Do you know the best part of content marketing? With multiple forms of digital marketing like email marketing, pay-per-click advertising, etc., content marketing, if done interactively, grabs the user’s attention to the business offerings. With its help, you can share your thoughts, news, information, features, services, products, etc., with the audience more creatively.
It means you can engage new users and find an opportunity to convert them into your business’s regular customers. But do you know most marketers fail to do so? One reason would be that they do not have engaging SEO content that attracts traffic to the website. This can be resolved by performing a content gap analysis. Now the obvious question is – Where is the gap? Where are you lagging? Go through the blog to get a clear idea about content gap analysis, how it can boost your SEO strategy, and how to conduct a proper gap analysis that helps meet your business-specified goals.
What is a content gap analysis?
The content gap analysis is the method of identifying the loopholes, gaps or any missed opportunities in your content. It is also the analysis of your content marketing strategy that prohibits users from fulfilling your business goals.
Let us get it clearer with the help of an example: if a user wants to learn about content marketing and searches this query on Google, as you have a good SEO strategy, it appears at the top of the search results. As you have great website content, then the user wants to know more about your company and services so he can outsource any content marketing services if needed, but no link on the page leads to the service pages or if found, then it meets with the 404 error then in both cases even if you have great website content, extraordinary SEO marketing strategy and best-in-class content marketing services despite there may be possibilities that you missed an opportunity to get conversions. But with the help of content gap analysis, you will notice that the respective page with the particular link has an error, and then you can repair it in advance. For an e-commerce website or any business involved in selling and purchasing goods, content gap analysis helps in lead generation. A content marketing strategy helps the lead reach the landing page and the final checkout page and is essential in the customer’s buying journey.
A content gap analysis is a part of the SEO analysis generally includes the audit of the following:
- Webpages
- Blog articles
- Social media content
- Landing pages
- Ebooks and downloadables
- And other content assets
How content gap analysis boosts your SEO strategy?
- Helps get more traffic – Website owners invest significant resources in ranking their web pages at the top of the search results to gain organic traffic. But a thorough content gap analysis run on the website will significantly help get organic traffic through social media content, blog pages, and other content assets. You only have to put your best effort into conducting proper gap analysis across all online marketing platforms.
- More website conversions – Each conversion can be seen as a reward for the website owners, and this is the point where you have to focus most, as any gap in the website content may prevent users from getting converted into customers. More website conversions are directly related to high business revenue; thus, SEO content analysis is one of the best opportunities that can be utilized for business growth.
- Boost your SEO content marketing strategy – Content marketing strategy means working on all content-related strategies and tactics used for the growth of the business. One of the main benefits of content marketing is that there is no limit to being creative in this form of marketing. Publishing relevant and valuable content regularly can fill all the gaps that hinder getting valuable customers. On the contrary, your thorough content gap analysis can boost your SEO strategy for content marketing. But one thing must be clear while developing any content for your business, and it guides the user from the beginning to the end of their buying process. For an e-commerce website, it is vital that you should discuss and guide customers through the buying journey.
- Improve website SEO – Conducting a website SEO audit, generating reports for them and then implementing the necessary changes; it is a very long process and needs an SEO expert to perform these operations to improve your website SEO performance. Do not worry! You do not need to go deep into these SEO audits; with the help of content gap analysis, you can significantly reform your SEO strategy. Yes, it is true, as it needs a deep SEO analysis of your content across all platforms, which involves internal linking, finding any errors on the page, content across social media, competitor website analysis, keyword competition analysis, etc. these all are involved in the SEO analysis and thus has a direct effect on the ranking of the website.
How to conduct a proper content gap analysis?
As we discussed above, content gap analysis is part of content marketing and is one of the interactive forms to connect with the audience. Like before, it is not limited to writing and publishing blog posts/promotional posts; content marketing has now gone far beyond this; it includes email marketing, video content, attractive infographics, ebooks, online events, etc., and content gap analysis covers them all. No matter how advanced the SEO analysis campaign you are running, if you are not getting conversions, you must have some gaps and rectify them immediately; otherwise, your competitors cannot wait and outrage you from the competition. Thus you need to be with your users from the landing page to the thank you page can only be considered a successful SEO marketing strategy. Discuss the problems the audience is facing and target them to gain an advantage over your competitors. Below are some more points discussed focusing on the proper SEO content gap analysis:
- Do a keyword research – Any SEO campaign cannot be created or analyzed without keyword research; likewise, you also need to find keywords relevant to your business, whether to create content or conduct a gap analysis. Here you need to find the missing keyword opportunities to optimize your content for those. Next, you have to look for the keywords your competitors are targeting to conduct a proper keyword competition analysis. Now, collectively analyze all the keywords to see what competitors are ranking for and your ranking compared to them. This keyword competition analysis leaves an opportunity for you to take your SEO marketing strategy to the next level and fill gaps, if any.
