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If you are running a successful content plan for your brand, you are most likely working according to an editorial calendar that determines the timeline involved in generating and distributing each piece of content. Typically, each piece of content is distributed as part of a campaign or theme through your chosen media channels and is analysed at the end of each campaign to provide comparable measures.

However, when all content is categorised under the brand’s editorial pillars, it will provide you with an interesting perspective. Thus, you will be able to gauge how balanced your editorial selection is and which editorial pillars are better supported than others.

Why a content gap analysis is necessary?

Taking your consumer journey into account, it is important to see that all your information gaps are filled, i.e. that you are answering all the natural questions with regards to your brand and that you are providing a broad range of brand stories to enable connections with the full spectrum of your target market.

A content gap analysis is necessary to help identify information gaps that must be filled to bridge the gap between content you have and content you need, both in terms of its quantity and quality.

Be sure to enlist the help of your existing consumer touch points such as social media platforms, your contact centre and sales staff in order to identify any further lack of information perhaps requested by customers over the last year.

During this process, it is also useful to review the search terms used to land on the content you publish (and on the content of competitor brands) as this will provide a key resource in deciding which brand pillars and topics need more editorial attention.

Knowing your target market

While you need to take into account which content pages acquired the most views and shares, it is equally important to have a clear profile of the person are you generating this content for.  If you know the gender and age of your consumer, it makes it easier to form a picture of the person in your mind so you can adjust you tone and language accordingly. A clear consumer profile will also help when you are selecting the most appealing topics and story angles that your reader will find useful and relevant.

Content objectives

Each piece of content published needs to have a purpose!  Whether you aim to provide leads to the sales team, raise brand awareness to ensure inclusion in a consideration set or if you just want to provide useful and relevant information about your product category that will create a memorable and lasting connection with the reader, it is important that you assign all content with a job.

By grouping like pieces of content together, you can form campaigns or publish it in sequence to create a bit more conversation around the topic addressed. By listening and responding to comments on your content, such as your blog, you will be able to identify important issues to your readers and serve them with more content they want to read. Make sure that each piece of content speaks to your audience; if it doesn’t, discard it and if it does, look at repurposing it.

Plan and generate new content

Now the fun starts! Next you need to list, plan and schedule content to fill the gaps so you can ensure a more even coverage of all the important editorial sections and answer all the questions relating to the purchasing journey of your brand.

Don’t forget to measure and compare the new content so you can keep making necessary adjustments and stay informed about the kind of information your customers are enjoying most. Connecting with your customers and supplying the kind of information they need, will go a long way towards building and sustaining an ongoing relationship with these customers. If he or she feels connected to your brand, they will act as willing and passionate brand advocates – all because you took the time to analyse their favourite content and to produce more of the content they want and enjoy.


Author: Lize Sadie

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