How do you prioritize and address the content gaps that media monitoring reveals?

1 Step 1: Define your content goals and metrics

Before you can find and fill the content gaps, you need to have a clear idea of what you want to achieve with your content and how you will measure it. Depending on your strategy, your content goals could be to increase brand awareness, educate your audience, drive traffic, generate leads, or convert customers. Your metrics could be impressions, clicks, shares, comments, downloads, sign-ups, or sales. Having specific and measurable goals and metrics will help you evaluate your current content performance and identify the areas where you need to improve.

2 Step 2: Conduct a content audit and gap analysis

A content audit is a systematic review of all the content you have published across different channels and platforms, such as your website, blog, social media, email, or video. A content audit will help you assess the quality, relevance, consistency, and effectiveness of your content, as well as identify any issues, such as outdated, duplicate, or inaccurate information. A gap analysis is a comparison of your content audit results with your content goals and metrics, as well as with your competitors' and industry's best practices. A gap analysis will help you discover the content gaps that you need to address, such as missing topics, formats, keywords, or stages of the buyer's journey.

3 Step 3: Prioritize the content gaps based on your resources and opportunities

Once you have identified the content gaps, you need to prioritize them based on your resources and opportunities. You can use a simple matrix to rank the content gaps according to their impact and effort. The impact is the potential benefit that filling the gap will have on your content goals and metrics. The effort is the amount of time, money, and skills that filling the gap will require. The content gaps that have high impact and low effort are the ones that you should focus on first, as they will give you the best return on investment. The content gaps that have low impact and high effort are the ones that you should avoid or postpone, as they will consume your resources without delivering much value.

4 Step 4: Create and distribute the content that fills the gaps

The final step is to create and distribute content that fills the gaps. To do this, you can use content calendars, templates, guidelines, workflows, and analytics. It's also important to consider best practices, such as tailoring the content to your audience’s needs, optimizing it for search engines and social media platforms, experimenting with different content formats and styles, repurposing and updating existing content, promoting it across multiple channels and platforms, and measuring its performance. By following these steps, you can prioritize and address the content gaps revealed by media monitoring and improve your content marketing results.

5 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?