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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

You spend hours crafting and finely tuning your blog posts and other website content, researching and tailoring it to specific channels and target audiences. So understanding how, or if, your hard work is making an impact and meeting your content marketing goals is essential.

If your content program has been up and running for a couple months or more, it might be a good time to conduct a content audit.

Key Criteria to Consider When Analyzing Your Content

A content audit is a process to review the content you've created, organizing it and analyzing what is performing well, what is underperforming, and identify any gaps in your topic coverage that need to be filled. A content audit will not only allow you to organize the content you already have, but gives you an opportunity to optimize it as well.

Why is this important? According to Techjury, there are 17 new blog posts created every second - and that's just on Wordpress! Which gives you a little bit of context for just how much content is out there that you are competing with on a constant basis. 

Running a content audit will help you find quick wins for making sure your content remains relevant and high-performing on search engines. You'll also be able to identify any deeper issues that need to be addressed when it comes to your broader content marketing strategy. 

Though an audit of your content might sometimes be referred to as a content inventory, these two exercises are actually a bit different.

A content audit focuses on the qualitative elements

A content inventory focuses on the quantitative element

You can however include both in one spreadsheet or template to make it easier for your team to work on. 

Although a content audit may sound like a dreaded task, it's one of the best exercises for informing content strategy, marketing plans, customer journey and customer experience. All vital elements to ensure your content converts potential customers.

Often marketers over complicate the audit process. In fact, the audit itself is relatively simple once you have the right content audit template to work from. And this doesn't have to be fancy; in fact it could be a simple spreadsheet.  

For a content inventory, which can also be a simple spreadsheet, most of the legwork comes from making sure all the content you've already created gets added. Depending on how long you've been creating content, this can be time-consuming, but once its done, keeping it up-to-date will be simple (as long as you remember to do it 😉).

Once you prioritize a content audit you will be able to extract data-driven insights that inform your future strategy, ensuring your content is effective and reaching the right audience at the right time.

Looking for more inspiration? Check out our content creation ideas

This step-by-step guide to conducting your content audit is a great place to start:

1. Define what resources you have to conduct the audit

3. Identify how your content is performing

A content audit is an invaluable tool to oversee all of your content insights and can inform an action list to improve and ultimately convert more leads in the future.

But you need resources to do this. The audit doesn’t have to be an all-or-nothing task, you can break it down into specific sections and work on it one stage at a time.

It's really up to you but the audit will ultimately inform the content marketing strategy so would ideally lie within the content or marketing team.

It is helpful to have other internal stakeholders on board though like website developers who can easily provide you with a sitemap to access all content pages.

If you have a smaller site you can do this manually but it can be very time-consuming. URL profiling tools that help automate some of the process can be your friend here.

Once you have the information either manually or by using one of the above content audit tools, you can start building a content audit spreadsheet. Here is a suggested layout:

<table class="table-primary alternate-color">
<thead>
<tr>
<th>Page Title</th>
<th>Page goals / purpose</th>
<th>Keywords</th>
<th>Page URL</th>
<th>Page-level</th>
</tr>
</thead>
<tbody>
<tr>
<td>Try to include keywords in your headlines</td>
<td>Top-, middle-, or bottom-of-the-funnel content?</td>
<td>Number of keywords you're ranking for/top-ranking keyword/targeted keywords</td>
<td>https://www.example/blog/slug.com</td>
<td>3</td>
</tr>
<tr>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
</tr>
<tr>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
</tr>
</tbody>
</table>

You will be able to find out this information using the URL profiler information and/or a tracking tool like Google Analytics. This is the meat of any content audit, providing an overall measure of performance.

To find out whether your content is high-quality or low-quality, focus on analytics like bounce rate, time on page, click-through rates and, if you have them set up, goal conversions.

This is a great place to start analyzing what pages could be improved and optimized. Underperforming content will have lower average time on page, higher bounce rates (over 50%) and lower click-through rates.

Combining the previous steps, your content audit spreadsheet could look something like this:

<table class="table-primary alternate-color">
<thead>
<tr>
<th>Page Title</th>
<th>Page goals / purpose</th>
<th>Keywords</th>
<th>Page URL</th>
<th>Page-level</th>
<th>Average time on page</th>
<th>Bounce Rate</th>
<th>% of organic traffic</th>
<th>Click-through rate (CTR)</th>
<th>Conversion rate</th>
</tr>
</thead>
<tbody>
<tr>
<td>Try to include keywords in your headlines</td>
<td>Top-, middle-, or bottom-of-the-funnel content?</td>
<td>Number of keywords you're ranking for/top-ranking keyword/targeted keywords</td>
<td>https://www.example/blog/slug.com</td>
<td>3</td>
<td>2:25</td>
<td>32%</td>
<td>76%</td>
<td>4.5%</td>
<td>1.6%</td>
</tr>
<tr>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
</tr>
<tr>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
</tr>
</tbody>
</table>

Now this is the important bit. It’s easy to create content, publish and forget about it, especially as many of us already have long to-do lists. But as a marketing professional, once you publish a piece of content, the job is only half done. Now you need to track its performance with regular analysis as a part of you content audit.

