Intelligent content that grows your business

When marketers produce intelligent content, they are recognized as leaders in their organizations and their businesses grow. That’s why we built Cobomba.

As a Cobomba customer, you’ll spend less time worrying about content strategy and more time on creative marketing execution. Cobomba intelligent content recommendations and performance tracking ensure you are confident in your content success and spend less time researching and planning.

What you’ll learn

Audience Themes. An audience theme is simply what your audience cares about. Knowing your audience’s themes is the first step to creating relevant content for your audience.

Cobomba combines a unique view of your current website content, your competitor’s content, and what people are searching for online in order to build a mini version of the internet around the topics your audience cares about most.

A group of similar topics your audience cares about is the way we define an audience theme. Depending on your industry and your audience, Cobomba will help immediately identify a dozen (or a hundred) different audience themes.

‍Content gaps. Cobomba measures the relevance, discoverability, and value of your content. In other words,we can easily show you which topics need more attention, which content needs more help being found by your audience, and how well your content is helping your audience move through their customer journey.

Intelligent content recommendations. You’ll receive detailed content briefs with specific recommendations to highlight your best performing content, improve relevant but underperforming content, and create new content to fill topic gaps.

Cobomba recommendations come in the form of a content brief. In each brief, you will see the specific topic recommended for your content. Additionally, you will see:

• Keywords
• Related questions that your content should answer
• Recommended internal links to guide your audience to related content and build your site authority
• Examples of top competitor content
• Other website domains that are good candidates for backlinks or byline articles

What you’ll receive

A new set of detailed content briefs monthly that are designed to systematically improve the relevance, discoverability, and value of your content.

24/7 access to the Cobomba software platform, which includes:

• Personalized content brief recommendations
• Access to the content insights explorer for content inspiration on your own
• A scorecard dashboard that shows the relevance, discoverability, and value of your content by audience theme
• Access to the Marketing Initiative Builder, Content Calendar, and Persona Library so that you can easily define your target audience and build unlimited content campaigns.

Check-in sessions (upon request) to review new recommendations, change the audience themes for next month’s recommendations, or walk through technical questions.

Who you’ll work with

Our goal is to understand your business so that we can tune the Cobomba recommendation engine to help you achieve your business goals. As a Cobomba customer, you’ll communicate directly with a member of the Customer Success team. From ensuring you’re ready to hit the ground running from day one to answering technical questions whenever they arise, we’ve got your back.

Our technical team is always working behind the scenes to make sure you have the most up to date data and content recommendations.

What to expect each month

After you sign up, a member of the Customer Success team will connect with you to ensure we have the right information about your business.This info will guide the content recommendation engine.

On the call, you will work with us to:

• Identify which website domain will be your focus. It’s usually your company’s primary website; however,  there are times when the website for a specific brand, a separately branded learning center, or some other domain is the right place to start.
• Identify two to three competitors that are creating content in your industry
• Provide access to the Google Analytics account for your website.
  

An email exchange may be enough to get you started, or we may find a brief video call would work best.

After that, Cobomba’s artificial intelligence will get to work crawling both your, and your competitor’s websites, and gathering 1000’s of search results. We’ll discover your audience themes, identify intelligent content gaps, and surface content recommendations that will improve the relevance, discoverability, and value of your content.  

Audience theme updates or adjustments

Each month you will receive new content recommendations. Content recommendations are taken from the specific audience themes you select from among those that Cobomba identifies.

Cobomba’s AI system returns dozens of potential audience themes. We’ll have a point of view on which themes to tackle first. We’ll also look for your confirmation on the one to three themes that will become the focus of the first month’s recommendations.

We recommend sticking with the same themes over a period of months so you build the volume of content to be recognized as an expert on particular topics. As business priorities change and your audience evolves, it makes sense to shift priority to new audience themes. Each month you can indicate if you would like to change the focus of the content recommendations to one or more new audience themes.  

New detailed content briefs and 24/7 access to the Cobomba platform

Each month you’ll receive a shiny new set of content brief recommendations loaded into your Cobomba account. These recommendations will be related to the specific audience themes that are the focus for the month, and they will be based on the identified Intelligent Content gaps.

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Content brief recommendations come in three flavors:

• Highlight - recommendation to expand the content on a particular existing high performing website page and consider other ways to promote, recruit backlinks, or repurpose for another content format or channel
• Improve - recommendation to expand the content on a particular existing website page to make it more relevant and more discoverable for your target audience
• Create - recommendation to create new content that fills a particular topic gap within an audience theme.
  

You can customize and manage existing content briefs, start new marketing initiatives, create new content briefs, document additional target audience personas, export your content calendar, and explore content insights at any time by logging into your Cobomba account.

Cobomba support

Each month we’ll check in with the new set of content recommendations. We can schedule a brief call at your request to review the new recommendations.

Cobomba support is available at any time via email at support@cobomba.com.

Your role in achieving success

It takes time and commitment for your brand to be recognized as an expert in a topic area and show up when your audience searches for those topics. The reward of your effort is worth it. Well, that is if you are interested in growing your audience, growing your business, and being recognized as a leader in the process.

Commitment to content improvement and new creation

You’ll need to make at least weekly updates and additions to your marketing content if you want to build momentum for your content strategy and see the results from your effort in terms of higher traffic numbers and greater engagement with your website content.

We want you to have plenty of content to work on with as little background research as possible. We also know that updating existing content is easier than creating brand new content from scratch. Both are important.

The “Strategist” Cobomba subscription provides 5 detailed content briefs each month. The content briefs will be a mix of content improvement and content creation recommendations.

You can explore additional topic ideas using the Measure module inside Cobomba, which lets you explore content insights in detail. You can also contact support (support@cobomba.com) to add additional content brief recommendations to your subscription.

Content promotion

Organic traffic to your website content is one goal for your investment in content. Organic traffic can introduce large numbers of potential customers to your brand. Strong organic search performance can catch your audience both in the early and late stages of their customer journey so that you become one of the options they consider when choosing how they will solve the challenges they face.

Still, if you rely solely on an “if you build it, they will come” strategy, you’ll be missing out on much of the work your content can do for you. Now that you are sitting on a bunch of Intelligent Content, which you know is relevant and valuable to your target audience, you should do everything you can so that your audience discovers that content.

Natural ways to promote your content include distributing to your contact list, posting on social media, sharing directly with influencers and media to recruit earned media or land guest posts or byline opportunities, and using content as the offer with paid advertising.

Sharing your content success internally

Others on your team need to know what you are doing, and they need to share in the success for your content strategy to have the support it needs. The Cobomba scorecard is a great way to track changes over time and share results with your team. You should share with them on a regular basis how your content activities are improving the relevance, discoverability, and value of your content, which in turn is leading to improving business outcomes.

Resources

Cobomba Support Center, Intelligent Content Blog & Video Hub

You can find the latest technical support, tips, and guides on the website. These resources include:

• The Cobomba software knowledge base
• The Intelligent Content blog
• Intelligent Content tips and product updates in the video library
• The beginner’s guide to smart content planning

Referrals to content creators

Sometimes the extra boost your team needs is a writer or content creator that can work directly with you to produce new content based on the recommendations from Cobomba. We can help make introductions to content creators that are geographically close to you or that are special experts in your industry. Please reach out to us at any time if you’d like us to connect you.

Outside training resources

There are many excellent resources available for leveling up your content game. Here are some of our favorites outside of Cobomba:

• The HubSpot Academy - Free courses and certifications on all aspects of digital marketing
• ‍Impact+ - The online learning platform from IMPACT, a content marketing training agency