How do you find content gaps and opportunities when analyzing competitors?

If you want to create engaging and relevant online content, you need to know what your competitors are doing and how you can fill the gaps they leave behind. Content gaps are topics or keywords that your competitors are not covering well or at all, and that your audience is interested in. Content opportunities are ways to improve or expand on the content that your competitors are already creating, and that you can do better or differently. In this article, you will learn how to find content gaps and opportunities when analyzing competitors, using some simple tools and techniques.

1 Choose your competitors

Identify who your competitors are and what kind of content they produce. You can start by searching for the main keywords or topics that you want to rank for, and see who shows up on the first page of Google. You can also use tools like SEMrush or Ahrefs to find out who is ranking for similar keywords or domains, and how much traffic they get. You don't need to analyze every competitor, but choose a few that are relevant and successful in your niche.

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Sushobhan Mahanty

Advocating sustainability and leading 2M+ Brain Expansion Group on LinkedIn for diverse, thought-provoking discussions.
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I won't say they are my competitors. We all are here to provide something that we have to fulfill the void that maybe others have. In this process free creators miss out on a few areas and hence that becomes our responsibility. My niche is sustainability, climate change, technology... And there are many content creators around these topics. I have chosen a few who talk on important issues and give regular updates. My choosing criteria were, authenticity and the ability to pick the right spots. After choosing the creator to follow, I have always read their articles and if I feel they miss out on something, I write on that topic and share it with my audience. This is how we develop a healthy community. ~ collaborative efforts.

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Dr. Jim (ജിം കണിച്ചിറയിൽ) Kanichirayil

Helping Busy HR Teams Build Elite Organizations | Highlighting Innovation and DEIB in HRTech | Talent Strategy Nerd | Professional Megaphone | Researcher | Writer | Podcaster |
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I'm not sure the focus should start with your competition. If you want to impact your buying universe, your content is better served by focusing on what you do exceptionally well. Additionally, being problem obsessed will serve you well in connecting with your buyers.

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2 Analyze their content

Analyze the content that your competitors are creating, and see what they are doing well and what they are missing. You can use tools like BuzzSumo or Content Explorer to find out what kind of content formats, headlines, lengths, and topics they use, and how much engagement and shares they get. You can also use tools like Screaming Frog or Site Audit to check their technical SEO, such as meta tags, URLs, headings, and images. Look for patterns, trends, strengths, and weaknesses in their content strategy.

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Sushobhan Mahanty

Advocating sustainability and leading 2M+ Brain Expansion Group on LinkedIn for diverse, thought-provoking discussions.
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After choosing the right creators, do follow their work. Read their articles and check how they have presented their data and thoughts to the audience. Check what kind of content gets higher engagements... Is it the trending news, or posts with good data, or articles with good illustrations... etc. Check their work as a creator and also as an audience and see if you are amazed both times. Analysing their content helps you get a path to follow... Not the same path as the fellow creator but a path better in different ways.

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3 Identify content gaps

Identify the content gaps that your competitors have, and that you can fill with your own content. You can use tools like Keyword Gap or Content Gap to compare your keywords and topics with your competitors, and see where they have more or less coverage. You can also use tools like Answer The Public or AlsoAsked to find out what questions your audience is asking, and that your competitors are not answering. Look for gaps that are relevant, valuable, and achievable for your content goals.

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Yelen Molina

Marketing project manager / Audiovisual content analyst
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Se pueden identificar brechas de oportunidad en lo que los competidores sí están haciendo bien, porque no se trata de llenar los huecos de otras marcas, sino de asegurarnos de tener aciertos distintivos. Si cubrimos algo que los demás no, pero el resto de nuestro contenido es similar al de los otros, no sirve de mucho porque solo estamos ofreciendo más, pero no algo diferente. No son solo los temas, sino el planteamiento de qué se ofrece, con qué enfoque y a quién. Por supuesto, hay muchos enfoques válidos para hacer contenido de calidad, pero cada uno va a resonar con una audiencia distinta, que es justamente lo que buscamos.

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4 Find content opportunities

Find the content opportunities that your competitors have, and that you can take advantage of with your own content. You can use tools like Content Analyzer or SEO Writing Assistant to evaluate the quality and readability of your competitors' content, and see how you can improve or differentiate yours. You can also use tools like Topic Research or Content Ideas to generate new ideas and angles for your content, based on your audience's needs and interests. Look for opportunities that are creative, unique, and engaging for your content voice.

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5 Prioritize your content

Prioritize your content based on the gaps and opportunities that you have found, and plan your content calendar accordingly. You can use tools like Keyword Difficulty or Keyword Explorer to estimate how hard or easy it is to rank for your keywords, and how much traffic and competition they have. You can also use tools like Content Planner or Editorial Calendar to organize your content ideas, assign tasks, set deadlines, and track progress. Prioritize your content based on your resources, budget, and goals.

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6 Monitor your results

Monitor your results and see how your content is performing compared to your competitors. You can use tools like Google Analytics or Search Console to measure your traffic, conversions, and rankings. You can also use tools like Content Performance or Content Score to analyze your content quality, relevance, and engagement. Monitor your results regularly, and adjust your content strategy as needed.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you find content gaps and opportunities when analyzing competitors?

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1 Choose your competitors

2 Analyze their content

3 Identify content gaps

4 Find content opportunities

5 Prioritize your content

6 Monitor your results

7 Here’s what else to consider

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