bridge the content gap

Bridge The Content Gap

Hello!I am Chris GiarratanaSEO Copywriting, Email Marketing, Conversion Optimization. I help make companies more money. @CJGiarratana

https://twitter.com/CJGiarratana

http://www.cjgiarratana.com/?utm_source=slideshare&utm_medium=content-gap-slideshare&utm_campaign=content-gap-slideshare

People & ContentUnderstand how people interact with content

People & Content

Every Google search is a question.A Content Gap is when people can’t find what they are asking for. Match needs of audience with content production to drive business goals.

http://www.cjgiarratana.com/how-to-use-content-gaps-for-your-marketing-strategy/?utm_source=slideshare&utm_medium=content-gap-slideshare&utm_campaign=content-gap-slideshare


Basic Supply & Demand. Searches = demand. Current content = supply. The difference = value.


“Marketing is about solving problems. Customers are searching for answers.

Do our customers find answers from us or our competition?


How to create value

Create Business

Value

Meet Customer’s

Needs

Exceed Competition


Identify A Content Gap

Focus on the topic you want to talk about. Market Research to know your audience. Keyword Research to understand demand.Competitive Research to determine supply.

http://www.cjgiarratana.com/how-to-compile-a-competitive-intelligence-for-your-business/?utm_source=slideshare&utm_medium=content-gap&utm_campaign=content-gap-analysis-slideshare



“Understand who is asking the question. The answer is all about context.


The “WHO”Everything revolves around the customer.


Market Research

A real person is behind each Google search. Census & survey to understand who they are. Identify the problem, to realize user intent.


“Marketers must interpret what people

are asking to understand what they really want.


The “WHY”Everything revolves around the customer. Their questions fuel your business.


Keyword Research

Keywords are data points.Key Phrases show intent. Keyword research shows demand of a topic. Know what is asked to direct content production.


The “WHERE”Where are your customers finding answers? Competitive Analysis shows where there is opportunity.


Competitive Research

Current content in market is the supply. Review Quality & quantity of content available. Base content creation around gaps.



Analysis Tools

Market Research

CensusLocal Search Surveys/Feedback

Keyword Research

SEM RushKeyword PlannerLSIGraph.com

Competitive Research

SEM RushOpensiteexplorer.comGoogle Search


Thanks!Any questions?You can find me at @CJGiarratana & CJGiarratana.com

https://twitter.com/CJGiarratana

http://www.cjgiarratana.com/meet-chris/?utm_source=content-gap-analysis&utm_medium=slideshare&utm_campaign=slideshare-content-gap
