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What data analysis techniques can you use to identify gaps in your content strategy?

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Content strategy is the process of planning, creating, and distributing relevant and valuable content for your target audience. It helps you achieve your business goals, such as increasing brand awareness, generating leads, or converting customers. However, to ensure that your content strategy is effective, you need to measure its performance and identify any gaps or opportunities for improvement. Data analysis techniques can help you do that by providing insights into your content's reach, engagement, and impact. In this article, we will discuss some of the data analysis techniques that you can use to identify gaps in your content strategy and how to apply them to your brand.

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1 Content audit

A content audit is a systematic review of all the content that you have published on your website, social media, blog, or other channels. It helps you evaluate the quality, relevance, and consistency of your content, as well as its alignment with your brand voice, tone, and goals. A content audit can help you identify gaps in your content strategy by showing you which content types, topics, formats, or keywords are missing, underperforming, or outdated. You can use tools like Google Analytics, Screaming Frog, or SEMrush to collect and analyze data on your content's metrics, such as traffic, bounce rate, conversion rate, or ranking.

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Marie Gladare

Communication & Marketing
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While analysing data for content auditing, it is important to not only look a and compare the same type of data (e.g. bounce rate over time), but to get a bird's eye view of all content and all metrics to look for correlations and hidden causations. I find it useful to collect raw data in one big excel sheet and rarely pay attention to platform performance overviews.

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2 Content gap analysis

A content gap analysis is a process of comparing your content with your competitors' or industry leaders' content to identify what they are doing better or differently than you. It helps you discover new ideas, trends, or best practices that you can use to improve your content strategy and gain a competitive edge. A content gap analysis can help you identify gaps in your content strategy by showing you which content topics, formats, or keywords are attracting more attention, engagement, or conversions in your niche or market. You can use tools like BuzzSumo, Ahrefs, or Moz to collect and analyze data on your competitors' or industry leaders' content performance, such as social shares, backlinks, or domain authority.

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Taylor Keit

Digital Marketing Manager | Driving Results with Engaging Content
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This is a problem that every content channel inevitably runs into, especially early on while you're learning your audience. This question is difficult to answer outright because this really depends on your audience size. When you're just starting out, your best bet is to analyze competitors who are succeeding in your space. However, when you're running a large operation you will be receiving constant input and feedback from your audience that can be used to inform your content. While utilizing data analysis tools like Google Trends and Moz can be extremely helpful, I'm a firm believer in listening to the audience to inform content that fits their needs.

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3 Content mapping

A content mapping is a process of aligning your content with your buyer personas and their stages in the buyer journey. It helps you create and deliver content that meets the needs, preferences, and goals of your ideal customers at each stage of their decision-making process. A content mapping can help you identify gaps in your content strategy by showing you which content types, topics, or formats are more suitable or effective for each persona and stage. You can use tools like HubSpot, CoSchedule, or Airtable to create and manage your content map and track its results.

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4 Content performance analysis

A content performance analysis is a process of measuring and evaluating the outcomes of your content strategy against your predefined goals and key performance indicators (KPIs). It helps you understand the impact and value of your content on your business objectives, such as brand awareness, lead generation, customer retention, or revenue growth. A content performance analysis can help you identify gaps in your content strategy by showing you which content pieces, channels, or campaigns are delivering the best or worst results and why. You can use tools like Google Data Studio, Tableau, or Power BI to collect and visualize data on your content's KPIs, such as impressions, clicks, leads, or sales.

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5 Content optimization

A content optimization is a process of improving your content's quality, relevance, and accessibility for your target audience and search engines. It helps you increase your content's visibility, reach, and engagement, as well as its ranking, traffic, and conversions. A content optimization can help you identify gaps in your content strategy by showing you which content elements, features, or techniques are missing, underperforming, or outdated. You can use tools like Yoast, Grammarly, or Hemingway to optimize your content's readability, SEO, or grammar.

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Taylor Keit

Digital Marketing Manager | Driving Results with Engaging Content
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In addition to the tools mentioned here, in today's day and age AI tools can be extremely helpful with filling in the gaps of your content strategy. With simple prompts like: "This article (topic name) performed extremely well on my blog. Provide me with 5 more topics closely correlated with (topic name)" You can quickly identify some topics you may have missed. This prompt isn't an end all be all, and of course you'll need to use your best judgement but in today's day AI tools can save you a lot of researching.

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Marie Gladare

Communication & Marketing
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Content optimization is not only about what you communicate but also how and when. An optimized piece of content that works really well by the book, may underperform severely because it was not adapted to users' content expectations on that particular platform. TV Shop-like phrasing works great on TV shop, because the sensational promises made are expected there. The same phrasing would never work on Instagram or Linkedin, although the core message is the same.

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6 Content feedback

A content feedback is a process of collecting and analyzing the opinions, preferences, and suggestions of your target audience, customers, or stakeholders on your content. It helps you understand the needs, expectations, and satisfaction of your content consumers, as well as their pain points, challenges, or questions. A content feedback can help you identify gaps in your content strategy by showing you which content aspects, topics, or formats are more or less appealing, useful, or trustworthy for your audience. You can use tools like SurveyMonkey, Typeform, or Hotjar to collect and analyze data on your content's feedback, such as ratings, reviews, comments, or surveys.

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Taylor Keit

Digital Marketing Manager | Driving Results with Engaging Content
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This is the most important point related to content, whether you're producing in text, image, or video mediums. Your audience will often tell you what they want. Either directly or indirectly. Direct comments are very helpful as vocal audience members will tell you what they desire. However, you must also consider the silent audience members, which almost always outweigh your vocal audience members. With these members, you'll have to take indirect feedback through data. For example, on a YouTube video you've published, you can see exactly how far most users are watching, and where the highest drop off points are. Then, you can go back to your video, review the point of retention decline and decide how to alter future video projects.

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Marie Gladare

Communication & Marketing
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Finding out what audiences want to see is crucial for success. Although there are surveys and tools to directly ask audiences what they think, I find it more useful to collect and thoroughly analyse platforms' raw data over time and in structured forms, as well as perform social listening. When doing so I get unbiased feedback.

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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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What data analysis techniques can you use to identify gaps in your content strategy?

1

2

3

4

5

6

7

1 Content audit

2 Content gap analysis

3 Content mapping

4 Content performance analysis

5 Content optimization

6 Content feedback

7 Here’s what else to consider

Brand Strategy

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What data analysis techniques can you use to identify gaps in your content strategy?

1

2

3

4

5

6

7

1 Content audit

2 Content gap analysis

3 Content mapping

4 Content performance analysis

5 Content optimization

6 Content feedback

7 Here’s what else to consider

Brand Strategy

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感谢您的反馈

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