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How to Find Content Gaps Within Your Industry


With so many keyword research tools available and various other means of getting ahead in the digital marketing world also easily to hand, it can be difficult to do something that you feel is really making a difference.  While the positive aspect of a level playing field is that everyone can compete, it can be annoying when you feel like your hard work isn’t getting anywhere.

One way where you can have an impact and feel a sense of achievement and reward is by looking to identify content gaps within your industry and by being the first person to put something out there related to a particular topic.

The Content Problem

The big problem we have with content is that everyone knows content is king, and as such there are millions of piece of content put onto the internet every day. This means Google’s index is getting bigger by the second and it is harder and harder to get your content to stand out, especially if you’re doing something similar to all the other publishers out there. Whether it’s B2B or B2C content where you need to put your focus, the problems are similar.

Finding Content Opportunities

Finding content opportunities becomes even more daunting when we look at a keyword tool or even just search a term within Google that we’d like to rank for. Competition is high and there are millions of results for a particular keyword or phrase already.

However, this is still where the major opportunities to make a difference are to be found. For example, when you search a keyword term in Google you get suggested searches. Instead of sticking with the search you were doing, look at those more specific and targeted searches. How many results are there for this one? There may still be many, but it is likely to be significantly fewer than there was before. You can even keep adding words until you come up with a specific long tail keyword for your industry that has very few results.

Creating the Content

You’re now ready to go. You’ve done your research and know that there’s little competition for this particular long tail keyword. You also know that there are a good number of searches for that long tail keyword, otherwise Google wouldn’t have suggested it. Use a keyword tool to double check if you want to put your mind at rest. Now all you have to do is create the content around that keyword, publish it, and you’ve filled a content gap. You’ll see more traffic and people who value the information will link back to your site.

Do what you can to identify the specific content gaps in your industry, and then take action to create and publish the content as soon as you can. This is a huge opportunity for you to do something within your digital marketing strategy that you know will make a difference.

Written by
Posted · Dec 06, 2013
Categories · Content Marketing.
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