How To Conduct A Bottom-of-the-Funnel Content Gap Analysis

In this post, we’re going to do a deep dive into an important topic of your content strategy: bottom-of-the-funnel content gap analysis.

Here’s what you’ll learn:

  1. What a bottom-of-the-funnel content gap analysis is
  2. Why you need to do a bottom-of-the-funnel content gap analysis
  3. How to do a bottom-of-the-funnel content gap analysis

What is bottom-of-the-funnel content gap analysis?

Bottom-of-the-funnel (BOFU) content gap analysis is the process of identifying missing content assets that entice the purchase from leads who are ready to buy.

A BOFU content gap analysis helps you identify gaps in your sales enablement assets that could prevent leads from converting into customers. Think of it as a content audit. 

Potential customers adopt a different mindset at each stage of their buying journey. During the awareness stage, they gather information on potential solutions to a problem they must solve. 

At this point in consideration, some potential customers have converted into leads and are now in your sales funnel. These leads evaluate different products by comparing their features, benefits, and the pricing of each solution to narrow down their list to a few options.

When these leads are ready to buy, they focus on identifying key differentiators between their top options. 

As they read through your content (and that of your competitors), they also look at customer reviews to see if your product addresses any objections and concerns they may have. 

Your BOFU pieces of content must provide a compelling reason to choose your solution over competitors through: 

  • Access to demos, trials, and case studies
  • In-depth product comparisons
  • Detailed pricing information

Why you need a BOFU content gap analysis

Let’s break down all of the benefits of a BOFU content gap analysis. 

Identify missing or outdated content 

A bottom-of-the-funnel content gap analysis will help you determine what types of content you lack for leads in the decision stage and who needs that final nudge to take the leap. 

A BOFU content gap analysis helps you identify hundreds of great keywords that your website should be ranking for.

For example, divorce mediators can use a bottom-of-the-funnel content gap analysis to identify areas where their informational resources are lacking or outdated.

This analysis might reveal that potential clients need:

  • Coping strategies for emotional challenges during the divorce
  • A checklist to help them navigate complex legal procedures
  • Tips for co-parenting effectively after the divorce

Creating this content for their potential clients helps them establish trust and credibility by providing more comprehensive support for couples going through the divorce process.

Address common objections

Your bottom-of-the-funnel content needs to provide a clear conversion path for your leads through relevant calls to action at relevant touchpoints. 

For fashion brands like StudioSuits, this analysis serves as a compass, guiding them to areas where their content isn’t answering frequently asked questions. Or it no longer properly addresses objections or concerns that potential customers have. 

Let’s take, for instance, their line of seersucker suits for men. StudioSuits could begin by collecting ‌customer feedback to pinpoint BOFU content gaps. 

They might need more content on how their customers can style seersucker suits for various occasions or video tutorials demonstrating care tips for the suits they buy.

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Adding an FAQ section can effectively address common objections, concerns, and frequently asked questions that could prevent prospective buyers from converting.

Stand out from your competitors 

A BOFU content gap analysis helps you identify areas where your competitors might outperform you. One area that’s becoming increasingly important is video content. 

Video offers a dynamic way to present information that captures attention in ways text alone can’t.

As you explore incorporating more video into your content strategy, consider the benefits of using an AI voice generator to create explainer videos. Creating professional-sounding narration for your videos that highlight your product’s key differentiators has never been easier. 

Plus, AI voice technology makes your video content accessible and appealing to a wider audience. The best part? There’s no need for expensive equipment or hiring voice actors. 

It also fills gaps in your current strategy and connects more effectively with your leads in the decision stage.

How to conduct BOFU content gap analysis

If you want to uncover BOFU content gaps quickly, you could simply use Ahref’s content gap tool to identify untapped keyword opportunities (read: keyword gaps) and topics your competitors are targeting and ranking for that you’re not. 

