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Writing Team
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Aug 17, 2023 8:11:38 AM
A content gap analysis empowers marketing leaders to uncover valuable insights, seize opportunities, and craft compelling content that resonates with their audience. In this article, we'll walk through a step-by-step process of performing a comprehensive content gap analysis and provide practical tips for both identification and creation.
So, if you have a super duper sophisticated dev team, you may be able to automate some of this. But even if you do, the brass tacks of executing a content gap analysis will be pretty similar. First up: it's spreadsheet o'clock.
In HAW world, we call this step a content audit.
Here's an example of one, if you want to take a page out of our book.
Mind the SEO gap with a KW gap analysis.
As marketers, knowing the facts is key. You want to understand not just want content you're missing (your content gaps), but how it could be hurting you re: performance. Here's how to do that.
Analyze Engagement Metrics: Look at social shares, comments, and time on page to identify underperforming content.
Assess Bounce Rates: High bounce rates may indicate that content doesn't meet user expectations.
Study Conversion Rates: Examine how various content pieces contribute to lead generation and conversion rates.
Keyword Research: Identify gaps in keywords you're not targeting but competitors are.
User Intent Matching: Ensure your content matches user intent for each stage of the buyer's journey.
Content Diversity: Analyze whether your content covers diverse formats (videos, infographics, podcasts).
Identify Top-Performing Competitor Content: Understand which competitor content drives engagement.
Social Listening: Monitor social media to understand what topics resonate with your audience.
Feedback from Sales and Support: Gather insights from your teams on common questions and customer pain points.
Audience Surveys: Collect feedback from your audience to uncover their content preferences.
As you consider stopping the gaps, keep these content tips in mind.
Address Pain Points: Create content that addresses specific challenges your audience faces.
Keyword-Driven Content: Develop content around identified gaps in keyword targeting.
Unique Value Proposition: Showcase what sets your content apart from competitors'.
Original Research: Create content based on original data, surveys, or studies.
Visual Appeal: Utilize graphics, videos, and interactive elements to enhance engagement.
Storytelling: Weave narratives that resonate emotionally with your audience.
Long-Form Content: Offer comprehensive guides that provide in-depth insights.
Expert Contributions: Collaborate with industry experts to add credibility to your content.
Actionable Insights: Provide practical takeaways readers can apply immediately.
A/B Testing: Continuously optimize content elements based on user engagement data.
A content gap analysis isn't just about identifying shortcomings; it's a roadmap for crafting content that exceeds audience expectations. By following the steps outlined in this guide and implementing the practical tips provided, marketing leaders can harness the power of data-driven insights to create captivating, competitive, and compelling content that truly resonates with their target audience.
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