MarketMuse: Overview and Review For Law Firm Content Optimization (2021)
As marketers across all industries try to gain an edge on the competition, more organizations are turning towards modern software for assistance.
While AI and machine learning for marketing are not new concepts, tools with robust AI functionality have exploded in popularity in recent years. Over the last four years, the number of businesses adopting AI grew by 270%. There’s no sign of this trend slowing down for the foreseeable future.
Some of you might have experience leveraging AI chatbots or AI automation to streamline marketing workflows. You might even use machine learning to make sense of your marketing data.
But are you using AI for content planning and content creation? That’s where MarketMuse comes into play.
If you’re ready to take your law firm content marketing strategy to the next level with AI, this guide will tell you everything you need to know about one of my favorite solutions—MarketMuse.
What is MarketMuse?
MarketMuse leverages artificial intelligence and machine learning to improve the way marketers plan, create, and optimize marketing content. The software accelerates the ability to build authority for your website.
With MarketMuse, anyone can discover the most relevant and authoritative content topics in their industry. The software even has the ability to identify content gaps on your website.
Any business can use this tool to make data-driven content marketing decisions. Rather than spending countless hours trying to research keyword opportunities on your own, MarketMuse can handle this automatically.
Founded in 2013, the company has come a long way since its inception. Today, popular brands like The Motley Fool, ClickUp, Discover, and Volvo all rely on MarketMuse for marketing automation. I found a really cool case study explaining how a startup company, Tomorrow Sleep, increased site traffic from 4,000 to 400,000 visitors in less than one year with MarketMuse.
Key Features and Benefits of MarketMuse for Law Firms
MarketMuse is a powerful tool with seemingly endless capabilities. But I’ve narrowed down a handful of my favorite features that would benefit legal websites the most. We’ll take a closer look at these in greater detail below.
AI Content Research
As a lawyer, your time is limited for dedicated marketing research. If you’re lucky, maybe you can dedicate a few hours here or there to spend some time researching topics for your blog. This isn’t nearly enough time to edge out the competition in your niche.
But MarketMuse can conduct content research for you in a matter of minutes. This allows you to create expert-level content without days of research. AI understands everything from search intent to competitive analysis and buyer needs. All of this is available at the push of a button.
Creating a content marketing strategy for your law firm from scratch is much easier said than done, especially if you don’t have a marketing background. In my experience, most law firms are wasting time with guesswork that isn’t really moving the needle or driving more traffic to their websites.
MarketMuse’s technology can automatically identify high-opportunity pages within specific niches, like legal services. By using advanced personalization metrics, MarketMuse can determine what it takes for your website to rank for specific topics.
AI Content Creation
In addition to helping you with content planning, MarketMuse takes your strategy one step further with actual content creation. The software has a feature for content briefs, which includes detailed information on everything you need to rank for that topic.
Content briefs include subheaders, structure, topics, and even audience intent profiles. You’ll also discover what topics to cover and. what questions to answer. MarketMuse identifies the best internal and external links to include as well, along with the appropriate anchor text.
Once you’ve written an article based on the content brief, you can run it through the MarketMuse content optimization tool before publishing. This is super helpful for lawyers, as the software will help you craft content in language that your prospects can understand.
Even if you’re using a contractor, agency, or in-house writer as opposed to creating content on your own, MarketMuse will take that content to the next level.
Potential Drawbacks for MarketMuse
MarketMuse isn’t perfect. So I want to take a quick moment to address some of the potential downsides or cons associated with the software.
First of all, it’s not cheap. The entry-level plan starts at $79 per month with an annual contract. But that package really doesn’t offer a ton of functionality. To get the most out of MarketMuse, you’ll likely want to go with a Pro or Premium package—starting at $499 and $1,499 per month, respectively. The price is justifiable if you’re actually going to use it. But if it’s something you just want to try, it’s a substantial investment.
MarketMuse has a bit of a learning curve as well. So don’t expect to be proficient on your first day. It’s also worth noting that MarketMuse isn’t a replacement for dedicated keyword research tools. You’ll see what keywords to include but won’t get nearly as much information as tools like Ahrefs or similar alternatives.
MarketMuse Plans and Pricing
We briefly discussed the price above, but here’s a closer look at the MarketMuse packages:
I’d recommended the Pro package, at a minimum. This plan supports a single website and up to three users. You can use it for 100 queries per month and 500 inventoried pages. For multiple websites, unlimited users, unlimited queries, and a full website inventory, go with the Premium package.
If you’re on the fence, try MarketMuse for free with a 7-day unlimited usage trial.
The Role of AI (Artificial Intelligence) in Marketing
It’s no secret that artificial intelligence is the future. To gain a competitive advantage in your industry, you need to start capitalizing on any opportunity to use AI marketing tools.
As a law firm, you can definitely benefit by being among the first in your category to start using these tools. Historically, lawyers haven’t always been the first to adapt to new technology. So I’m guessing all of your competitors aren’t using AI marketing software right now. But that’s going to change in the coming years.
In addition to the benefits associated with a tool like MarketMuse, getting a subscription will help you prepare for technology in the future. This might be the first AI marketing tool that you use, but it might not be your last. So it’s definitely in your best interest to get your feet wet sooner rather than later.
Don’t be afraid of new technological advancements—embrace change. Contact our team here at Legal Marketing Review if you have any questions or need additional assistance.
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