To complement this initial approach, collect ‌qualitative feedback from your customers to help you differentiate yourself from your competitors. Here’s how to do it: 

Map out your conversion path

Mapping conversion paths helps you identify potential roadblocks, friction points, or areas where prospects may be dropping off or getting stuck due to missing content. 

It involves documenting and visualizing the different steps and touchpoints a prospect goes through, from awareness of your product to the point of conversion.

When mapping out your conversion path, document the specific actions that prospects take, the content they engage with, and any conversion opportunities. 

For a SaaS company, a conversion path might look like this:

Blog post (awareness) → Webinar sign-up → Product demo request → Free trial → Onboarding → Paid subscription.

For a B2B service provider, a conversion path might look like this: 

Search engine query → Landing page → Gated content download → Sales call → Proposal → Contract signing

Talk to your sales team

Once you’ve mapped out your conversion path, collect data from your sales team and from your customers to help you identify potential drop-off points or bottlenecks that lead face at the bottom-of-the-funnel.

This data provides context around their behavior so that you can choose effective assets that address objections or reinforce the buying decision. 

Talking to your sales team will help you identify gaps in your BOFU content that don’t effectively differentiate your offering or highlight your unique value proposition. 

When talking to your sales team, collect feedback on the following areas:

  • The competitors who come up during the sales calls and areas where they view your product as stronger or weaker than the competition.
  • Specific types of content or information that prospects frequently request but are currently missing or insufficient, such as case studies, technical specifications, or product comparisons. 
  • Which content assets are most effective, and which could be improved or updated to support the sales conversations better?

Collect feedback from your customers 

Customer feedback gives you a first-hand perspective from people who have recently gone through your conversion process and can pinpoint specific areas for improvement. 

When choosing ‌customers to talk to, reach out to those who recently purchased or converted within a specific timeframe. 

For example, target conversions that happened in the last three months. Their experience remains fresh in their memories, and they’re more likely to respond to your questions. 

If you’re sending out a survey, create a mix of open-ended and multiple-choice questions focusing on the respondents’ experience with your content and decision-making process. 

Prepare a discussion guide for interviews with open-ended questions that allow customers to share their experiences in detail.

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Here are examples of questions you might use for your surveys and interviews: 

  • “What additional information or resources would have been helpful in making your decision to purchase our product?”
  • “At what point in the process did you feel you had enough information to move forward with the purchase, and what specific content or experiences helped convince you?”
  • “If you could change or improve one thing about the content you encountered during the decision-making process, what would it be?”

Answers to these questions will help you: 

  • Uncover pain points, objections, or missing information that your existing content may not be addressed effectively. 
  • Identify opportunities to enhance your bottom-funnel content’s clarity, persuasiveness, and overall effectiveness.

Understand the customer’s mindset and decision-making process, which can inform your content strategy.

Analyze your data and create new content 

After collecting your data, identify recurring themes and topics not covered in your existing bottom-of-the-funnel content. Create new content centered around these themes and topics. 

After publishing your new content, use the Ahrefs Site Explorer tool to track its performance. Simply enter your website URL and navigate to the Top Pages report in the left-hand sidebar:

This report shows how your new content performs with driving organic traffic and other metrics, such as the keywords your competitors are ranking for and new content topics they’re publishing. 

Use this data together with data from your analytics tools to identify areas for improvement and refine your BOFU content strategy.

Wrapping Up

Conducting a thorough BOFU content gap analysis is invaluable for keeping your content marketing efforts laser-focused. It also helps guarantee that the content you create effectively addresses the needs of your target audience throughout the buyer’s journey. 

After all, it’s easy to fall into the trap of creating content without stopping to understand what resonates with your leads and prospects. 

If you’ve audited your content and pruned or merged underperforming content, the next step is a bottom-of-the-funnel content gap analysis to create a content plan that helps you hit your business goals.

I'm a blogger, podcaster and (recovering) side project addict that teaches 500,000 monthly readers how to start a blog and grow a profitable side business at ryrob.com.