Moz Content --- for SEO or simply user engagement?

[cvonhassell]

What is the primary function of Moz Content? It looks like it is most useful for managing content as a user engagement tool. Our content strategy is centered on boosting organic placement - with user engagement as a nice but unessential side product. Besides providing general descriptive details of a site's content / authorship - how can Moz Content help with SEO?

[MattAntonino]

Well, Moz Content isn't something I subscribe to yet so I'm just sort of giving you an outsider's perspective but I like to do the searches and look for content that's winning. Here are some things I use in my analysis using Moz Content:

1. All the related keywords on the top content. They are often different from each other and it shows me how the keyword ties into its related terms. For instance, if you do a search for "email marketing" you come up with a Clickz article that has: b2b email, email marketing, b2b email marketing, b2b, b2b email marketing tricks. But the 2nd result is Marketing Profs and theirs has email subject lines, subject lines, worst performing words, etc. So you can find a variety of topics & keywords this way.

2. Blog research. Want to know what someone is searching for in your niche? Try "problem with SEO" - you will find some of the top articles that answer these questions and can put your own spin on the answers, as well as find related questions and think of ways to use the keywords in question. For example, under "Worst performing words" in the email example above you could do a post of "20 Best & Worst Performing Email Marketing Words" - new content, new-ish topic, perfect blog material. You can also then put "worst performing email" into Moz Content and find the top performing content for that exact search.

3. Use Moz Content + Open Site Explorer. Take that top performing Clickz link and put it on OSE. Now you have all the links back to that content. These are places that may be interested in your new article and help you build backlinks, as well.

4. Age of great content - the older it is, the more something is likely to have changed. You can update these articles for your own audience, look for broken links (broken linkbuilding), and when you do update, go back to all the links they had and show those site owners your new & improved content.

Lots of ways to use Moz content - these are just a few ideas right off the top of my head and none of these even require the paid version. Once you get that you open up auditing your own URLs, getting CSV exports of results, having a content inventory to find gaps in your material and gaps your competitors left open, topical analysis and more.