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How can you find gaps in your content portfolio?

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Content marketing is a powerful way to attract and engage your audience, but it also requires constant analysis and improvement. One of the key steps to optimize your content strategy is to identify and fill the gaps in your content portfolio. These are the topics, formats, channels, or stages of the buyer's journey that are missing or underperforming in your current content mix. By finding and addressing these gaps, you can create more relevant, valuable, and diverse content that meets your audience's needs and goals. In this article, we'll show you how to find gaps in your content portfolio using four simple methods.

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1 Method 1: Audit your existing content

Finding gaps in your content portfolio can be done by auditing your existing content. This involves reviewing and evaluating all the content you have published across different platforms and formats. A spreadsheet or tool like Content Audit can be used to organize and analyze the content inventory. To assess your content, consider metrics such as performance, quality, consistency, and gaps in topics, formats, channels, or stages of the buyer's journey. Through this process, you can identify what works well, what needs improvement, and what needs to be created or updated.

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Dorien Morin

Host @ Strategy Talks ??? | Social Media & AI Strategist for Small Businesses | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer
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Top Tip: Ask your audience! What are they missing? What would they love to see from you? What content can you provide that they would love? What type of content do they love most - and do you produce that type of content? If you have a community, ask there - Facebook Group, email, Slack channel, Whatsapp group... wherever your community is, start by asking them for input on content!

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Houston Golden

I’LL MAKE YOU A LINKEDIN INFLUENCER. ?? ????????.?????? ?? LinkedIn’s Golden Child. Half billion views. Forbes Top 12 Innovators. Author of The LinkedIn Bible. My kids say I’m hilarious.
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Consider leveraging user feedback and analytics data to gain a deeper understanding of how your audience interacts with your content. Look for patterns in user behavior, such as high bounce rates or low engagement, to identify areas where content may need to be revised or optimized.

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2 Method 2: Research your audience

The second method to find gaps in your content portfolio is to research your audience. To do this, you must understand who your target customers are, their pain points, challenges, goals, and interests, as well as how they consume and interact with content. You can use customer feedback surveys or interviews to learn more about their preferences, opinions, and expectations. Social media platforms such as Twitter or Facebook can help you monitor what your audience is talking about. Analytics tools like Google Analytics or SEMrush can help you track how your audience behaves on your website or blog. And buyer personas profiles can help you create more personalized and relevant content. By researching your audience, you can determine what they need, want, and value from your content and how you can address their pain points or goals.

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3 Method 3: Analyze your competitors

The third method to find gaps in your content portfolio is to analyze your competitors. This involves studying and comparing the content strategies of other brands or businesses that offer similar products or services to yours, or target similar audiences. You can use tools like BuzzSumo, Ahrefs, or Moz to discover and evaluate your competitors' content. This includes understanding what topics they cover in their content, what formats they use for their content such as blog posts, videos, podcasts, ebooks, or infographics, what channels they use to distribute their content such as email, social media, or paid ads, and their unique selling points, value propositions, or differentiators in their content. Additionally, you can identify their flaws, mistakes, or missed opportunities in their content. By analyzing your competitors' content in this way, you can create better or different content that fills the gaps in your portfolio.

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Houston Golden

I’LL MAKE YOU A LINKEDIN INFLUENCER. ?? ????????.?????? ?? LinkedIn’s Golden Child. Half billion views. Forbes Top 12 Innovators. Author of The LinkedIn Bible. My kids say I’m hilarious.
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Pay attention to the engagement metrics and social signals of your competitors' content. Look for patterns in the number of shares, comments, and likes to gauge the effectiveness of their content and identify potential gaps in your own strategy.

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4 Method 4: Experiment with new formats

The fourth method to find gaps in your content portfolio is to experiment with new formats. This means trying out different ways of presenting or delivering your content to your audience, and measuring the results. You can use tools like Canva, Lumen5, or Anchor to create and test various formats for your content, such as videos for capturing attention and conveying emotions, podcasts for reaching audiences on the go and building trust, ebooks for showcasing expertise and providing value, and infographics for simplifying data and increasing shareability. By experimenting with new formats, you can diversify your content portfolio, appeal to different learning styles, and optimize your content performance.

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Tiffani Martin CSM CPOPM (blind)

Tech Strategist | Creator of the Accessible AIQ | Black Enterprise 40 Under 40 | Dallas Business Journal 40 Under 40 | Award-winning AI Innovator & Disability Leader | Executive Board-Member | Beta Gamma Sigma Member
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If you are an event marketer, I would recommend Metaport to add in your arsenal of innovative techniques. Take the visual experience a step further by enhancing spaces in 3-D. This works wonders in informing potential attendees about venue spaces, seating assignments, as well as a viable alternative for directional signage. Conversion rates are high when your audience is informed and equipped with the knowledge to make decisions.

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Houston Golden

I’LL MAKE YOU A LINKEDIN INFLUENCER. ?? ????????.?????? ?? LinkedIn’s Golden Child. Half billion views. Forbes Top 12 Innovators. Author of The LinkedIn Bible. My kids say I’m hilarious.
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Don't be afraid to repurpose your existing content into different formats. For example, you can transform a blog post into a video or podcast episode, or extract key insights from an ebook to create an infographic. Repurposing content allows you to maximize the value of your existing assets and reach new segments of your audience who prefer different content formats.

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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 you find gaps in your content portfolio?

1

2

3

4

5

1 Method 1: Audit your existing content

2 Method 2: Research your audience

3 Method 3: Analyze your competitors

4 Method 4: Experiment with new formats

5 Here’s what else to consider

Content Marketing

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How can you find gaps in your content portfolio?

1

2

3

4

5

1 Method 1: Audit your existing content

2 Method 2: Research your audience

3 Method 3: Analyze your competitors

4 Method 4: Experiment with new formats

5 Here’s what else to consider

Content Marketing

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