This practice gives you greater insights into what long-form content is working that you could convert and repurpose into other content types like social media posts, videos or infographics.

Related: Guide to Repurposing Content, How to Perform Influencer Marketing Competitor Audit, Influencer Marketing Competitor Audit Template

Add a Final Column to Your Spreadsheet: Action

Action: keep, update, delete or re-write

By now you should have a good idea what content is high-performing and what needs to be optimized. 

Start analyzing the metrics and categorize each piece of content using a traffic light system. You will clearly be able to see which content is underperforming, mark these in red for immediate action, orange for content that needs attention but isn’t urgent and green for content that is performing well. 

Starting with the red content and work through each item. As you work through each item on the content spreadsheet, give it a label in the action column for what needs to be done. Be as detailed as you can, this way you can delegate the actions to the wider team.

Content helps build a relationship with your target audience and convert them to customers. Remember this as you go through the content optimization process and make sure each piece is set up for success.

Take a look at this content audit spreadsheet template and feel free to use and adjust it to your personal needs:

<table class="table-primary alternate-color">
<thead>
<tr>
<th>Page Title</th>
<th>Page goals / purpose</th>
<th>Keywords</th>
<th>Page URL</th>
<th>Page-level</th>
<th>Average time on page</th>
<th>Bounce Rate</th>
<th>% of organic traffic</th>
<th>Click-through rate (CTR)</th>
<th>Conversion rate</th>
<th>Action:</th>
</tr>
</thead>
<tbody>
<tr>
<td>[Try to include keywords in your headlines]</td>
<td>[Top-, middle-, or bottom-of-the-funnel content]</td>
<td>[Number of keywords you're ranking for/top-ranking keyword/targeted keywords]</td>
<td>[https://www.example/blog/slug.com]</td>
<td>[3]</td>
<td>[2:25]</td>
<td>[32%]</td>
<td>[76%]</td>
<td>[4.5%]</td>
<td>[1.6%]</td>
<td>[keep] / [update] / [delete] / [re-write]</td>
</tr>
<tr>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
</tr>
<tr>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
</tr>
</tbody>
</table>

As you work through your content audit, think about how a potential customer would run through the content.

Are the internal links pointing to the best places and using good anchor text?

Google Analytics can help here as it can show the most popular paths users take when on your website. 

Google will also makes its own mind up about your user experience, they do this by using Core Web Vitals. Although this data won't override relevant content, it is something Google takes into account when crawling your page. Keep an eye on this.

When reading through the content it’s a good idea to ask someone outside of your team to review it. It can always help to have a fresh set of eyes on it and they may pick up inconsistencies that you haven’t spotted. 

Something to look out for as well is making sure the content is up to date in terms of product features and updates. Older content can become dated quickly, and this has the potential to confuse customers as to what you have available, so make sure they have the most recent information about your product or service.

As we mentioned earlier your content has to compete with millions of new blog posts every day. The best way to signal to Google that your content is the most up to date and relevant to the user is by updating older content with these Search Engine Optimization (SEO) best practices:

Updating/adding new keywords: you can use tools like Google’s Keyword Planner or other tools such as AHREFs to find out what keywords are trending and appropriate for your content. Check competitor blogs as well to see if they have relevant information you can include.

Updating research: check if you have cited research, facts, or stats in your content. How old is it? Is there more current information that you can add to make the content more relevant?

Meta description: if you change keywords and titles you will need to remember to update your headlines and meta descriptions. Tools like a snippet generator, can help you make sure you stay within the recommended character limit.

Backlinks: refer to the URL profiler for information on backlinks, which can often drop or become broken. Identify the ones you want to re-instate and start outreach to get them updated.

Call-to-action links: make sure your CTAs lead to the correct landing page and are still relevant.

You should also check for duplicate content when running a content audit. Google algorithms will penalize you if you have multiple pages with the same or similar content, and this can affect web traffic. You can either consolidate similar blogs or tag it appropriately to let Google know why you have these pages. Canonical tags are often used to do this.

Now that you have analyzed what you’re going to do with your current content, you can start looking at new content ideas to fill any gaps you discovered during your content audit.

