[[{"@type":["BlogPosting"],"@id":"https:\/\/www.schemaapp.com\/schema-markup\/how-to-optimize-your-content-strategy-using-your-content-knowledge-graph\/#BlogPosting","@context":{"@vocab":"http:\/\/schema.org\/","kg":"http:\/\/g.co\/kg"},"url":"https:\/\/www.schemaapp.com\/schema-markup\/how-to-optimize-your-content-strategy-using-your-content-knowledge-graph\/","publisher":[{"@id":"https:\/\/www.schemaapp.com\/#Organization"}],"audience":"https:\/\/schema.org\/PeopleAudience","inLanguage":[{"@type":"Language","@id":"https:\/\/www.schemaapp.com\/schema-markup\/how-to-optimize-your-content-strategy-using-your-content-knowledge-graph\/#BlogPosting_inLanguage_Language","name":"English"}],"mentions":[{"@id":"https:\/\/www.schemaapp.com\/entity#Thing19"},{"@id":"https:\/\/www.schemaapp.com\/entity#Thing13"}],"dateModified":"2024-09-06T16:30:53+00:00","headline":"How to Optimize Your Content Strategy Using Your Content Knowledge Graph","datePublished":"2024-08-30T16:45:20+00:00","image":[{"@type":"ImageObject","@id":"https:\/\/www.schemaapp.com\/schema-markup\/how-to-optimize-your-content-strategy-using-your-content-knowledge-graph\/#BlogPosting_image_ImageObject","url":"https:\/\/www.schemaapp.com\/wp-content\/uploads\/2024\/08\/How-to-Optimize-Your-Content-Strategy-Using-Your-Content-Knowledge-Graph-1.png"}],"mainEntityOfPage":"https:\/\/www.schemaapp.com\/schema-markup\/how-to-optimize-your-content-strategy-using-your-content-knowledge-graph\/","name":"How to Optimize Your Content Strategy Using Your Content Knowledge Graph","articleBody":"In today\u2019s digital landscape, marketers face the ongoing challenge of creating consistent, high-value content that meets consumers\u2019 constantly evolving needs. The rise of AI in search has heightened concerns about the accuracy and trustworthiness of content, with instances of AI-generated content being misinterpreted.\nAs a result, users and search engines are increasingly focused on accessing high-quality, reliable information. This shift has led many organizations to revise their content strategies to maintain accuracy, relevance, and trust in this evolving environment.\nTo develop a successful content strategy in this new search experience, marketers must address several critical questions on an ongoing basis:\n\nHow can you maintain an up-to-date content inventory?\nWhat content gaps exist, and where are opportunities for new high-quality content to be added?\nWhich existing content pieces require improvement or disambiguation?\nHow has your content impacted your website\u2019s performance as search evolves?\n\nWhile your website content is a rich data source, it\u2019s often unstructured. This makes it difficult to analyze and answer these questions at scale. Many marketers manually review and revise content to inform their strategy, which is time-consuming and inefficient.\nSo what if you could automatically structure your content to make high-level analysis fast and easy? Good news, a content knowledge graph can be leveraged to do precisely that. This approach is particularly valuable for large websites or organizations managing multiple sites, where understanding the full scope of covered topics can be challenging.\nThis article will explore how leveraging your content knowledge graph can support and enhance your content strategy.\nBy harnessing the power of your content knowledge graph, you can make well-informed decisions that drive your content strategy forward in today\u2019s competitive digital landscape.\nUnderstanding Content Knowledge Graphs\nAt Schema App, we define a content knowledge graph as a graph that represents entities (things), their attributes, and the relationships between them on a publicly-facing website.\nLike a general knowledge graph, it uses a standardized vocabulary or ontology (such as Schema.org) to create a structured, reusable data layer. This structure enables machines to discover new insights through inferencing, helping to explore and understand the connections between various entities in your content.\nAt Schema App, we build content knowledge graphs by mapping the content on your website to specific types and properties in the Schema.org vocabulary. This results in a precise and organized framework that accurately reflects your content\u2019s meaning and relationships.\nWhile Schema.org provides an excellent foundation for knowledge graph creation, its available types and properties can be limiting. That\u2019s why Schema App created the Omni Linked Entity Recognition (Omni LER) feature, which automatically identifies entities in your content that have been described in external authoritative databases such as Wikipedia, Wikidata, and Google\u2019s Knowledge Graph. This process is known as entity linking, and it offers two significant benefits:\n\nImproved SEO: Embedding these entities in the Schema Markup on your pages helps to disambiguate them, which enhances search engine optimization for queries related to those entities.\nContent Inventory: Identified entities also function as an inventory of what\u2019s discussed in your content, offering valuable insights for content strategy planning.\n\nBy leveraging both the Schema.org vocabulary and Omni LER, the content knowledge graph provided by Schema App gives you a comprehensive understanding of your content architecture. This enables you to make data-driven decisions to optimize your content strategy for search.\nContent Knowledge Graph Use Cases\nNow that you\u2019ve been introduced to content knowledge graphs, let\u2019s explore some practical applications and effective ways to leverage this powerful resource to enhance your content strategy.