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Is your company cranking out content but not getting the results you expect? You may have content gaps within your pieces. Though they sound bad, finding these gaps can be one of the best things for your content marketing strategy. They open up new opportunities to reach your audience and provide the value they need with content you may not even know you’ve been missing. We’re dissecting how to identify content gaps with topics like:
- What Is a Content Gap?
- How To Identify Content Gaps
- How To Create Amazing Content Faster to fill content gaps?
What Is a Content Gap?
A content gap is an important industry or niche topic you haven’t yet addressed in your content. An even better gap is one that isn’t currently addressed or covered by content anywhere online. They also include areas where content is outdated, lacking clarity, or missing key examples and details. Content gaps help you fill a void with the information your audience wants or is looking for.
How To Identify Content Gaps
Use these methods to identify content gaps in your marketing strategy:
1. Examine Your Target Audience
If there are times it feels like your audience holds the key to your company’s success, it’s because it does. As a marketer, almost everything you do comes back to the audience. These are the people you’re trying to persuade and charm. If you’re not playing to their wants, needs, and questions, what are you doing? The same principle applies: when you’re looking for content gaps, look to your audience. Use client personas to identify customer pain points.
2. Review the Competition
There are two types of content gaps: company gaps and industry gaps. Company gaps are topics and areas your business hasn’t covered in the content. These may be popular industry topics related to the products or services you offer. You just haven’t created pieces about them yet. Industry gaps are ones that nobody has covered yet, not even other sources, like your top competitors. Looking at the competition can help you find both types, but most specifically, the company gaps.
3. Look at Keyword Rankings
Review the keywords you’re using when you create content. Are your pieces ranking for any of those keywords? You may be excited if they are, but that’s less important if they’re not generating traffic. Keyword and search engine results page (SERP) rankings can be a vanity metric if they’re not translating to real traffic or sales.
4. Use Tools
We’ve discussed a lot of ways to do manual gap research, but there are also plenty of automated tools to help you out. Keyword research and SEO tools help you learn about which topics people search for online. If you find there’s a high search volume for a topic, but not many results, that shows a content gap. Other programs, like social listening or online reputation management (ORM) tools, help you find where people are talking about your brand online and what they’re saying. This leads to gaps where people ask questions about your company or industry.
5. Check the SERPs
If you’re looking for content gaps, what is looking at the top-ranking content going to do? Especially if you’re not trying to copy exactly what’s already out there? Checking the SERPs isn’t about looking for what’s available. It’s about looking for what’s missing. SEO can be a tricky area for content marketing. It doesn’t have hard and fast rules. You have to play both sides, looking at what artists call the positive and negative space of the search results.
The positive space is what you see when you look at the top-ranking content. What do all the pieces on page one have in common? This tells you what people are searching for and what they find interesting or helpful. But then you have to look at the negative space and find what’s missing. How old are the articles that rank at the top? Are they thorough enough? Do they look at the content from all different angles? Is this content people want to share?
How To Create Amazing Content Faster to fill content gaps?
When it comes to increasing your search visibility through quality content creation, it goes without saying:
- The faster you can increase your website’s content, the faster you’ll have a chance to outrank your competition.
- The more content you create, the more chances you’ll have to dominate SERPs and gain more website traffic.
Option 1: Build A Dedicated Content Team
The first option is to build out a content creation team that lives, breathes, and writes for your brand.
Based on your calculated content need, as illustrated by your content strategy, you’ll be able to uncover if you need a continuous team of two people or ten.
Yes, you would be expanding your in-house teams and growing your employee base, but it should be a consideration for the right content.
Option 2: Pay For Your Content Team Only When You Need Them
The second option is to follow the proven footsteps of many businesses that are turning to freelance platforms as a convenient and cost-effective way to outsource their content creation process.
When it comes to selecting the right talent for your niche and onboarding them to your unique style and voice, it’s important to make sure the freelance platform you choose will help move your business forward.
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