How to Conduct Competitor Content Audits to Find Content Gaps

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May 27, 2024

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How to Conduct Competitor Content Audits to Find Content Gaps

How to Conduct Competitor Content Audits to Find Content Gaps

Content is the lifeblood of any successful digital marketing strategy. But when your competitors are cranking out content left and right, it can be tough to stand out. That’s where a competitor content audit comes in handy.

By taking a deep dive into your rivals’ content, you can uncover the gaps – the topics they’re overlooking, the angles they’re missing, the opportunities you can swoop in and seize. It’s like being a content detective, uncovering the weaknesses in your competitors’ strategies so you can strengthen your own.

In this article, I’ll walk you through the step-by-step process of conducting a killer competitor content audit. Get ready to level up your content game and leave your competition in the dust.

Identifying Your Competitors

The first step is to figure out who you’re up against in the content arena. This isn’t always as straightforward as you might think. Just because a company offers similar products or services doesn’t mean they’re your true content competitors.

To find your real content rivals, you’ll want to use some handy SEO tools. SEMrush, SpyFu, and Ahrefs are all great options that can help you uncover which sites are ranking for the same keywords as you.

Once you’ve got your list of content competitors, it’s time to start digging in. Create a spreadsheet to keep track of all the juicy details you uncover. You’ll want to note things like:

  • The competitor’s website URL
  • The topics and subtopics they’re covering
  • The content formats they’re using (blog posts, videos, infographics, etc.)
  • How frequently they’re publishing new content
  • The quality and SEO optimization of their content
  • Any content gaps you spot

This spreadsheet will be your content competitor cheat sheet – a one-stop-shop for understanding your rivals’ strengths, weaknesses, and opportunities.

Analyzing the Competition’s Content

Now that you’ve got your list of competitors, it’s time to dive in and start analyzing their content. This is where the real detective work begins.

First, take a high-level look at each competitor’s content strategy. Do they have a dedicated blog or resource center? Are they publishing new content on a regular basis? What kinds of topics and formats are they covering?

Next, start power-skimming their content. Look for patterns, themes, and gaps. Are there certain topics they seem to be emphasizing? Are there any obvious holes in their coverage?

As you’re reviewing their content, ask yourself these key questions:

  • What keywords are they targeting? Peek at their page titles and meta descriptions to get a sense of the keywords they’re going after.
  • What content formats are they using? Are they sticking to blog posts, or are they mixing it up with videos, podcasts, and other media?
  • What’s the overall quality and user experience? Is the content well-written, visually appealing, and easy to navigate?
  • How well are they optimizing for search? Look at their on-page SEO – things like headings, image alt text, and internal linking.

As you’re answering these questions, jot down your findings in your handy competitor content audit spreadsheet. This will help you start to identify the gaps and opportunities you can capitalize on.

Finding the Content Gaps

The real gold in a competitor content audit lies in the gaps – the topics and angles your competitors have overlooked, the areas where their content falls short.

To uncover these gaps, start by looking for topics that your competitors haven’t covered in depth. Are there any important industry issues or pain points that they’ve only touched on briefly? These could be prime opportunities for you to swoop in and create more comprehensive, valuable content.

You can also look for gaps in the quality and user experience of your competitors’ content. Are their blog posts poorly written and riddled with typos? Is their website a nightmare to navigate? These are chances for you to one-up them with content that’s better researched, better written, and better optimized.

Another way to find gaps is to look at the keywords your competitors are targeting. Are there any high-volume, low-competition keywords that they’re not going after? These could be goldmines waiting to be tapped.

And don’t forget to consider the different stages of the buyer’s journey. Are your competitors covering all the bases, from awareness to consideration to decision? If not, that’s an opportunity for you to create content that guides your audience through the entire process.

Filling the Gaps

Once you’ve identified the content gaps, it’s time to get to work filling them. This is where you can really set yourself apart from the competition.

Start by creating a content plan that addresses those key gaps. Develop blog posts, videos, infographics, and other content formats that provide more depth, better quality, and a smoother user experience than what your competitors are offering.

When it comes to keyword targeting, focus on the terms and phrases that your competitors are overlooking. Use SEO best practices to optimize your content and improve your chances of ranking higher than your rivals.

And don’t forget to cover the full buyer’s journey. Create content that speaks to your audience at every stage, from initial awareness to final purchase. This will not only help you capture more leads, but it will also position you as a true industry authority.

Measure and Iterate

Of course, a competitor content audit is an ongoing process. Once you’ve filled in the gaps, you’ll want to keep a close eye on your competitors’ content strategies and adjust your own plan accordingly.

Use web analytics tools to track the performance of your new content. How does it stack up against your competitors in terms of traffic, engagement, and conversions? Use these insights to refine your approach and stay one step ahead of the game.

Remember, the content landscape is constantly evolving. What works today might not work tomorrow. Stay nimble, stay curious, and keep digging into your competitors’ strategies. The more you know, the better you can position your content to outshine the competition.

So there you have it – your step-by-step guide to conducting a killer competitor content audit. Get ready to uncover those hidden gaps, create content that leaves your rivals in the dust, and dominate your market like the content superstar you are.

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