A content gap analysis identified Gaps in the created contentas well as finding new creation options to improve a website’s SEO strategy. In short, this type of analysis allows us to answer one of the most common questions that the Creators ask: what should we write about now?
A content gap analysis can help professionals find ways to expand content and attract more organic traffic.
Typically, the type of content that is created on a web page is tracked by searching for keywords and analyzing the needs of the audience. However, this type of planning leaves some gaps in content creation, meaning that sales opportunities are lost.
Gap analysis can help you identify where those gaps are and plan new content to fill them. This process needs to be able to identify what content the audience cannot find on the website. The analysis should be performed on: websites, blog articles, social media content, landing pages, as well as books and downloadable content.
Content overview for the audience
The aim is Create a table of contents this includes all steps of a “buyer’s journey” (the buyer’s journey). With this in mind, every user accesses the content at some stage in this buying process because some will arrive with the purchase decision made, but others at an early stage when they are just looking for information about a product or service.
Often times the content is unbalanced and the websites have a lot of informative content that is oriented towards the early stages of the buying process, but they forget or neglect the content that is oriented towards the sale and the final decision making. This content gap significantly reduces conversions, which affects final sales.
When performing a content gap analysis, the user must ensure that all phases of the sales process are covered. If not, the loopholes that buyers “fall” need to be found.
How to do a content gap analysis
-Map of the content: To create the table of contents, you need to write the questions the audience will be asking, the different options they should consider, what they are looking for before buying, and how the “call to action” will get their attention the most.
-Market research: One of the most common ways to find out what your audience is looking for is to ask directly. Nowadays there are many ways to ask these types of questions: social networks, email, or applications like Google Forms.
-Content of the competition: Finding the content gaps can be a process of elimination. With that in mind, a great way is to analyze and compare the content of the competition to see what’s missing and what others have.
-Analysis of the content of the website: By analyzing all of the content on a website and checking that it aligns with the goals of any of the buyer’s stages, gaps can be found between the different stages of the buyer. The buying process should be gradual so that the user is not directed to a buying page from an item that references the recognition phase (first phase).