Content gap

Digital Marketing
Definition: A content gap is a relevant topic or subtopic that your current content does not cover. It's like a "vacuum" but in the form of a missing content.

🟣 Content gap explained

Content gap is an important concept in the realm of SEO and digital marketing. It refers to the difference between your content and the content of your competitor(s).

Sometimes the content gap is extended to include newly discovered topics that none of your competitors cover, but it would make sense for you to have based on your content strategy.

So, the competitor factor is not always necessary when searching for content gaps.

A simple example of a content gap:

  • You have a website about SEO.
  • You discover that one of your competitors has a blog post about SEO best practices that is driving traffic and conversions to their website.
  • Although your website is also about SEO, you don't have a blog post on SEO best practices.
  • This means you have a gap in your content which you can fill by creating a blog post on the same topic.

This is a simplified example, but you can use the same approach for any type of content. By looking at your competitors' content and seeing what they have that you don't, you can identify the gaps in your content and fill them as needed.

We divide content gap into two categories:

  • Site level content gap
  • Page level content gap

Let's take a closer look at each.

🟣 Site level content gap

Site level content gap is the content you miss on a site level. It can be anything from blog posts to products, services and other type of content.

In the above example, we used site level content gap to describe the concept.

Here is another example:

If your competitor has a blog post about upcoming trends in digital marketing but you don’t, then you have a content gap. If you cover digital marketing as a topic, then writing a blog post on trends can help you fill this gap.

🟣 Page level content gap

Page level content gap is more specific and refers to the difference between competing pages.

For example, if one of your competitors has a blog post on productivity tips that includes Pomodoro Technique, but your similar blog post doesn't mention this technique, then you have a page level content gap.

🟣 Content gap analysis

In order to understand and close content gaps, you need to carry out a content gap analysis.

A content gap analysis involves researching and analyzing the content of your competitors' content and comparing it to your own content. This allows you to identify what they have that you don’t, as well as any potential opportunities for new content.

Some SEO and digital marketing tools like Ahrefs and SEMrush provide built-in content gap analysis tools.

If you don’t have access to these tools, then simply look at your competitors (page or website level depending on your needs) and try to spot things that your content misses.