Predicament – you have perfectly optimized content on your website. All keywords are adjusted, meta, h1, and title tags are all there. Yet, your customers are not converting, and you fail to understand why. Well, I have three words for you Content Gap Analysis.
Here is an analogy. You have bought a new water tank. You think it is sealed perfectly – because it is brand new after all. But you are not getting the amount of water you should be getting in your home.
Surprise, surprise, the water is seeping from somewhere.
You have no idea where the crack is, and from the outside, it seems perfectly fine. To find the crack, you have to empty the tank and undertake a thorough inspection to find the seepage point.
This thorough analysis, when done on your website’s content, is called Content Gap Analysis.
What Is a Content Gap Analysis?
Content gap analysis is the process where you scour through your content to find the missing elements. These elements vary based on your end goals. Here are some examples of the elements:
- keywords that can allow you to rank higher in the SERPs
- answers that can make your potential customers convert
- elements of interest that can attract more eyeballs
- details that can get you more social shares
- words that can make users click your CTA
These are the missing pieces of your content that content gap analysis can help you identify for you to extract more value from your content than you are currently getting.
Content gap analysis is like you get into the heads of your customers – metaphorically, of course, but imagine if this could happen, oh the $$$ – and identify the things they seek when they come to your web page.
It involves exploring your content and improving it to make it of more value to customers. Not only that, but content gap analysis also helps you identify missed opportunities, new niches to tap into and rise above your competitors.
Why do content gap analysis?
Customer behaviors can never be predicted by 100% certainty. You can be sure that a guy who logged in to buy “maroon crew neck shirt large” will check out, but he abandons the cart at the final stage?
What happened? Did he change his mind? You do not know. Here content gap analysis can help you.
It uncovers the gap between the audience and the users
The problem with content curation is that a lot of it is about ‘what we think customers want’ instead of ‘what customers want’.
Content marketers do not analyze their audience segment enough to create content that is of value to them.
Content gap analysis helps you identify the topics of value to your customers and answer their questions. It is done by creating clients’ personas and seeing if your content is ideal for that persona.
Explore your niches in greater depth
There are 1.7 billion websites in this world. In that, there are 24 million e-commerce sites selling everything from a common pin to rocket fuel.
Naturally, every niche that you are looking to get into is heavily saturated. To stand out, you really have to… stand out – like having your hoarding at the Statue of Liberty-level standout.
Let us say you are selling masks. So? Look out of the window. It is a pandemic; everyone is selling them.
A content gap analysis can help you identify low-competition keywords that are a sub-part of your niche. You can optimize your content for those keywords, and it can give you a better chance to catch some eyeballs.
In this case, you can offer branded facemasks to companies who want to buy them for their employers. Also, let the public customize their mask.
With simple analysis, you have explored a different section in your niche.
Attract new customers
If you update or improve your content based on the audience perspective, you can tap into the extended segment of customers.
For example, you are an online bookstore; after making your audience demographic, you realized that most people who visit your website are school/college kids. But they always buy so little.
You identified that prices are high for school/ college kids. So, you offer them a student discount.
Now, not only would the conversion rate increase, but it will also lead to retention, and the word will spread too about the discount you are offering.
How to do a content gap analysis?
Identify your goals
Nothing in the world of digital media and SEO happens without being 100% clear on your goals and what you want to achieve out of your campaign.
If you want to repurpose your content to improve its quality, you first have to identify your objectives:
- do you want to get more shares on social media
- do you want to get more readership
- do you want to make potential customers convert
- just want to give answers to your customers to Elo them make a choice.
- Do you want the audience to click CTR?
- Do you want to make them visit the site only for traffic
All these strategies different end goals. Thus their execution would have been different too. So, it is crucial to identify your end goals before conducting the content gap analysis.
Give the audience what they need
There is no one content-fit-all when it comes to digital media or content marketing. Every buyer is seeking a personalized experience, which you have to give them to earn loyalty.
To be able to do that, you must know what they are looking for on your website, how they are looking for, are they getting the answers, etc.
To create a personalized experience, you first have to understand the concept of a sales funnel.
Figure 1: A typical sales funnel
There are four stages to this funnel: awareness, interests, decision, and action.
On the awareness level, a person comes to explore without anything in this mind. Here, you do not know whether they will buy or are they here to just learn more about the product?
For example, “smartwatch.” This keyword does not give you an idea of whether I want to buy them or just want to know more about them. More likely, I already have several websites, including yours.
The next point in the funnel is “interest”.
Now, the user has got the information he/she was looking for, and he is making up its mind to buy something.
Now their consideration is between options A and B. You can help them compare products at this stage. This content will help them make the “decision”.
At this stage, the user is about to decide – buying, clicking CTA, sharing blog – and you have to give them the stimulus to perform.
It could be in the form of a positive review, a discount, or any other incentive to make your offer look more tempting and close the deal.
If you have successfully brought the client from “awareness” to “action:”, then it is great – pat yourself on the back. But the job is not done yet. You still want them to act.
Here, a bit of incentive can complete the passage through the funnel.
Hunt for more keywords
If you are writing and publishing content, you probably are aware of keyword research. As part of content gap analysis, you should undertake another keyword research to identify the important keywords that you are missing out on.
Ask your customers
Any content that is ‘of’ the people, for the people, should also be ‘by’ the people.
So, asking your customers how they like things to happen or what their preferences are is also a great way to align your content as per the desires of your audiences.
You can prepare a short questionnaire about your product and ask your customers to fill it for you.
You can ask them about:
- your product
- how has been their experience
- how smooth was their journey through the sales funnel
Believe me; no tricks work better than insights provided by the audience themselves.
Based on them, you can improve the elements on your website and remove the bottlenecks that hamper the smooth journey of a customer from start to end.
Take a leaf out of your competitor’s book
The last thing that should be a part of your content gap analysis is to peek at what your nemesis and competitors are doing.
Start by seeing what keywords they are ranking on and if you are ranking for them or not. Also, if some of their links are above you in the SERP, check them.
See how their content differs from yours. If they are doing something different than you, maybe you should try that too.
Content gap analysis is a simple yet rewarding part of SEO. It can give fresh life to both your business and the content. The trick is to always center your approach around customers.
Using tools like keyword planners and social platforms can also help you modify your website for a better user experience (UX).
If you have any more questions about content gap analysis, feel free to send them our way.