Last updated on 2024年6月11日

How do you create a content gap analysis template and document your findings and recommendations?

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A content gap analysis is a process of identifying and filling the gaps in your content strategy, based on your audience's needs, preferences, and expectations. It helps you create relevant, engaging, and valuable content that attracts, converts, and retains your customers. In this article, you will learn how to create a content gap analysis template and document your findings and recommendations.

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Sara Jensen

I demystify marketing for small business owners

1 Define your goals and metrics

Before you start your content gap analysis, you need to define your goals and metrics. What are you trying to achieve with your content? Who are you targeting? How will you measure your success? These questions will help you align your content with your business objectives and customer journey. You can use tools like SMART goals, buyer personas, and content KPIs to set your goals and metrics.

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Sara Jensen

I demystify marketing for small business owners
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If SEO is a goal, incorporate your keyword strategy at this point too. You don't need to spend money on a tool. Take a deep dive into Google Search Console to see the queries that are driving traffic to your current content—are they the right queries? Also look at the most popular organic search landing pages. Are those pages set up to convert visitors into leads?

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Abdulla Basha

Innovative VP of Growth Marketing and MarTech Research Scholar ?? | Driving Strategic Excellence, Data-Driven Success, and Revenue at Prezent.ai | Let's Ignite Growth Together! ?? #MarketingMaven #GrowthLeader
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Creating a content gap analysis template involves identifying key content areas, such as blog posts, videos, or social media posts, and comparing them to your competitors' content. Start by listing the types of content you want to analyze and then gather data on your own content as well as that of your competitors. This can include metrics like engagement rates, keyword rankings, and social shares.

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Manish Patel

Building Asmi | Marketing Head | Driving Growth & Innovation | Expert in Digital Strategy, Brand Management, Paid Campaigns and Market Research
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Creating a content gap analysis template and documenting findings involves a structured approach: ?? Template Creation: Include sections for target audience, customer journey stages, existing content, content gaps, and recommendations. ?? Identify Target Audience: Define audience segments and their needs. ?? Map Customer Journey: Outline each stage of the customer journey and the required content. ?? Evaluate Existing Content: Audit current content for relevance and effectiveness. ?? Identify Gaps: Highlight missing or underperforming content areas. ?? Document Findings: Summarize gaps and insights in the template. ?? Provide Recommendations: Suggest actionable steps to fill content gaps and improve the funnel.

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2 Audit your existing content

The next step is to audit your existing content and evaluate its performance, quality, and relevance. You can use tools like Google Analytics, Screaming Frog, or SEMrush to crawl your website and collect data on your content. You can also use tools like BuzzSumo, Moz, or Ahrefs to analyze your content's social media and SEO performance. You can create a spreadsheet or a dashboard to organize your data and identify your content strengths and weaknesses.

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3 Research your competitors and audience

The third step is to research your competitors and audience and find out what content they are creating, consuming, and sharing. You can use tools like SimilarWeb, SpyFu, or Ubersuggest to spy on your competitors' websites, keywords, and traffic sources. You can also use tools like AnswerThePublic, Quora, or Reddit to discover what questions, problems, and interests your audience has. You can create another spreadsheet or a dashboard to compare your content with your competitors' and audience's content.

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4 Identify your content gaps and opportunities

The fourth step is to identify your content gaps and opportunities based on your research. A content gap is a missing or underperforming piece of content that could help you achieve your goals and meet your audience's needs. A content opportunity is a potential piece of content that could help you gain a competitive edge and attract more customers. You can use tools like Gap Analysis Matrix, SWOT Analysis, or Content Matrix to visualize and prioritize your content gaps and opportunities.

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5 Create your content gap analysis template

The fifth step is to create a content gap analysis template that summarizes your findings and recommendations. This document serves to communicate your content strategy to stakeholders and team members, so it should include your goals and metrics, existing content audit, competitor and audience research, content gaps and opportunities, as well as content recommendations and action plan. You can use tools like Google Docs, Excel, or PowerPoint to create the template, or use templates from HubSpot, CoSchedule, or Content Marketing Institute as a starting point.

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6 Document your findings and recommendations

The final step is to document your findings and recommendations in a clear, concise, and persuasive way. You should explain the rationale behind your content gap analysis, the data and insights you used, the gaps and opportunities you identified, and the recommendations and action plan you proposed. You should also provide evidence, examples, and testimonials to support your claims. You should use tools like Grammarly, Hemingway, or ProWritingAid to proofread and edit your document.

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Abdulla Basha

Innovative VP of Growth Marketing and MarTech Research Scholar ?? | Driving Strategic Excellence, Data-Driven Success, and Revenue at Prezent.ai | Let's Ignite Growth Together! ?? #MarketingMaven #GrowthLeader
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Once you have collected the data, organize it in a spreadsheet or table to visually compare the performance of your content against that of your competitors. Document your findings by highlighting areas where your content is performing well and where there are gaps or opportunities for improvement. Finally, make recommendations based on these findings, such as creating new types of content or optimizing existing ones to fill the identified gaps.

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7 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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Abdulla Basha

Innovative VP of Growth Marketing and MarTech Research Scholar ?? | Driving Strategic Excellence, Data-Driven Success, and Revenue at Prezent.ai | Let's Ignite Growth Together! ?? #MarketingMaven #GrowthLeader
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Creating a content gap analysis template involves identifying key content areas for comparison, collecting and organizing data on your own and competitors' content performance, documenting findings in a clear format, and making recommendations for improvement based on the analysis. This process can help you identify opportunities to enhance your content strategy and stay competitive in your industry.

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How do you create a content gap analysis template and document your findings and recommendations?

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1 Define your goals and metrics

2 Audit your existing content

3 Research your competitors and audience

4 Identify your content gaps and opportunities

5 Create your content gap analysis template

6 Document your findings and recommendations

7 Here’s what else to consider

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