Gap analysis—the process of assessing the distance between where you are and where you want to be with your content—by its very nature requires a starting point. That starting point is your content inventory. If you are working with an existing content set (as opposed to starting fresh with everything new) and don’t know where you are or what you have to work with, determining what it will take to get to a future state is pretty difficult.
Beginning with your CAT-generated inventory, you can start mapping your current content against your personas and customer journey map, using the custom columns and tags feature to annotate which persona and/or task the piece supports. Use another column or the notes field on each page to indicate whether the content needs to be kept as-is, revised, or removed. The result of this analysis and annotation is a detailed list of your current assets that can then be mapped against your business goals to see where the holes are. Sort and filter your list, either in the dashboard or in your export, and find where your good content is, where your bad content is, and where there’s little or no content. This gives you a working set of data to fuel your content improvement or development plans.
Over on our sister site, Strategic Content, we’ve recently published a guide to using an inventory and audit to create a gap analysis grid. Create a matrix of your business goals for each audience at each step along the customer journey and note what content exists or is needed to fulfill those goals. Map that gap and you’re on your way to a successful content strategy.
Paula Land is co-founder and CEO of Content Insight and author of Content Audits and Inventories: A Handbook.