Content Gap Analysis??

What Is Content Gap Analysis?

A content gap analysis is a strategic method for identifying and optimising a website’s content. Content gap analysis is reviewing and then placing the content that is needed to fill the “gap” between the current state and the future state.

People worldwide have different views on this topic. Some people review content gap analysis as the difference between what the audience is looking for and what they find online. We look at our competitor’s content structure to identify topics and keywords for our new content.

Considering these views, we can also say content gap analysis is the content you need to create next to attain your current goals.

According to the Content Marketing Institute research, fewer than half say their efforts are practical for companies employing content marketing. Many content marketers are turning to Content Gap Analysis to identify and fill gaps in their content inventory.

Why Should We Conduct A Content Gap Analysis?

• Makes communication effective with potential buyers

It’s a common misconception for people to think of the content gap as a “gap” or a barrier between an organisation and its competitor. Yet, it is the gap between a company and its potential buyers in the true sense.

This gap represents how best your content strategy meets the buyers’ needs at every journey stage.

Any content strategy aims to create the go-to content for prospects and buyers.

If you do not provide your customers with all the information they are looking for, be prepared to lose your buyers. A content gap analysis makes sure that you do not give such an opportunity to your competitors and helps you by filling in the gaps so that the potential customers can stay on your website for longer.

• Taking advantage of SEO opportunity

Content gap analysis is about developing content ideas and topics to handle valuable traffic. But because of the competition in today’s industries, we need to overlap our content and competitors’ content.

It is the reason to ensure our content ranks higher than our competitors for specific keywords. A content gap analysis identifies high-value content in the industry to improve our search visibility, specifically for topics we don’t currently rank.

Content gap analysis clarifies the picture and helps us know all the objectives our competitors rank for but do not.

• Content gap analysis acts as a Performance Indicator

A gap analysis can also be applied to key performance indicators like new customer acquisition, average order amount, or return on investment(ROI). A mobile company could look for the reasons that caused them to miss their customer acquisition goal, or an automobile industry could seek the grounds they didn’t process as much care as expected.

The Process Of Conducting Content Gap Analysis

For most companies, the destination is clear. The goal is always more profits, but the plan can be achieved when the customers are successful on their journey.

• Make the destination clear.

First things first-what, what are you trying to accomplish through content gap analysis? What do you want to improve??

Knowing our goals beforehand is necessary to make the destination clear. Your goals could focus on traffic, sales, leads, search engine rankings, profits, and everything that will enhance your content marketing strategy and achieve better results.

• Understanding your target audience

Who is the target audience? How well do you know your target audience? What are their preferences, and where do they reside??

Your content gap analysis would not be practical until you know your customers well and their lifestyles and personas. By identifying basic demographics, interests, and needs, you can better understand your target audience.

Content Gap Analysis Examples

While many business areas like accounting, sales, customer service, and situations can use the gap analysis process, a few examples illustrate the broad range of ways a company can use a gap analysis.

• New product launch: After an organisation launches a new product, they might analyse the gap to determine why sales didn’t meet estimates.
• Productivity: When a factory’s productivity is not meeting expectations, targeted buyers’ needs, or the set of business requirements laid out, a gap analysis can help determine what process to fix.
• Supply Management: If a clinic runs short of supplies regularly, it could perform a gap analysis to identify why.
• Individual Assessment: A team leader at an accounting firm can have each member perform a gap analysis and use those results to find targets to improve each person’s performance and draw out the best practices that everyone can adopt.
• Sales Performance: A manufacturer can look at the sales performance of their catalogue of products to make sure they are producing the right mix and use the result to maximise their production–possibility frontier.