\nImprove Content Inventory Organization\nWhen you develop a content knowledge graph with Schema App, you can implement a multi-dimensional categorization method for your content.\nSchema App\u2019s Highlighter builds your content knowledge graph by consistently tagging and classifying your website content at scale. This is particularly beneficial for organizations with large websites, a wide variety of assets, and different content stakeholders.\nYour content knowledge graph establishes meaningful connections between different content pieces based on entities, types, and properties \u2013 not just keywords. For example, a blog post would likely show up in your content knowledge graph as an instance of a BlogPosting with properties like author, datePublished, and dateModified. If Omni LER is also used, additional metadata about the identified entities mentioned within the article body will be added. This enables you to do more detailed content analysis, which we will cover later in the article.\nContent Coverage and Gap Identification\nBy constructing your content knowledge graph with both the Schema.org vocabulary and Omni LER, you can query all of your content with greater precision. Schema.org provides detailed types and properties, and Omni LER adds unique entities for varied levels of granularity in your data layer. When combined, you can leverage your content knowledge graph to help you determine what new content to add or which existing content to improve to better meet your audience\u2019s needs.\nThis holistic view of the Schema.org types and entities covered by your website allows you to:\n\nIdentify areas of content saturation\nDiscover underrepresented topics\nAlign your content with current business goals and market trends\n\nUse Case 1: Aligning Content With Business Goals\nFor instance, one of Schema App\u2019s customers aimed to be recognized for their product\u2019s ease of use. To align their content with this business goal, we employed the following strategy:\n1. First, we identified Schema.org types and properties that indicate user support and ease of use. These included:\n\nHowTo\nBreadcrumbList\nFAQPage\nVideoObject\n\nThese content types can represent ease of use by making processes feel manageable and easy to follow, empowering users to self-serve, or simplifying site navigation.\n2. We then queried their content knowledge graph to pinpoint where these types and properties already exist on their site and where existing content could be further enhanced to align content with their goals.\n3. Finally, we identified opportunities to add net new content in alignment with their goal. For instance, we recommended creating more HowTo content with clear steps and accompanying images and\/or videos to support ease of use.\nThrough this process, our customer identified content gaps that, when addressed, aligned better with their business goals and enhanced the quality of their site\u2019s content.\nJust like how content knowledge graphs can identify gaps in your content, they can also reveal how much of your existing content overlaps with desired entities. This information is crucial for ensuring that your content strategy covers all necessary areas and effectively addresses your audience\u2019s interests.\nUse Case 2: Assessing and Revising Content Coverage\nConsider another example from one of our healthcare customers:\nOur customer did entity linking using our OmniLER feature. The feature automatically identified known entities in their content, which revealed an unexpected insight: they had numerous blog posts mentioning COVID-19, a topic they no longer wished to emphasize in their content strategy.\nArmed with this information, the customer was able to:\n\nQuickly identify all content pieces mentioning COVID-19\nAssess the relevance and necessity of each mention\nSelectively remove or update content to align with their updated business goals\n\nThis targeted approach allowed the customer to refine their content strategy without needing a time-consuming manual review of their entire content inventory.\nDisambiguating Entities to Ensure Brand Name Consistency\nYour content knowledge graph can also ensure the disambiguation of your entities and brand voice consistency across your website. This capability is particularly valuable when dealing with ambiguous terms or acronyms that could lead to misinterpretation or unintended associations.\nFor instance, imagine a scenario where our brand, Schema App, faces a challenge when its name is shortened to just \u201cSchema\u201d in some content. The word \u201cSchema\u201d can refer to various concepts on the web, from psychology to structured data. If machines unintentionally link this shortened form to unrelated information, it could confuse and potentially damage our brand image.\nTo resolve this issue, we would leverage our content knowledge graph to:\n\nLocate all instances where our brand name is inconsistently represented\nImplement a standardized approach to always use our full brand name, \u201cSchema App\u201d\nDisambiguate our brand using Schema Markup and entity linking. This ensures our brand is accurately identified and associated with the correct definition in external authoritative knowledge bases\nEnsure that our brand is consistently and correctly represented across all content\n\nThis scenario illustrates how a content knowledge graph enables organizations like ours to:\n\nGain a holistic view of entity usage across our content\nIdentify areas where content should be more explicit based on entity interpretation and their links to external knowledge bases\nMake informed decisions about content revisions to maintain brand integrity\nEnsure consistent brand voice and messaging across all content\n\nBy leveraging a content knowledge graph, we can proactively address potential ambiguities, maintain brand consistency, and enhance our content\u2019s overall quality and clarity. This approach not only improves user experience but also protects our brand from unintended associations or misrepresentations, ultimately enhancing our performance in search.