A content gap analysis is a process to evaluate our existing content and find the content that can be improved. This analysis gives an opportunity to create the targeted content that our audience is interested in. Competitor's analysis helps to identify the major topics and contents missing from your website.
- How do they create a buyer's journey? How do they take the customers from the Initial stage (Awareness) to the final stage (Conversion)?
- Do they focus on any specific type of content?
- Where do they get the most traffic/revenue, and where are they failing?
The content gap analysis process involves:
- Identifying the goals
- Creating your buyer persona
- Understanding the buyer's journey
- Competitors' research
- Auditing your website's existing content
The primary gaps in the content gap analysis are the gap by keyword; which identifies for which keyword you are not ranking in search results but competitors, gap by the funnel, which identifies the missing funnel gap for which you've not created enough content to answer general questions, gap by channel; which identifies the channel where your content can be distributed. Once you've identified the content gaps, you need to prioritize which gaps to fill first so you can generate revenue for your website.
Identifying and fixing the content gap will enhance the SEO and content marketing strategies so your website can perform overall. This will help you to build website authority that leads to more traffic and customers.
SEMrush and Ahref's are helpful marketing tools to identify competitors' keywords and marketing efforts and discover new opportunities. These tools also have "Content Gap" features to see which keyword your competitors are ranking, but you are not.
Filling the content gap means developing engaging, highly relevant, and updated content that your audience will love.
What is content gap analysis?
A content gap analysis is a process to evaluate the existing content and find an opportunity for improvement against your competitor to provide the best value to your target audience. This process helps to identify holes in the content that helps to generate more traffic and visibility for the brand or website.
Content gap analysis process: A step-by-step guide.
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