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What's the easiest way to find gaps in your content?

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Content marketing is a powerful way to attract and engage your audience, but it also requires constant research and analysis to keep up with their needs and preferences. One of the most important tasks you can do as a content marketer is to find gaps in your content, meaning topics or keywords that your target audience is searching for but you are not covering or ranking well for. Finding and filling these gaps can help you improve your SEO, increase your traffic, and generate more leads and conversions. In this article, we will show you the easiest way to find gaps in your content using a simple four-step process.

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Clea Nabozny

Enterprise Customer Success Manager, Leafly
May Ashaaki

Marketing Manager | Data Enthusiast | McKinsey Forward Fellow
Sourav Das

Digital Marketing Consultant. Enabler at Startup Connect Northeast.

1 Identify your content goals

Before you start looking for gaps, you need to have a clear idea of what you want to achieve with your content. What are your business objectives, your audience personas, your value proposition, and your key messages? How do you measure your content performance and success? Having a content strategy and a content calendar can help you align your content goals with your overall marketing goals and plan your content creation and distribution accordingly.

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May Ashaaki

Marketing Manager | Data Enthusiast | McKinsey Forward Fellow
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Embarking on a content journey without a defined north star is like sailing without a compass. Every piece you create should have a purpose - be it enlightening, entertaining, or converting. But beyond these objectives, consider the legacy you're leaving. Ask yourself: “How do I want my audience to feel after engaging with my content?” Whether it's empowered, informed, or challenged, that emotional takeaway can be as significant as any metric. Dive deep into the emotional architecture of your brand. Weave that ethos into every narrative. It's not just about meeting KPIs, but creating content that lingers in the mind and resonates in the heart.

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2 Analyze your existing content

In order to evaluate the success of your content in relation to your goals, an audit should be conducted. Google Analytics, Google Search Console, content inventory templates, content scoring systems, and content gap analysis tools are all useful for analyzing your content. Additionally, you should consider the quantity and quality of your content across different formats, channels, and stages of the buyer's journey, as well as its relevance and freshness. Furthermore, it is important to examine the keywords and topics your content is targeting and ranking for, as well as the traffic, engagement, conversion, and retention rates of your content. Lastly, you should compare the strengths, weaknesses, opportunities, and threats of your content with those of your competitors.

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Clea Nabozny

Enterprise Customer Success Manager, Leafly
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If you don’t want to spend your time DIY'ing, hire an expert who has access to the aforementioned tools. The data when compared to the marketing funnel helps to prioritize which content will lead to actual revenue and which will create general brand awareness. Hint: You need both!

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Sourav Das

Digital Marketing Consultant. Enabler at Startup Connect Northeast.
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Audit your existing content like sales collaterals, surveys, reports, etc can hold strategic pieces of the puzzle. Google search console would give you keyword insights of existing traffic.

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3 Find your content gaps

Content analysis can help you identify gaps in your content that need to be filled. These may include keyword gaps, which are keywords your audience is searching for but you're not targeting or ranking well for; topic gaps, which are topics your audience is interested in but you're not covering or providing enough value for; and content gaps, which are gaps in the quality, quantity, or diversity of your content across different formats, channels, or stages of the buyer's journey. To find these gaps, you can use keyword research tools such as Google Keyword Planner, SEMrush, or Ahrefs; topic research tools such as BuzzSumo, AnswerThePublic, or Quora; and content gap analysis tools such as Content Gap Analysis Template by HubSpot. This will enable you to optimize your content and improve your content mix and distribution.

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Ria Ghosh
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I believe that reaching out to a few from your target audience or existing users about your content is also helpful. Getting an in-person feedback is the best thing you can do to identify gaps. Because sometimes we may not understand the exact pain points.

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4 Fill your content gaps

The final step is to fill your content gaps by creating new content or updating existing content that matches your content goals and your audience's needs. You can use content creation tools, such as Grammarly, Canva, or Lumen5, to help you produce high-quality and engaging content. You can also use content optimization tools, such as Yoast SEO, CoSchedule Headline Analyzer, or Hemingway Editor, to help you improve your content's SEO, readability, and appeal. Finally, you should monitor and measure your content's performance and impact, and adjust your content strategy and tactics accordingly.

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Sourav Das

Digital Marketing Consultant. Enabler at Startup Connect Northeast.
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Depth is required, make sure to internally link the related pieces of content. Try to create topical authority by creating useful pieces of such connected content around a particular topic.

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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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What's the easiest way to find gaps in your content?

1

2

3

4

5

1 Identify your content goals

2 Analyze your existing content

3 Find your content gaps

4 Fill your content gaps

5 Here’s what else to consider

Content Marketing

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What's the easiest way to find gaps in your content?

1

2

3

4

5

1 Identify your content goals

2 Analyze your existing content

3 Find your content gaps

4 Fill your content gaps

5 Here’s what else to consider

Content Marketing

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