5 Reasons You Need to Perform a Content Gap Analysis

What is a Content Gap Analysis?

Content gap analysis is the process of evaluating and finding topic gaps in your existing content. This involves identifying holes in your marketing content that align with different stages of the customer journey. These include missing high-volume keywords that would otherwise have raised your search ranking.

A content gap analysis consists of an audit of the following types of content:

• website;
• landing pages;
• blogs and articles;
• social media content;
• eBooks and other downloadables.

A content gap analysis will provide you with a better understanding of the type of content and topics you should create for each stage of your marketing funnel.

Why You Need to Conduct a Content Gap Analysis

Increase audience engagement

A content audit helps you determine the content you don’t have that would resonate with your audience. With the information from your content gap analysis, you can create better content from the point of view of your audience for every stage of the marketing funnel.

It’s important for your audience to like your marketing content. That means you can expect them to spend more time interacting with your brand.

Enhance the user experience

In a way this is related to our previous point. The results of a content audit can help you create material your audience loves. In short, that content enhances their user experience when they’re on your website or on your social media accounts.

Since user experience affects conversion rates, if you give your digital audience positive experiences, you increase their chances of taking your desired action.

 Improve SEO

Google rewards websites that create content people are actually looking for. Part of conducting a content gap analysis is identifying topics people are searching for related to your company that you haven’t covered yet. So if you used to find yourself at the bottom of search engine results pages, you might soon find yourself among the top.

Outrank the competition

Competitor analysis is part and parcel of any content gap analysis. With this analysis, your goal is to create content that ranks for those keywords your competitor’s content is ranking for. So, when a consumer searches for a query, they end up seeing your website on SERPs first, and not that other company’s.

In other words, a content audit can help you outrank the competition. That means you increase your chances of getting those customers instead.

Grow your business

The results of your content gap analysis won’t just allow you to create content that enhances the user experience. They will also help you create quality content that elicits audiences to take your desired action.

Content Gap Analysis Process

Detailed Keyword Research

Detailed keyword research will give you the whole keyword universe related to your product or niche. These keywords need to be mapped against different buyer intent.

After the intent mapping, divide the keywords into subtopics & topics. For example, keywords that belong to the same subject and intent can be one subtopic, and similar subtopics will be in one topic.

Content Audit on Your Website

Once you have a list of all the keywords and mapped URLs that need to be optimized, you will have to look for primary relevant keywords for the web pages selected for the marketing content optimization.

Now, search that particular keyword in the Google search to scan the SERP results, look at the SERP competitors, what content they are writing, and what kind of topics and heading they are covering.

Analyze the gaps within your content by comparing it with competitors.

Competitors Analysis

This is the final step while doing the content gap analysis. The competitor gap analysis will help you find the additional gaps in your content.

You need to look at the competitors’ content and topics covered by them. Peek into competitor’s keywords where they are ranking well, and you are not.

Analyze the competitor’s website and look for the customer journey they are navigating across the marketing website for visitors.