Four ways to fix a content gap in your marketing
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Were you aware that content gaps can be a big hurdle to overcome when a customer is on their buying journey? If your answer is no, then you might not realise that when searching for specific information on Google or on a brand’s website, content gaps can be a big challenge.
However, there are ways that you can fix this. In this blog, we will take a look at what a content gap is and how you can fix it, as well as provide you with some tips and tricks along the way.
At Embryo, we are an award-winning digital marketing agency that sees what others don’t. So, when it comes to how to fix a content gap and user experience, we think we know what we’re talking about.
Pop your feet up and relax as we tell you everything you need to know about fixing content gaps!
What is a content gap?
First things first, you might benefit from knowing what a content gap actually is.
When information is hard to find, it can become frustrating and create friction in the customer’s experience. A content gap therefore is essentially missing or unfindable content that a customer could benefit from.
Let’s give you a scenario to help you understand a bit better. Let’s say a customer is experiencing a content gap on your company website. They might’ve purchased a new product such as a set of shelves, and need help to set them up at home. They would probably type ‘shelves set up instructions’ into your site’s search engine, and be surprised when they find no information.
This won’t make for very happy customers. However, your customer still has some options. They can either keep looking, make a customer service request, or even give up altogether and consider returning the product.
When information is hard to find, it can be extremely frustrating and can harm the customer experience. If this is common, then it can hurt their perception of your brand which can in turn lead to lost revenue or a poor reputation.
Why is it important to fill content gaps?
So, making sure that your website doesn’t have any content gaps is key. You don’t want to turn customers away, you want to entice them into buying your products. And, giving out information that they are searching for is crucial to improve sales.
Here are some key reasons why it is important to fill content gaps:
- It enables websites to gain insight into how successful a marketing or SEO strategy is
- Making content that provides visitors with all the information they require means a higher dwell time, lower bounce rate, and increases the likelihood of conversions
- It overall improves the buyer’s journey
- It means that your website is more likely to drive traffic away from its competitors because you are providing more relevant information
Content gaps can cause your business to have a variety of problems both internally and externally. Having content gaps can result in missing or outdated information on your company’s website which can be confusing for customers, leading to a loss of trust and credibility.
How you can fix a content gap
If you are aware that your website does have content gaps, don’t fear. There are a few ways that this can be fixed.
By following these steps, you can close the content gap and tailor your content to better meet the needs of your customers.
- Define your audience – understand your target audience and carry out in-depth research to find out their interests and consumption habits. This will help you to create content that resonates with your audience and addresses their specific needs.
- Benchmark your competitors – analysing your competitors is crucial when it comes to identifying content gaps. You can use tools such as Semrush and Ahrefs to gather data and identify areas where your competitors might be missing opportunities.
- Audit your existing content – assessing your current content, especially the content that resonates well with your audience can help you to better understand why it works, and can also help to identify gaps that need improvement.
- Prioritise your content needs – based on the insights gained from defining your audience, benchmarking your competitors, and auditing your existing content, you should prioritise the content gaps that you need to address. You can use planning tools and editorial calendars to organise your content creation efforts effectively.
Auditing and analysing your content gaps is a critical process you should take in order to optimise your content strategy and engage your target audience effectively. In fact, it’s one of the best practices to show you how to fix a content gap.
Carry out a content gap analysis
You could use a content gap analysis to identify gaps or opportunities for your website’s content. This process involves performing a content audit, evaluating your existing content, and comparing it to your end users’ desired content or search intent.
To perform a content gap analysis, you first need to identify gaps in your existing content using your search analytics, then look at their causes. Here are 6 of the most common content gap causes:
- Missing content
- Query pipeline issues
- Restrictive query filters
- Invalid query syntax
- Lengthy queries
- Misspelt query words
Performing a content gap analysis can help to enhance your content strategy by unearthing areas of improvement, allowing you to meet your target audience’s needs and improve your visibility for SEO.
Mind the (content) gap – choose Embryo!
Hopefully, this blog has given you all the information that you need to know about how to fix a content gap. It’s no surprise that customers get frustrated with content gaps – after all, it disrupts their buying journey, making them impatient and potentially turning them away to a competitor’s website.
Here at Embryo, we see what others don’t. That’s why we are a leading, independent marketing agency that focuses on engaging customers at every stage of their buying journey. Need more information or are eager to find out what more we have to offer? Then please get in touch with us. A member of our expert team will be more than happy to get back to you!
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