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How can analytics help identify content gaps?

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Content gaps are the missing or insufficient pieces of information that your audience needs or wants from your website or blog. Identifying and filling content gaps can help you improve your user experience, increase your traffic, conversions, and retention, and boost your authority and credibility. But how can you find out what content gaps you have and how to address them? Analytics can be a powerful tool to help you answer these questions. In this article, we will show you how to use analytics to identify content gaps in four steps.

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Catalina Grigoriev

Content Marketer @Planable | Digital Marketing

1 Analyze your existing content

The first step is to audit your current content and measure its performance. You can use analytics tools like Google Analytics, SEMrush, or Moz to track metrics such as page views, bounce rate, time on page, conversions, and social shares. These metrics can help you evaluate how well your content meets your goals, engages your audience, and matches their intent. You can also use analytics to identify the keywords and topics that drive the most traffic and conversions to your website, and compare them with your competitors. This can help you find out what content you have that is working well, what content you need to optimize or update, and what content you are missing or have too much of.

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Catalina Grigoriev

Content Marketer @Planable | Digital Marketing
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To kick off your optimization journey, consider prioritizing articles based on their existing traffic. By focusing on the pieces that already draw substantial visitors, you can maximize the impact of your efforts. This approach allows you to strategically allocate resources, starting with the content that has the greatest potential for improvement and audience engagement. It's a smart move to ensure that your optimization endeavors yield the most significant results where they matter most.

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2 Understand your audience

The second step is to understand your audience and their needs, preferences, and pain points. You can use analytics to segment your audience by demographics, behavior, location, device, and other criteria. This can help you create personas and user journeys that reflect your target audience and their goals. You can also use analytics to discover what questions your audience is asking, what problems they are facing, and what solutions they are looking for. You can use tools like Google Search Console, AnswerThePublic, or Quora to find out what queries your audience is typing into search engines, what topics they are interested in, and what gaps they have in their knowledge.

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3 Map your content to your audience

The third step is to map your content to your audience and their journey. You can use analytics to align your content with the different stages of the buyer's journey: awareness, consideration, and decision. This can help you create content that educates, informs, and persuades your audience at each stage, and guides them towards your desired action. You can also use analytics to match your content with the different types of user intent: informational, navigational, transactional, and commercial. This can help you create content that answers your audience's questions, directs them to your website, convinces them to buy your product or service, or builds trust and loyalty.

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4 Fill your content gaps

The fourth step is to fill your content gaps based on your analysis. You can use analytics to prioritize your content gaps based on their impact, urgency, and feasibility. You can also use analytics to generate ideas for new content that addresses your audience's needs, interests, and goals. You can use tools like BuzzSumo, Ahrefs, or HubSpot to find out what content is popular, trending, or relevant in your niche, and how you can create better or different content than your competitors. You can also use tools like LSI Graph, Yoast, or Hemingway to optimize your content for SEO, readability, and user experience.

Analytics can help you identify content gaps by providing you with data, insights, and tools to evaluate your existing content, understand your audience, map your content to your audience, and fill your content gaps. By using analytics to identify and fill content gaps, you can create content that is valuable, relevant, and engaging for your audience, and that helps you achieve your content goals.

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Catalina Grigoriev

Content Marketer @Planable | Digital Marketing
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What we love doing at Planable is tapping into the collective creativity of our team to suggest content that could effectively bridge identified gaps. Opening up the content ideation process to a diverse group can bring forth a wealth of innovative ideas and perspectives. By leveraging the collective expertise of your team, you not only enhance the ideation process but also foster a collaborative environment that fuels the generation of content addressing your audience's diverse needs and preferences. You could do that in a live workshop or use a collaborative tool like Planable to ensure a smooth workflow of sharing ideas.

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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?

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How can analytics help identify content gaps?

1

2

3

4

5

1 Analyze your existing content

2 Understand your audience

3 Map your content to your audience

4 Fill your content gaps

5 Here’s what else to consider

Content Management

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How can analytics help identify content gaps?

1

2

3

4

5

1 Analyze your existing content

2 Understand your audience

3 Map your content to your audience

4 Fill your content gaps

5 Here’s what else to consider

Content Management

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