Content gap analysis is nothing new. When you understand how to use these possibilities and renew your old content, it can give substantial SEO winnings, including improving organic traffic and ranking positions.
It seems like everyone has their view of what a content gap analysis is.
Some people think that content gap analysis is the difference between what people seek and what people find online.
The gap represents a subject people are looking for information about, but there is not enough content to address the current demand.
To others, a content gap is opponent analysis. You look at your competitor’s content structure to distinguish keywords and topics they are currently ranking better so that you can target them with your new content.
Table of Contents:
What is Content Gap Analysis?
Content gap analysis is a method for optimizing and checking the content of a website.
In the content gap analysis, the current content performance is analyzed with the desired content production. Subsequently, the difference between the target state and the actual state can be distinguished, and actions can be taken to close the gaps. With the completion of this gap analysis, companies can activate and uncover unused and unknown potential. This refers to both the creation of new content and the optimization of the existing one.
Why is Content Gap Analysis Important?
If you do not give your customers all the data they are looking for, then be prepared — they will go someplace else to have complete data.
Content gap analysis helps you fill in the gaps so that possible buyers will stay on your website longer.
The content gap analysis also allows you to decide if your content is good enough to transform your leads into customers.
Reasons to Apply Content Gap Analysis
1. Interacting productively with possible customers through their consumer journey.
It is a typical misunderstanding for people to think of the content gap as a gap between its competitor and a company. Yet, in the real sense, it is the gap between its possible customers and the company.
This gap describes how your content approach satisfies your customer’s requirements at every step of their journey.
The main goal of any content approach is to build the go-to content for customers and prospects.
Your content must answer your proposed customers’ problems while transitioning from the recognition stage to decision-making .
You can generate fantastic content in the form of consecutive blog posts and site pages. Even accurately timed social media email workflows and updates can help you in this situation.
2. Content Gap Analysis in SEO
Content gap analysis is about developing content ideas and topics to drive worthy traffic. But as today’s businesses have more than one player, you will see overlap between the competitor content and your content.
So, you must make sure your content ranks higher than your competitors for keywords. A content gap analysis classifies topic opportunities and high-value content to grow your search clarity, especially for issues you are not currently ranking for.
Content gap analysis makes everything clearer. It helps you know all the keywords your competitors are ranking for, but you are not. This would give you enough insight in two ways:
- First, you also get to know the keywords for which you are not ranking yet. This would help you create the best content marketing approaches to fill in the gap and rank those keywords.
- Secondly, you know the keywords on which you are ranking perfectly, and your competitor is not. You can use this as a chance to have the upper hand over them.
Essential tips from LinkSignal: Always remember that this gap is not between you and your opponent but between your customers and your company.
Now, as you already know the meaning and significance of content gap analysis, let us dive deeper and learn how this should be done.
Content Gap Analysis Process
For most companies, the destination is exact. The goal is always more sales or conversions, but the only possible way to achieve your goal is when your users are successful in their journeys as well.
- Identifying goals that need to be achieved
First — what are you seeking to accomplish through content gap analysis? Knowing your end-goals beforehand is essential. That way, you will be able to achieve the wanted outcomes.
Naturally, you started the entire gap analysis because you wanted to accomplish or develop something.
What is it? Is your content not ranking good on the search engine results pages? Is your content not bringing up enough leads? Or is it bringing random traffic to your website?
The answers to these problems would help you distinguish the primary purpose.
2. Understand your target audience
What you want to address while doing a content gap analysis is — ‘gaps between what? Who is your target audience? What are their preferences and tastes?
The content gap analysis would not bring productive outcomes until you know your customers and their lifecycle well.
If you already have your client personas built, it is right for you to continue to the next level.
This practice will help you learn more about your clients so that your content and product meet their requirements.
3. Map out your customer journey
The customer journey describes the steps a user goes through from when they first found your website to their first revenue conversion.
A customer journey should include all touchpoints a user has with your brand, either with an email click flow, website visit, Instagram/Facebook engagement, or even a trial sign up.
This visualization shows precisely how your content should meet customer’s informational needs at every step with different channels. At first, it can seem a little difficult, but you will get the point.
The content gap from this view is the touchpoints between your brand and your customer for which you lack content.
If you are having trouble forming a customer journey for your business, service providers can help you out with this, or you can even survey your customers to know more about their difficulties. The data that you collect from the surveys will then be used to map the consumer journey.
4. Content audit
With a content audit, you can determine where your content strategy stands fully, how to fix underperforming content, and the current appearance of each piece of content produced.
With the conclusion generated from an appropriately executed content audit, you should distinguish your current content and its performance.
5. Content match
Content matching is quite the opposite of the previous three steps. This is where you balance every piece of content to a step in the buyers’ journey and then distinguish the stages, touchpoints, and points you lack content.
From step one and two, you established your company goals and the customer’s needs and mapped out their journey. Also, with a complete content audit, you have entered all your current content.
Now pair all the content from your audit to all the customer journey steps and their intentions to find out how your content meets them.
6. Competitor content
This is the part that you have been waiting for.
Always remember one thing: Looking into your competitor’s content for a content gap analysis is not about discovering keywords they are ranking so that you can target them but to find other concerns, topics, or problems of interest to your clients.
Make sure not to create content using keywords that your customers are not interested in.
First, you need to carry decent keyword research, and find out the keywords your opponents are ranking for, but you do not. This analysis will give you a more in-depth perspicacity into possible keywords relevant to your business. Besides, it would also expose the content ideas your opponents have been using to get better ranks.
Find out what keywords do you have in common with them. Then, compare the ranking of your keywords with your competitors. You can use Google Sheets for this purpose to keep the information well-organized.
And finally, you have to come up with a list of target keywords where your opponents currently have better ranking in search engines and analyze the content quality and level. This will help you decide on the type of content that should be written in the future.
One thing content gap analysis is profoundly good at is showcasing how your brand interacts with your clients, driving many consumers to your website would barely bring any positive outcomes unless you convert them.
Once you get to know about your client’s problems and goals, you would not be able to take decent actions to help them convert into paying clients.
Wrapping up, content gap analysis not only grows your conversion rates but also boosts customer fulfillment.
That said, your progress in digital marketing depends on attracting the right clients to the right content at the right time to increase conversions.
Still, have some questions? Feel free to address them in the comments below.
We will be delighted to help!