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Identifying Content Gaps

How to Know What Content to Create

Identifying Content Gaps 

You’ve probably heard it before: Content is king. Understand that you need quality content for your digital marketing to succeed is just the first step. The next, and perhaps the most difficult, step is to determine exactly what that content is going to be. Whether you’re looking for content marketing ideas for your insurance agency marketing strategies or other small business, here are some tips to get you started.

Know Your Client

First, you will need to know your content audience. As an insurance agency, you want to appeal to a wide variety of people. If you specialize in homeowners insurance, you’re going to want to tailor your coverage to, well, homeowners! If you target most adults, then you have a bit more wiggle room in the content that you create. Ultimately, the content you create needs to be valuable to your users.

Find Out What They Know

A good starting point for identifying where your business’s content gaps are is to find out the kinds of questions your users ask. Reach out to engaged users and ask them if there’s any information they feel is missing from the site or if they leave the page without their question being fully answered.

Create Value

Make sure your content has a purpose. If you’re pushing out content just to have more information on the site, it could be doing your agency more harm than good. Make your readers happy by providing meaningful content. That is how you build trust, loyalty, and generate sales!

Analyze Data and Refine Strategies

Once you start publishing regularly, you can use a tool like Google Analytics to figure out how your content is performing and converting. Analyzing this data will give you a deeper insight into who is looking at the content, where they came from, and what else they did on your site. Patterns will begin to emerge that will help you to tweak your content strategy over time for success.

Hire the Right Team

Content marketing can take a lot of time and effort to reap the rewards. Sound like a lot of work? Get the right team of professionals to help out.  At GTK Analytics, we know what makes your audience wants. Our highly-trained team is ready to assist you with all your content marketing needs. Contact us today to see how we can help your agency.

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