Every morning as I board the train, my eye catches these words. A common phrase written on railway platforms around the world, Mind the Gap serves as a warning to passengers of the space between the platform and the train. The gap between where you are on the platform and where you are about to step … on to the train.
In content marketing, the gap is the same. It’s the difference between where you are in your content strategy and where you expect your content strategy to take you.
A content gap analysis provides a complete view of where you are today and what’s missing in your content creation efforts. There are many approaches to content gap analysis, but the purpose remains the same; Understand the performance of the current content, identify the topics that failed to engage or attract your audience, and what’s missing. The process can be tedious, but can be really helpful identifying any revisions needed for your content strategy.
A content gap analysis can be broken into three steps.
Step 1: Evaluate where you are and what content already exists on your site.
A simple spreadsheet can help organize the current content inventory. Plan for fields to include keyword group, targeted keyword, title, link, last update.
Step 2: Define goals and content strategy approach.
Look to your content strategy to help guide your goals and approach to creating the content that is needed.
Step 3: Competitive and content review.
Identify the missing content. Using competitive keyword and content performance data from tools like SEMRush or Moz to show the sites that are currently ranking for the terms you’d like to rank for. Compare to your keyword and content rank report to highlight gap terms that are important for your business but are missing from the rank report or content inventory.
Reduce Content Gap with a Successful Content Marketing Strategy
Once the inventory is complete, competitive keyword data tools can show who’s currently ranking for the terms you’d like to rank for. The competitive landscape data will help illustrate the overlap of content you have that need to be revised or optimized, plus the content you need and the topics you don’t need to go after.
Prioritize to Fill the Biggest Gaps First
The result of a gap analysis often includes a long list of content that needs to be created. Prioritize your content requests to be sure the biggest gaps are filled first, then move on to the content that simply needs to be improved or optimized.