- Conduct market research – Digital marketing is an ever-changing field where the need of customers and methods to target them is continuously being updated. In this case, while creating content, even though you have taken care of all the SEO guidelines, it may need more time to develop. Conducting proper market research to know the latest tools and the customers’ needs is crucial, as only when you can focus on creating content to fill the loopholes your competitors might be missing. It can be done with the help of public surveys, organizing competitions, etc. Also, regularly refreshing the old content is a good SEO strategy to outrage your competitors in the business.
- Competitor website analysis – Competitor analysis is a vital SEO strategy that should be followed properly to find gaps in their SEO marketing campaign and get new ideas for your business. Smart competitor website analysis can have many opportunities you can benefit from; you only have to closely go through their target keywords, SEO strategy, customer acquisition & retention strategy, website audit, etc. and implement the missing factors in your campaign. In other words, a complete SWOT analysis should be done for your competitors in the business.
- Create evergreen content – The web is the sea of knowledge on which a large amount of content is posted daily, but still, the significance of evergreen content is more than the time-specific content. It should be in any form, like blogs, articles, videos, infographics, ebooks, etc. For example, you have two topics: one is digital marketing in the times of coronavirus and the second one is the world of digital marketing. The first one is the time-specific topic. A few years later, it is less likely to rank in the search results as the Google algorithm considers it less relevant after the pandemic unless it is searched with the specified keywords. The second one is the evergreen content which is still relevant and able to rank in the results for many years to come as it describes the whole of digital marketing and its services. Writing white paper blogs which cover the whole information about a particular topic is also a good idea. But while writing new content, you must also focus on optimizing the old ones.
- Try to avoid errors – Creating SEO-friendly content is essential, and equally vital is managing it to avoid any errors. These SEO mistakes may develop over time and, if not focused on, may ruin the content-writing effort and degrade the user experience. Thus, finding and avoiding any errors on the page is crucial, as 404 errors are the most common ones. The errors on the page act as a broken bridge, so it needs to be repaired as fast as possible. The more in number it exists on the page/website, the more it widens the content gap.
- Optimized title and meta tags – Title tags and meta descriptions are the first points of interaction of the web visitors with your website or webpage. Thus, writing an eye-catching and optimized title and meta tags is essential to get users’ attraction and good SEO rankings. Then you may ask a question about how to write optimized meta titles and descriptions. This is not a big deal, as you have to take care of some of the guidelines for writing these, and you are good to go. The ideal number for writing a title tag is 60 characters, while the meta description is 160. You can write more, but this number may result in truncation by Google. It should be optimized with the targeted keywords of the business, and relevant call-to-actions must be used to make it actionable for the audience. High-quality title tags and meta tags have resulted in a good number of CTR and thus resulted in up to 30% traffic improvement, as stated by Semrush.
- Website content audit – Finally, you have reached the audit part. Now it’s time to run the website audit for your site with the help of the various SEO tools available. Now analyze the results provided and work on the website to rectify them. Also, after collecting and analyzing so much data, it should be thoroughly applied to the website to make it actionable in the real world. These effective processes, if applied well to the website, can fill the maximum content gaps and serve as a fruitful result.
Round off
One of the main problems of content marketers is that they do not know what to write about business offerings and how to create content that helps a company’s growth. A lack of business understanding impacts the content written for the business. So, a content writer must understand the business before beginning the writing. Even when working on building links, the main point to focus on is to write great content. Gaps in the content come in two ways: when the website or web page is published and when the website becomes old and has not been analyzed for a long time. Content gap analysis is more than a one-time task; it should be done regularly. If you want to grow or focus on lead generation, you can contact a digital marketing company for all your content marketing services or SEO services needs.
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