How can you use content analytics to identify messaging gaps in your brand?

Things to consider: 1. What is the purpose of your brand? 2. Who are the target demographic for your brand? 3. What is the brand USP(s)? 4. What is the brand tone of voice - this is especially important in terms of not only how you communicate your brand, but how you communicate with your audience. 5. What is your brand position in its market? Consider do a lot of analysis into your competitive set and figure out what it is that makes your brand stand out from the rest. What makes your target demo tick. What type of content/tone resonates with them? All this, plus your initial purpose or creating your brand will feed into your overall brand message. But remember, it always important to consistently analyse and reassess!

Engagement (whether it be rate, click throughs, conversions) is never a guaranteed thing with content, so it is always important to utilise analytics to assess the performance of your content. Tools such as Meta, Hootsuite etc host a great plethora or analytical data that help you measure: -engagement rates -profile engagement -top performing and low performing content -Click through ... and much more It is always important to constantly assess and adapt your content strategy based on performance, adapting to your target audience.

We can learn a lot from our content to detect opportunity gaps. -What is working best in our audience and can we develop in greater quantity and with better quality? -What is the audience interest gap that we are not addressing? -What is the gap between the brand values and what we are really communicating? All of these questions – and many others – can help us identify gaps and work in a focused way to resolve them.

While using all these tools are fantastic and encouraged in analyzing your content quality, it’s important to remember your mission, your brand, and your audience. Is your audience engaged with this content? Are they engaged with the content, are they continuing the discussion, are they asking for more? If you’re seeing a pattern in your engagement, you’re starting to reveal what your audience considers quality content.

Consistently conducting keyword gap analyses on your competitors is a strategic necessity. This practice enables a deeper understanding of the industry landscape, highlighting areas where your content strategy may be lacking. By identifying and addressing these content gaps, you can enhance your market presence and ensure comprehensive coverage of topics relevant to your audience. This approach not only bolsters your competitive edge but also optimizes your content's effectiveness and reach.

Tools like SEMRush can help you identify the top keywords and content for a given competitor, as well as what content is ranking for a target keyword. What topics are your competitors covering that you're not? Are those gaps relevant to your brand and goals? If so, can you add a high-quality, unique take on the topic? Do your competitors dominate the rankings for high-volume keywords? How realistic is it for your brand to compete in terms of volume and quality? Maybe a solution is to niche down instead: identify less competitive relevant keywords with consistent volume where your competitor doesn't already rank.

It is important to analyse key performing competitors within your brand market. These can be key in understand your similar target audience on a larger scale, understanding what works and what doesn't. It is also a great way to understand what their key message is to clearly define what makes your brand stand out.

Fijarse en qué hace la competencia es una buena forma de saber los referentes que tiene el usuario (temas, enfoque, estilo). Hay pocas posibilidades de ser la única marca que conoce de nuestro sector, lo que podemos ver como una oportunidad de diferenciarnos si aportamos otro tipo de valor o lo hacemos con un lenguaje más cercano a lo que espera el usuario.

Check list: What cannot be missing when addressing gaps in brand messages: - constant monitoring of content performance - competitors analysis - define keywords and review them periodically to incorporate new trends - Identify patterns in the comments left by users and customers - take the data seriously!! They are not just statistics for vanity or to celebrate achievements (which is very good!!) but resources to make fundamental decisions about how to communicate the brand