Ever feel like your content isn’t hitting the mark? You publish great stuff, but the traffic and engagement remain stagnant. Well, it might be time for a content gap analysis. Don’t worry, newbies, it’s not as scary as it sounds!
Think of it like treasure hunting for missing content opportunities. You’re basically comparing your content to your competitors and the wider industry, then unearthing topics no one has covered yet, or areas where you can do it better.
What is the #1 strategy that helps most to improve search rankings?
If you said “creating more content”, you are right.
According to SEMrush, 55% of marketers generated better results by creating more content and posting more often.
Here’s why content gap analysis rocks:
- Attract more visitors: Discover hot topics your audience loves but can’t find on your site. BOOM! New traffic in the house.
- Boost content quality: Identify areas where your existing content needs a refresh or could be expanded upon. More value = more engagement.
- Stand out from the crowd: Find unique angles and perspectives that make your content stand out from the sea of sameness. Be the voice that cuts through the noise!
- Improve SEO: By covering relevant keywords and topics, you’ll climb higher in search engine rankings, leading to even more organic traffic.
Undoubtedly, content marketing is a powerful strategy to generate more search traffic and sales.
But, there’s a challenge: With so much content being produced every day, it’s hard to know if your content is reaching the right people. This is where content gap analysis comes in.
What Is Content Gap Analysis?
Content gap analysis is a process of identifying topics that your target audience is interested in but that you are not yet covering on your blog.
This can be done by analyzing the content of your own blog as well as the content of your competitors.
Let’s take an example of the topic “Question Keyword Optimization”, which is a topic that our target audience is interested in, but we have not yet covered this topic on our blog.
Our competitors are already ranking for that topic.
have a look;
Basically, content gap analysis helps you;
- Understand what topics are in demand in your niche and
- Identify opportunities to create new content
To stay ahead of your competitors, you need to find gaps in your content and fill them regularly.
Why You Need to Conduct a Content Gap Analysis? Its Benefits
Why should you care about content gap analysis? Is it worth your time and money?
Yes it is. Here are some of the biggest benefits of conducting content gap analysis:
- It helps you identify topics that your target audience is interested in
- It can help you find new blog post ideas that are proven to work
- It can give a boost to your content marketing efforts
- It improves your website’s SEO and content quality, and the list goes on
Let’s talk about how to use content gap analysis like a pro.
How to Do Content Gap Analysis In 2024: 4 Simple Ways
Step 1: Audit your existing content
The first step is to audit the content of your existing blog.
Review all pages and landing pages on your website (along with their keyword performance).
A quick tip: Use Google Spreadsheets to collect all your content in one place.
Here are some things you can add;
- Page title
- Content type (such as blog post, infographic, video, etc)
- Word count
- Date last modified
Here’s what it should look like;
You can also add other things like the URL, primary keywords, their current keyword ranking, etc.
The main thing here is that you have a content audit template that can help you quickly gather all your existing content in one place so that you can audit your content whenever you want.
Once you’ve gathered your content, evaluate it.
For each piece of content, ask yourself the following questions:
- Is the content still relevant and up-to-date?
- Is the content engaging and shareable?
- Is the content well-written and informative?
- Is the content optimized for search engines?
- Are there any new topics that are missing?
The whole purpose of a content audit is to find missing content opportunities in your existing content. You can use tools like Surfer SEO to properly optimize your content.
Step 2: Analyze your competitors’ content
One of the most effective ways to identify content gaps in your niche is to analyze your competitors’ content.
Here are some things you should remember;
- Identify the types of content your competitors are creating
- The topics they are covering on their blogs
- The keywords they are targeting
Here are some specific things you can implement to analyze your competitors’ content.
Identify your competitors: The first step is to make a list of your competitors. They can be any website or business that sells similar products or services to your target audience.
You can search relevant keywords on Google to see who is on top of Google search results. You can also keep track of incoming PPC ads for your main keywords. Once you have this list, you can visit each website to find content deficiencies.
If you want to save more time on this process, you can use a tool like SEMrush, which gives you a list of competitors in your area.
Here’s what it looks like;
As you can see above, SEMrush’s domain overview will show you a list of the main organic competitors along with a competitive position map based on common keywords.
Similarly, you can enter the URL of any of your competitors into the Domain Overview tool to find your competitors. You can read our SEMrush unbiased review to get more details.
Audit your competitors’ websites: Once you have your list of competitors, visit their websites and note what type of content they are creating. This includes all types of content including blog posts, infographics, videos, etc.
Identify topics: The key here is to list all the topics that your competitors are writing about. This way you will identify any gaps in your content.
Also, make sure to analyze your competitors’ keywords. You can use tools like SEMrush to analyze the keywords that your competitors are targeting in their content.
