Having a business sans content is anything but impossible. It acts as a medium to communicate a message to your users. In other words, it provides information people are looking for. There is a ton of websites sharing information on the same product or service and real-life problems, making it harder for you to streak ahead.
It begs the question of what will make you stand out. There is no denying the fact that content is king. Its quality is what makes your users keep visiting your site every so often. It is why a content gap analysis is a must to conduct.
It is a process of comparing your current content with the desired content of the audience and making necessary changes to improve your flaws.
In simple words, it is a process of evaluating your content to see if it is aligning with the desired goals of content strategy.
This analysis is essential to find out whether your content strategy helps your customers meet their needs. Most of the entrepreneurs think that this analysis aims at finding the gap between yours and your competitors’ performance. Still, it throws light on how effectively you are meeting the needs of your target audience.
If you fail to provide all the information to them, they are looking for. They will go somewhere else. Make sure that your content is good enough to change prospects to sales.
Further, this analysis makes the most of SEO. High-quality content drives more visitors that lead to a higher rank. It will let you know what keywords are ranking and what are not. It will be enough to get an insight into the strategy you need to use now onwards. Here is how you can do it.
Before you run a content gap analysis, you should ask yourself the reason for it. You must be looking forward to improving something. What is that?
- Is it not generating genuine leads?
- Is it not ranking on search engines?
- Is it getting random traffic?
It is useless to conduct this analysis without analysing your goals.
Find out what your target audience is expecting
A content gap analysis will not produce effective results if you do not know what your target audience is exactly looking for. It will help if you find out the gap – where you are lacking and what is keeping you from meeting your audience’s needs.
- Having a buyer persona can help you know their tastes and preferences.
- If you do not have it, you can get data from Google Analytics stored in the audience in section.
- Based on data, outline their goals such as:
- What do they value?
- What interests do they have?
- What are their pain points?
- What does influence them?
- What does help them make a decision?
Once you know what they are expecting from you, you can improve all the flaws in your content.
Analyse what is underperforming
To have a deep insight into your content strategy, you must know what pieces of content you have and how many of them are underperforming. You should have a list of all the parts of the content you have so that you can match it to all stage of the buyer’s journey. This comparison will help you know which stage your content lack.
Evaluate competitors’ content
Looking into your competitors’ content is a part of a content gap analysis, but its goal is not to target keywords they are using but finding other pain points and topics of their interests. It will help you know where you slipped up to address the problems of your users.
Once you have got to know this, the next step is to create a list of keywords your competitors are using and ranking better in search engines. Analyse the level of quality they are providing through the content and try to implement that strategy is yours.
A content gap analysis is intrinsic to know where you lack to meet the needs of your customers. There is no use of high traffic to your website if you cannot convert them to sales. Once you know the underlying problems and pain points of your customers, you can improve your content strategy effectively.
A content gap analysis requires much time and skills as it will have an impact on your revenues. Make sure that you hire an expert to have your content strategy analysed to achieve your goals. It can be quite expensive, but you can take out loans for bad credit in case of a shortage of food.