When it comes to content creation, gaps are inevitable. You can be the best writer out there, but that doesn’t stop the world from continuously evolving.
Information becomes outdated.
Keywords fluctuate over time.
Customers shift interests.
It’s not your fault. But if you want to stay ahead of the game, it IS your responsibility to find and fix any content gaps that arise.
Why are content gaps a big deal?
Content gaps are basically missed opportunities. When customers can’t find what they’re looking for on your page, you can bet their next step will be in the direction of your competition.
The trick is learning how to identify content gaps and knowing what to do when you find them.
What Are Content Gaps?
Content gaps are topics not currently on your website that your target audience is looking for.
Your audience is always on the lookout for new information. And with content gaps so common, you would think that companies would pay closer attention to them. However, a 2021 study shows that 46% of companies with unsuccessful content marketing strategies don’t analyze their content once it’s been published.
Your industry may have thousands of topics your target audience is searching for that you have yet to cover.
For example, say you’re an SEO agency that has dozens of blog posts on advanced SEO techniques. However, you notice readers are bouncing from your pages quickly and far too often.
You might wonder if your content is engaging enough.
A quick content gap analysis can shed some light on the problem. Maybe your target readers are looking for basic SEO techniques while you only offer advanced information beyond their interest or ability to understand.
If you want to make sure your readers stay engaged, it’s important that the content they’re reading is current and useful for their needs.
Why Is It Important to Identify Content Gaps?
Content gap analysis sounds like a lot of work, but the results are worth the effort.
Improved SEO: Eliminate content gaps to improve your site rank on search engines. Your placement on the search engine results pages (SERPs) matters because 88 percent of searchers only visit links on page 1 of search engines like Google.
Better connect with your target readers: Fixing content gaps can give your readers exactly what they’re looking for, thus establishing a connection with your site. It’s important and possible to build a relationship with your audience— in a survey of 1,000 American participants, over 65 percent say they felt an emotional connection to a particular brand.
An optimized buyer journey: Content gaps analysis reduces bounce rates and increases on-site time, which in turn will improve your conversion rate, resulting in more sales.
What Are the Different Kinds of Content Gaps?
In order to perform a content gaps analysis, you have to learn how to identify them in the first place. Content gaps generally take one of three forms: keywords, topics, and media.
Keyword Gaps
Not all keywords are created equal.
For instance, the click-through rate (CTR) for the top spot in Google for one-word search queries is 32.5 percent, which is higher than the CTR for long tail keywords. However, starting at position two, the CTR for long-tail keywords is actually higher than the CTR for one-word queries.
Long-tail keywords are so effective because they reach customers that are further along in the purchasing process. While 1-keyword searches tend to be used for information gathering about a topic, searches with 4 keywords or more are used, also known as long tailed keywords, when potential customers are honing in on the product or service they are looking to buy.
If you focus all your marketing resources on short, popular keywords, consider integrating these longer chains of keywords into your content.
The best part? While short keyword searches are highly competitive and lead to low conversion rates, long-tail keywords typically have less competition. So your website will likely rank higher than sites that only optimize their content for generic, overused target phrases. Less keyword competition means your content ranks higher in the SERPs and traffic to your website goes up.
Check out my free tool, Ubersuggest, for some extra help.
Topic Gaps
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When people think of content gaps, topics are typically the first thing that comes to mind. Each time you run a content gap analysis on your topics, ask yourself the following questions:
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Does my site cover every topic readers are interested in?
Does my site have comprehensive content for readers at all levels?
Are the topics relevant to readers’ current interests?
If you answered “no” to any of those questions, congratulations: you have found a content gap!
Topic gaps are hidden opportunities to add brand-new content to your site. Whether you are diving deeper into a specific aspect of a broader subject you’ve already covered or you are solving new problems that have sprung up in your field, filling topic gaps is a fast way to provide new quality content to potential customers.
Media Gaps
Media gaps refer to a lack of video content on your website. If you have trouble finding time to make video content, you’re not alone. However, you are in a swiftly shrinking demographic.
A survey released in 2022 found that only 14% of businesses refrain from video marketing.
There’s a good reason businesses have shifted to video: it’s what their audiences crave.
Recent studies show nearly taylorswift1231231.blogspot.comowl.com/video-marketing-statistics/”>75% of users prefer to learn about a product or service by watching a video instead of reading about it.
The benefits of adding media to your content should not be ignored. Increased brand awareness, higher website traffic, and more direct sales are all possible by simply converting your written content into a video format. In fact, 81% of marketing professionals surveyed say they increased their direct sales with the use of video content.
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This is a huge wake-up call for all the content marketing teams out there to find media gaps in their content and fix them by adding videos to their posts.
5 Methods for Finding Content Gaps
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You’ve learned what content gaps are, why they’re important, and what you should be looking for.
Now let’s look at how to find and fix them using content gap analysis.
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- Run a Content Gap Analysis Using an SEO Tool Like Ubersuggest
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If you’re worried about spending hours poring through data, manually analyzing every piece of content you’ve ever posted, I have some good news for you.
Free and paid online tools like Ubersuggest will do this job for you.
Ubersuggest offers a number of features that let you dig into your website’s data to quickly find problem areas.
Use it to generate reports for keywords, browse top-performing content and even analyze your competitor’s site.
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The process for using my tool is simple.
First, visit the Ubersuggest homepage.
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Next, enter the domain name or keyword you want a report on.
Click “View all” or select the appropriate filters at the top of the report.
Finally, click Export at the top of the report to store the information elsewhere.
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How to Fix Keyword Content Gaps
Once you have found stronger keywords for your posts, you can fill the content gaps in several ways.
Include the new keywords in your upcoming content. Don’t just sprinkle them haphazardly. Instead, incorporate keywords organically, in ways that increase the quality of your content.
Update old content with missing keywords. This often entails reworking sentences and even whole sections in order to maintain quality content for your audience.
As a preventative measure, you may want to alter your current keyword optimization strategy as well. Make a habit out of searching for keyword content gaps in your articles to remain at the top of the search results in your field.</ptaylorswift1234567891.blogspot.com>
- Audit Your Customer Journey and Identify Content Missing from the Funnel
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Not all content gaps are as easy to fix as keyword content gaps. The trick here is to dive deeper into your customer journey to figure out what your target readers need at each stage of their buying process.
Not every customer visits your website ready to make a purchase. Some are just curious, while others are comparing your products with the competition.
For the best results, you want to create content for each of these stages.
You need posts that make users aware of your products and services. You also need posts that provide valuable industry insights that address customer pain points and solve problems.
Even USA.gov took this approach to figure out what content they were missing. With the help of a specific customer audit process called journey mapping, USA.gov created detailed customer personas which were given behavior lines similar to their actual customers. From there, they were able to identify problem areas, confusing web pages, customer pain points and more.
Let’s use my site as an example. New website visitors wondering what my companies are all about can find everything they need to know with one click.