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Content remains king, but businesses need to make sure that they know how to get their content noticed in the AI era. AI content has saturated the market with low-quality content, which means that it can be hard to get noticed. One of the smartest strategies to improve your content marketing is to perform content gap analysis. Essentially, this is the process of filling the gap between what your audience is seeking and your current output. Content gaps can occur for many reasons and make it challenging to engage your target audience online. Keep reading to discover how you can perform an effective content gap analysis.
Establish Objectives
First, you need to establish your objectives. This could be improving SEO, content quality, or increasing traffic to your website. Once you know your objectives, you can keep these in mind when addressing content gaps.
Know Your Target Audience
Content gaps often arise because a brand does not know what kind of content its target audience wants. Target market research will help you understand this group better, which will be key when it comes to generating new content ideas that will engage your target audience.
Audit Existing Content
Next, you will want to audit your existing content. You should examine performance metrics, relevancy, and themes to determine whether there are any current content gaps.
Perform Keyword Research
Keyword research is a critical stage in any SEO strategy. In terms of content gap analysis, you can use tools like Google Keyword Planner to find keywords that your target audience is searching for but not yet fully covered in your existing content.
Analyse Competitors
You should always pay close attention to your competitors, especially when it comes to content. You should try to identify the areas where your competitors are performing well (you should also look at the industry leaders) and try to identify gaps that you can capitalise on. You can use tools like Ahrefs to learn about other companies’ content strategies.
Identify Gaps
At this stage, you will be ready to identify content gaps. You should compare your content with the needs of your target audience, looking for any missing topics, undeveloped content ideas, or information that is now outdated or inaccurate.
Fill Gaps
Once you have identified content gaps, you should prioritise these - not all gaps are equally important. You can then fill these gaps, which could involve generating new content or updating existing content. You could also optimise your existing content to boost SEO performance.
Content gap analysis is an important process for any business to go through during a time when AI has saturated the marketplace. With so much content out there, you need to make sure that your content cuts through the noise and engages your target audience. This will only be possible when you address content gaps, as this will help you stand out from the crowd and create content that your target audience wants to see.
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