4 Steps to Conducting a Content Gap Analysis

1. Map Out Your Buyer’s Journey

What moves does the target audience need to take to get from A to B to C?

2. Conduct Market Research

One of the easiest ways to come up with content ideas that resonate with what the customer wants is to only ask them what they want.

3. Analyze the Content on Your Website

Although your brand is likely to post or distribute content across a range of sites, you would want to make sure that the content on your website, at the very least, aligns with the customer’s experience and does not leave any holes to your future buyers.

4. Analyze Your Competitors’ Content

Determining what’s missing on the platform always requires a bit of “elimination process,” so looking at what your rivals are doing — and comparing how your site measures — is a helpful way to identify any additional holes.

Mind the Gap

Many marketers and business owners make the mistake of focusing on “money” pages in order to push the sale, or informative blog articles to draw in readers.



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