At a glance, the concept of a content gap analysis seems pretty straightforward: Find things your competitors are writing about that you aren’t. While this is true, it doesn’t embody the full extent of what those “things” are. Let’s break it down.
In short, it’s easiest to start your audit with a high-level, topic gap analysis. This will help you identify specific pages other similar sites have that yours does not.
Next, you’ll want to break those topics down into queries (keywords).
Finally, those keywords will help you identify even more specific opportunities to outdo your competitors and take up more real estate in SERPs via SERP features and other “content” mediums like video, images, podcasts, etc.