Apart from creativity, the one thing that determines the success of your content marketing strategy is consistency. Content marketing is not a ‘formulate and forget’ practice, your content marketing plan needs to be updated regularly to cover potential gaps in your strategy. One way to do this is by conducting a content gap analysis.
A content gap analysis will help you fill up any potential gaps in your marketing strategy and maintain your business’s relevancy. If done correctly, it should reveal any possibilities you’re overlooking, areas where you can make savings or investments, and strategies for giving your target market the most value for their money.
What Is A Content Gap Analysis?
Finding the subjects and content kinds lacking from your existing content is the goal of content gap analysis. You can optimise your content marketing strategy by identifying fresh prospects for your content marketing approach.
With this analysis, you can create a high-performing content strategy that targets customers at every stage of the buyer’s journey. You can examine any content you control, including your website, blog, landing pages, social media, and downloadable files. Your website, where you can successfully guide visitors through each stage of the buyer’s journey, should be your primary area of concentration.
Which Tools Can You Use To Conduct A Content Gap Analysis?
You can use several tools to conduct a content gap analysis, of which the most popular ones are SemRush, Ahrefs and Google Search Console. Using tools optimally can get a bit tricky, especially if you are not technically skilled in content and SEO. This is why most businesses take the help of an SEO agency when they start operating.
Let us now look at how you can use these tools to conduct a gap analysis for your content.
Competitors can provide a source of new material inspiration, but avoid copying exactly what they do. Even while a rival may be having success with a certain keyword, that doesn’t imply you should always produce content along the same lines. Consider carefully whether what your rival is doing is even relevant to your website.
You can follow the steps to perform a competitive analysis to fill the gaps manually – by monitoring and planning your content strategy.
Make a list of your competitors to manually assess first. If you’re unsure of who to take into account, search for some of the most crucial keywords you’re aiming for to see who else is showing up. To locate competitors, you may also use SEO tools using the tools mentioned above.
Next, make a note of the topics your website is lacking after visiting each of your competitors’ websites.
Finally, discuss with your team how to write a page about the same subject in a unique or improved approach.
Analyse Your Current Content
To determine where your content is performing well and where it is underperforming, conduct a content audit. You can do this simultaneously while conducting a competitive keyword analysis to highlight the gaps in your content strategy. Try to look at your content with the same critical eye you would your rivals’. Take visitors through the whole buyer’s experience from awareness to choice and brand loyalty on your website to start. Any gaps in your travel may cost you future business.
It also makes sense to ask your digital marketing agency to make a list of all the website’s URLs. Then, indicate on each page whatever step of the buyer’s journey it corresponds to (if any). Additionally, it makes sense to “rank” each page based on its performance. Include metrics like the click-through rate, monthly traffic and leads, and the average rank on the search engine results page (SERP) (CTR).
Keep In Touch With Experts
It also is a great idea to interview and survey industry experts and gain insight into the latest happenings in the industry. This not only helps your business build a network and be involved in meaningful conversations but also gives you a competitive advantage. This is because you are in a position to identify and trace potential trends in the market.
It could be harder to get your questions answered when it comes to the subject matter specialists in the field. If you haven’t made any connections yet, there are still a few possibilities available. The simplest solution is to hunt for well-known individuals among your website’s visitors. Check which websites are referring to your domain on Ahrefs to do that.
You can then take the help of a content writing agency to create or update content based on your findings.
Create Multiple Content Formats
We often tell you that it is a great idea to mix up your content formats and include at least 2 to 3 types of content while executing your strategy. You can follow the COPE formula to save time in doing this.
Every media channel you use to communicate with your audience demands its own type of content. This is because the audience on every media channel is different and consumes content differently. For example, if you want to have a presence on LinkedIn as well as Instagram, you may want to create a long-form article as well as a short-form video. Doing this ensures that your content reaches the right people at the right time and helps you fill any potential gaps.
You now have a method for locating and filling in the content gaps that are ready to use. I strongly advise beginning with keeping a close watch on the content you have already published and then moving on to the keyword research and content analysis processes in order to get the most out of your content gap analysis. Remember that the only goal of posting new information is to provide an answer to the issue at hand, not simply to post something that nobody will ever read or find useful.
All the best!