WHAT IS A GAP ANALYSIS SOFTWARE
Software like Kapost helps you tag and see all your content gaps with a simple,visual grid which can be sliced and diced by any of the fields you’ve identified as important for content. If you don’t have software to completely automate this process, take your lists from step 2 and cross-check them with your lists from step 3. If you aren’t working with marketing content software, use tools like the Content Auditor or Google Analytics to run a quick export of your blog content. Pull past content and tag it by the fields you’ve identified as crucial for your company. You want to automate this process as much as possible. For example, do you want to make sure you have content that addresses every buying stage, persona, pain point, and geography? If you don’t have a taxonomy set up for content, figure out which fields matter most to your business. You’ll also have a taxonomy that allows you and your team to tag, analyze, and find content by key elements, such as product line, geography, persona, buying stage, or theme. Ideally, you’ll have your content in a dedicated CMS or marketing content platform. You’ll reference this document later in the process. Create “buckets” of content based on theme or topic that you should be creating. Use highlighters, pens, digital tools-anything that can help you visualize patterns.Ĭompartmentalize the content from your transcript into a set of patterns and trends. Use a virtual assistant or transcription software to transcribe these conversations, and then mark them up. You can use your cell phone to record in-person conversations, and a service like UberConference to record phone-based discussions. Once you start to see the same commentary over and over, you’ll know you’ve reached the “right” threshold for responses.Īs you lead these conversations, make sure you record them. Rather than striving for a “target number” or a “statistically significant sample” of conversations, look for patterns. During these conversations, focus on listening and learning as much as possible: see what your target audiences care about, what’s missing from industry dialogue, and what your brand is doing well. When it comes to the content creation process, customer conversations are the ultimate form of research and intelligence. Validate Step 1 with Direct Qualitative Research You’ll start to get a sense of the themes you’re succeeding in addressing, as well as areas of opportunity. This perspective will give you a stronger sense of who your customers are and what challenges they’re facing. Ask these team members to walk you through the following areas: prospect types, customer types, frequently asked questions, and industry challenges. Your sales, account management, and customer support teams will have crucial roles in kickstarting the gap analysis process. Here’s one simple blueprint that can point you in the right direction. Content marketing is a growing field, and the mechanics of an “audit” are the polar opposite of straightforward. If you’re not sure where to start with your content gap analysis, don’t worry. If you’re neglecting a persona or customer segment from your content strategy, you’ll miss out on key relationship-building opportunities. You’ll also create space for competitors to sweep in and forge bonds that could otherwise be yours.
That’s why a content gap analysis is so important. As much as you want to engage with everyone on a personal level, you simply can’t. As organizations start to grow, it becomes impossible to maintain a 1:1 relationship with every customer and prospect. Mobile Messaging Text messaging software that drives results.Ĭreating marketing content for your target audience is the most powerful way to build relationships at scale.InterFAX Cloud-based fax service that delivers securely.InGenius Computer-telephony integration that stands apart.Cimpl Telecom expense management software redefined.BlueVenn CDP and omnichannel orchestration to boost customer engagement.Altify Sales enablement software for account-based selling.Sales Convert more leads, close more deals, and drive more revenue.Project Management Get top-down visibility and configurable tools for collaboration.Marketing Create compelling customer experiences for your target audience.
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