Filling a Content Gap
A content gap refers to an unaddressed area or deficiency of information available on a website. It signifies a space where existing content fails to adequately cover a particular aspect or subtopic. Recognizing content gaps is crucial for brands and businesses as it provides an opportunity to deliver valuable, unique, and pertinent information to their target audience.
In the context of a beauty brand, a content gap could manifest in various ways. For instance, there might be a lack of comprehensive guides on addressing specific skincare concerns, like "sensitive skin care routines for acne-prone individuals." To bridge this gap, the beauty brand could employ strategic methods like SEO research and content audits.
SEO research is a pivotal tool for identifying content gaps. By analyzing popular search queries and topics related to the beauty niche, the brand can uncover areas with high demand for information. For example, they might discover that there's a significant interest in "cruelty-free makeup application techniques." Recognizing this gap, the brand can then produce detailed tutorials, articles, or video content that cater to this specific audience.
When I was consulting and writing content for vegan skincare and haircare brand Luna Nectar, I conducted thorough research and mined for organic SEO opportunities, and found topics that were being searched for rather consistently but were not being written about. BINGO! I found the sweet spot.
Based on that research I created content on their website which started to show up in the search results of google right away; I filled a content gap.
Additionally, content audits are invaluable in recognizing gaps in a brand's existing content library. This involves a systematic review of the content assets to evaluate their relevance, accuracy, and comprehensiveness. For example, a content audit might reveal that the brand has not covered the topic of "vegan skincare products for aging skin." This identified gap can then be filled by creating informative content that addresses the concerns of this particular demographic.
Filling a content gap can increase traffic to a brand's website and boost sales, all that’s needed is a bit of research and well written content.