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Find Your Content Gaps: 5 Sources Reveal the Holes in Your Content Marketing

A lot of content marketers think about their audience … and then pick a topic.

The best content marketers use data to find content gaps … and then pick a topic.

There is a big difference between these two approaches.

Check out this webinar to learn the best sources of topics for content marketing, and ways that any content strategist can more confidently align topics with the information needs of their audience.

We’ll start with quantitative research: Google Analytics and other tools:

  • Content reports (what’s engaging but rarely published)
  • Navigation summaries (what blog categories are most/least popular) 
  • Site search (what are they looking for but not finding)
  • Plus, chat logs, heat maps and competitive analysis reports

And we’ll finish strong with a bit of qualitative research: listening to your audience directly.

By the end of this session, you will be well equipped to pick your next blog topic confidently, knowing that the data behind the content/audience fit is on their side.

Speakers: Andy Crestodina, Cofounder & CMO, Orbit Media, William Tseng, Director of Sales Engineering, Lucidworks & Stephanie Stahl, General Manager, Content Marketing Institute

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