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How do you find content gaps and opportunities in your messaging?

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As a product marketer, you know how important it is to craft clear, compelling, and consistent messages that resonate with your target audience. But how do you find out if your messaging is hitting the mark or missing the point? How do you identify content gaps and opportunities in your messaging that can help you improve your value proposition, differentiation, and conversion? In this article, we'll share some practical tips and tools that can help you analyze, audit, and optimize your messaging across different channels and stages of the buyer journey.

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Jason Oakley

Building Productive PMM - I share practical advice, templates, and inspiration for founding product marketers.
Gina Roffo

Head of Product Marketing @ Cube

1 Understand your audience

The first step to finding content gaps and opportunities in your messaging is to understand your audience. Who are they, what are their goals, challenges, pain points, and motivations? What are their information needs, preferences, and behaviors? How do they search, consume, and share content? You can use various methods to gather audience insights, such as surveys, interviews, focus groups, personas, customer feedback, reviews, social media, analytics, and keyword research. The more you know about your audience, the better you can tailor your messaging to their needs and expectations.

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Jason Oakley

Building Productive PMM - I share practical advice, templates, and inspiration for founding product marketers.
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This is one of the most important aspects of product marketing, but often one of the easiest to forget. The best PMMs I know dedicate 20-30% of their week to customer, competitive, and market research. Not only will it help you refine your messaging and content. You'll pick up valuable insights that make you way more valuable in strategic conversations. Executives will want you in their meeting because you bring insights nobody else can. Here are three places every PMM can look: ?? Call Recordings - Shoot for 2-3 prospect or customer calls each week. ?? Customer Advisory Board - Use as a go-to sounding board for feedback and validation. ?? Win-Loss Calls - Shoot for 10 each quarter, focused on specific themes, ex. competitive wins.

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2 Map your content to the buyer journey

The next step is to map your content to the buyer journey. The buyer journey is the process that your audience goes through from becoming aware of their problem to choosing a solution. It typically consists of three stages: awareness, consideration, and decision. Each stage requires different types of content and messages that address the audience's questions, concerns, and objections. You can use a content matrix or a content audit template to organize your content by stage, format, channel, goal, and performance. This will help you see how your content aligns with the buyer journey and where you need to fill in the gaps or improve the quality.

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Gina Roffo

Head of Product Marketing @ Cube
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Also extremely critical to consider the stages of the journey post-initial sale! Empowering your customer management teams (and your customers) with content, expertise/intelligence, and product confidence is crucial to reducing churn, increasing adoption and upsell, and generally having happy customers ???? Don’t forget about your customers once they’ve signed that first contract! Sales is a snapshot in time, customer success is where you build advocates for your product and brand.

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Abhishek Parinam

GTM Strategist | Product Marketing Advisor
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Four important tips, 1. Consider the channels where your audience is most active at each stage. Social media might be more relevant for awareness, while webinars or product demos might fit better for the decision stage. 2. Repurpose existing content to fit different stages. A blog post that explains a problem could be repurposed into a video or an infographic. 3. Ensure that your content is accessible and inclusive, taking into account different abilities, languages, and cultural contexts. 4. Recognize that the buyer journey is not always linear. Anticipate micro-moments where users seek immediate information. Make sure your content is available and optimized for these moments.

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Kunal J. Rana

Passionate Product Manager | Marketing Strategist | Business Development Leader
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The customer journey map breaks down the buyer's experience into more intimate details providing valuable insights into their pain points, process inefficiencies, points of friction, duration of each stage, interactions, expectations, and others. These insights may help reveal gaps and opportunities to enhance the buyer's journey and provide meaningful content for messaging.

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3 Evaluate your content quality and effectiveness

The third step is to evaluate your content quality and effectiveness. You want to make sure that your content is relevant, engaging, informative, persuasive, and actionable. You also want to measure how well your content is achieving your goals, such as generating traffic, leads, conversions, and loyalty. You can use various tools and metrics to assess your content quality and effectiveness, such as readability scores, sentiment analysis, SEO rankings, bounce rates, dwell time, social shares, comments, click-through rates, conversion rates, and retention rates. Based on your findings, you can identify the strengths and weaknesses of your content and prioritize the areas that need improvement.

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4 Identify your competitors and differentiators

The fourth step is to identify your competitors and differentiators. You want to know who you are competing with for your audience's attention and trust. You also want to know what makes you stand out from the crowd and why your audience should choose you over others. You can use various tools and techniques to conduct a competitive analysis, such as SWOT analysis, feature comparison, value proposition canvas, positioning statement, and unique selling proposition. By comparing your messaging with your competitors', you can discover content opportunities and gaps that can help you differentiate yourself and highlight your value.

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Abhishek Parinam

GTM Strategist | Product Marketing Advisor
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By understanding your competitors' messaging, you can identify content opportunities that allow you to position your product as a superior solution. But please note, your USP is what sets you apart from the competition. It could be a unique feature, a specific benefit, or an exceptional level of service.

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5 Test and optimize your messaging

The final step is to test and optimize your messaging. You want to make sure that your messaging is clear, consistent, and compelling across all your channels and touchpoints. You also want to experiment with different variations of your messaging and see what works best for your audience and goals. You can use various tools and methods to test and optimize your messaging, such as A/B testing, multivariate testing, heatmaps, eye-tracking, surveys, feedback, and analytics. By testing and optimizing your messaging, you can enhance your content performance and user experience.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you find content gaps and opportunities in your messaging?

1

2

3

4

5

6

1 Understand your audience

2 Map your content to the buyer journey

3 Evaluate your content quality and effectiveness

4 Identify your competitors and differentiators

5 Test and optimize your messaging

6 Here’s what else to consider

Product Marketing

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How do you find content gaps and opportunities in your messaging?

1

2

3

4

5

6

1 Understand your audience

2 Map your content to the buyer journey

3 Evaluate your content quality and effectiveness

4 Identify your competitors and differentiators

5 Test and optimize your messaging

6 Here’s what else to consider

Product Marketing

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