Content gap analysis is an important phase in any content marketing strategy since it helps you identify the gap between what you have and what you need.
The main purpose of Content Gap Analysis is to identify the missing pieces of the puzzle and fill in those gaps. It might help you make smarter decisions regarding your content marketing strategy by revealing whether or not you have enough material to meet your client’s needs.
Simply put, it can make you prioritize which topics should be covered first to create enough value for your audience as quickly as possible.
Digital marketing has grown substantially over the years, and with it, marketers’ capacity to be innovative in their field.
Today, there are a lot of different ways to produce content, including feature posts, working with micro-influencers, or doing sponsored posts.
Each tactic has companies finding success in their way if done right. However, a content gap analysis is a common aspect among these methods. A content gap is one of the most common marketing issues a business can experience. Yet, it’s very easy to prevent it.
In this article, I’ll share tips on doing a content gap analysis and reveal methods for recovering your potential customers’ contact details and making them happier in no time!
What is Content Gap Analysis?
This process helps you identify what content you should create to fill any gaps. This analysis aims to assist you in determining what areas need more focus or if something needs to be removed. It’s a great way to find new topics for blog posts, ebooks, or other types of content.
In a nutshell, it has two main goals: identifying topics that are missing from your content library and finding opportunities for new types of content.
Why is it Beneficial to Perform a Content Gap Analysis?
Content gap analysis is a way to be proactive instead of reactive. You can use it as part of an effective SEO strategy or improve specific areas of your business or marketing strategy.
When you conduct this method, you may see what kind of content your customers are looking for and how much time they spend researching different topics.
Armed with this information, you can create new pieces of content that will help people find what they need when they search for it on Google or other search engines.
Verify the Quality of Your Content
As a marketer, you probably already know where you are lacking. But it’s important to thoroughly analyze all your content assets before deciding what needs improvement.
Ensuring your user-friendly SEO foundation can improve your website’s search engine rankings. Get rid of duplicate content published under different URL slugs.
It can make your website accessible and easy to navigate. You may have all the relevant pages in Google to rank for relevant keywords.
To avoid this problem, create a sitemap and submit it to Google. It may help if you also use redirects so that when someone clicks on one version of an article’s URL, it redirects them to another version.
Learn more about Google’s First Page
The first page of Google search is critical to your SEO strategy. It has been stated that as much as 92% of all clicks on Google go to the first page. However, the actual number is closer to 71%, per Forbes.
You may optimize your website for search engines by using descriptive keywords in your meta tags and headings.
Another way is to take advantage of social media sites like Facebook and Twitter by sharing content with friends and followers.
If you want to get thousands of viewers and leads, have the time to check the best tips to increase your traffic.
Take Advantage of Scalability Tools
If you don’t have the time or budget for an in-depth content gap analysis, it’s possible to do a quick analysis using keyword tools.
You can also use these tools to identify new topics around which you could create content and improve your site experience.
Semrush is a tool that helps marketers find out what people are searching for in their industry. This software has been around for quite some time and never fails to impress its users.
It can also help you optimize your website for a higher ranking on search engines like Google. The tool has several features that make it stand out from others.
Ahrefs is a comprehensive suite of tools that provides a detailed analysis of your website’s performance. You may find the results based on search engines, social media, and backlinks.
If you also want to know your competitor’s backlinks, keywords, and traffic sources, Ahrefs may provide what you need.
These SEO tools can give you a list of high-volume search terms related to calendars. To choose the right keywords to analyze, you must ensure they’re relevant to your business.
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You also have to ensure that there are enough of them and that you can rank well in search engines.
Below are the following benefits of doing a content gap analysis:
- Find new opportunities for content
- Improve your organic search performance
- Test your assumptions about what to write about
- Create a content strategy that is sustainable long term
- Devise a marketing strategy that is flexible to changing needs and goals
What are the Steps in Conducting Content Gap Analysis?
Create a Buyer’s Journey Map
A buyer’s journey is the path they travel from awareness to purchase. It helps you understand how customers think, feel and behave as they move through the buying cycle.
The process of converting prospects into buyers is called “conversion.” As they gain knowledge and get closer to making a final decision, customers go through many stages in the buying cycle, per Recur.
You can convert your customers by engaging them with content on your website or emails that educate and inform them about your products or services.
