How do you choose what topics to write about in content marketing? How can you attract new customers, leads, traffic to your niche? How can you be different from your competition and rise above the noise?
It’s easy to answer: do a content gap analysis. It will reveal what opportunities are missing, where you can make a cut or bulk up, as well as how to best serve your target audience.
This analysis will allow you to identify gaps in your content marketing strategy, and then show you how to fill them.
Today you will learn why content gaps analysis is so important for content marketing and how to do one properly for maximum results.
Here are some quick tips:
Competitor analysis is the process of identifying the topics and types of content that are missing from your website. This will help you fill those gaps with content that’s 10x more valuable than the competition. This means you can create engaging, relevant and fresh content that your audience will love.
What is Content Gap Analysis?
A content gap analysis is a way to identify topics and types that are missing in your content. You can improve your SEO by identifying new opportunities in your content marketing strategies. You can use content gap analysis to create a content plan that targets consumers at all stages of their buyer’s journey.
Analyzing your website, blog and landing pages, as well as any other content that you have, is possible. Your website is the most important area to focus on. It can guide buyers through each stage of their buying journey.
Why is Content Gap Analysis important?
Your SEO and content marketing strategies will be stronger if you can find and fill in the gaps in your content strategy. This will improve your website’s performance overall. It will help you establish authority online, so more people can find your site and become customers and leads. You can also create better customer experiences that are more connected and holistic.
You will see the areas where customers are missing crucial content as they move through the buyer’s journey. People could easily slip through the cracks if you don’t address the issues.
It makes it easier for customers to navigate your sales funnel and smoother. This will help customers move faster through your sales funnel.
You can also perform a content gap analysis.
Find topics that connect and resonate with your target audience.Optimize all of your content for maximum results.Fill content with lead magnets (incentives) to boost conversions.Discover new niches and sub-niches that your competitors haven’t uncovered yet.Meet customers’ needs at each stage of the buyer’s journey.Drive valuable traffic to your website by identifying high-value content opportunities.Improve search visibility for new topics.
What is a Content Gap Analysis?
In five easy steps, you can do a detailed analysis of your content. You’ll be able to identify the best places and reasons to place great content.
Before you start the process, make sure to have some basic information. You should identify the main goals that you want to achieve, and who your target audience are.
Goals: What are your goals when you analyze your content? What do you hope to accomplish with this process? What are you looking to improve? You could set goals to improve traffic, leads, search engine ranking, and any other aspect that will help you improve content marketing strategy. How does your customer’s life cycle look? Your buyer personas are detailed descriptions of the fictional customer you want to represent. They include basic demographics, personality traits, motivations, and challenges.
1. Cartography of the Buyer’s Journey
Once you have a clear understanding of your audience and your goals, you can create a roadmap that shows the consumer’s journey from start to finish. From the moment they are aware of your brand, to the moment that they choose to support you business, what is their journey?
Are you providing content to website visitors during the awareness stage, such as emails, ebooks and educational blog posts?
What about people who are interested in what you have to say? You can help with your blog, social media, reviews and podcasts as well as guides, case studies and videos.
Are you able to convert leads into customers and customers at the decision stage with content? This includes information about pricing, comparison guides, reviews and product/service demonstrations. It also contains information on how to buy a product or service from your company.
The loyalty stage is important. This stage involves customers who are looking for additional value beyond what you have already offered. Ask them for their feedback via surveys and reviews. To encourage them to share newsletters, updates and other assets, you can ask them for feedback.
You can map the buyer’s journey by identifying all the steps that someone will need to take to move from awareness to loyalty. Next, identify the key questions that the buyer will ask at each stage of their journey. Include their goals, the steps they need to take, and the way they will get there.
This is a simple example showing how a buyer would approach Nora, a content manager looking for help outside her job.
Nora is looking for a way to quickly produce lots of content. Nora needs to find a way to produce a lot of content quickly. She has only one in-house content writer. She subscribes to their newsletter and arranges a consultation.