Have a look at your keyword research and base your upcoming list of new blogs on trending keywords that are relevant to your target audience.

If you’re struggling, here's some tips for coming up with ideas for content creation. Remember to add any newly created content to your spreadsheet so this can be reviewed at the next audit.

By conducting your content audit, you can establish benchmarking milestones, metrics, and KPIs for your content. You can use this information month-on-month, year-on-year to compare against and evaluate incremental changes. It’s also a good reference point to see what has (or hasn’t) worked well in terms of your content output.

A content audit is typically focused mainly on blogs and landing pages on your website. But it's important to also think about your overall content marketing strategy and all the content types that are included. You can add social media posts to your content audit spreadsheet and take an in-depth look at how they are performing as well.

This is your chance to bring your content back to life but like any content audit process the results are only as good as the information you are inputting, and its important to get this right.

How to Perform a Complete Content Audit

If you work in content marketing, your typical day probably consists of a good amount of content creation — that is, writing blog posts, then working on copy for eBooks or your company's social media pages. Perhaps you also have a hand in writing the next client case study or upcoming email newsletter. 

Because content marketing involves so much writing, it's quite common to experience writer's block. Writer's block happens to us all and while it can be frustrating when ideas aren't flowing freely, that's what we're here to help with! 

Read on for ways to unlock inspiration and come up with new and creative content ideas.

Content creation is a multi-step process that involves coming up with new topics to write about, deciding what form these new topics will take (blog article, landing page, video), writing, editing, optimizing for SEO if necessary, and publishing. 

Creating content should always serve your broader content marketing strategy. 

While content creation can be time consuming, the benefits for brands and marketers makes it all worth it:  

Content marketing generates about 3 times as many leads versus traditional marketing

82% of marketers who create blog posts see positive ROI from their inbound marketing

From providing value to our audience to ensuring that the content we create contributes to revenue, content creation really is vital to the overall growth of your business. But what does creating content actually entail? How can you come up with topic ideas that are relevant to your niche and will have your audience interacting with your content?

Blog content ideas can come from just about anywhere — your content marketing team, your online audience, your customers, new data-driven insights, and social media are some great places to start. However, as all smart marketers know, your content needs to have a goal. 

Does it aim to educate your audience? Is it for entertainment purposes? Or perhaps the goal is to encourage a specific action such as registering for a webinar or downloading a white paper.

Whatever the goal may be, having a solid understanding of what you want a particular piece of content to achieve will help frame your search for inspiration.

Here are 5 places to get started on your search:

If you're stuck on content creation ideas for your next blog post, why not look to the people who are currently consuming your content — your followers on social media.

This can be a great way to see what your audience is talking about and who they interact with on social media. From taking a look at their recent posts on Instagram to scrolling through their Twitter timeline, your social media audience is an untapped source of inspiration for blog ideas.

Social media platforms have also made it a lot easier for you to connect with your audience so that you can get a better sense of what it is that they actually want to see from you in terms of content. Use interactive features, like Instagram quizzes and question stickers on your Instagram Stories, or polls on your LinkedIn and Twitter. Asking your followers what topics they would like to see you cover is a great way to use your social media audience as a source of inspiration for content ideas.

Tip: Take a look at The Most Innovative Social Media Content Ideas

2. Comments from blogs and social media posts

Take a look at some of the comments you have on your blog posts or social media posts. While regularly monitoring the comments section of your social media accounts is something you should already be doing as part of community management, looking at them through the lens of a content writer can spark new ideas.

Look back at previous posts where you included a call-to-action, and see how your audience responded. Perhaps other people have left questions in your comments to ask more about the piece they just read; use these questions as blog post topics to cover.

Tip: Take a look at our social media comments guide

If you're struggling to come up with new content ideas for your blog, see what kinds of posts your competitors have written recently written. You can create a list of topics to write about by just looking at a few competitor websites. Of course, this doesn't mean that you should copy your competitor's entire blog post; rather, use the blog topics to give you ideas on what you could potentially write about in your own blog post. It will be even more impactful if you can put your own spin on it.

The advantage you have with this method is that you gain a better understanding of how your competitors are approaching industry topics, and you can use your brand's specific brand voice to distinguish between your blog post and your competitors. Looking at competitor blog posts can also help you see any gaps within your content that would be useful to fill out.  

Something else that you could do while looking through your competitor's blog posts and website is to see what other types of content pieces are available. Is there an FAQ post or section? A link to interactive content like an eBook? A comments section for their blog posts? These can all give you more ideas of topics to cover on your blog.

