The document outlines strategies for effective content analysis, including identifying authoritative and relevant content, comparing against competitors, and organizing a content strategy. It emphasizes the importance of data-driven decisions, leveraging insights from subject matter experts, and avoiding generic content creation. Additionally, it includes steps for gap analysis and improving the readability and impact of existing content.

2. Objectives of Objective Content Analysis
Identify content that is working for you
Quantify the quality of your current content
Determine if your content is authoritative as well as relevant
Identify winning competitor content topics
Organize a content strategy to audit/cleanup existing content
Prioritize and schedule new, high-quality, authoritative content based on findings
Crafting Content That Will “Win” in 2022

3. Gap Analysis vs. Competitive Analysis
Competitor Keyword Gap Process: Gather a list of words and phrases that multiple
competitor sites currently rank for that your site is underperforming for.
Competitive Analysis compares products and services, identifies missing product
offerings, qualifies differences in unique selling propositions, and compares company
sizes, visibility, and marketing budgets.
Surfaces differences in search visibility, less focus on delivered service

4. Gather Your Own Ranking Data
Google Analytics
Requires access
May not be configured
Might be fragmented
All sources
Conversions
Search Console
Requires access
May not be configured
Organic only
Clicks, impressions, &
“positions”
Current results
3rd Party SEO Data
Paid tool
Includes competitors’ data
Search volume data

5. Poll: Have you ever performed a content analysis before?
● Yes
● No

6. Qualify Your Current Outcomes

7. Quantify Your Content Quality
How to avoid a wall of text:
Readable font & LARGE font size
Headlines & subheadings
Vary sentence & paragraph structure
White Space
Bulleted & Numbered lists
Bold Italics Underline
Images
Quotes

8. Identify Competitors
Direct competitor
Sells the SAME product or service
Indirect competitor
Sells a different product or service to
your audience
Search competitor
Sites with content relevant to your
audience that run ads, publish news,
aggregate data, etc.

9. Identify GAP Between You & Competitors

10. Identify GAP Between You & Competitors
CONTENT ANALYSIS KEYWORD SCREENSHOT HERE

11. Poll: What tool do you currently use to run a content
analysis?
● Ahrefs
● SpyFu
● Semrush
● Other
● We don’t have a specific tool for this

12. Group Your GAP Keywords Into Topics

13. Identify LINK GAP Between You &
Competitors

14. Supplement With Insights From Humans
Customer service team
Customer service manager
Front desk
Sales reps
Sales manager
Product manager
Product marketing manager
Actual paying client/customer
Former client/customer

15. Content Strategy Outside of SEO Data
Discuss “pain points” with your product managers, your salespeople, and your support
staff.
What got in someone’s way that they’re trying to solve or overcome with a Google
search?
On product level
In comparison to a competitor
As a reason to upgrade, buy an add-on, or choose the enterprise level

16. Subject Matter Experts Matter!

17. Poll: Who writes the content on your site?
● Subject matter experts
● A dedicated staff writer (non-expert)
● A content writing agency (outsourced)
● Other
● Content, what content?

18. Shaping Content Strategy With
Expert Insights
Develop deeper, more satisfying content by surfacing the REAL difference and the REAL answer.
Say NO to aggregating data WITHOUT unique insights.
Say NO to just re-writing the existing featured snippet & “hoping” for the best.

19. Subject Matter Experts Matter!
When it comes to generating content, there's a
significant difference between a
non-specialist/non-expert who can collate existing
content into an article and a Subject Matter EXPERT
who can craft NET NEW content into an article.

20. SEO ROI: Justify Your Campaign
Quality Content Rankings Traffic Conversions Sales Revenue
Use data for general potential:
Search Volume * Organic CTR * Conversion Rate * Sale Rate * $ Per Sale

21. Building a Consistent Pipeline

22. Expand Data - PAAs, Machine Learning
People Also Asked:
Alsoasked.com
searchresponse.io
frase.io

23. Leveraging Expertise to Actually
Tackle PAAs
Featured snippets and “people also ask…” are very common search elements. Even
better, they make good starting points for actual subject matter experts to include.
What makes a better answer:
Aggregating manufacturer descriptions (which include positive bias and often lack detail)
OR
Someone who has actually interacted with the specific PRODUCT/SERVICE/SOFTWARE?

24. Action Points: Content Analysis Process
Take a fearless inventory of existing content and review its current ability to actually
provide a satisfactory answer. At larger companies, with established volumes of content, it’s
helpful to do this by category.
Mind the gap: Identify topics that are opportunity areas
Brainstorm pain points and problems that need to be solved. Ask your experts what should
be used to create a list of new articles.
Leverage SEO data for PAAs, featured snippets, and relevant groupings of keywords. This
can be used to fuel new articles or revise existing content.
Run your content analysis tool