Posted by JayLeary
Stating the obvious here, but content is a massively important part of any inbound marketing campaign. The problem that most of us run into — and I know this well from years of SEO consulting with publishers — is that even "good" content can fade from view without a share, link, or conversion. Engaging an audience isn't as simple as clicking "publish."
So, how do we avoid making phantom content a habit?
For Moz, timely data has been a big part of the answer. Over the years, we've built internal tools like 1Metric to guide our work. It's a simple strategy, but the more analysis we perform, the better we understand our audience. The better we understand our audience, the easier it is to produce engaging content.
When we blog and talk about those tools, folks in the community remind us that having something similar for their own use would be really helpful.
Well, we took that feedback to heart and, about a year ago, set out to create a product that helps marketers and content creators optimize their content efforts. Now, after lots of hard work, we’re ready to roll back the curtain on our latest offering: Moz Content.