Reading Tips: How To Perform A Competitor Analysis (Free Template), Competitor Benchmarking: What It Is and Why It Is Important, What Is Competitive Intelligence?, The Ultimate Guide to Competitor Monitoring﻿

A strategy that you should be implementing, not only for gathering blog post ideas but for your overall content marketing strategy is using search engines.

Maybe you have a general topic that you want to cover in a blog post (like "lead generation", for example). Type your topic into the search bar and see what suggested topics come up — voila! You've just been given a whole list of blog post ideas to write about.

A bonus with this method of looking for blog post ideas is that you can also look at the bottom of the search engine page to get a list of search suggestions related to topic you typed in the search bar. The added benefit here is that these related search suggestions are SEO-friendly and will be highly relevant to the original topic you had in mind. 

Reading Tip: How to Write SEO Optimized Content, Your PR SEO Super Powers, How to get your E-commerce strategy to convert with SEO, SEO Mistakes That Kill Content Marketing

As the second largest search engine on the internet, you are bound to find inspiration for your next blog post by watching YouTube videos. Just like a search engine, all you need to do is type in your topic in the search bar and a suggested list of topics will appear, providing you with some relevant blog content ideas that you can incorporate into your YouTube marketing strategy.

You'll also notice that once you start watching a few YouTube videos, there are other suggested videos on the sidebar that you can consider, especially if you are looking for ideas that are specific to your own niche. Don't forget to also check the comments of the YouTube videos you come across for more inspiration on content ideas for your next blog, quiz or infographic.

Without knowing it, it's very likely that you have either engaged in or created interactive content. Like the polls and stickers on Instagram Stories or the online quizzes you might have done on websites. In essence, interactive content is when a user engages with a piece of content to inform an action, such as revealing the answer to a quiz question, expand a "more information" box, or jump to a specific content section. With a quiz maker, you can create interactive quizzes that not only build your customer base but also increase your conversion rate.

Check out our PR in the Age of Influence guide for a great example of interactive content!

Creating interactive content is a great strategy for boosting engagement with your target audience online, while also simultaneously creating a fun experience where your audience feels more involved with your brand's personality. According to Demand Gen Report, 93% of marketers agreed that interactive content is effective in educating consumers, compared to just 70% for static content, while 77% of respondents from a study conducted by Content Marketing Institute agree that "interactive content can have reusable value, resulting in repeat visitors and multiple exposure."

So if you haven't thought about using interactive content not only to engage your audience but as an idea for content, now is a good time to start.

Reading Tips: The Best Interactive Posts For Social Media, Interactive Content & Social Media: A Match Made in Heaven, Interactive Content for Every Stage of the Sales Cycle

Struggling to come up with interactive content ideas? Here's some suggestions to get your creative juices flowing!

Creating infographics is a great way to show complex data in a visually appealing and more understandable way for your target audience. Not only are infographics easier to consume but they make data look more appealing. If you aren't familiar with creating interactive infographics, check out our blog post on creating infographics for non-designers. 

Quizzes are all about asking a user some questions and then providing results to the user based on how that user answered those questions. This is marketing gold because getting personal with your audience is how you keep them engaged and coming back for more with your brand. If you want to learn how you can start creating quizzes, watch this YouTube video. 

Create an Interactive Mentimeter Quiz

eBooks are another great way to help establish your brand as a thought leader within a particular industry topic or niche. However, it can be easy to simply create eBooks that are dry and dreadful to consume. To curb this problem, it helps to incorporate interactive content within your eBooks. Think about turning your eBooks into an online flip-through book instead of a downloaded PDF or add an assessment that a reader can complete according to the topic. 

Now that you have a little more guidance on how to get some ideas for your next blog post or quiz, it's time to start creating. Remember that content creation is a process and it really is okay when you come across writer's block every once in a while. Bookmark this blog post whenever you need to spark ideas and get your creative juices flowing once more. 

Make sure that you have a strategy in place for distributing the content you've created, and then measure the performance of your content by using the right monitoring tools. If you'd like to explore how Meltwater can help you do this, complete the form below to get started.

How to Come Up with Ideas for Content Creation

For global organizations, brand management can easily become a mess of standalone PR and marketing solutions. Meltwater’s suite of data-rich solutions lets organizations consolidate and streamline their PR and marketing operations, saving more time and money for strategizing and reaching their business goals.

With the challenges of global brand management in mind, we commissioned Forrester Consulting, a leading independent research firm, to study the business impacts of using the Meltwater Media Intelligence solution. We’re proud to share the results of the 2023 study in The Total Economic Impact™ Of Meltwater For Brand Management. Read on for a brief overview of the study’s findings. 

