As more businesses jump on the content marketing bandwagon, its novelty will cease to exist. Creating and promoting insightful content is becoming the norm for today’s business owners and marketers. This, in turn, is making it increasingly difficult to cut through the noise and reach your audience at the right time.
- How do you ensure that your content will grab the attention of your target audience?
- How can you create content that will compel your potential customers to choose your product over your competitors’?
- How can you become an industry authority when every other business is trying its hands at content marketing?
The solution is to identify and leverage content marketing gaps. In this blog, we’ll outline the benefits of content gap analysis and the steps to execute it.
Content Gap Analysis: A Closer Look
Simply put, content gap analysis is the process of identifying gaps in the existing content about a particular topic. This involves evaluating content created by your direct competitors and other brands. You want to analyze the content that you’ve already published and determine how it has performed. This, in turn, will help you create new content that better answers your audience’s queries and resolves their problems.
Benefits of Content Gap Analysis
Identifying content marketing gaps gives you an opportunity to make your content better than what’s already available on the internet. This, in turn, gives you an edge over your competitors and helps you outrank them in relevant search results. It can go a long way to build your brand reputation, credibility, and authority.
Addressing all your audience’s questions and pain points makes your content more valuable, engaging, and useful. When a reader finds it helpful, they’ll likely share it in their networks, further expanding your reach. It also positions your brand as a reliable source of valuable information. This, in turn, lets you win your audience’s trust and convert them into paying customers.
Performing a content gap analysis also helps you create the right content for each stage of the customer journey. It streamlines your content strategy and ensures that your content garners traction from the right customer persona. You can leverage the right calls-to-action (CTAs) at each stage to maximize conversions.
Image via theEword
Additionally, content gap analysis lets you satisfy the search intent behind your target keywords. This, in turn, skyrockets your website’s search engine ranking and takes it to the top of relevant search engine results. Consequently, you can attract more website visitors, woo them with your content, and convince them to purchase your product.
Lastly, content gap analysis is a great way to breathe new life to your existing content. You have to identify low-performing content, spot its shortcomings, and update it accordingly. This is particularly crucial when you want to improve your content marketing ROI but don’t have the resources to publish new content.
It’s now time for us to outline the process of performing a content gap analysis.
Content Gap Analysis: A Step-by-Step Guide
Despite its benefits, content gap analysis often baffles content creators and marketers. They’re confused about where to start and how to approach it. Here are the steps that’ll let you harness its potential:
1. Identify Your Goals
Why do you want to carry out a content gap analysis? Is it because you’re not getting the expected website traffic? Or perhaps you’ve noticed a sudden drop in your website’s search engine ranking? Isn’t your content driving the expected number of conversions?
The goals of content gap analysis aren’t the same as your content marketing objectives. It’s crucial to define why you need it right now. This, in turn, will influence the keywords your target and the content you create.
2. Define Your Target Audience
You can’t identify content marketing gaps without a clear idea of who your potential customers are. It involves looking beyond traditional demographics and delving into their pain points and aspirations. This, in turn, will help you create content that resonates with them and is superior to what’s already available.
At this stage, it’s also essential to create individual customer personas for each stage of the customer journey. It’ll help you get a deeper understanding of their needs, preferences, and struggles. You should identify the touchpoints between your audience and your brand at each stage. This, in turn, will help you select a topic that’ll strike a chord with the right customer persona through the right channel.
Image via Medium
3. Analyze SERPs
If you’ve selected a traction-worthy topic, the next step is to analyze the existing content related to it. You can easily do this by running a quick Google search for the topic. The results on the first page have likely published great content about the topic. If you identify gaps in their content, you can publish superior content that addresses their shortcomings.
Here are a few things you should consider while analyzing their content:
- Does it include helpful examples and case studies?
- How long has it been since it was published or last updated?
- Is it easy to read and understand?
- Does it cover every aspect of the topic?
- Is it leveraging different types of media including images, videos, infographics, etc.?
- Does it impress the reader and compel them to share it?
4. Check Out Your Competitors
The next step is to identify the keywords that your competitors already rank for but you don’t. You can use Content Gap by Ahrefs for this purpose. Once you’ve identified the keywords, check out the content they’ve created using them. It’s also recommended that you run a Google search for these keywords and evaluate the top-performing content.
Image via Ahrefs
5. Perform a Content Audit
This step involves analyzing your existing content strategy and measuring its success. It helps you identify low-performing content and determine whether you’ve met your goals. You can use tools like BuzzSumo, SEMrush, and Google Analytics for this purpose. Keep an eye on metrics such as social shares, likes, inbound links, bounce rate, etc.
If your content strategy isn’t delivering the desired results, it’s time to perform a content gap analysis. It helps you create valuable and attention-grabbing content that has the potential to become viral. However, it requires you to have a deep understanding of your target audience and the customer journey.
At WriteForMe, we create a free content marketing playbook for you to help you pave the road for a strong content marketing strategy.