October 5, 2022

5W Public Relations: 5W PR Blog

Public Relations Insights from Top PR Firm 5W Public Relations

Fixing Gaps in Content Marketing

A company might have the most productive content marketing team in the world, but even then, there’s always the chance that the business website has content gaps.

Even the best marketing strategy can end up failing unless those gaps in the content are identified and fixed.

The goal is to learn how to identify gaps in content and to know what to do when they’re found.

Content Gaps

A content gap is a topic that the target audience is trying to find that a company hasn’t talked about.

This is a common issue since there are about 30 thousand keywords that have a monthly search volume of over 100,000 searches, which capture the topics that companies tend to create content on.

Yet there are over 200 million keywords that have between 10 and 1000 monthly searches, which many businesses don’t really focus on.

Depending on a company’s niche or industry, there are thousands of topics that the target audience is trying to find that a company might not be talking about.

For example, a company that sells software as a service (SaaS) might have dozens of blog posts on different features of its software, yet it might notice that the readers are often bouncing from the website. With a content gap analysis, this company could learn whether it has any gaps in its current content creation approach.

The result of the content gap analysis could show whether its target audience is looking for more information regarding the software that the business is selling, or whether the business is providing articles that the consumers aren’t interested in, for instance.

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When conducting a content gap analysis, it’s important for companies to identify and fix any gaps they find in their content, so they can retain their audience and increase their conversion rates.

Types of Content Gaps

While identifying and fixing any gaps in contact might sound like a lot of work, companies can benefit from doing this by finding ways to improve their SEO efforts, optimize the buying journey, and connect with their target audience in a more meaningful way.

That’s why companies have to start identifying gaps by looking for any keyword, media, or topic gaps in their content, and then filling those gaps. Companies that tend to focus all of their content creation efforts on popular or short keywords might have to look for some longtail keywords to fix their content gaps.

Companies should identify content gaps in topics, look at whether their content creation strategies include topics that are relevant to their target audience, and create content that is comprehensive for the audience at every level.

Lastly, companies should include different types of content in their content creation strategies, simply because different types of consumers prefer to learn about a product or service by consuming different types of content.

What might work for readers isn’t going to work for visual learners who might get more benefits from watching a video.