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Most often, we hear content marketing-related questions: “What should I Write.” and “How should I write?”
SEO keyword research is one method of determining which subjects to address on your site.
But how can you know whether you’re losing out on better prospects?
Implementing a content gap analysis is the easiest way to gather the “gap that exists” in your material.
These will assist you in developing valuable, compelling content that will increase traffic, conversions, and value to your intended audience.
Here’s how to do a comprehensive content gap analysis to evaluate your content marketing strategy and improve the search engine optimization of your website.
Content Gap Analysis
It’s a method of assessing a current content subject to see if there are any gaps or potential for improvement. Finding holes in your existing material is the goal of a content gap analysis.
A content gap is a distance between what consumers are looking for on the internet and the responses they get. It’s a market void that must address to satisfy search intent.
It entails locating missing content components that might and should correspond to different phases of your target viewer’s purchasing journey.
Assessing your current content offers helps you discover where you could lose out on significant assets that could lead readers to purchase.
In simple terms, Content Gap Analysis is an SEO strategy that aids us in determining what our rivals are doing and what we can do to reciprocate.
You may use this approach to assess the current SEO environment in any industry by employing mixed methodology data (quantitative and qualitative data). There are a variety of applications from there, but some of the most frequent include:
- Identifying your top search opponents
- Identify the material that your rivals are utilizing to succeed in Organic Engine.
- To “plug gaps,” we need to find new materials to develop or enhance.
A content gap analysis can take many forms. Still, it usually means looking at competitor search performance data and SERPs for raised keywords and effective landing pages from competitive sites.
We may use this information to uncover content possibilities to help our customers imitate and outperform their competition.
What Are The Steps To Conduct A Content Gap Analysis?
Content Gap Analysis is much more than just reviewing your blog articles to check if there are any tasty content ideas you’re losing out on.
Finding the most significant content gaps and filling your content marketing strategy vacancies is simple, step-by-step.
Find out who your competitors are
The first step in assessing a content gap analysis is to find out your competitors. A selection of 3-5 rivals often provides us with various plans and techniques to consider and evaluate. It also results in a decent mix of brands, including more extensive, similar size, and smaller than ours.
You may extend or contract your rival’s list as needed. Instead of trying to uncover a new, separate group of SEO opponents, you can focus on your current company competitors, geographical competitors, etc.
Taking the time to do so, on the other hand, might be pretty beneficial in determining your “real” search competitors.
SEMRush and Ahrefs keyword tools help you get competitive keywords and check for frequently appearing domains.
Make your buyer's road map.
Knowing your objectives and audience well enough, you can map your consumers’ path from beginning to end. What route will customers take from learning about your brand until they agree to support it?
In the introductory stage, do you have emails, social postings, ebooks, and instructional blog entries for web users?
What about the people who are considering employing you? Your blogs, social media accounts, feedback, podcasts, tutorials, case studies, and videos may help.
Do you have any materials to help convert leads into leads and customers during the analysis? Pricing details, comparison recommendations, assessments, product/service demos, and directions on purchasing a product or service from your organization are all provided.
Pay attention to the stage of loyalty. It entails existing consumers seeking value beyond what you’ve previously supplied. You can get comments and evaluations from them.
Consider sending them emails, upgrades, discounts, and other items to encourage them to learn more about your company and share the word.
Conducting Proper Market Analysis
Conducting proper market analysis is the next stage in executing your content gap analysis. Directly interview potential clients, present clients and industry experts, or ask for input through surveys.
Send market research questionnaires to various segments of your target market to reach customers at multiple stages of the buying process.
You’ll have a greater insight into how individuals find your products or services online, why they’re seeking them in the first place, & how you can better handle their problems once you receive feedback. It should provide you with a new viewpoint that will aid in developing new content ideas.
Review your blog content
Perform a content analysis to determine which parts of your material are practical and which are not. Examine your materials with the same critical eye you’d use to assess your rivals.
Begin with your website, guiding visitors through the buyer’s experience, from awareness to choice and brand recognition. You’ll lose future business if there are any pauses in your route.
Make a list of all the URLs on your site. Next, for each page, identify which step of the buyer’s journey it belongs to (if any). Assigning a “rank” to every page depending on its performance is also an excellent idea. Include indicators like average SERP positioning, monthly traffic and possibilities, and your study’s click-through rate (CTR).
You may utilize Google Search Console, SEMrush content audit, and Google Analytics to simplify things.
After a content analysis, identify gaps in your buyer’s journey. If most of your content is at the awareness level, you’ll know that you’ll need to focus on the contemplation and choosing stages in the future.
If your website loads too slowly, then there may be some outdated code or scripts slowing down the loading process. In addition, slow loading times may indicate poorly coded HTML or CSS code with inefficient stylesheets or a lack of caching and compression options.
Examining the content of your opponents
Now that we’ve gone through the material on our current site, it’s time to look at how our rivals’ sites perform.
It’s a straightforward process that anybody may utilize to learn more about their competitors’ content strategy.
It’s time to assess your content against those of your rivals. Examine the websites of prominent competitors seeing how they guide visitors through the buying process.
What methods do they use to guide users from one webpage to the next? Do they concentrate on a particular sort of material? Where are they successful, and where are they unsuccessful?
Try to figure out where they excel and where they fall short. Please make a note of the sites and keywords working well for them. It would help if you investigated rival keywords and themes using search engines and competitors’ tools.
Overview Of Content Gap Analysis
If you don’t step back and glance at your material as a single unit, large websites with hundreds of pages might go out of focus. This content gap analysis allows you to discover patterns and slightly elevated possibilities without getting bogged down in the minutiae.
To increase your content volume, forget about churning material like a madman instead of planning. One of the most successful ways to revamp existing material on your blog and create new content that beats your competition is to do a content gap analysis.
If you follow the procedures outlined in this post, your web pages will rank quickly.
About the Author
My name’s Semil Shah, and I pride myself on being the last digital marketer that you’ll ever need. Having worked internationally across agile and disruptive teams from San Fransico to London, I can help you take what you are doing in digital to a whole next level.