Bridge The Content Gap
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Transcript of Bridge The Content Gap
Hello!I am Chris GiarratanaSEO Copywriting, Email Marketing, Conversion Optimization. I help make companies more money. @CJGiarratana
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.
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.
“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