content ideation and inspiration can come from anywhere. But what if I told you that you can also use the Moz tools to mine for content ideas? Let’s dig into different ways to use the Moz tools to supplement our content strategies.

Find gaps in your existing content

When supplementing or modifying your content strategy, a good place to start is by examining your existing content and finding the gaps. This can help identify new content ideas and areas where your content strategy may be missing key opportunities to thrive.

The Keyword Gap tool in Moz Pro allows you to enter your site and up to 3 competitors to identify Keywords to Improve and Top Competing Content.

Pro tip: Not sure who your online competitors are? Or just want to confirm and scope out who they may be? Check out the True Competitor tool to find out.

The Keywords to Improve section is instrumental when identifying gaps in your existing content strategy. After entering the sites you’d like to compare, the tool will list keywords for which you and your competitors rank. You can then use the filter option to see only specific segments of keywords. For example, we may want to see only keywords where we’re ranking on the second page to identify opportunities for content improvements. We will even show you the Traffic Lift for those keywords, which is the amount of traffic we estimate you can gain by overtaking your competitor in the SERP.

Another great use case for this tool is to identify new content ideas. Let’s say we’re working on building out the “best of” section of our foodie blog; we can filter to see keywords that include “Best,” as seen in the screenshot below. We can then identify keywords for which we’re not ranking, but our competitors are and work to build content around them. In this case, we’re not ranking for “Best Pizza in Los Angeles,” so we may want to see about creating a blog post about this topic.

Spotting these content gaps can strengthen your content strategy. It can not only help spark ideas for new content but also help identify places where your content can be improved or refreshed for better performance.

Identify what type of content is performing

One of the best places to get ideas for content is to see what kind of content is already out there and performing. Top Competing Content in Keyword Gap can provide insight into what is performing well by listing content your competitors rank for with the Content URL and Top Ranking Keywords.

In this example, we can see that one of the competitors I’ve entered ranks well for keywords related to choosing a mattress size and, perhaps more importantly, that the content ranking is from their blog. We can now look at the blog posts themselves to get an idea of what format has been successful for them and what information they are including. We can ask ourselves:

• Is this a topic we can cover on our site? 

• Do we already cover this, but it’s not ranking as well? 

• Is there a way we can improve the content or add a different perspective, format, or content type to the space? 

The possibilities are endless!

Spot tangential content ideas

Sticking with Top Competing Content in Keyword Gap, let's see if we can spot some ideas for tangential content. As Amanda Milligan discusses in her Whiteboard Friday episode, content ideas which aren’t directly related to your product can often lead to positive outcomes like links, social shares, and brand awareness. These peripherally related topics can supplement your content strategy and help create a well-rounded library of assets.

Sticking with our mattress company example, let’s say we are looking for content ideas to help build out our newly launched blog. We may know that there is value in creating pieces around mattress-related topics like deciding on a mattress size or determining what firmness would be best, but what tangential content ideas can we identify in our research? The example above shows that our competitors are ranking for content related to topics like weighted blankets and sleep hygiene. These could be great opportunities for me to create new content not directly related to mattresses but still related to the sleep industry.

Uncover hidden gems

Just like content creation, keyword research is a fundamental part of SEO and marketing strategies. And as you’re out there digging into things like search volume, difficulty, and SERP analysis, you may be able to uncover some hidden gems to inform your content strategy as well.

Hopping over to Keyword Explorer, we can mine for content ideas in the Keyword Suggestions section of the tool. Keyword Suggestions will provide a list of keywords related to the seed keyword entered, sorted by Relevancy to the original term. You can also apply filters for the source type, grouping preferences, and volume to further define your results.

Let’s start by looking at the option to filter titled Display keyword suggestions that. This filter defaults to Include a mix of sources, but an option in the drop-down could be the ace up your sleeve when it comes to content ideation - the filter option called are questions. By selecting are questions, we can see a list of the types of questions searchers ask in relation to our initial keyword.

In this example, consider that we work for a real estate agency and are researching content related to buying a house. Filtering our keyword suggestions by are questions will provide us with specific content ideas related to what people ask when buying a home. This can offer a gold mine of content ideas to flesh out a real estate blog or website to help clients find the information they seek. 

We can even take this research one step further by grouping our keyword suggestions by lexical similarity. Just a reminder here that lexical similarity refers to how closely related or similar the keywords in the group are. Low lexical similarity will result in fewer groups with more keywords since the tool will group keywords that are less similar. 

