What is a content vacuum? It is actually finding questions that are in the mind of the audience but for which no one has answered.
The brand is the identity of your business in the market and you should try not only to get more customers to know it but also to be able to create an attractive and positive image of what you are in the minds of the audience. The marketing process includes communication, value creation, brand introduction, products and services, sales, and after-sales service, so you need to follow these steps to market your brand; This is because sometimes poor after-sales service can also hurt your reputation. Not to mention that brand marketing helps you step by step to advance your brand building.
What is Content Vacuum Analysis?
Content vacuum is finding holes in the flow of content on the web. Holes that no one has ever found. In other words, the questions that the audience has in mind and so far no one has answered them.
Google has developed a new concept called Micro-Moments. In fact, this is the first time that Google intends to teach something to businesses. According to this concept, Google says if you want to market properly, see what questions your audience has at every stage of life and work. Every micro moment you think of. In fact, every user on the web world enters the customer journey from somewhere. Somewhere in the middle of working with a device, or when he is completely bored, or when one of his tools breaks down, and hundreds and thousands of other situations.
Your job as a content strategist is to see what your audience is facing. Problems related to your work. When you solve this problem for him, you have actually been able to take him one step further in the buying process (or what the old people call the sales funnel). This is what you will need about content.
But the content vacuum starts with keyword research. You need to see what your audience is looking for. What is it looking for and what are your competitors’ answers to it? Surely in this process you will find cases for which no one has written any answer. No one has given a meaningful answer to your audience. Even you have not given a correct and therapeutic answer to this case.
In order to be able to find these holes properly, you must first go to your site.
Categorize your content according to customer journey
Not everyone who enters your site intends to buy. Many times they come only for information, and they will probably never buy from you. Or come to compare your prices with others.
Your goal is to generate content for all stages of the customer journey. It does not matter if this user eventually becomes your customer or not. You need to respond to your users, audiences and potential customers and solve their problems.
Many brands now only maneuver on information-driven content. They produce content that answers users’ questions, where they link to their important pages and revenue pages to turn them into customers.
At this point you should categorize your content into 4 sections:
These pages (or blog posts) are mostly created to solve users’ problems. Finally, by solving the problem and providing the necessary information to the audience, you can draw them to your money-making pages.
At this stage, users are comparing solutions. For example, content such as shopping guides, reviews, the best and… content that fully capture the audience’s attention.
Decision Making Content:
These pages are created for the final step of your audience (i.e. store pages or booking pages…) where the user makes his final decision.
These pages are created for users who have purchased and are now looking for more content. For example, if they have bought a device, they are looking for training to work with it.
You need to see what content is currently on your website and try to identify gaps that exist accordingly.
Research your market
One of the best ways to find the right material is to return to the market. You can ask your audience directly what questions you have. What they need and how they can help you.
But because normally it does not allow you another way is questionnaires. Create a form Ask your questions in a few options to understand the general needs of your audience. Get feedback from the audience on the article you have written so far if you said is you were successful in the box and what changes you should make in this context.
Another way is to research the keyword market. Google’s free tool called Google Keyword Planner is at your disposal to extract all the keywords related to your business and work and buy the right program for it. All you have to do is open this Google tool and enter the keyword related to these topics and enter the planner to get a good result. There are other tools like Keyword tools
Keyword research reveals that many of these keywords have a cause. This means that users are looking for answers to their questions and ambiguities. Extract a complete list of these keywords. Separate purchase keywords. Completely separate the keywords that you can send to your store and sales pages, and then go to the blog keywords.
Arrange them in order of Impression number and create a separate sheet for them. Do a Google search for each one and see if the rest of the site is suitable for these topics. If these topics remain unanswered, prioritize producing content for you as soon as possible. Why? Because these are topics that are ranked very quickly and painlessly. these are topics that are ranked very quickly and painlessly.
Now go to the competitors
It is better to go to competitors a little more purposefully. It is not an easy task. That means you have to extract a list of all your competitors and check the blog of each one carefully. Thoroughly research the content produced by these competitors. This is actually a very fast method. You do not need to reinvent the wheel. Stealing content from competitors is not a bad thing and it happens to be an effective method of content marketing. The whole point of SEO is to be above your competitors. See which of your competitors’ content is valuable and you can improve it.
One way you can find out if a piece of content is really popular is to look at its comments. If it is well commented, it means that many users visit it daily. This is good news for you. Because with better content and a few external links, you will be above them and you will direct their traffic to your business.
Never focus entirely on money-making pages
This is a mistake that most sites make. They do their best to raise important pages and make money. While first the infrastructure of these money-making pages must be built. The principle of marketing is that you take the user step by step and step by step to get closer to where you want. From problem-solving to comparison and decision making, and in the final stage of customer training and maintenance is something you must do, otherwise, you only get a customer momentarily and you do not know when and how your next customer will get you. will find.
In addition, when you are constantly producing content in your field of work, Google will fully realize that you are doing this, thus giving more value to your money-making pages. Because he knows that you are an expert in this field and users can trust you.
This can already be part of your content strategy plan. Finding gaps, creating content that your competitors haven’t reached, and capturing a market share that your competitors haven’t even thought about.