In revenue terms within marketing we talk about gap analysis as the difference between where we want to end up e.g. our revenue target and where we forecast to end up. So if our revenue target is £20 million and we forecast reaching £18 million then we have a gap of £2 million to fill.
The same process can be used to identify the gaps in your marketing content. In a previous role I took over responsibility for a marketing function of a business unit within a larger corporate. One of the first actions I carried out was to perform a content audit, it highlighted that we had a massive problem on our hands. Or more to the point, I had a massive problem to resolve in terms of creating/sourcing new content designed to answer the questions being asked by our target audience.
Well it’s been said the best way to tackle a big problem is to break it down into smaller tasks.
I decided to tackle each of the following as separate projects:
- Web content
- Premium content (downloadable for lead generation purposes)
- The Blog
The first priority was web content and as previously mentioned I’d decided the total web content needed to be re-written and I didn’t want to re-purpose any of the existing text. I needed to know exactly what I had available so that I could make an informed decision about what content was needed.
The first thing I did was to list all of the existing web page titles including downloadable spec sheets and web based articles into an .xls spreadsheet. I then took an inventory of existing content from previously published articles, enewsletters, brochures and powerpoint presentations that could be scanned to see if they were suitable for repurposing. I added those to the .xls and then I mapped the content we had identified during our brainstorming sessions against those page titles to determine the gaps. The picture I ended up with wasn’t pretty. The gaps far outweighed the areas where we had some decent content. Where was all of this new marketing content going to come from, what were we going to write and who was going to write it?
If you’d like further information on how I managed this situation, read the case study: Content marketing in action.
Found yourself in a similar situation? Let me know what you did to resolve your problems on 01803 413481.