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Finding the Gaps in Your Content Strategy
“While quality of content is paramount to our
clients’ success, it’s no longer a question of
“how much” content to write. ...
Media Mix:
• Audit Questions & Answers – check your Sent folders (especially your business
development / sales team)
Gap #1: Answers
• Competition – What are your clients ranking on that you would want to? (Use a tool like
SEMRush to check)
Gap #2: Compet...
• Trends – What trends are happening with those keywords over time?
http://google.com/trends (Find out the best period to ...
• Related Terms – It’s not just about what YOU sell, it’s about the audience and what
information THEY are seeking. Provid...
• Location Topics – Ranking local doesn’t preclude you from ranking national or
international! Talk about businesses and l...
• Provide Value – Too many content strategies focus around the brand, the product or
service. Your content should be focus...
How to Compete:
1. Analysis - Analyze the winning pages’
structure, site hierarchy, embedded
mediums, titles, headings, an...
We Can Assist:
1. Analysis – We have access to world-class enterprise tools and resources to carefully
analyze your strate...
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6 Gaps in Your Content Strategy

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We've assisted clients with their content strategies for years through multiple channels and mediums. More often than not, the opportunities to increase engagement and conversion rates is by focusing on the gaps in your content strategies.

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6 Gaps in Your Content Strategy

  1. 1. Finding the Gaps in Your Content Strategy
  2. 2. “While quality of content is paramount to our clients’ success, it’s no longer a question of “how much” content to write. All of our clients recognize they are now publishers. The new question is “what” do they write. Our job is finding the gaps in our clients’ content strategies and developing solutions that best fill those gaps.” Douglas Karr CEO, DK New Media Gaps in the Strategy:
  3. 3. Media Mix:
  4. 4. • Audit Questions & Answers – check your Sent folders (especially your business development / sales team) Gap #1: Answers
  5. 5. • Competition – What are your clients ranking on that you would want to? (Use a tool like SEMRush to check) Gap #2: Competition
  6. 6. • Trends – What trends are happening with those keywords over time? http://google.com/trends (Find out the best period to plan your content and use an editorial calendar – Kapost, Coschedule, Edit Flow) Gap #3: Trends
  7. 7. • Related Terms – It’s not just about what YOU sell, it’s about the audience and what information THEY are seeking. Providing content that helps your prospects (Check the footer of your search in Google for other related terms) Gap #4 Related Topics
  8. 8. • Location Topics – Ranking local doesn’t preclude you from ranking national or international! Talk about businesses and locations to rank regionally and often you’ll find you rank on broader non-location terms. Gap #5 Location:
  9. 9. • Provide Value – Too many content strategies focus around the brand, the product or service. Your content should be focused around your audience. Helping your audience succeed will ensure trust and authority builds momentum – leading to a conversion. Curate great content from trusted sources to further the engagement. Gap #6 Value:
  10. 10. How to Compete: 1. Analysis - Analyze the winning pages’ structure, site hierarchy, embedded mediums, titles, headings, and subheadings so that you can develop a much better page. Infographics and videos are fantastic for this. 2. Shareworthy - Ensure your page is easily shareable, effectively utilizing microformats and social sharing buttons to maximize its reach. 3. Promote – Purchase targeted advertising to ensure you outreach your competitor.
  11. 11. We Can Assist: 1. Analysis – We have access to world-class enterprise tools and resources to carefully analyze your strategy. For large publishers, we’ve even implemented Big Data solutions to combine disparate sources to produce recommendations. 2. Shareworthy – We develop infographics, interactive microsites, whitepapers, ebooks and videos for some of the largest brands online, with unmatched success at driving shares and conversions. We effectively allocate resources to minimize expenditures by streamlining how content is developed for different mediums and different levels of audience purchase intent. 3. Promote – Our social advertising model has proved to lower cost-per-lead, increase response rates and improve overall marketing return on investment. Contact info@dknewmedia.com for more information.

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