Nora’s journey was fairly seamless. She went from awareness to considering her options. She made the right choice and became a loyal customer. Based on your products/services, and buyer personas, you can create a similar buyer’s journey.
You can find a deeper guide to mapping your buyer’s journey in “The Importance Of Customer Journey Mapping In Content Marketing”
2. Do Market Research
Next, conduct market research to determine the content gaps. You can interview potential clients, clients currently in business, industry experts, or send out surveys to get feedback.
Send market research surveys to different segments to ensure that you reach buyers at every stage of their journey. Ask hard questions to get the most from your surveys.
What are your top goals? How did they work? Why didn’t they work?What information are you seeking to help you reach your goals or solve your problems?What bothers you the most about [topic]?What questions or concerns do you have regarding [topic]?What made you choose [A product/service] over [B product/service]?What are the top three things you look for in a solution?
You’ll be able to better understand your customers’ needs and concerns by getting feedback. You should gain a new perspective that will help you create content ideas.
3. Analyze your current content
To find out where your content is succeeding and where it is failing, conduct a content audit. Examine your content with the same eyes you use to evaluate competitors.
Your website is the first place you should start. This is where you will guide people through their entire buying journey, from awareness to decision making and brand loyalty. You’ll lose future business if you leave any gaps in the journey.
Make a list of URLs on your website. Next, identify each page and label it with the stage of the buyer’s journey if applicable. You can also “rank” each page based on how it performs. You can include things such as the average position on search engine results pages (SERP), monthly traffic and leads, click-through rate and CTR.
Depending on the performance of each content piece, you can categorize it in one of three categories:
To drive more traffic to your website, you can incorporate this category into future campaigns. Consider incorporating it into future campaigns to drive more traffic to your website.Update/optimize: If you have good content that isn’t performing well, you may need to update, revise, or optimize it.Remove: Delete low-quality or outdated content from your website if it would be too much work to update or won’t help your SEO.
This process can be made easier by tools such as Google Analytics, Google Search Console and SEMrush Content Audit.
After you have completed your content analysis, identify any gaps in your buyer’s journey. You will know that if you have a lot of awareness-stage content, you should focus on creating more decision-stage and consideration-stage content.
4. Analyze Content from Competitors
Now it’s time for you to compare your content with your competitors. Look at top competitors’ websites to find out how they lead people through the buyer’s journey. What are their methods of getting visitors to each page? Are they focusing on certain types of content? Which areas do they succeed and which ones do they fail to achieve?
You can identify the strengths and weaknesses of their pages, as well as where they are doing it better than you. Note their most successful pages and keywords. Analyzing keywords and topics from competitors using search engines and competitor tools is also a good idea.
Google page one is your guide. All of us aim to rank on Google page one for our target keywords and topics. To understand the competition, you can inspect page one of a Google Search. You can use many keyword tools to find keywords that are top-ranking for your competitors. You can identify the keywords that are relevant to your business by doing a Google search. To see what your business has done well, analyze the top pages and blog articles.
5. Fill any Gap
You’ve reached this point and are ready to develop a content marketing strategy that will blow your socks off. You’ll use the data that you have gathered to:
Analyzing competitor content
It’s now time to fill in the content gaps that you have identified by creating new content that is 10x better than those of your competitors. Your new content must be comprehensive, engaging, and practical.
It’s difficult to create high-quality content in a saturated market. But it is possible with the right resources and time.
You’ll attract more visitors if you fill in the gaps. Your site will also provide a seamless customer experience for everyone who visits it.
Do a content gap analysis to determine if you can create 10x more content
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Marketing Insider Group’s post How to Perform an In-Depth Content Gap Analyse appeared first on Marketing Insider Group.
By: Michael Brenner
Title: How to Perform an In-Depth Content Gap Analysis
Sourced From: marketinginsidergroup.com/content-marketing/how-to-perform-an-in-depth-content-gap-analysis/
Published Date: Thu, 12 May 2022 16:00:08 +0000
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