These days, acquiring a clearly defined audience through content marketing has never been more challenging. But with content gap analysis, you will be the go-to site for your topic and keywords. This strategic approach will help you identify or fill in laser-targeted content that may be missing from your content inventory. Identifying these content gaps will resonate with different target audiences, improving your SEO efforts, and boosting your overall engagement.
What is Content Gap Analysis?
Content Gap Analysis is the process of evaluating and identifying the missing content pieces needed to improve upon in the existing content.
Here are some of the gaps you can look for in your content:
- Keyword gap:
A series of hidden, valuable keywords that make your competitors rank better in search results than you do
- Buying stage gap:
The buyer’s journey of your customers where there is not enough content covering to satisfy your customers’ needs
With content gap analysis, you can increase the quality and quantity of your keyword lists. You can also measure your current content offerings for gaps and fill them with new or revised content. This will help you uncover missing pieces that will convert your site visitors into clients. Map out your customer’s primary questions, goals, and concerns with this strategy to see where and how you could fulfill their needs more effectively.
Benefits of Content Gap Analysis
Keeping up with content marketing can be challenging because of the emergence of new technologies. Here are some reasons why you should utilize content gap analysis.
- It helps you communicate effectively with potential customers.
Effective communication will help you shift or align your content strategies throughout your buyer’s journey. Content gap analysis helps you match topics that address your customer’s concerns. A content that answers the questions of your prospects will convert them into real customers.
- It prevents your potential buyers from going to your competitor.
Content gap analysis helps in providing the answers that your potential customers are seeking. This will help you fill in the gaps and keep your potential customers on your website longer.
- It helps you find the right keywords.
Content gap analysis enables you to see clearly the specific keywords that are ranking properly and the ones that don’t. This also allows you to see what keywords your competitors are ranking for. You can take advantage of this to distinguish topic opportunities that will enhance your keyword search visibility.
- Content gap analysis helps you discover a small market niche.
Content gap analysis allows you to dig deeper into the sub-niches, helping you to identify small markets that experts projected to be very, very profitable.
The Content Gap Analysis Process
Identify what goals or objectives you want to achieve
Know your goals beforehand to achieve the desired results you want to achieve.
Understand your target audience
Look at who your target audiences are. Know how they are moving through the market funnel, their preferences, interests, and check how they are searching for products and services. You can conduct a series of surveys to determine their needs and wants.
Understand your ideal buyer’s journey
The buyer’s journey represents the stages they go through from when they first found your website to their first revenue conversion.
Here are the stages of a typical customer journey.
At this stage, clients may realize that they have a problem or a need, but aren’t aware of the solution to this need. Therefore, they will look for content around the issue. The content created here should communicate solutions or end benefits to your site visitors, answering the “what is” and “why” question. This is done to address what your audience prefers, then converting them to be potential leads.
At this stage, your visitor has a high-level understanding of what your product does but is not ready to make a purchase. They will first evaluate various choices available to them, including your competitors, so you should create content to show how your product is a good fit for them.
It is at this stage that your visitor usually is informed about the advantages and disadvantages of your product. So, you need to give them a gentle nudge to decide between you and your competitors. Content created here should include comparison sheets, good reviews, customer stories, and any other type of content that makes your product look more appealing.
Perform keyword research
Keyword research is the process of identifying content phrases and combinations of words that people are typing into search engines. This allows you to see which of your keywords are ranking properly or know what keywords your competitors are ranking for, but you don’t. Then, you can check if you also want to target those keywords.
But first, start by identifying keywords that relate to existing pages or other content assets you already have. Once you have collected your keyword list, you can assign each content to the stage of your potential buyer’s journey. This is done to set priorities and identify content gaps. You can put it on the awareness stage or the decision phase. The next one you can do is to identify new keyword opportunities to target, and you can just update your content to make it more relevant to the buying public.
To find keyword gaps, you will need to use a tool that can pull out keyword data for your site and your competitors’ sites. There are many tools on the internet you can choose from, including Google Keyword Planner, SEMrush Keyword Magic tool, and AnswerThePublic.
Lastly, you can also review your competitors’ keywords to help you rank in the search results.
Conduct a content audit
The next step you can do is to evaluate or compile a list of the content pages you already have on your website. This can give you a picture of what existing content you already have on your site, which content pieces are performing well, and which ones are redundant. A content audit also allows you to see what topics need to be updated or be removed from your site. This will help you increase visibility against your competitors.
Make sure to review and update your content regularly.
Analyze your competitor’s content
Now that you have reviewed your site content, it is time to check how your competitors structure their content. You can compile a list of your competitor’s content pages, identify top-performing content pages, and analyze the keywords they use. Various tools can be used for checking your competitor’s content. For instance, you can use SEMRush Organic Competitors Report and even Ahrefs to study your competitor’s contents.
With these tips, you can create content that will help position your site in many search engines. And you will be on your way to boost traffic and organic conversions, as well as customer satisfaction.
If you need more information on how to boost your content, then seek the help of professionals from Proweaver. We can give you some tips and advice to implement an effective content marketing strategy. With more than a decade of experience under our belt, you can count on us to provide the quality services you need. To know more, you may contact us at +1 (800) 988-3769.