Optimize CX with a Content Gap Analysis
Find & Fill Key Content Gaps
Streamline Content Creation & Optimization with Tendo
As part of a rigorous content audit, Tendo’s content gap analysis will:
Assess your current situation.
Identify content gaps
Provide custom recommendations
Addressing Content Gaps Solves Top Marketing Challenges & Boosts ROI
#1
The number one challenge marketers face with content marketing is “finding ideas for new content.1
57%
57% of marketers cite creating the right content for their audience as a challenge.2
37%
Only 37.7% of marketing leaders say vendor content is relevant to them in various stages of the decision-making process.3
Sources:
1 HubSpot, The State of Marketing, 2024
2 Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024
3 PathFactory & Heinz Marketing, Inside the Head of a Marketing Leader: The Buyer’s Journey, 2020
Resources for Content Gap Analysis
Integrated content planning poses a challenge for even the healthiest B2B marketing organizations. Content powers marketing success. That’s why demand…
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...Case Study Spotlight
Advanced Content Audit, Scoring, and Gap Analysis at Crowe
ServiceNow Product Documentation Restructure
ServiceNow Product Documentation Restructure
The challenge: The cloud-based solutions provider asked Tendo to help identify opportunities to improve the user experience and findability of key information, extend and update the docs.servicenow.com content structure, and integrate product content to drive a more comprehensive content experience.
The solution: Tendo’s process included the following tasks:
- Research deep-dive (personas, user research, onsite search logs, customer service call data, analytics, etc.)
- Current state analysis of front-end and back-end (SEO, UX, IA, navigation, metadata, taxonomy, etc.)
- Competitive/comparative review
- Stakeholder survey, interviews, and workshops
- Card sort exercise to inform IA and foundational taxonomy
- Identification of top tasks, or jobs to be done (JTBD), plus key content integration points and gaps
- Task flow mapping based on top JTBD
Fortinet Solution Page Enhancement
Fortinet Solution Page Enhancement
The challenge: Fortinet needed to update the copy and organization of its solution pages to improve the on-page content experience and align with new brand messaging.
The solution: Tendo’s thorough analysis and enhancements included the following steps:
- Content audit
- Content gap analysis
- Messaging analysis
- Recommended content organization
- New website copy
Citrix Website Strategy: From Product-led to Persona-led
Citrix Website Strategy: From Product-led to Persona-led
The challenge: Citrix needed its content to be less product-focused and more customer-focused.
The solution: Tendo developed a customer journey framework to address different personas and content goals across the journey. The framework included:
- Content audit
- Gap analysis
- New content types
- Persona-based journeys with influence and rationale