Providing the target audience with what they’re looking for is something that every company strives to achieve in their content marketing efforts.
Giving consumers valuable content can improve conversion rates, reduce bounce rates, and build a better relationship between a business and its target audience.
However, when companies fail to provide their consumers with the content they need, they miss out on many opportunities and lose out on customers as well.
That’s why every business should periodically analyze its content marketing efforts for any potential gaps.
The first step in analyzing a company’s content marketing efforts for gaps is to use an SEO tool.
There’s no need for businesses to manually analyze every piece of content they’ve ever shared because there are many paid and free online tools that can do the job for them.
One such tool is Ubersuggest, which can help companies look through website data and find problem areas in it. The platform can also help companies generate keyword reports, analyze websites from competitors, and browse through the content that performs the best.
Companies should use these types of tools to fix keyword gaps by including missing keywords in upcoming content, updating old content with missing keywords that consumers are using, or completely changing their keyword optimization strategies.
Not every content gap is as easy to fix as a keyword content gap. The key is to dive deep into the buying journey of the customers in order to figure out what the target audience needs at every stage of the buying process.
Since not every consumer is ready to make a purchase when they visit a company’s website, companies have to ensure that they have content for every stage of the buying journey.
To fix any content gaps for the customer journey, companies should start by mapping the buying journey and ensuring that there’s content on their websites that appeals to the audience at every stage.
If there are any content gaps across the buying journey, companies should create the missing content by using polls and research.
This type of strategy can help them find information regarding what the customers want to see on their websites.
It’s not always easy to figure out what’s missing from a company’s content, which is where the content from a competitor’s website can be helpful.
Companies should research the content being published by their market competitors, and apply the same strategies to their own business website.
This strategy takes a bit of time because companies have to research competitor content manually.
This requires making a list of competing businesses by looking up the most important keywords that a company is targeting and seeing which businesses are also ranking for the same keywords.
Then the company can make a list of topics that are missing from its website but which competitors already include. After that, they can create content on the same subject in better, more valuable ways.