Grouping keywords can help us identify additional keywords we may want to target and broad-match keywords that may be worth including in our content. Be mindful of over-optimizing, though! We want to avoid keyword stuffing and cannibalization since they may negatively impact rankings. That being said, consider the below example of how grouping keywords has helped to identify a few content gems. 

Using our previous example of “buying a house” as the seed keyword, we’ve grouped our keywords by low lexical similarity. Within the “What to consider when buying a house” group, there are two long-tail keywords which may be great inspiration for a new piece of content for our real estate agency - “what to look for when buying a house checklist” and “what to know when buying a house for the first time.” We can now take that information and create a dedicated resource or a blog post that includes a checklist for what to consider when buying a home for the first time and what the buying process looks like. Imagine the inspiration you can get from digging into these suggestions even further!

Scope out the competition

So far, we’ve identified content opportunities, uncovered new ideas, and found gaps in our existing strategy. But what about our competition? What are they doing? We touched on this a bit using the Keyword Gap tool but let’s dig in further. When modifying your content strategy, it’s important to understand what your competitors are doing and what their audience is engaging with. Although you won’t have access to their traffic data (unless they give you access to it, which is highly unlikely), there is a way you can get an idea of what content may be driving traffic to their site. Or, at the very least, what content is of high value. This is through link analysis. Moz offers quite a few ways to do this, but I’m going to highlight a feature which can help get us started with this research.

Top Pages in Link Explorer will return a list of the pages on a site with the most backlinks. This can provide insight into the types of content people find valuable on a site - pages with more links are more valuable. This is partly because backlinks are a ranking factor. Additionally, all those links provide benefits like traffic, brand exposure, and more. 

After inputting a competitor into Top Pages, we can get an idea of which pages on their site provide the most value. In the screenshot above, we can see that this particular competitor has a lot of “best of” articles which gain a lot of links. We can now explore these pages and see if there is an opportunity to create or modify content on our own site to meet similar demands.

Pro tip: Once you’ve created your content, you can use Link Intersect to find domains and pages linking to your competitors and not to you. This can offer a great way to supplement a link building strategy!

Discover opportunities for elevation

Just like creating new content, refreshing your existing URLs is essential to any content strategy. Elevating your existing content is like polishing your jewelry - it helps keep it in tip-top shape, extends the piece's life, and keeps it relevant to your “collection.” There are many ways to identify and update content in your existing library, but here are two ways to get started (and find new content opportunities in the process).

First, let’s investigate featured snippet opportunities. Once we’ve created a Campaign in Moz Pro and are tracking keywords over time, we will have access to the SERP Features section. This part of the tool tracks SERP features included in the search results for your tracked keywords, including featured snippets.

Exploring which of our tracked keywords have featured snippets in the SERP can help us identify opportunities for content refresh and new pieces of content. When looking for opportunities for a content refresh, we can seek out keywords where we are ranking on the first page of the SERP but are not included in the featured snippet. In this case, the tool will provide insight into what page is included in the featured snippet and our current rank. This can make it easier to spot high-value pages with a chance of moving into that coveted top spot of the SERP.

Alternatively, looking at which of our tracked keywords include a featured snippet but where we are not ranking on the first page (or at all) can help to identify possible opportunities for creating new, high-value content. We’ll just want to be sure to optimize for the featured snippet right from the start. 

Pro tip: Export a CSV of the SERP Features data in your Campaign to sort and filter outside the app. If a SERP feature is marked Included in the CSV, it means your site is included in that particular feature. If it’s marked true it means the SERP feature is present for that keyword, but your tracked site isn’t included. 

Next, we’ll pop over to the Page Optimization section of our Campaign. Although the primary purpose of this feature is to illustrate how well-optimized a page is for a particular keyword, there is a hidden gem that can help identify refresh opportunities, new content ideas, and tangential topics. The Content Suggestions tab will list keywords and topics often used on the top-ranking pages for the keyword we’re optimizing for. 

In the above example, we’re optimizing for the keyword “best pillow.” Looking at the content suggestions, it may be a good idea to format this content as a list (like “11 best pillows”) or to include information about what types of sleepers would benefit from each pillow listed (like “side sleepers”). These content suggestions can also help us to find ideas for other pieces of content, tangentially related.

Find the sweet spot of innovation

If there’s one thing we can take away from this exploration of content ideation with Moz Pro, it’s that there are infinite ways to do it. This post only covers a handful of them; the reality is that the world (of content creation) is your oyster! The key is to find which features, tools, and processes fit best with your strategy and make them work for you. How do you use the tools to investigate new ideas? I’d love to hear about it!