Here’s one thing to remember: Once you’ve analyzed a competitor’s content, identify areas where you can improve your content.
For example, if a competitor’s content is not informative or engaging, you can focus on improving the quality of your content. If the competitor is not publishing new content regularly, you can increase your content publishing frequency.
Step 3: Identify the gaps in your content
Once you compare your content to your competitors, what are the shortcomings of your content?
What topics are you not covering yet on your website?
What keywords are your competitors ranking for while you are not? What keywords are your competitors ranking for on the first page that you rank 2-10 for?
Once you have identified the gaps in your content, you can create a content marketing plan to fill these gaps.
Make sure to make a plan that;
- Includes a timeline for creating new content (or improving existing content)
- A strategy to promote your existing content
Check out this free guide to creating 10x better content for your audience.
Here are some typical examples of gaps in your website content:
- Your content may not be providing accurate information or 10x the value to your audience
- Your content is not able to provide comprehensive answers to your target audience’s questions
- Your content is not providing an unbiased opinion on the products or services you recommend
The main thing here is to find issues in your content and improve in these areas. Remember, this is an ongoing process.
Always study the top 10 ranking results for your important keywords. Find out what the top ranking pages have in common and reflect that in your content.
Step 4: Fill the gaps
Once you’ve identified the gaps in your content, you can create a plan to fill them.
There are three main ways to fill the gaps in your content;
- Updating existing content
- Creating new blog posts
- Adding new content types, such as infographics, videos, or podcasts.
Let’s talk about these three things briefly so that you can understand better.
#1. Creating new blog posts
If you’ve identified a topic (or keyword) that isn’t covered on your blog yet, do in-depth keyword research and start creating new content around it.
Be sure to evaluate the search intent behind each keyword. Are users seeking information, comparing products, or looking for specific products to buy?
Also, analyze the top-ranking content for your target keywords. See why the top 3 ranking pages rank at the top of Google for those keywords. Then, create your content accordingly.
Here’s a free guide on how to write amazing blog posts that go viral in 2024.
#2. Updating existing content
If you already have a post (or page) ranking on the second or third page, it is better to update it for even more relevant keywords.
Regular review and revision of existing content can improve its quality and user experience. That’s what we do at Bloggerspassion to provide useful content to you, the users.
Here are some of the benefits of updating existing content;
- Search rankings improved, because Google likes to reward fresh content
- Better quality of content, as you will be updated with the latest and accurate information
- Better user experience in terms of links, images, better copy and more
The main thing here is to do thorough keyword research to include relevant keywords and phrases in the content while maintaining the quality of the content.
Also, replace outdated or low-quality images with newer, higher-resolution visuals that add more value to the content. You can use free graphic design tools like Canva to create eye-catching visuals for your blog content.
Here’s a complete guide on re-optimizing existing blog posts for better search rankings.
#3. Adding new content types
Some bloggers stick to only one content type (or format), such as text or video.
If you want to reach a wide audience, you have to be present everywhere. For this reason, you should try as many types of content as possible.
By using different content formats, such as videos, infographics, or blog posts, many new users with different preferences can be attracted and engaged with your content.
Here are some key content types to consider:
- Video: Video marketing is on the rise. If you have never tried video SEO, you should create engaging and informative videos, as they can convey information effectively.
- Infographics: Visually appealing infographics can summarize complex data. You can use tools like Canva to easily create illustrations and infographics.
- Interactive content: Interactive content allows your website users to participate. Some examples include quizzes, polls, or calculators.
- Case studies: Real-life examples and success stories can help you build trust with potential customers.
Here’s a free guide to learn what enterprise SEO is with real-world examples.
Content Gap Analysis FAQs: Boost Your SEO & Attract More Traffic
Why is content gap analysis important for SEO?
It helps identify missing topics, keywords, and audience questions on your website. Filling these gaps with well-optimized content can improve your search rankings, visibility, and organic traffic.
How do I conduct a content gap analysis?
Use SEO tools like Semrush or Ahrefs for keyword research, analyze competitor content, and review user search queries.
How often should I do it?
Regularly, like every 3 months or twice a year, to stay updated and relevant.
What tools can I use?
Semrush, Ahrefs, Ubersuggest, Google Search Console, and content planning tools like Trello or Asana.
How do I fill the gaps?
Write blog posts, update existing content, create infographics, videos, case studies, or develop content pillars on high-value topics.
How do I make sure my content stands out?
Focus on quality, research, and providing unique insights that surpass competitor content.
Remember, these are just suggestions, and you can adjust them to fit your specific needs and audience.
Final thoughts on content gap analysis template
With content gap analysis, you can easily identify areas where your content is lacking, generate better results and improve your SEO.
So, if you want to improve your content marketing results, content gap analysis is a must.
Did you find this free guide useful? have any questions? Tell us in the comments.