The main reasons why gaps in content occur are ignorance of the target audience and insufficient use of content opportunities to increase sales. It happens that a company runs a useful expert blog, conducts deep research, spends a lot of time creating quality content, but as a result does not hook the audience because it does not meet their needs. Or another example: a brand writes interesting entertaining posts on social networks, but they do not contribute to sales.
This doesn’t mean that entertaining and expert articles don’t help you croatia phone number resource achieve your goals. Interesting content expands your customer base anyway. But it doesn’t always work the way you expect.
Content
How to Conduct a Content Gap Analysis
These four steps will help you identify what's missing from your marketing strategy, improve your content, and optimize your budget .
1. Conduct a content audit
To start, create a table and indicate the main types of content that you use. Add significant metrics: reach, engagement, blog post reads, bounce rate, keyword rankings, etc. Fill in the metrics for each article, post, etc.
Then audit your competitors’ content to see where they’re ranking above you and what keywords are performing well. Monitor your competitors’ open content performance metrics — comments, shares, and backlinks — to identify topics you can rethink in your content plan.
2. Analyze the requests of the target audience
Keyword research helps you understand what kind of content your audience wants to see. Using tools like Ahrefs or Moz , you can identify what people are searching for in search engines. This will help you understand what topics to cover and attract new audiences with relevant text.
Also, look at what your target audience is talking about on social media. Analytics tools like Sprout Social , HubSpot and Hootsuite allow you to analyze mentions of your brand or industry. Tracking them will help you get to know your audience better, understand their needs, goals and main problems, and then adjust your content strategy to make it more effective.
3. We work on the mistakes
A content marketing strategy involves formulating measurable goals with achievable time frames. We don’t set a goal like “Get more traffic to the site.” Rather, it’s more like “Get 50 leads per month.” With these goals, you can track the metrics that you haven’t achieved. They point to potential gaps that need to be filled.
What if you never reach your 50 leads per month? Study the traffic numbers and conversi