Forrester TEI Study Framework and Methodology

Forrester TEI Study of Meltwater for Brand Management Findings

Forrester interviewed seven representatives of global organizations in the high-tech, healthcare, and retail sectors as well as one representative from a financial services organization based in the United States. Forrester used those interviews to create an ROI analysis, a composite company reflecting the characteristics of the interviewees’ organizations, and used its Total Economic Impact™ (TEI) framework to evaluate Meltwater’s business impact.

The composite company — a multinational organization with $500 million in annual revenue, 5,000 employees, and 30 Meltwater users — models the potential risks and benefits of using Meltwater’s suite of solutions for global brand management activities. 

Interviewees for this study represent enterprise Meltwater clients with many brand management challenges in common, including:

High costs, partially due to a lack of ROI measurement of promotional activities and expensive social listening solutions

Lack of actionable insights from competitive brand management tools with poor user experience and superficial KPI tracking

Because of these challenges, interviewees looked for a new solution that could offer:

Collaborative capabilities for global teams

User experience that enables deeper data analysis and actionable insights

Meltwater gave them all of those capabilities and more.

Previously, interviewees’ organizations relied on time-intensive manual reporting processes and costly third-party vendors to get data on their global media coverage. After implementing Meltwater, they were better able to analyze that data — instead of just counting it — to uncover strategic business insights. One director of global communications at a high-tech company told Forrester:

Many of the PR results I saw [before Meltwater] were reporting sound bites and listing out the links of all the published stories. We didn’t track quantitative metrics in our nearly 200 markets, across different languages, online media, plus audio podcasts. We lacked the combined view. That motivated us to look at cost-effective options to run as a pilot. When we compared Meltwater with some of the other tools in the market in terms of the scale and the ease of use, they were by far at the time ahead of everyone else.

Let’s take a closer look at the study’s key findings.

Forrester found that the composite organization could see employee productivity gains worth $309,545 annually by replacing manual data collection, analysis, and reporting with Meltwater. Our platform's automated data analysis, dashboards, and reporting capabilities would save employees 32 hours of reporting time each month. And, by making it easier for employees to access information and insights, Meltwater would also improve employee satisfaction. 

With the Meltwater Influencer Marketing platform, the composite organization would be better able to identify relevant influencers for specific marketing needs and track their campaign impacts (through influencer marketing reporting & analytics). Marketers at the organization could then focus their marketing efforts on partnerships with influencers that provide the highest influencer ROI for their campaigns. Those capabilities could help the composite organization reallocate $895,300 of its influencer marketing budget over the course of three years.

Meltwater's social listening and media intelligence capabilities let the composite organization easily identify content with negative sentiment about its brand and respond quickly. That efficiency allows it to save on PR costs and gain consumer insights that can then inform its business decisions. As a result, Meltwater’s brand impact could have a three-year present value of $660,259.

Forrester’s interviews with enterprise organizations also uncovered the unquantified benefits they saw as a result of using Meltwater for brand management. Along with improved employee satisfaction, these benefits included:

Improved campaign performance thanks to Meltwater insights

Flexible reporting to support more efficient and better-informed decision making

Better business outcomes due to Meltwater insights identifying opportunities for cost savings

One VP of global corporate media relations at a healthcare organization spoke about their positive experience working with the Meltwater team:

Meltwater’s service is phenomenal. We meet quarterly to learn about new enhancements, our usage, and to discuss any challenges we have. I have a person dedicated to my team that we can contact daily if we need to. The Meltwater team is very accessible.

Tip: Read more about how Meltwater helps clients tackle their PR and communications challenges on our customer stories page.

Overall, Forrester’s TEI study of brand management with Meltwater found that our suite provided the composite organization with a three-year ROI of 242% with a payback period of less than six months.

Access the full study, The Total Economic Impact™ Of Meltwater For Brand Management, for an in-depth examination of the business benefits of using the Meltwater Suite for global brand management. Then, learn more about how our solutions can help your organization with its own specific challenges by scheduling a demo today.

Forrester Study First Look: Meltwater and Brand Management

Doing business beyond borders comes with a range of unique complexities, particularly in learning about the cultural nuances of different markets. For companies interested in attracting Asian audiences, following their local media provides a great starting point. Asian news channels, websites, blogs, and social media can provide insights into current events, economic trends, and other news coverage that can help you tailor your approach.

While it’s widely known that some countries (like China, Russia, and North Korea) keep their media under lock and key from foreign eyes, that’s not the case with all Asian countries. There are many more markets to explore via Asian news media, many of which can also give you inklings into countries that are harder to monitor.

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