If you have a business-oriented website, online store, or blog, and you are convinced of the results of an inbound marketing strategy , you know that it is essential to publish content regularly. Because it is your content that will attract and guide Internet users throughout their purchasing journey to select a product or service.

But the content is not something set in stone. In fact, the most successful content strategies should incorporate a regular internal review of your content against the latest research trends and updates.

The goal of this practice is to stay aligned with the ever-changing needs of your audience as they research online to find solutions to their issues and challenges.

The best way to reveal the strengths and weaknesses of your online content, in order to improve it, is through what is called a content gap analysis. We will examine what such an analysis consists of below, and provide you with the resources and tools to deal with this threat hanging over your website: content that is not optimized, or even unsuited to your target audience.

What is a content gap analysis, and why is it so important?

A content gap analysis is the process of analyzing your content to find the missing information that your audience wants, but is not currently present on your site.

Performing a content gap analysis to detect weaknesses – but also strengths – in your content is essential for three main reasons:

1-? Reinforcement of existing content
A content gap analysis will highlight the strengths of your content while revealing growth opportunities. This includes optimizing existing El Salvador WhatsApp Number List content to stay in tune with both your competition and current trends in search results.

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2-? Map your upcoming content strategy
When preparing to launch a new marketing campaign or release new content, performing a content gap analysis can help you plan and define your strategy.

For example, a weaknesses analysis of your content can identify any areas or topics that previous campaigns did not address, and which should be included in the description of your future content.

Connect with your audience

A content gap analysis will reveal whether your existing content provides answers to the questions your audience is asking. It’s not only a central part of the inbound methodology, which will help you attract traffic, but also a great way to build trust with your audience, while also making it easier for them to move up the sales funnel.

When should you perform a content gap analysis to spot weaknesses in your content?

Each company has its own approach to optimizing and developing a new content strategy, and the moments below represent interesting opportunities to carry out this type of action:

At the end of a campaign
At the end of each quarter or year
When a new update from a search engine like Google is likely to change the SEO environment
Following a dramatic increase or decrease in search rankings for your content
Generally speaking, performing a content gap analysis following one of these scenarios is beneficial in keeping your content up to date.

The 7 steps to include in your content gap analysis
Using the resources and tools provided below, you can begin to perform successful analysis of your website content. And while each company may differ in its approach to spotting potential gaps in their content, it is generally recommended that you adhere to the following steps when performing a content gap analysis.

Set SMART goals for your content strategy

When it comes to determining the success of your content marketing strategy, using SMART (Specific / Measurable / Achievable / Relevant / Time-bound) goals is still a great way to measure your results.

By using SMART Goals, your content marketing team can better understand what to do, how to do it, and when the goals are being met. This will make it easier for you to adjust your strategy as you progress through a given marketing campaign, and get the highest possible return on investment. This methodology can also be aligned with your broader strategic goals.

2-? Better understand your audience by creating buyer personas
Your content marketing campaigns will never be successful if you don’t know who you are creating content for.

This is where buyer personas will help you a lot. These semi-fictitious representations of your ideal client are based on market research that highlights the tastes and behaviors of users, and that allows us to learn more about their motivations and goals.

Thus, creating buyer personas for your content marketing campaign will help you determine the type of content to produce, so that your message reaches the right customers and takes into account the specific needs and concerns they are looking for online.

 Audit your content using the right tools

A detailed review of your existing content is the basis of any content gap analysis. Even if you don’t regularly post blog posts, you probably have other forms of online content like CTAs, newsletters, eBooks, infographics, photos, etc.

Fortunately for marketers, there are several great tools you can use to do effective content analysis and spot any weaknesses or gaps.

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