{"id":86456,"date":"2020-12-01T08:11:36","date_gmt":"2020-12-01T16:11:36","guid":{"rendered":"https:\/\/oroinc.com\/b2b-ecommerce\/?p=86456"},"modified":"2022-07-29T03:15:38","modified_gmt":"2022-07-29T10:15:38","slug":"how-to-effectively-use-content-gap-analysis-for-b2b-ecommerce","status":"publish","type":"post","link":"https:\/\/oroinc.com\/b2b-ecommerce\/blog\/how-to-effectively-use-content-gap-analysis-for-b2b-ecommerce\/","title":{"rendered":"Effectively Use Content Gap Analysis for B2B eCommerce | OroCommerce"},"content":{"rendered":"

This post was contributed by Michael Habiger<\/span>, a content marketing specialist at FollowUpFred<\/span><\/a>
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Content gap analysis is one of the lesser-known, yet highly important, tools for effective B2B eCommerce<\/a> marketing. It allows for a sales boost throughout your company regardless of your market. It is being used throughout marketing and sales teams to encourage better integration for content with a focus on the customer. It is no surprise just why so many companies are turning to this important metric for maintaining the ability to grow.<\/span><\/p>\n

What Content Gap Is and Why Analysis is Needed?<\/h2>\n

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The first thing to consider when looking at a content gap is to realize how your content is used. Content is used in email marketing campaigns, on landing pages, in blogs, and in social media. It is created with the mindset of reaching out to your customers in a way that converts into sales.<\/span><\/p>\n

The content gap can be identified at any point in time in which content fails to meet this goal. There are several points where this failure can occur, so analyzing exactly where things are falling short allows for creating a plan to fix the problem.<\/span><\/p>\n

How Does it Support B2B Marketing?<\/h2>\n

By taking what we know about the content gap, the analysis supports B2B marketing by giving you a clear path. It highlights where marketing is successful, or where\u00a0<\/span>you are falling short<\/span><\/a>. You can get a clear picture of the kind of content you need more of. The information shows content that is underperforming. The analysis also identifies market segments not being reached.<\/span><\/p>\n

Say you are marketing cleaning solvents to cleaning companies. Your content gap analysis may discover your most popular product is not reaching new customers. It can show you your marketing is not reaching new customers because it concentrates on the needs of your existing base. This creates a path by which you can develop methods to reach out to new customers and expand sales.<\/span><\/p>\n

How Does it Support B2B Ecommerce?<\/h2>\n

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When it comes to B2B eCommerce, there is a lot of information that can fall through the cracks. Take for instance the sheer scale of the catalogs involved in eCommerce. Attempting to identify gaps without proper analysis is a near-impossible task.<\/span><\/p>\n

Gap analysis allows you to dial in to find product gaps across whole product catalogs as well as individual page descriptions. By utilizing such a deep dive, you have the ability to identify such things as:<\/span><\/p>\n