\nSchema App Helps Develop Your Content Knowledge Graph\nAs explored throughout this article, a content knowledge graph is a powerful tool for optimizing your content strategy, improving SEO performance, and preparing your organization for the future of AI-driven search.\nAt Schema App, we implement semantic Schema Markup and automate the entity linking on your website to develop your organization\u2019s content knowledge graph.\nIf you\u2019re a current Schema App customer interested in leveraging your content knowledge graph, we encourage you to reach out to your Customer Success Manager. They can take you through what\u2019s currently available so that you can leverage your content knowledge graph to support and enhance your content strategy.\nIf you\u2019re new to Schema App and interested in harnessing the power of a content knowledge graph for your organization, now is the perfect time to get started. Our team is ready to help you navigate the complexities of semantic SEO and knowledge graph development, ensuring your content strategy is primed for success in today\u2019s digital landscape.\nDon\u2019t let your content strategy fall behind in the era of semantic search and AI. Contact our team today to begin developing your content knowledge graph and optimizing your content strategy for search.\nDevelop a content knowledge graph for your organization today with Schema App!Let\u2019s Talk\n ","description":"Learn how to develop an effective content strategy for your website by leveraging your content knowledge graph."},{"@context":"http:\/\/schema.org","@type":"Thing","sameAs":["http:\/\/www.wikidata.org\/entity\/Q180711","kg:\/m\/019qb_","https:\/\/en.wikipedia.org\/wiki\/Search_engine_optimization"],"name":"SEO","alternateName":"search engine optimization","description":"practice and strategies of increasing online visibility in search engine results pages","@id":"https:\/\/www.schemaapp.com\/entity#Thing19"},{"@context":"http:\/\/schema.org","@type":"Organization","address":{"@type":"PostalAddress","streetAddress":"201 - 412 Laird Road","postalCode":"N1G 3X7","addressRegion":"Ontario","addressLocality":"Guelph","addressCountry":"https:\/\/www.schemaapp.com\/#Country","name":"Schema App Address","@id":"https:\/\/www.schemaapp.com\/#PostalAddress"},"logo":{"@type":"ImageObject","width":"290","height":"93","url":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2020\/07\/SA_Logo_Main_Orange_w300-1.png?strip=all&lossy=1&ssl=1","@id":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2020\/07\/SA_Logo_Main_Orange_w300-1.png?strip=all&lossy=1&ssl=1"},"potentialAction":{"@type":"ScheduleAction","name":"Schedule a Demo","url":"https:\/\/www.schemaapp.com\/book-a-demo\/","@id":"https:\/\/www.schemaapp.com\/#ScheduleAction"},"image":{"@type":"ImageObject","width":"1350","height":"650","url":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/04\/Schema-App-Featured-Image.png?strip=all&lossy=1&ssl=1","@id":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/04\/Schema-App-Featured-Image.png?strip=all&lossy=1&ssl=1"},"description":"Schema App is an end-to-end Schema Markup solution that helps enterprise SEO teams develop a knowledge graph and drive search performance.","knowsAbout":["http:\/\/www.wikidata.org\/entity\/Q1891170","https:\/\/www.wikidata.org\/wiki\/Q6108942","https:\/\/www.wikidata.org\/wiki\/Q26813700","https:\/\/www.wikidata.org\/wiki\/Q180711","http:\/\/www.wikidata.org\/entity\/Q33002955"],"keywords":["Structured Data","Knowledge Graph","Rich Results","Semantic Search","Search Engine Optimization","Schema Markup","Semantic Technology"],"location":"http:\/\/www.wikidata.org\/entity\/Q504114","sameAs":["https:\/\/www.instagram.com\/lifeatschemaapp\/","https:\/\/www.linkedin.com\/company\/2480720\/","https:\/\/twitter.com\/schemaapptool","https:\/\/www.youtube.com\/channel\/UCqVBXnwZ3YNf2BVP1jXcp6Q"],"legalName":"Hunch Manifest Inc","name":"Schema App","telephone":"+18554448624","url":"https:\/\/www.schemaapp.com\/","email":"support@schemaapp.com","knowsLanguage":"http:\/\/www.wikidata.org\/entity\/Q1860","areaServed":"http:\/\/www.wikidata.org\/entity\/Q13780930","@id":"https:\/\/www.schemaapp.com\/#Organization"},{"@context":"http:\/\/schema.org","@type":"Thing","name":"Knowledge Graph","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Knowledge_graph","http:\/\/www.wikidata.org\/entity\/Q33002955","kg:\/g\/11jtynfm6d"],"description":"information repository structured as a graph","@id":"https:\/\/www.schemaapp.com\/entity#Thing13"}],{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Schema Markup","item":"https:\/\/www.schemaapp.com\/schema-markup\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"How to Optimize Your Content Strategy Using Your Content Knowledge Graph","item":"https:\/\/www.schemaapp.com\/schema-markup\/how-to-optimize-your-content-strategy-using-your-content-knowledge-graph\/#breadcrumbitem"}]}]