Demandwell: Content Gap Analysis for B2B Marketers

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Content Gap Analysis

While marketing has always been an important and crucial part of running a business, today more than ever it is critical for business leaders to think carefully about their marketing strategies before these are put in place. In large part, this is because customers’ expectations are higher now than they have ever been before, and competition is stiffer too, with more options for customers to choose from. As a result, businesses that aim  to be competitive in a global market need to ensure that they rise to meet those expectations. 

One way of covering their bases is for businesses to continually re-evaluate the effectiveness of their marketing strategies, from traditional channels to content marketing and more. Acontent gap analysis can be useful in this regard, and when it comes to the practice of content gap analysis, there are a few important points to keep in mind.

A content gap analysis definition is always a good starting point. When people refer to a content gap, they are referring to places where there is no content or not enough content in their existing media landscape. So, for anyone who might be wondering, “what is content gap analysis,” this is the process of taking a look at these holes, or “gaps,” that might be present in their company’s current media marketing strategy. The next part of the content gap analysis is to figure out how to address the gaps that have been identified. For example, if someone is running a medical practice, then they might have content present on some of the conditions they treat on a regular basis but not all of them. A content gap analysis would help them find and fix this shortcoming.Given this definition, savvy businesses will already see the value in identifying content gaps, and will probably move to asking how they can run this kind of analysis. This process usually begins with a content gap map. In some cases, it can be helpful to ask “which of the following is a part of content gap analysis” but the reality is that this process will often look different from industry to industry. This is where it can be helpful to partner with trained professionals, who have the training and expertise in this area. 

Overall, it is a good idea for businesses to take a closer look at where they might be suffering from content gaps and how they can address these issues. By doing this, they will be able to generate a more cohesive digital marketing strategy and persuade more customers to purchase their products and services.


One of the most common digital marketing tools that companies use today is SEMrush. Not only that, but SEMrush is also one of the most comprehensive digital marketing tools currently available. When looking at the SEMrush dashboard, new users will immediately see that there are many options open to them through SEMrush. One of the most powerful tools that companies can use here is an SEMrush website analysis. Using this tool, companies can run a content gap analysis in SEMrush, identifying any holes in their marketing plans and working on addressing them. 

SEMrush also includes additional key features. In addition to its options for gap analysis, SEMrush can also help with keyword research. This is important for companies to know because with this tool they can make sure they are targeting the right keywords to make an impact in their industry. This program can also be used to conduct competitor research, helping businesses to see what their competitors are doing well and what they’re doing poorly. From this, businesses can decide to emulate what their competitors are doing well while avoiding what their competitors are doing poorly.

At the same time, though, there are also some drawbacks to SEMrush. While the tool is reasonably priced and provides intensive keyword research, some users might find the interface of SEMrush to be a bit overwhelming. In addition, sometimes there is so much information available that users may struggle with information overload, fighting to figure out what is most relevant to their needs. In addition, some users have said that SEMrush sends so many notifications that it can be difficult to figure out what to deal with first. 

As a result, it is important for business leaders to consider whether SEMrush is truly the right tool to meet their needs. There are many options available, and SEMrush is just one of many to choose from.

Gap Analysis Template

A content gap analysis template can also be a good way to start working on this process. When people use a content gap analysis template, they can be more certain that this process will get off on the right foot. Because it is easy to make mistakes in something this complex, many prefer to work with a proven framework, such as a template. This way, they can be sure that they are hitting all of the important points without wasting time on unnecessary or irrelevant things. Without missing anything important, either!

So, when it comes to running a content gap analysis, it could also be helpful to use a content gap analysis tool such as a software gap analysis template. This can take many shapes, depending on the specific tool used.  Regardless, though, there are still a few common points that should be included in every gap analysis template. 

First, businesses need to make sure they break their content marketing and digital marketing strategies into multiple items. For example, they might include blog posts, articles, infographics, images, and videos. Then, businesses also need to make sure that they list the current state of every item. From this, they will also need to compare current states to desired future states of each item included in the template. With all of this information laid out in front of them, businesses will then be able to identify gaps in their content, coverage, and channels. This is how a template can help businesses conduct a thorough gap analysis.

Of course, businesses will also need to make sure they work on the remedies for these issues as well. For instance, how will the various gaps that they identify, eventually be addressed? Over time, companies will also need to be able to adjust their gap analysis template to meet their unique needs. This is a process that should be performed on a regular basis. That way, companies can continually revisit and rework their digital marketing strategies, making sure that they reach customers effectively.

Keyword Gap Analysis

It is also worth noting that a gap analysis is not limited to just content. For instance, it is also possible to perform a keyword gap analysis, often as part of an SEO gap analysis. This is a critical part of website gap analysis, since it is important for companies to review the keywords they are targeting on a regular basis.

Too often, companies look at keywords as a destination instead of a journey. However, the  reality is that it is just as hard for companies to stay at the top of the search results rankings as it was to climb there in the first place. This is because the most relevant keywords of today can change overnight, or in next week or month. As a result of this fast-moving digital environment, companies should be conducting keyword gap analysis on a regular basis, as  a part of their keyword research.

When it comes to running keyword gap analysis, certain tasks will need to be completed. First of all, companies need to list out all of the keywords  they are currently targeting. Then, they need to find out where they are ranked for each of these keywords. Next, they will need to compare these results to the list of the most important keywords in their industry, which will help them identify gaps in their current keywords. Finally, businesses also need to list their desired ranking for each of these keywords. All of this will be important when it comes to constructing a digital marketing plan and goals.

In this way, though, businesses will also be able to see where there are gaps that they need to remedy. The remedies themselves, though, might take different forms for different industries. This is another area where businesses should consider partnering with trained professionals who can help them develop strong content marketing and digital marketing strategies based on their unique business needs.

Ahrefs Content Explorer

Another potential tool that companies may find helpful is Ahrefs Content Explorer. Ahrefs is also a popular tool when it comes to running a content gap analysis. Performing a content gap Ahrefs or a content gap analysis Ahrefs can be helpful for companies looking for ways to improve their content marketing.

Ahrefs Content Explorer, for instance, makes it possible for companies to compare the various types of content they have on their website, which  could include articles, infographics, blog posts, images, videos, and more. From here, businesses can then use Ahrefs Content Explorer to see how each of these types of content is performing. Finally, Ahrefs Content Explorer can also be used to help companies improve their content marketing strategies.

Even though Ahrefs Content Explorer does have a lot of powerful features available, there are a few drawbacks as well. While Ahrefs Content Explorer does have a user-friendly interface that provides access to a wide range of innovative features, Ahrefs Content Explorer is relatively expensive. Furthermore, many users do not like that there is no free trial available . 

Ultimately, though, there are plenty of tools available when it comes to content gap analysis and Ahrefs Content Explorer is only one of them. No matter which tool they use, it is critical for companies to perform this type of analysis on a regular basis. That way, they can figure out what they are doing well, what they are doing poorly, and how they can improve the return on their digital marketing investment. 

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