05 December 2017
Content marketing is a powerful way to drive organic traffic to your auto dealer website. It also builds strong relationships with your customers.
Maintaining a one-on-one relationship with every lead, prospect, and customer can be challenging. This is where content gap analysis plays a vital role.
What is Content Gap Analysis?
Content gap analysis is primarily the process of finding out your customer’s concerns, queries, and expected results all through their car purchasing and then measuring it against your content footprint. This will help you to understand the gaps and opportunities in your content marketing. Conversely, it will also help to identify and bridge the gaps in dealership services.
Content gap analysis will take into account your auto dealer website pages, blogs, landing pages, email, paid ads, social media content, whitepapers, FAQs, marketing collateral, etc.
Why Should Your Car Dealership do a Content Gap Analysis?
There may be content gaps across your entire online identity, which may lead to a risk of losing a lot of potential customers.
Here are a few more important reasons for doing content gap analysis.
Reason 1: Using the Right Keyword at the Right Time
Keywords that relate to the prospects’ intent is important in filling communication gaps as well as for ranking your auto dealer website better. If the right keywords are not displayed at the right time, then you are losing customers.
Reason 2: Customer Churn
If you don’t provide all of the necessary information to your customers, then the chances of them shifting to your competitors go up steeply. With content gap analysis, this can be completely avoided, helping you to retain your prospects and thereby, improve sales.
Reason 3: Opportunity to Nurture Your Leads
As you are already aware of your potential customers’ needs and concerns, content gap analysis will help you to deploy the right content that will move them further up the sales funnel.
This gap-bridging communication can be through blogs, emails, social media interactions, etc. depending on your leads.
How do you initiate a Content Gap Analysis?
Hera are a few simple tips to initiate a content gap analysis excercise.
Content Gap Analysis Tip 1: Group Your Audience
Start by grouping your audience by creating different personas. Create customized strategies for each persona and their position in the purchase lifecycle.
Content Gap Analysis Tip 2: Involve Your Internal Teams
Meet your teams that are involved in marketing your car dealership, from sales executives to marketing managers. Ask them for their feedback and suggestions, and understand the gaps they are concerned about.
Then try to create content to fill the gaps.
Content Gap Analysis Tip 3: Content Audit
No need to fear a ‘content audit’ as it is quite simple to carry out. This will not only help in filling the gaps but also in the better ranking of your auto dealer website, leading to improved car sales.
For more information on content gap analysis and its importance, Contact Us.