Also, you may build trust as an industry expert, creating a desire for what you’re offering and ultimately closing sales. As you begin to conduct your research, keep the following questions in mind:
- Who are the buyers?
- What are they doing?
- Why is this important to them?
- What can you do to make sure they get what they want?
Segment your customer base into different groups based on their behaviors, demographics, and interests. You can also use the pain points they experience as a segmentation method.
Look for places where there may be gaps or opportunities for improvement. Then look at how each of your segments moves through those points in the process.
Know Your Audience
Before creating any content, understanding your audience is crucial. You need to know who they are, what they do, what they need, and what their pain points are.
Knowing these things can help you create an accurate Buyer’s Journey Map that can be used in content gap analysis and how well your business solves its problems.
Facilitate Market Research
Market research is the process of collecting and analyzing information about the target audience.
It can help you understand your customers’ needs, identify growth opportunities, and gain a competitive advantage over other businesses.
This may require some digging into their behaviors and interests so that you can create valuable content that they will want to read. You can do this research in a variety of ways:
Social media sites like Facebook, Twitter, and Instagram. It may allow you to connect with your audience directly through posts and comments related to specific topics or products.
You can use these sites to post questions about specific topics or ideas – asking people what they want more information about.
Conduct surveys and questionnaires
These tools are excellent for gathering customer input on their opinions of various subjects or products.
Surveys work best if you want general feedback from a large group, while questionnaires are better suited for gathering specific opinions from a smaller group.
Decide on Your Primary Content Goals
Like most content marketers, you’re probably already overwhelmed by the amount of content you need to produce.
While you intend to gain more customers, you have to manage the amount of your content to let the consumers get rid of information overload.
Here are some questions to get you started to base your primary goals:
- What do they need to know?
- What information is missing altogether?
- What would you like the public to know about your business?
- What do customers ask for when they call customer support?
- What queries do they have that your website doesn’t address?
- What information has been buried under layers of marketing fluff?
- What do people need to make decisions about working with your company?
- How can they use this information as part of their decision-making process?
Here are a few examples of typical goals to aid you in selecting the best ones for your company:
Investigate Your Competitors’ Content
If you want to find efficient strategies to raise conversions and income, you must be aware of what your rivals are doing. Here are some ways to find out:
- Check their blogs for any recently published articles related to your topic area.
- See what they’re posting, especially if they have a branded hashtag or Facebook page.
- Track their comments on specific topics with Google Alerts or Twitter’s advanced search.
For example, if you’re selling products on the topic of healthy eating, you might want to know if there are any gaps in the market.
You may do this to fill the gap by creating a new piece of content or adding more information to an existing one.
To do this, you could start by looking at your competitors’ websites and blogs. SEMrush and Ahrefs can tell you what keywords and backlinks they rank for.
This strategy can indicate what type of content they’re working on and where their strengths lie. Once you know where the gaps are, it’s time to create something better than them.
See the Gaps and Fill them in
Now that you know what content gap analysis is, let’s look at how you can use it to build a better strategy and fill in the gaps in your content marketing plan.
This may sound like much work, but it can be as simple as finding a relevant article or blog post from another site and adapting it to your audience.
Identify which parts of your current strategy are missing or need improvement.
For example, if you’re not targeting new audiences with different content types, that problem must be fixed.
Once you’ve analyzed the gaps in your current strategy, map out a roadmap so that you can effectively fill those gaps over time.
For instance, what would you do if you wanted to enhance lead generation by improving customer retention rates through educational videos regarding product safety?
You can develop an outline for each video and a timeframe for making them all. Also, include each team member who can give their share towards completing this project.
Of course, you must try various tried-and-true strategies to assist you in driving 10x more traffic to your website in 2022 if you’re seeking ways to improve website traffic.
There are no shortcuts to good content marketing. If you want to know what kind of content is missing from your website, you need to do some work.
Content gap analysis is looking at your website’s content and figuring out what you don’t have. It’s a great way to find new topics for blog posts or other types of content people are interested in.
This article provides insights into how content gap analysis works, why it’s important, and how to do it yourself.
Like this post? Learn more from other articles I’ve written about tips and tricks in using SEO and how to increase your website traffic.
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- How To Write A Blog Post For SEO: Best 10 Tips You Should Know
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